Cookie-cutter cafénomics with Charlie's Fine Food Co. – BeanScene

At a time when consumers want to save money on essentials but are still willing to splurge on one-off experiences, Charlie’s Fine Food Co. reveals how cookies can help drive coffee sales.

When Jacky Magid and Ken Mahlab took over a bankrupt cookie company in 2004, they didn’t fully understand the challenge they were about to take on. With backgrounds in corporate, they were new to the food sector, with a wave of hurdles heading their way.

Yet, more than two decades later, business is booming for Charlie’s Fine Food Co. And a major contributor to that success has been the brand’s partnership with the café industry.

“As a local family-owned business, we’ve always taken the time to understand the needs of our café customers and go the extra mile to make sure we deliver for them,” says Jacky.

“Many of our customers are long-term partners and feel part of the Charlie’s family. Whether it’s been arranging last-minute deliveries, providing seasonal products, or helping with product storage and display materials, we have always worked with our partners to help drive sales together.”

While the company has continued to grow alongside its partners, Jacky admits the bakery and café sector they entered all those years ago is almost unrecognisable to the hospitality and retail landscape today.

“In short, almost everything has changed,” she says. “Probably the biggest change has been the polarisation of consumer behaviour whereby day-to-day consumers are wanting to save money on everyday essentials but are still willing to spend to enjoy one-off experiences.”

For the café sector, Jacky believes this behaviour change isn’t necessarily a bad thing for business.

“Bite-size cookies provide a value-add to drive coffee sales and this continues to be a very competitive offer,” she says.

“On the other hand, super indulgent and premium cookies have emerged as a real experience that consumers are willing to pay high prices for, albeit they are more likely to be an infrequent purchase.”

Despite cost-of-living pressures, consumers are still looking for ‘everyday luxury’ experiences. With budgets tightened, that’s more likely to be a coffee and a sweet treat than a lavish three-course meal.

“The indulgence of a fresh warm cookie to enjoy with a great coffee really can’t be beaten,” says Jacky.

“It satisfies the craving for an experience well beyond an order from the menu.”

To ensure its offering appeals to these consumers looking to spend their hard-earned money, Charlie’s Fine Food Co. is constantly refining its range of gourmet cookies and biscuits.

“We look at what’s trending both here and overseas, and focus on what will have broad appeal rather than just a popular fad, and it has to taste great,” says Jacky.

“Our in-house pastry chef Bronwyn Eades then develops recipes that bring our ideas to life.”

One trend Bronwyn and team have been embracing is filled and chunky cookies. Inspired by social media, the trend began to emerge through COVID as consumers looked to experiment at home.

“The popularity of this format has continued to grow, especially through new emerging brands utilising pop-up shops and online delivery,” says Jacky.

“What has been lacking is a great quality product that’s backed by the right supply chain to meet the needs of the broader foodservice community. This is the gap in the market we are looking to fill with this range.”

Bronwyn has developed a new recipe that delivers an indulgent cookie with a golden shell encasing a soft chewy centre, studded with chocolate chips and hiding a generous dollop of thick gooey sauce.

The new lineup features modern favourites such as White Choc Biscoff, Red Velvet with Cream Cheese frosting, and Dark Choc Chip with Choc Hazelnut filling. There’s also a rotating range of limited batch flavours like Dark Choc Bueno.

“The new range delivers Charlie’s trademark quality and taste to a new generation of cookie lovers who value the Instagram-ability of the product just as much as the taste,” says Jacky.

“If the origin of Charlie’s products was classical music, the new range is very much rock and roll.”

For more information, visit charliesfinefoodco.com

This article appears in the October 2026 edition of BeanScene. Subscribe HERE.