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Retail Food Group
Retail Food Group
Retail Food Group
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Retail Food Group Limited, often abbreviated as RFG, is an ASX-listed company and Australian franchisor based in Robina, Queensland and operates locations in Australia and New Zealand. It owns numerous brands including Gloria Jean's Coffees, Brumby's Bakeries, Donut King, Di Bella Coffee, The Coffee Guy, Café2U, Pizza Capers and Crust Pizza.[3]

Key Information

History

[edit]

Established in 1989,[4] Retail Food Group was incorporated in 2003[5] to act as a holding company for several fast-growing brand systems. The company roasts and supplies coffee to its network.

In April 2010, Retail Food Group purchased the franchising rights and intellectual property for Queensland-based pie chain Big Dad's Pies.[6]

In February 2011, Retail Food Group acquired the Australian and New Zealand master franchise license for the Esquires Coffee House.[7]

In 2012, RFG acquired the 118-store Pizza Capers Gourmet Kitchen and the 119-store Crust Pizza chain.[8] In November 2014, RFG acquired The Coffee Guy brand system.[9]

In August 2014, Retail Food Group announced it would purchase La Porchetta's franchising system for $16.3 million. Three months later, RFG pulled out of the deal.[10]

In October 2014, RFG acquired the Gloria Jean's Coffees chain for A$163.5 million.[11]

In November 2023, RFG made an agreement to acquire pie chain Beefy's Pies for A$10 million.[12] In November 2024, RFG acquired the Cibo Espresso coffee chain from Retail Zoo for A$2.7 million.[13]

In February 2025, RFG acquired the Australian master franchise for Firehouse Subs.[14] The same month, RFG announced it would discontinue the Michel's Patisserie brand.[15]

Portfolio

[edit]

Current brands

[edit]
  • Beefy's Pies has over 11 stores throughout Queensland.[16]
  • Brumby's Bakeries is a chain of Australian and New Zealand retail bakeries that was established in Ashburton, Victoria in 1975.
  • Cibo Espresso[13]
  • Crust Pizza has over 110 stores throughout Australia.[17]
  • Donut King is a franchise system which was founded in 1981 in Sydney and specialises in donuts and coffee.
  • Gloria Jean's Coffees is a franchised coffeehouse company that has opened more than 1,000 coffee houses across 39 markets worldwide, including over 460 stores in Australia.[18]
  • Pizza Capers has over 110 stores throughout Australia.
  • Cafe2U and The Coffee Guy are brand systems that operate under mobile coffee van models.
  • Di Bella Coffee[19]
  • The Coffee Guy[9]
  • Rack 'em Bones BBQ Ribs[20]

Former brands

[edit]

Controversy

[edit]

A 2017 investigation by the Sydney Morning Herald noted that hundreds of franchisees were left financially devastated after investing in the brands under the RFG umbrella.[24]

In December 2022, the Australian Competition & Consumer Commission won a civil court case against RFG resulting in Michel's Patisserie and Gloria Jean's franchises receiving repayments and debt erasures totalling $10 million as part of a settlement relating to allegedly illegitimate marketing expenses and allegedly being sold loss-making shops.[25]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Retail Food Group

View on Grokipedia
from Grokipedia

Retail Food Group Limited (ASX: RFG) is an Australian publicly listed company engaged in the management of multi-brand retail food and beverage franchises. Headquartered in , it serves as Australia's largest multi-brand retail food franchise owner, roasting and supplying products while overseeing a diversified portfolio that includes brands such as Donut King, , Brumby's Bakery, Crust Gourmet Pizza, and Michel's Patisserie. Established in 1989 and incorporated in 2003, RFG operates over 2,400 franchise stores primarily in , with international presence through master licenses. The company has expanded through acquisitions and franchise system development, focusing on quick-service food outlets. RFG's growth has been marked by its role in consolidating fragmented franchise networks, enabling in supply chains and brand support. However, the company has faced significant scrutiny over its practices, including a 2022 settlement with the Australian Competition and Consumer Commission (ACCC), where RFG agreed to compensate certain franchisees after allegations of unconscionable conduct and failure to disclose store losses prior to sales from corporate ownership. These issues were highlighted in a 2019 parliamentary inquiry into , which used RFG as a to examine systemic challenges like high franchisee failure rates and disclosure inadequacies. Despite such controversies, RFG maintains operations across its brands, emphasizing franchise opportunities and product quality in a competitive retail food sector.

