Company Overview
Opened as a single café in in November 1989 in Brisbane and has now over 250 cafes throughout Australia and 65 in New Zealand. The Coffee Club New Zealand has a strong presence in Auckland, but can also be found in many regional areas including Hamilton, Tauranga, Hastings, Palmerston North, Wellington, Christchurch, Dunedin, Queenstown, Invercargill, Taupo, Rotorua, Warkworth and Cambridge. Minor DKL Food Group owns the Coffee Club.
Source: https://thecoffeeclub.co.nz/about-the-coffee-club/
Woke Rating
We rate The Coffee Club as Woke Lite, mainly due to it having Rainbow Tick Certification and support of Pride Pledge.
Woke Summary
- Virtue Signalling – not much evidence of virtue signalling.
- Gender Ideology & LGBTQ – Rainbow Tick Certified, supports Pride Pledge, and has some LGBTQI+ in social media.
- Diversity Equity Inclusion (DEI) – no evidence of DEI policies or initiatives.
- Climate Change – no evidence of climate alarmism nor any published emissions reduction targets.
Woke Policies
Wokeness and virtue signalling distracts a company from its core business, which is to make a profit for shareholders while delivering excellent, affordable products and services to its customers. Businesses should not be distracted from this core purpose, otherwise there will be unnecessary costs which are ultimately passed onto consumers. Woke ideologies are typically unfriendly towards the traditional family unit.
Below are some woke policies and initiatives from The Coffee Club.
Virtue Signalling
Not much evidence of Virtue signalling.
Gender Ideology & LGBTQ+
The Coffee Club is Rainbow Tick Certified, and has some LGBTQI+ in social media.
Pride Pledge
The Coffee Club supports Pride Pledge.
“The Coffee Club is proud to have taken the pledge to celebrate our diverse workforce and show the importance of representation. The Pride Pledge is a values-based commitment that organisations and individuals can take to demonstrate their dedication to the safety, visibility and inclusion of the rainbow members of their community and workforce, both internally and externally.”
Source: https://thecoffeeclub.co.nz/sponsorship/
Diversity, Equity and Inclusion (DEI)
No evidence of DEI policies or initiatives.
Climate Change
No evidence of climate alarmism nor any published emissions reduction targets.
Positive Policies & Activities
The Coffee Club donates over $200,000 in charity events and assists in raising around a further $700,000 yearly towards beneficiaries such as Blue September, KidsCan and the Children’s Hospital Foundations. The Coffee Club NZ’s community work includes sponsoring charities such as SPCA, KidsCan, Make-a-Wish-Foundation and local sporting clubs.
Some of the positive sponsorships include: KidsCan, SPCA, Make A Wish (supporting children with a critical illness), Pet Refuge, and Sweet Louise (dedicated to support women living with terminal breast cancer).
Source: https://thecoffeeclub.co.nz/sponsorship/
Note – This page was updated as of 27th March 2025. Please contact us if you’ve discovered other relevant information about The Coffee Club or other businesses pushing woke agendas. You should also contact us if you discover some positively woke-free businesses.