aggressive in the innovation stage because of the competitiveness of this category. We know that customers change, tastes change, design and food trends change, so we as a brand are no different. We have to evolve to remain relevant,” Eide said. The new look sees the introduction of instore zoning, while visually, new design elements include polished concrete floors in the seating zone, timber floors and fixtures throughout the coffee zone, timber fans, eclectic light fittings, swing chairs, and an instore verandah. “We recognise that we compete with the best independent cafes in the world and as such we must set the bar very high in order to differentiate ourselves. This new concept will help us create a point of difference and help us to compete with those independent cafes.” Eide says Jamaica Blue’s future footprint will be a combination of kiosks and larger cafe concepts, but for now, the focus is set on larger footprints that will allow the chain to offer more seating instore, an extended menu, and for the first time, table service. “A key thing moving forward for us with these bigger spaces will be launching table service. We have table service with a hand held ordering device and it’s a very different customer experience than in the past and lot different to what customers may have experienced at our competitors.” Jamaica Blue aims to introduce features of the new design during store refurbishments and upgrades of its network, however, it has not outlined a specific date for completion. International expansion As its homegrown stores undergo makeovers, Jamaica Blue is also focused on expanding its global footprint, namely the Middle East, Asia, and the UK as key markets for growth. Jamaica Blue has 23 stores in China, seven in the UAE, six in New Zealand, and two stores in Singapore. “Strategically we see expansion for Jamaica Blue predominantly in the Middle East, Asia, and the UK. “We’ve got a joint venture partner for our business in the UK. We don’t have a specific time to open the first store. We’re looking for a suitable site that makes sense for us from a commercial point of view,” Elde said of the chain’s UK plans. “As far as the Middle East goes we operate in the UAE and we have some rapid expansion plans for that market. There’s great demand for the Jamaica Blue brand in Dubai and Abu Dhabi. Jamaica Blue will open a third store in Singapore later this year – a licensed cafe with a full dinner offering. Locally, the chain has a string of new sites in the pipeline, including a cafe in Perth’s redeveloped Fiona Stanley Hospital, as well as outlets at Westfield Miranda and Macquarie Centre in Sydney. Larger, licenced cafes due to open that will also offer table service include Chinchilla and Fairfield Gardens Shopping Centre in Queensland, followed by Craigieburn Central in Victoria, and Ocean Keys in WA. This article first appeared in issue 1996 of Inside Retail PREMIUM.