Francis Venues has completed a multi-venue transition to the Thirsty Camel retail banner, marking a bold new chapter for its bottle shop operations.
The decision, made earlier this year, reflects a strategic shift toward aligning more closely with a brand that mirrors its own values, marketing goals, and customer focus.
Tom Francis, Managing Director of Francis Venues, said the decision to move away from its previous banner came after careful consideration of what would best serve its retail customers.
“We felt that the Thirsty Camel brand was a better fit for our clientele and a better fit from a marketing and promotional perspective,” he said. “We were looking for a retail banner partner that had a strong market presence. Being a nationally recognised brand, we are confident partnering with Thirsty Camel will help drive growth in our bottle shops to a more aligned market.”
Thirsty Camel’s bold, independent and refreshingly irreverent approach stood out as a natural fit for the Francis Venues identity.
“There is a shared focus on customer experience and brand values. Thirsty Camel is independent, bold and unserious – these values align with the vision for our pubs. Its fun and energetic brand is always looking to innovate, which also resonates with Francis Venues.”
Despite some initial hurdles, the transition was smooth overall, thanks to close collaboration between both teams.
“The transition to Thirsty Camel was not without issues, but the team worked very hard to execute it in a timely manner and went above and beyond when required,” Francis explained. “There was always an open dialogue on the progress of the transition and rebranding of the bottle shops, which left us feeling confident we had made the right choice.”
The cultural alignment between the two businesses has played a significant role in the early success of the partnership.
“One of Francis Venues’ strengths is the ability to quickly pivot and adapt to market trends. We also place a high value on our customer loyalty. We have our own Membership App, Frisbie Rewards, which provides unique promotions and offers. Thirsty Camel’s marketing and loyalty programs have similar values, which makes for a great partnership.”
Already, Francis Venues is seeing tangible benefits across its venues, from improved sales to stronger customer engagement.
“The real benefits for us are consistent specials and value adds for our customers. If we can keep the customers happy and engaged with great specials that are relevant, and provide a loyalty program that’s user friendly, they will keep coming back.”
Store aesthetics and branding have also played a role in the transition’s success, with customers responding positively to the updated look and feel.
“Customers love the colours, branding and feel of the refreshed stores. The trademark green makes the stores stand out. Everyone knows that it’s a Thirsty Camel store where they get great service and great deals – it’s a really engaging brand.”
The introduction of Thirsty Camel’s Hump Club loyalty program has delivered additional value to shoppers and driven repeat trade.
“We’ve had a positive response from customers; they are loving the deals and now have unlimited offers. The repeat trade and uptake are very positive for the business. It’s a really engaging program that gives real value to the customer.”
Operationally, the change has been supported by strong collaboration with Thirsty Camel’s business development managers.
“Sales have improved, and we have really seen an improvement in staff engagement. The BDMs at Thirsty Camel are very proactive and have worked with us when we have identified a gap in operations. This gives us assurance that they are invested in our business and theirs.”
For other operators weighing up a potential shift in retail partners, Francis Venues encourages careful alignment of values and branding over pure financial incentives.
“Find a banner group that not only aligns with your company values but also aligns with your customer base. Buying and rebate structures can be formulated in differing ways, but having brand alignment can make the big difference to your business.”
Looking ahead, Francis Venues sees ongoing opportunity to grow with Thirsty Camel through digital loyalty enhancements and consistent marketing.
“The new Hump Club V3 program should add another level to the program and grow market share and sales. We also look forward to their continued marketing execution. Brand awareness is key and Thirsty Camel always deliver. It’s a fun, exciting brand and matches perfectly with our venues.”