Muffin Break has launched a new brand strategy, aimed at Muffin Break’s core market of on the go, typically adult female consumers.

The revamp will see each store transformed to give customers a “me moment” vibe.

The new open space style cafes will feature a visible kitchen area, new colour scheme, full length and transparent muffin cooling cabinets, and other trimmings including light fixtures that resemble cooking whisks.

The first refurbished Muffin Break cafe will open at Sydney’s Birkenhead Point outlet centre on September 7.

Muffin Break owner, Foodco, said that based on research, Muffin Break customers not only want to see, hear, smell and feel the freshness of the Muffin Break daily baking process, but also seeks “a moment in my day just for me, when I can enjoy great coffee that’s good value, and get a fresh baked treat on the side.”

Serge Infanti, MD of the Foodco Group and a former franchisee, said Muffin Break is prides itself on a commitment to quality and freshness.

“September 2012 will mark a new era for Muffin Break, one with greater interaction between bakers, baristas, and Muffin Break customers.

“We’ve come a long way since the Australian launch of Muffin Break in 1989 and we want to reward our customers for their long term loyalty,” he said.

“We’ll soon introduce a number of updates to our Muffin Break Club loyalty program and we’ll also extend our menu offering in response to the calls of today’s customers.”

Muffin Break first started in 1989 in Coolongatta Queensland. Foodco owns Muffin Break, Jamaica Blue and Dreamy Donuts franchises.

There are Muffin Break stores in Australia, New Zealand, the UK and more soon to roll out in India and other Asian markets.