Gloria Jean’s has launched a new technology-enabled store concept that is already delivering strong commercial results across its first two sites, with the digitally integrated format driving improved customer flow, faster service, and double-digit sales uplift within its first eight weeks of operation.
The refreshed Goulburn store has achieved over 35% same-store sales growth, while the new Shepparton location is trading more than 25% above the non-drive-thru brand average — early proof that Gloria Jean’s behaviour-led and digitally enhanced retail strategy is resonating with customers.
Developed with global design and strategy firm COOOP.co, the new concept combines behavioural science, digital experience design, and operational technology integration to create a smarter café environment engineered for speed, engagement, and conversion.
A Retail Tech Model Built on Behavioural Intelligence
At the heart of the design is envirohacking™ — a methodology that merges human psychology with environmental triggers to guide behaviour, reduce friction, and optimise decision-making. Gloria Jean’s has overlaid this with a suite of digital touchpoints, including:
• Contactless ordering kiosks
• Click-and-collect integration
• Digital menu architecture and motion-led screen banks
• In-store content systems designed to influence dwell, appetite cues, and product selection
The result is a tech-layered environment that elevates both customer experience and operational efficiency.
Tanya Watt, Chief Marketing Officer of Retail Food Group, said the new format represents an important evolution in how technology and behavioural insight influence commercial outcomes.
“We’re seeing strong sales growth, more efficient operational flow, and more customers moving through the store, and all within the first two months” said Watt
This format elevates the brand experience, but it also strengthens the fundamentals: speed, flow, and product visibility. For Franchise Partners, that means a more efficient operation and improved customer experience, aimed to deliver positive commercial outcomes.” she said
Technology Meets Café Culture
In Goulburn, high-impact digital screens dynamically feature seasonal ranges and hero beverages, with the intention of improving conversion while reducing reliance on static POS updates.
At Shepparton, the inclusion of digital ordering kiosks is intended to reduce queue pressure, streamline peak-period operations, and enable menu upsell through programmed pathway prompts.
COOOP.co’s founder, Callie van der Merwe, said the design process intentionally blurred the lines between environmental design, digital experience, and behavioural technology.
“This format moves beyond traditional café design. Every physical and digital element has been engineered around how people move, choose and connect,”
“The goal wasn’t just to modernise the space; it was to build a human behaviour-led and technology-enabled environment that performs commercially from day one.” he said
Key commercial levers built into the design include:
• Screen-led merchandising featuring key selling menu items
• Digital workflow optimisation to reduce bottlenecks
• Tech-supported ordering pathways to increase throughput
• Behaviour-led sensory design to influence dwell and decision-making
Insights from Goulburn and Shepparton will inform future technology-led network transformation programs across Gloria Jean’s and potentially the wider Retail Food Group network.
“We see significant opportunity to scale this commercially proven model,” Ms Watt said. “Every learning from these pilot stores helps us build a smarter, more connected retail ecosystem that strengthens the brand and overall store performance.”