Founding and Early Development

Establishment and Initial Operations

Retail Food Group Limited was established in 1989 in , , initially as the owner and manager of the Donut King brand system, which comprised fewer than 50 outlets, and a novel coffee shop concept known as BB's Coffee & Cakery (later rebranded as bb's café). The company was founded by Murray d'Almeida, who began with an independent doughnut shop and expanded into managing these early brands through operations. Headquartered in Robina, the initial focus centered on , franchise support, and supply chain coordination for doughnuts, baked goods, and coffee products in . Early operations emphasized professionalizing the franchise model for Donut King, which originated in 1981 but was consolidated under RFG's oversight in 1989. In 1990, RFG introduced royalties and marketing levies to its brand systems, formalizing revenue streams from franchisees and enabling structured growth. By 1992, Donut King achieved its 50th outlet milestone, while BB's expanded into , marking the company's first international foray and demonstrating initial in quick-service food retail. These foundational activities laid the groundwork for RFG's multi-brand strategy, prioritizing operational efficiency, , and product supply without owning a large number of company-operated stores initially. By 1999, RFG had established its first purpose-built national office equipped with a in Robina, enhancing centralized support for expanding franchise networks.

Launch of Core Brands

Retail Food Group was established in 1989 to manage the Donut King brand system, which had launched its inaugural store in March 1981 at Eastgate Shopping Centre in Bondi, , operated by the Papoulious family. At the time of RFG's formation, Donut King operated fewer than 50 outlets, focusing on specialty doughnuts and . Simultaneously, RFG introduced the BB's Coffee & Casseroles concept, an innovative coffee shop model emphasizing casseroles alongside beverages, marking the core duo of brands under its early portfolio. In 1990, RFG formalized its franchising structure by implementing royalties and marketing levies across its brand systems, enabling systematic expansion and support for franchisees. This laid the groundwork for co-branding initiatives, where Donut King and BB's outlets were frequently combined in single locations to leverage complementary offerings—doughnuts paired with coffee and light meals—enhancing and customer appeal in shopping centers and high-traffic areas. By 1992, RFG extended the BB's Coffee & Bake variant to , initiating international growth for its core concepts. These early brands emphasized quality baked goods and quick-service , positioning RFG as a pioneer in multi-format retail food within .

Expansion and Business Model Evolution

Key Acquisitions and Growth Phases

Retail Food Group (RFG) initiated its expansion through targeted acquisitions following its 1989 founding to manage brand, which comprised fewer than 50 outlets, and the BB’s Coffee & Bake concept. Post its 2006 ASX listing, RFG entered a phase of rapid portfolio diversification, acquiring Brumby's Bakeries for A$46 million and Michel's Patisserie brand for A$100 million in 2007, which propelled its network beyond 1,000 outlets and emphasized bakery and patisserie segments. Subsequent acquisitions in 2009–2012 broadened RFG's reach into mobile coffee, pies, and quick-service restaurants (QSR). In 2009, it purchased Cafe2U, adding 236 mobile outlets; 2010 brought Big Dad's Pies and DCM Donuts, Coffee & Muffins; 2011 included Esquires Coffee Houses and Evolution Coffee Roasters Group; and 2012 featured Pizza Capers, Crust Gourmet Pizza (funded by A$53.5 million capital raising), and The Coffee Guy, marking entry into gourmet pizza. A pivotal growth surge occurred in 2014, with RFG acquiring for A$163.5 million to consolidate its coffee dominance, alongside Di Bella Coffee for roasting capabilities and a settled Cafe2U deal for A$15 million, though the proposed La Porchetta purchase valued at A$16.3 million was ultimately abandoned. In recent years, RFG shifted to selective, value-accretive buys amid operational refocus, acquiring Beefy's Pies—a Queensland-based chain—for A$10 million on November 30, 2023, to bolster savory bakery offerings, and CIBO , a South Australian boutique chain, for A$2.7 million in November 2024, adding 22 outlets and enhancing premium coffee exposure. These moves signify a post-2020 phase prioritizing EBITDA-positive brands over broad expansion, contrasting earlier acquisitive fervor.

