The Coffee Club Australia has revealed the re-emergence of its signature tagline, “Where Will I Meet You?” as part of the cafe chain’s newest brand campaign released on its 33rd birthday on 2 November.
“Where Will I Meet You? is a tagline that every Aussie knows, it has always spoken to who we are as a brand and we are excited to be bringing it back to represent not only our legacy, but also celebrate the way our customers interact with us now,” says Nick Bryden, CEO of The Coffee Club Australia.
The newest “Where Will I Meet You?” campaign focuses on The Coffee Club’s wide range of customers and how they use us to create connection and meaningful meeting moments throughout their day.
“Where Will I Meet You? is something that has represented customer connection at The Coffee Club since the beginning. Today, we see this relationship in many more ways than how it looked back then,” says Chris Searles, Head of Marketing at The Coffee Club Australia.
The new brand campaign features six new personas that showcase how customers connect with the Australian cafe giant.
“Meeting Moments can be many things – it’s a tradie on their 5am brekkie run with the boss, it’s a mum grabbing afternoon tea in-store with the kids, or it’s a young worker treating herself to an ice coffee on her break. We have grown to be more versatile with our connection points, just as our customers need us to be,” Mr Searles said.
The iconic tagline relaunched in line with The Coffee Club’s birthday celebration, highlighting 33 years of Good Food, Great Service and Excellent Coffee. A philosophy that, in that time, has garnered the brand an Australian household name, a multitude of business excellence awards and thousands of loyal customers across the globe.
“When the business began in November of 1989, we wanted “The Coffee Club” to be the natural answer to “Where Will I Meet You?”, and we got there by giving guests the best service and experience possible. It’s fantastic to see how, 33 years later, we have evolved as a brand to serve customers how they want to be served, with that same signature experience we are so well known for,” says John Lazarou, Co-Director at The Coffee Club Australia.
The Coffee Club was founded in 1989 by friends, in search for the perfect cup of coffee in the Brisbane City. After the success of Eagle Street Pier, Emmanuel Kokoris and Emmanuel Drivas with John Lazarou, used their combined exceptional business knowledge and a trusted Greek philosophy of ‘Philoxenia- being a friend to the stranger’, to develop a trusted brand dedicated to delivering ‘Good Food, Great Service and Excellent Coffee’ across Australia and the world.
