Retail Food Group (Australia) Limited, commonly abbreviated as RFG, is an ASX-listed company and Australian franchisor based in Robina, Queensland.[1] The company operates as a multi-brand retail food franchise manager, owning brands including Gloria Jean’s, Donut King, Brumby’s Bakery, Beefy’s Pies and Crust Gourmet Pizza.[2]
Design and History
RFG’s corporate identity centers on a typographic wordmark featuring the letters “RFG.” The company holds Australian trademark registrations for the “RFG RETAILFOODGROUP LIMITED” fancy mark, filed in 2006.[3]
In August 2024, Retail Food Group announced a proposal to change its company name to Savora Brands Limited, subject to shareholder approval at the 2024 Annual General Meeting.[4] The company stated the new name would “symbolise our forward-looking vision and dedication to building on our strong retail brand heritage while pursuing growth and innovation.”[5] The ASX announcement included a reproduction of the proposed new logo and word mark linked to Savora Brands Limited.[5]
The proposed name change was positioned as part of the company’s evolution following a settlement with the Australian Competition and Consumer Commission (ACCC) over breaches of the Australian Consumer Law and Franchising Code of Conduct.[2] RFG’s CEO said the new name was about signalling the company is holding itself to an updated purpose and set of values.[2]
Meaning and Symbolism
The company described the proposed Savora Brands name as symbolising a “forward-looking vision and dedication to building on our strong retail brand heritage while pursuing growth and innovation.”[4] The rebrand was intended to reflect a “new gold standard” in the company’s franchise and consumer approach.[2]
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