Franchising Strategy and Supply Chain Innovations

Retail Food Group's franchising strategy centers on a multi-brand portfolio approach, managing diverse food and beverage outlets primarily through franchise agreements rather than direct ownership. As Australia's largest multi-brand retail food franchisor, the company oversees brands such as Donut King, , Brumby's Bakery, and Crust , with the majority of its network comprising independently operated franchise stores that generate revenue via royalties, marketing levies, and supply margins. This model, refined since the company's founding in , emphasizes scalability by leveraging established to attract franchisees, while minimizing capital-intensive company-owned operations. A key element of RFG's innovation has been the adoption of co-branding strategies, which integrate complementary brands into existing franchise sites to optimize space utilization and cross-sell opportunities. For instance, co-branding allows the pairing of coffee outlets like Gloria Jean's with bakery or pizza concepts, aligning product offerings with customer traffic patterns in high-footfall locations such as shopping centers. This approach, analyzed in sector case studies, facilitates revenue diversification for franchisees and reduces site acquisition costs for the franchisor by repurposing underutilized retail footprints. Internationally, RFG employs agreements to expand without direct oversight, delegating local operations to partners in regions like and , which supports sustainable growth while mitigating operational risks. Under CEO Matt Marshall, appointed in recent years, RFG has shifted toward enhancing franchisee trust and network expansion, including the transition of remaining company-owned outlets to franchise models and the introduction of new . In February 2025, RFG announced plans to bring U.S.-based to , targeting up to 165 locations to bolster its savory portfolio and capitalize on demand for quick-service sandwiches. This strategy aligns with FY25 priorities of core brand enhancement and selective closures or conversions, such as rebadging Michel's Patisserie sites as Gloria Jean's cafes, aiming to streamline operations and improve system-wide profitability reported at $5.8 million in FY24. In , RFG pursues , particularly in , maintaining a fully integrated chain that encompasses roasting and distribution to support its beverage-focused franchises. The company roasts high-quality coffee in-house and supplies it directly to outlets like Gloria Jean's, ensuring product consistency and enabling margins from controlled sourcing rather than third-party dependencies. This model extends to other essentials across brands, where RFG acts as a central supplier, integrating , , and to align with franchise operations. While this structure provides franchisors with leverage over brand standards, it has historically involved mandatory supply agreements that prioritize group revenue streams. Recent efforts under Marshall emphasize quality-focused reforms to rebuild partner relationships, though specific technological or process innovations, such as advanced or , remain unhighlighted in public disclosures.

Brands and Portfolio

Current Brands and Operations

Retail Food Group Limited (RFG) functions primarily as a franchisor and owner for a portfolio of quick-service and beverage brands, emphasizing franchise , development, and supply chain support including in-house and distribution. The company's operations center on but extend internationally through master franchise licenses, with a global network of approximately 1,250 outlets across 30 countries as of August 2025. RFG generates through franchise fees, royalties, and product supply, while providing franchisees with operational support, , and services to maintain standards. In FY25 (ended June 2025), the company reported opening 25 new outlets across its core brands while closing 17 underperforming sites, reflecting a focus on network optimization and growth in higher-performing segments like pies and pizza. The core brands under RFG's ownership include:
  • Gloria Jean’s Coffees: A franchise offering hot and iced beverages, with a presence in retail and settings; RFG handles roasting and supply of products for this chain.
  • Donut King: A and outlet specializing in fresh-made s, hot drinks, and snacks; operates over 300 stores worldwide, primarily franchised.
  • Brumby’s Bakery: A franchise focused on bread, s, cakes, and pastries; emphasizes fresh daily baking in community-oriented locations.
  • Crust Gourmet Pizza: A premium pizza chain offering gourmet toppings and delivery services; targets urban markets with franchised and corporate models.
  • Beefy’s Pies: A specialist providing handmade savory and sweet s for retail and wholesale; noted as a key growth driver in FY25 due to strong sales performance.
RFG holds development rights for in , an American sub sandwich brand, with plans to open 165 restaurants over 10 years starting in late 2025; the first site is slated for Q4 2025, marking an expansion into the $1.7 billion Australian sandwich market. Operations emphasize franchisee profitability through centralized supply chains, particularly for and bakery ingredients, and digital enhancements for ordering and loyalty programs across brands.

