Barworks Hospitality Group, a joint venture between JAG Hospitality Limited and DB Breweries Limited, is rebranding today to become Joylab. The rebrand coincides with the Group’s 10th anniversary and relaunch of its loyalty programme.
Barworks Hospitality Group was formed in 2008 and has become one of New Zealand’s largest hospitality companies, operating 21 establishments Auckland-wide including The Lula Inn, Goode Brothers and Sweat Shop.
Joylab remains the same group of establishments, but they’re now unified by a new brand and Rewards Club. The Rewards Club gives customers the opportunity to earn $1 Reward Dollar for every $10 spent, which can then be redeemed across Joylab’s network of establishments.
For Joylab’s Managing Director and founding partner, John Hellebrekers, this is a natural progression for the business after a decade of being deeply embedded in Auckland’s communities. “We wanted to challenge ourselves with a fresh approach to hospitality, and the time felt right to focus our attention on what we do best – bringing people together and rewarding them for connecting at over 20 neighbourhood locals.
“There’s a new name but we’re the same owners, business leaders and people that have been serving up the best of Auckland for the last 10 years.”
For more information please visit the new website from Friday 31 August: joylab.co.nz
