Mike & Gayle Koolen
Food & Beverage
Industry Innovators
Our Approach
At iTSO, we pride ourselves on the development, creation and innovation of state of the art business concepts and systems. We exist to take on all the challenging and time-consuming aspects of setting up a new business venture and to help you build a brand that is both stronger and smarter.
We offer a new and provocative way to look at start-up business that aligns you with the sound fundamentals of a unique business concept. With the knowledge that comes from our years of experience, we’ll create a winning brand position statement that showcases your business and allows it to stand out from others in the marketplace.
Experience & Expertise
For the past three decades, Mike and Gayle Koolen have proven their aptitude for sales, management, creativity in business and as innovators in the food and beverage industry. As a dynamic duo, they have successfully established and developed a number of brands.
Kools Chicken ‘n’ Fries / 1992
Originally called Kools Fried Chicken (KFC—a little bit cheeky but it worked), Kools Chicken ‘N’ Fries evolved into a hugely successful brand with over 400 outlets throughout Australia, New Zealand and the South Pacific.
Kools Brand Merge / 1995
After merging Kools Chicken ‘N’ Fries with Retail Food Group (Donut King, BB’s Coffee) in 1995, Mike sold the rights to the Kool’s brand in Australasia whilst retaining the rights throughout the rest of the world.
Sold Complete Rights / 1999
After launching the ‘Kools” brand in both the UK and South Africa, the company sold its complete rights worldwide.
Zandos & Pie Man Jacks / 2000
Mike and Gayle spent two years in New Zealand developing the Zandos and Pie Man Jacks brands, but after four years overseas they returned with their young family to Australia.
30+ Years
in the Food & Beverage Industry
Our
Specialities
- Sales & Marketing
- Leadership and Management
- Concept Innovation
- Consumable Sales Platforms
- Branding
- Franchise Systems
Media
Endorsements
- I Luv Coffee Express Media and Awards
Read Article › - Protect Wooli From Coastal Erosion
Read Article › - BRW Fast Franchises List
Read Article › - Business News Australia
Read Article ›
The birth of Essential Brands Group
The Koolens started Essential Brands Group (EBG) in their Gold Coast garage from scratch on the smell of an oily rag after returning to Australia from overseas.
01 /
Espresso Essential
Start Up
In 2001, recognising that the days of instant coffee were swiftly fading into the horizon, Mike and Gayle started up Espresso Essential. Their aim was to establish a business with a recurring revenue stream and low overheads.
02 /
Humble
Beginings
Mike began by trialling quality coffee extracted from an Italian coffee machine with colleagues at the Business Brokerage firm where he worked. After witnessing how popular the coffee was with his colleagues, Mike started selling the equipment to other offices and retail outlets from the boot of his car.
03 /
Mobile Sales
Showroom
The car boot became a van that doubled as a mobile showroom and sales vehicle. This in turn attracted others to get involved, quickly evolving Essential Espresso into a master franchised distribution business.
04 /
Master
Franchisees
With 10 master franchisees servicing 16,000 customers around Australia and New Zealand (including blue chip names such as Subway and BP to name a couple), the company was heading towards a collective turnover of approximately $25 million a year, with some master franchisees harvesting net profits in excess of $500,000 per annum.
Essential Millionaires
It was always Mike’s ultimate goal to establish a business that created financial independence for those who were willing to work hard and invest their time and energy to see it pay off. He and Gayle had a dream to create a business with the legacy of creating ‘Essential Millionaires’. That dream was achieved.
On the 1st July 2016, 15 years after the Essential Brands Group was established, Mike and Gayle decided it was time to sell their master franchise rights. With over 16,000 coffee and slush systems in the marketplace, via a network of direct territories and franchise operators, the groups’ focus is to be the customer’s first choice in all things coffee—and then some.
While it is the end of an era with the Koolen’s moving on, it is also an exciting new beginning for Essential Brands Group. The company has now changed its name to the Essential Coffee Group and still houses well-known brands such as Espresso Essential, I Luv Coffee and I Luv Slush.
Mike and Gayle are proud of the development of this brand. From their humble beginnings in their garage to a business which, at the time of sale, employed more than 50 (and through the collective network across Australia, New Zealand and internationally over 100 employees), Essential Brands Group is the Koolen’s legacy that will live on.
16000
Coffee & Slush Systems
in Marketplace
15
Years of
Essential Brands Group
50
Staff Members
Employed
25
Million a Year
Turnover