Former Brands and Divestitures

In February 2025, Retail Food Group discontinued the Michel's Patisserie brand after owning it for 18 years, choosing instead to convert its 19 franchised outlets to other portfolio brands such as Donut King or . The closure stemmed from persistent underperformance amid broader franchise disputes, including a lawsuit by former Michel's franchisees alleging misleading conduct during store sales, which RFG settled in May 2024 for an undisclosed amount. In August 2025, RFG initiated a divestment process for Brumby's Bakery, which it had acquired in 2007 for an undisclosed sum, citing the brand's contribution to a $14.9 million statutory net loss for 2025. The move aligned with a strategic refocus on growth-oriented assets like Beefy's Pies and , accompanied by a $12.2 million non-cash impairment charge on Brumby's assets; as of late 2025, no buyer had been announced, and the divestment remained in exploration. Earlier attempts at portfolio adjustments included a failed 2014 agreement to acquire La Porchetta's system for $16.3 million, which RFG terminated in November after vendors failed to satisfy conditions, preventing it from becoming a held . Between 2015 and 2018, RFG sold or licensed numerous corporate-owned stores across brands like Michel's and Brumby's to franchisees, though these transactions involved individual outlets rather than full brand divestitures and later drew regulatory scrutiny from the Australian Competition and Consumer Commission.

Corporate vs. Franchise Models

Retail Food Group (RFG) primarily operates through a franchise model, licensing its brands such as , Donut King, and Brumby's Bakery to independent operators who manage day-to-day operations while adhering to RFG's standards for quality, supply, and branding. Franchisees pay upfront fees, ongoing royalties typically ranging from 5% to 8% of gross , and mandatory purchases from RFG-controlled supply chains, generating stable revenue streams for RFG with minimal direct on store-level assets. This approach has enabled RFG to manage a network exceeding 1,250 outlets across 30 countries as of FY25, leveraging franchisee investment for expansion while retaining oversight through agreements internationally. In contrast, RFG's corporate-owned stores, which represent a minority of its portfolio, are fully owned and operated by the company, allowing direct control over menu innovation, staff training, and to refine brand standards or responses. These stores bear full operational costs and risks, including obligations and labor expenses, but provide RFG with higher profit retention after covering those outlays; however, they also strain capital resources compared to . As of early 2025, RFG maintained limited corporate outlets, such as four in specific segments, primarily for strategic purposes like initial market entry. RFG's strategy emphasizes for scalability and risk mitigation, with corporate stores serving transitional or experimental roles. In FY25, the company accelerated of corporate assets, transitioning remaining company-owned locations to franchise partners or closing underperformers to streamline operations and reduce exposure to retail volatility, aligning with its identity as Australia's largest multi-brand food franchisor. For emerging partnerships like , RFG plans an initial phase of 15 corporate-owned Australian outlets over three years starting in 2025 to build operational expertise before broader . This hybrid model balances 's efficiency with selective corporate involvement, though historical reliance on corporate stores—estimated at around one-third of certain portfolios in 2018—contributed to financial pressures prompting the shift.

