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Brumby’s GO! replaces Cinnabon franchise

January 5, 2006

Brumby’s GO! replaces Cinnabon franchise
as new concept stores roll out

Brumby’s has announced that two Cinnabon franchise outlets have switched to Brumby’s GO! as the leading New Zealand and Australian bakery chain launches its new concept store.

Brumby’s GO!, which is a blend of a traditional Brumby’s Bakery store and a sandwich shop like Subways, may be rolled out across New Zealand and Australia depending on the success of the initial stores.

The two former Cinnabon outlets, both in Melbourne at the Galleria Shopping Plaza on the corner of Bourke and Elizabeth Streets in the CBD and at The Pine shopping centre at Doncaster East, have already achieved remarkable boosts to store sales figures since their switch to Brumby’s GO!.

At the Galleria sales have increased by more than 400 percent and at The Pines they have tripled since converting to Brumby’s GO!

Brumby’s – which has more than 300 of its traditional franchise bakeries across New Zealand and Australia - launched Brumby’s GO! in Brisbane mid-year and now has five stores – three in Brisbane and two in Melbourne.

Brumby’s managing director Michael Sherlock said the initial performance of all five stores has been extremely encouraging.

“We are currently analysing the performance of the Brumby’s GO! stores and the first few months have been very pleasing,” Mr Sherlock said.

“Customers love the fast and fresh products especially the wraps while also being able to get a traditional quality pie on a cold day in Melbourne,” said Melbourne Brumby’s Go Franchisee Maher Elias.

Mr Sherlock said that once enough sales data had been collected a decision would be made whether to release Brumby’s GO’s franchises across Australia and New Zealand.

Brumby’s GO is part of Brumby’s five year strategy which has already seen bakeries opening in supermarkets and convenience stores as well as investigating overseas expansion opportunities.

Brumby’s is listed on the Bendigo Stock Exchange.


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