The U.S. has a strong coffee culture. With coffee shop chains and cafes scattered throughout cities and towns everywhere, you’re never too far from a fresh brew. So, what makes BIGGBY® COFFEE stand out? By Lizzy Yeserski
The U.S. has a strong coffee culture. With coffee shop chains and cafes scattered throughout cities and towns everywhere, you’re never too far from a fresh brew. So, what makes BIGGBY® COFFEE stand out?
It begins with sourcing the coffee bean itself.
“Every gram of coffee that goes into your cup comes from somewhere,” explained Jaime Balazy, director of marketing. “Co-CEO Bob Fish and his wife, Michelle, are traveling the world and visiting farms in search of coffee and farmers who are treating the people, the planet and the community they reside in right. By buying the farms’ coffee crop in a conscious way, we can be sure that what we drink every day is making a purposeful difference to all the stakeholders and BIGGBY® Nation.”
BIGGBY COFFEE intends to bring a name, a face, and a place to every cup of coffee they sell. By 2023, 50% of the brand’s coffee will be sourced directly from farmers it knows, aiming to be 100% farm-direct.
The company also plans to make the world a better place, inviting customers and franchisees to take the journey with it.
BIGGBY COFFEE understands that this starts at the grassroots level. “As a brand, we believe that giving is getting. One of the ways to embody this is through our stores’ involvement in their local communities,” said Balazy. “We encourage our franchisees to develop relationships with other businesses in the area, their local school district or local nonprofit organizations. We believe that when you love the world, the world will love you back, and we let that philosophy drive our local marketing tactics.”
Success has accompanied that philosophy. BIGGBY COFFEE opened 58 new locations in 2022 and added 11 more in the first quarter of 2023, speaking to its multi-year growth trajectory. The brand now has 350 stores across 13 states, with aggressive growth plans for 2023.
Of course, there’s a strategy behind that growth. Through targeted campaigns, the corporate marketing team works hard to keep BIGGBY COFFEE top of mind for consumers while telling their brand story. It involves a multi-faceted approach across national, regional and local levels.
It’s backed by BIGGBY COFFEE’s innovation team, which leverages research to create one-of-a-kind beverages and food items to keep the menu as fresh as the coffee.
“The latest category that the brand has added is the BIGGBY® Blast beverages. These made-to-order energy drinks are made up of sparkling water, Zip! (a BIGGBY COFFEE proprietary energy shot), a flavor of your choice, a bit of sweet and sour, and even some strawberry popping boba if you so wish!” said Balazy. The colorful energy drinks allow franchisees to attract consumers who want something outside of a coffee-type drink.
Another standout of BIGGBY COFFEE for franchisees is the comprehensive support offered by the corporate office.
“We help throughout the design, buildout and opening process with regular check-ins and meetings. Once a location opens, the support continues with regular business coaching,” Caitlin Tierney, assistant director of operations, confirmed.
And if you can grow your bottom line while improving the planet, that’s a brew-tiful thing.
Lizzy Yeserski