Financial Performance and Market Position

Historical Financial Metrics

Retail Food Group Limited's historical financial metrics illustrate a trajectory of expansion-driven growth in the mid-2010s, peaking in scale before controversies led to impairments, losses, and subsequent portfolio contraction. In FY2018, expanded to $374.0 million amid ongoing acquisitions, but the company posted a statutory net loss after of $306.7 million, largely attributable to substantial non-cash impairment charges on intangible assets and goodwill stemming from overvalued brand acquisitions and franchise model strains. Underlying net profit after , excluding these abnormals, stood at $33.3 million for the same period, reflecting core operational earnings before restructuring impacts. By FY2019, as divestitures and operational resets commenced, underlying net profit after tax halved to $15.4 million, signaling the onset of a deliberate shift away from high-debt expansion toward sustainable franchising. Revenue subsequently declined sharply to below $150 million annually post-2020, aligning with brand sales (e.g., Gloria Jean's) and a focus on fewer, higher-margin operations amid regulatory scrutiny and franchisee fallout. More recent metrics show modest revenue recovery but persistent volatility in profitability due to one-off items like impairments:
Fiscal Year Ending JuneRevenue (AUD $M)Net Profit After Abnormal Items (AUD $M)Notes
2023111.4-8.9Impairment-driven loss amid ongoing recovery.
2024125.25.8Return to underlying profitability.
2025137.9-14.9Negative after abnormals, including asset write-downs.
EBITDA margins compressed from 30.3% in FY2023 to 16.2% in FY2025, reflecting costs and competitive pressures in quick-service , though underlying operations demonstrated resilience with positive cash flows in core segments. No dividends have been paid since the pre-crisis era, prioritizing debt reduction and repair.

Post-Controversy Recovery and Recent Results

Following the resolution of major franchisee disputes and regulatory actions, including a 2022 settlement with the Australian Competition and Consumer Commission (ACCC) under which Retail Food Group (RFG) paid approximately $13 million to affected franchisees and waived nearly $2 million in fees without admitting liability, the company pursued operational restructuring to stabilize its network. This included divestitures of underperforming assets, such as the 2019 sale of its operations, and a shift toward enhancing efficiencies and franchisee support to rebuild trust and network quality. By fiscal year 2024 (ended June 2024), these efforts contributed to a net profit after tax of $5.8 million, the highest in seven years, driven by cost controls and modest revenue stabilization in core brands like and Donut King. However, fiscal year 2025 (ended June 27, 2025) marked a reversal, with RFG reporting a net loss of $15 million amid flat system-wide sales and ongoing challenges in franchisee retention and pressures. for the second half of FY25 reached $68.27 million, reflecting 25.74% growth over the prior comparable period, but full-year figures indicated stagnation, with trailing twelve-month at approximately $137.87 million. The loss prompted the immediate resignation of CEO Michael Sherlock on September 16, 2025, alongside a sharp share price decline, though technical indicators suggested oversold conditions by late October 2025, with shares trading around A$1.26.
Fiscal YearNet Profit/Loss (AUD million)Key Notes
FY24 (ended June 2024)+5.8Highest profit in 7 years; focus on core network improvements.
FY25 (ended June 2025)-15.0Flat sales; CEO resignation; partial revenue growth in H2.
Despite intermittent recoveries, RFG's share price has declined approximately 36% over five years as of mid-2025, reflecting persistent investor skepticism toward the franchise model's amid historical risks like network deterioration and supply over-reliance. Management's FY25 results presentation emphasized initiatives such as "better buying" for franchisees and enhanced partner engagement, but execution challenges persisted, with considerations for further brand divestments to streamline operations.

