REWARDING RESILIENCE

The Coffee Club were big winners at the Westpac New Zealand Franchise Awards held in November 2025, making a clean sweep with both the Franchise System of the Year and Franchisee of the Year awards in the Retail & Hospitality category. The Coffee Club Ōmokoroa franchisees also won the Supreme title and the Franchisee Excellence in Community Contribution award.

It’s not the first time The Coffee Club has done so well in the national franchise awards, and this was partly what attracted the attention of PJ Singh, who in February 2023 became the franchisee of The Coffee Club Victoria Street store in Auckland.

PJ came to New Zealand ten years ago from India, where his family were very business orientated. “My father in particular was very keen I should branch out into business,” he explains. “I am a mechanical engineer, specialising in Operations and Production Management, and I have had several very good corporate jobs in Napier and Auckland. My friends and colleagues thought I was mad… ‘You are going from a superb job to become a barista?’ they said. I had to explain to them that there is no reward without risk.

 “I was going into a field I knew nothing about,” PJ admits. “The corporate and retail worlds have little in common, but the huge strength of The Coffee Club is not just the brand and the systems, but also the training. I’d not done any customer service work before, so I went straight into the Takanini branch and had a month of solid training.

“That month, under the eye of people who know the business intimately stood me in very good stead. It more than vindicated my decision to go with the franchise and has enabled me to build a strong business that has won awards of its own and proven resilient in the face of obstacles outside our influence.”

Proven resilience

Co-director of The Coffee Club New Zealand, Brad Jacobs explains, “PJ bought a business that was facing some unique challenges. The construction of the underground City Rail Link and Te Waihorotiu station on Victoria Street in Auckland has caused major disruption for years. There was significantly reduced foot traffic in the area, but it certainly didn’t put PJ or his team off. They plugged away, slowly rebuilding their customer base, and we were able to help negotiate rental relief and support from the landlord across this challenging period.

“While the station is not yet operational, the major works are now complete, the city centre has been rejuvenated, and PJ is now starting to see genuine benefits.”

“The Coffee Club were magnificent,” confirms PJ. “They have supported me 100% and have allowed me to build the business I really want. And once the rail station is open, we’ll be in a prime position to grow the business further.”

Team building

PJ is clear that building a team is as important in running a retail business as it is in any other.
“In the engineering sector our staff were a priority, so I’ve brought the same culture to my business and if results are anything to go by, it’s been very successful! In 2024 we were honoured to be recognised as The Coffee Club’s second highest sales growth team in New Zealand, reflecting the dedication, strategy, and hard work of our incredible team.

“We’ve recently introduced a team Beer O’clock event, on Sunday evenings. This allows us all to discuss the day in a relaxed way, which we could not do with customers present and whilst working. It’s been very popular,” he laughs. “Also, every two or three months I take the team out to dinner and/or to ten pin bowling. In conclusion, we work well together and we play well together, and it has convinced me building your team is the key to building your business.

“I’ve also made it a rule to know my customers. I engage with them, I’ve learned about them and their lives, and this has carried over to my staff. We are now in the position that many of our regulars are so well known their orders are ready before they’ve reached the front of the queue, or on the table before they’ve paid. That’s the kind of thing that gets noticed and brings customers back every day.”

Opportunities for growth

Originally founded in Australia in 1989, The Coffee Club franchise now has over 450 stores worldwide. “Good food, great service and excellent coffee are the foundations of our success, attracting a wide range of customers throughout all parts of the day,” says Brad. “Our stores are relaxed, stylish and affordable – perfectly suited to resilient, determined young franchisees like PJ and our Supreme award winners Kelly and Jess Bain.”

The Coffee Club continues to expand and expects to have 75 outlets or more by the end of 2026, with opportunities for new franchisees in selected areas around the country, and an investment level from $400,000 to $450,000 depending on location.

“That growth has not come at the expense of quality however, as the swathe of awards demonstrates: 18 Westpac New Zealand Franchise Awards to date, including the Supreme Franchise System title twice, and Supreme Franchisee of the Year a remarkable five times,” says Brad with obvious pride. “If you are interested in a robust hospitality business that has stood the test of time, just give me a call.”   

See this advertorial on page 33 of Franchise New Zealand magazine Year 34 Issue 04 

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