Coffee chain Gloria Jean’s says the design of its Goulburn and Shepparton stores has been created with a “world-first” approach, and that it “blends behavioural science and digital innovation” as part of an ongoing reimagining of the brand.
Developed in partnership with design firm COOOP.co, the regional stores are the first to feature the behaviour-led format.
Owned by Retail Food Group, Gloria Jean’s has operated in Australia for more than 45 years and is currently operates about 120 retail stores across Victoria, New South Wales, and South Australia.
Chief Marketing Officer of Retail Food Group, Tanya Watt, says the new design concept targets taking advantage of how people think, feel, and move through the space.
“From intuitive ordering flows to sensory cues that guide movement and mood, every element has been designed to align with real customer behaviour,” she says.
“The result is a space that feels both familiar and forward-thinking; a coffee and beverage experience where digital convenience meets handcrafted hospitality.”
Strong importance has been placed on the addition of new ordering technology to suit the modern customer according to Tanya. The Goulburn location’s screenbanks are now larger to better showcase products, while the Shepparton location will introduce integrated digital ordering technology including contactless kiosks and click-and-collect.
All future stores, space permitting, will include this technology.
Dulux has also designed a new shade of orange, dubbed ‘Glorange’ for the project, which has been inspired by colour psychology to stimulate consumer appetites.
COOOP.co Owner and Lead Architect Callie van der Merwe says the concept has been designed to be different from the aesthetic of other cafés.
“Too many coffee spaces look and feel the same, dark, industrial, and impersonal,” she says.
“This concept injects identity, optimism, and warmth, creating a place where people can connect and experience Gloria Jean’s in a way that feels both familiar and completely new – while integrating proven behaviour-led design principles that are aimed at enhancing business outcomes.”