Franchisee Disputes and Supply Chain Reforms

In 2015 to 2018, the Australian Competition and Consumer Commission (ACCC) alleged that Retail Food Group (RFG) engaged in unconscionable conduct by selling or licensing 42 corporate-owned stores to franchisees across brands including Michel's Patisserie and , without disclosing known operating losses or providing relevant profit and loss data, despite possessing this information. This asymmetry of information contributed to franchisee financial difficulties, with complaints emerging that stores were unviable due to undisclosed underperformance. Separately, for Michel's Patisserie, RFG was accused of misusing marketing funds collected via franchisee levies from July 2012 to June 2017, applying them to non-marketing expenses such as personnel costs and business model changes without adequate disclosure or franchisee agreement. Supply-related grievances compounded these issues, particularly in 2019 when RFG acknowledged sending inflated invoices to Gloria Jean's franchisees for supplies, attributing errors to complexities in its large-scale operations. Franchisees reported overcharging on essential inputs, exacerbating profitability pressures amid broader claims of inadequate support and high operational costs. These disputes led to class actions, including one filed by former and current Michel's Patisserie franchisees alleging misleading conduct on store viability and fund mismanagement, which RFG settled in May 2024 with payments tied to historical marketing levies and release from alleged debts. In response to the ACCC proceedings, RFG entered a court-enforceable undertaking in December 2022 without admitting liability, agreeing to pay approximately $10 million in compensation to affected franchisees—$5 million specifically for Michel's levies and additional sums based on store purchase prices minus —while waiving related historical debts. To address systemic issues, RFG committed to a three-year compliance program, including for directors, officers, and staff on the Australian Consumer Law (ACL) and Franchising Code of Conduct, with regular ACCC reporting on . Regarding practices, RFG corrected the 2019 pricing discrepancies and emphasized ongoing audits and transparency in purchasing arrangements to align with code requirements on supply mandates and pricing. These measures aimed to enhance disclosure of financial data, fund usage, and supply costs, reducing future dispute risks.

Shareholder Litigation and Market Reactions

In May 2018, Omni Bridgeway, a litigation funder, announced an open inviting shareholders of Retail Food Group Limited (ASX: RFG) who acquired shares between April 18, 2017, and February 28, 2018, to join proceedings alleging continuous disclosure breaches and misleading conduct by the company and its directors. The claims centered on RFG's alleged failure to disclose material risks in its franchise model, including deteriorating franchisee financial health and dependencies, which the board purportedly knew about but did not reveal to investors, leading to inflated share prices during the class period. No admission of liability was made by RFG, and public records do not indicate a settlement or final specific to this shareholder action as of late 2025, though it followed broader scrutiny of RFG's operations exposed in late 2017. Market reactions to the underlying franchise disputes and disclosure issues were severe, with RFG's shares plummeting 26% on November 29, 2017, closing at $3.25—the lowest since 2013—after media reports highlighted unsustainable franchise and over-reliance on rebated supply margins, erasing approximately $210 million in in a single day. Trading was suspended in 2018 amid further revelations of franchisee distress, and upon reinstatement on March 5, 2018, shares experienced an immediate visceral decline, contributing to an overall loss exceeding $550 million in from prior peaks. These events reflected investor concerns over RFG's opaque handling of systemic franchise model defects, including high failure rates and unprofitable store , which contrasted with prior optimistic guidance. Longer-term, RFG shares declined 36% over the five years ending December 2024, underscoring sustained investor skepticism amid ongoing operational challenges, though isolated recoveries occurred, such as tentative rebounds in October 2025 following oversold conditions post a reported $15 million half-year loss. The absence of robust defenses against the litigation allegations in public filings amplified perceptions of governance lapses, with critics attributing the volatility to RFG's initial underestimation of franchisee risks tied to aggressive expansion and margin squeezes.

Regulatory and Media Scrutiny

In December 2017, a Fairfax Media investigation published by The Sydney Morning Herald exposed widespread financial distress among Retail Food Group (RFG) franchisees, including allegations of deliberate underpayment of wages and penalty rates at franchise outlets, drawing comparisons to the 7-Eleven scandal. The reporting highlighted how RFG's business model allegedly pressured franchisees into unsustainable operations, prompting public and parliamentary attention to the franchising sector. This media scrutiny contributed to a 2019 Senate inquiry into the franchise business model, which described RFG as a "high risk" operator and recommended that the Australian Securities and Investments Commission (ASIC), (ATO), and (ACCC) investigate allegations of , short-selling, , and breaches of consumer law by RFG and its directors. In July 2019, ASIC and the Australian Securities Exchange examined RFG's disclosures regarding a $160 million refinancing proposal, amid concerns over what the board knew about its terms. Regulatorily, the ACCC initiated proceedings in December 2020, alleging RFG engaged in unconscionable conduct and misleading representations by selling or licensing 42 loss-making corporate stores to between 2014 and 2016 without disclosing their operating losses or true financial performance. The case settled in December 2022, with RFG agreeing to pay approximately $13 million in compensation to affected —based on 50% of their purchase prices—and waive nearly $2 million in outstanding franchise and other fees, without admitting liability. Separately, ASIC launched an investigation in 2019 into potential contraventions of the Corporations Act and ASIC Act arising from and media reports, but concluded it in June 2020 without pursuing enforcement action.

