Coffee Club championing 'nowstalgia' in full rebrand – BeanScene

The Coffee Club has unveiled a new rebrand that leans into the combination of its 1980s heritage and promise of a new era, which it has labelled as the company’s ‘nowstalgic’ personality.

Established in 1989, The Coffee Club now operates approximately 4010 stores across 13 countries, including Australia and New Zealand.

The rebrand is the latest step in the ongoing transformation of the café chain, which includes the refurbishment and upgrade of stores. Fifty-two venues have been refurbished in the past 12 months, with plans to reach 80 upgraded stores by the end of 2025.

It has also launched its The Club For Everyone campaign, which will include weekly offers only available through The Coffee Club app, with members notified of a rotating secret menu featuring items including maple bacon pancakes, chip toasties, and a milkshake and fries combo.

In a homage to the brand’s past, spiders have also made a return to the menu in raspberry or passionfruit flavours.

Nikki Price, Coffee Club General Manager, Marketing and Product, says these broad changes to the company’s brand comes after extensive engagement with its customer base.

“We’re listening to what customers want – a welcoming space that is unique to their preferences and tastes – and evolving in a way that honours our past as a trusted and loved Australian brand, while staying relevant,” says Nikki.

“The rebrand celebrates our Australian spirit, nostalgic legacy, and ongoing evolution. The ‘Club For Everyone’ campaign brings this home in a fun and personal way that connects with customers.”

Further menu changes include free alternative milks, the complimentary addition of pickles on burgers, double hollandaise sauce on its eggs benny, and crust-free toasties, alongside the addition of new coffee-based drinks to appeal to younger generations.

Limited-time coffee-based drinks include a coconut cloud latte, blueberry iced latte, and cracking latte, alongside “Dubai-themed” additions choc pistachio, and pistachio cloud iced lattes.

“This is just the start of the Coffee Club’s transformation – there is more brewing, and more to look forward to,” says Nikki.