Craveable Brands
the challenge
Craveable Brands had conducted ad-hoc initiatives over a number of years looking to having a positive impact on First Nations participation and engagement within their business. There was limited structure or framework guiding this and as a result were looking to formalise their commitment through the development of RAP. The challenge was daunting with 3 independent businesses under the one banner, Craveable Brands required guidance on how to best navigate the reconciliation process and create alignment across these 3 distinct and well know Australian fast food chains.
There was no precedent in the quick service restaurant (QSR) industry which made the task of developing a RAP somewhat more challenging. Craveable Brands decided to embark on this journey partnering with Yarnnup to become the first QSR chain to have a formally endorsed RAP.
the solution
YarnnUp worked with Craveable Brands across its 3 distinct businesses, Oporto, Red Rooster & Chicken Treat to understand the dynamics, how they interrelate and interface with communities. We then worked to understand the opportunities that present themselves as a national business and to best navigate the challenges to clearly articulate the reconciliation journey to its employees. Through the creation of the RAP Working Group, YarnnUp helped spearhead internal reflection to better understand the appetite and maturity of the business to articulate the pace of execution required to ensure success along the Reflect RAP journey. YarnnUp would manage the drafting process and communication of the Reconciliation Action Plan (RAP) to manage the expectations of the RAP Working Group and ensure efficiency.
the outcome
Craveable Brands was the first QSR business to achieve endorsement of a Reflect RAP, they have spearheaded the industry that has seen a flow on effect from other QSR’s. There has been national buy-in across all 3 brands which has seen some wonderful initiatives implemented including the digitisation of their RAP artwork which has been used to communicate the reconciliation journey. There has also been a commitment to a national store mapping project to identify store locations and links to traditional custodians as well as organisation wide cultural awareness and capability training.
