Bowser Bean rebrands and revitalises Rochester site

Bowser Bean has refurbished its recently acquired Rochester site in Victoria, under a new brand for the group, Bowser Bound.

The Bowser Bean team, which took over operations of the site during last year’s floods in the area, was swift to leap into action during the floods, which inundated its service station along with damaging neighbouring houses and businesses.

Seeing this drama unfolding firsthand, the team deployed its food and coffee trailer to provide the town’s residents and emergency service workers with free burgers, sandwiches, and coffee.

The recovery efforts of the Bowser Bean team were recognised by Campaspe Shire Council during its Australia Day Awards in January.

Following a mammoth clean up and refurbishing effort from the team, the newly rebranded Bowser Bound Rochester’s fit-out includes updated counters and cabinetry, shelving, dining furniture, cooking equipment, coffee equipment, and tech.

Managing Director Haydn Tierney, describes the new Bowser Bound concept, which can also be found at its Castlemaine site, as a “transitional” brand for the network.

Tierney told C&I that it allows for the uplift of existing locations, which might not yet have the full Bowser Bean offer.

He explained: “Bowser Bound branding elements are aligned with Bowser Bean allowing customers to identify these locations as part of the Bowser Bean network.”

Recently, Tierney was invited back to Rochester by the local council for a Coffee Kombi activation at a community park reopening ceremony, during which he praised the resolve of the people of Rochester and the response of his team to the crisis.

During his speech, he reaffirmed Bowser Bean’s commitment to supporting the ongoing recovery efforts in Rochester and providing employment opportunities for the local community.

Bowser Bound Rochester after it was inundated by the 2022 floods
Bowser Bound Rochester after its renovation

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