Strategic Restructuring and Future Outlook

Recent Divestments and Brand Focus Shifts

In August 2025, Retail Food Group announced plans to explore options for its Brumby's brand during FY26, citing the need to prioritize higher-growth opportunities elsewhere in its portfolio. Acquired by RFG in 2007, Brumby's operates over 200 franchise locations but has been deemed outside the company's refined strategic pillars amid flat sales and a reported $14.9 million statutory loss for FY25. As part of this restructuring, RFG shifted its company-owned store operations away from legacy brands like and Donut King, opting to sell existing corporate outlets to franchise partners to expedite network expansion. This move reduces direct operational involvement in these brands, retaining only select sites such as Donut King Burleigh Heads and for oversight. Concurrently, corporate focus intensified on emerging brands Beefy's Pies and , with plans to develop up to 165 new Firehouse locations by 2028 and leverage their stronger revenue contributions—pies and pizza segments drove key growth in FY25. These adjustments align with RFG's broader pivot toward high-potential franchises, emphasizing efficiencies and franchisee support over legacy , following years of operational challenges. No transactions for Brumby's had been finalized as of October 2025, with indicating the process would proceed amid ongoing financial stabilization efforts.

Expansion Plans and Operational Adjustments

In FY25, Retail Food Group added 93 new physical locations to its network, contributing to a domestic trading outlet count of 722, including 608 for core brands, while internationally opening 56 new stores across 529 outlets. The company secured an exclusive 20-year development agreement with to introduce the brand in , with the first slated for mid-FY26 and a long-term target of 165 outlets over the next decade. For Beefy’s Pies, RFG opened three new stores in FY25 and plans three more in early FY26, aiming for a total of 50 outlets within three years as part of its core growth focus. Operational adjustments emphasized streamlining through franchise transitions and divestments, including a $15.7 million restructuring charge for impairments and provisions. RFG committed to converting company-owned stores of Gloria Jean’s Coffees, Donut King, Crust, and Brumby’s to franchise partners or closing them, retaining only one outlet each for Gloria Jean’s and Donut King to support operational testing. This included rebadging remaining Michel’s Patisserie stores as Gloria Jean’s cafes and a planned reset for the Gloria Jean’s network, targeting conversion of over 50% of outlets in FY26. The company also pursued divestment of Brumby’s Bakery, recording a $12.2 million impairment, while signing four multi-site operators for 20 new outlets over three years, with five opened in FY25 to enhance franchisee support and efficiencies. Internationally, RFG plans a new roasting and supply hub in Turkey launching in FY26 to improve costs and supply chain operations. These measures align with strategic priorities of franchise growth, operational simplification, and targeted brand expansion, as articulated by CEO Matt Marshall in emphasizing trust-building with franchisees.

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  36. https://qsrmedia.com.au/legal/news/retail-food-group-announces-divestment-brumbys-bakery
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  52. https://hwlebsworth.com.au/rfgs-hefty-penalty-to-settle-with-accc/
  53. https://www.accc.gov.au/media-release/accc-alleges-rfg-engaged-in-unconscionable-and-misleading-conduct
  54. https://www.afr.com/companies/retail/rfg-implores-franchisees-to-accept-pricing-errors-20190623-p520gv
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  70. https://au.finance.yahoo.com/news/once-popular-aussie-bakery-chain-113450111.html
  71. https://www.businessnewsaustralia.com/articles/rfg-heads-for-the-exit-with-brumbys.html
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  73. https://www.retailbiz.com.au/latest-news/retail-food-group-explores-divestment-options-for-brumbys-bakery/
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