BIGGBY® COFFEE offers franchisees and customers alike more than just a great cup of joe. By Patty Horansky
BIGGBY® COFFEE offers franchisees and customers alike more than just a great cup of joe. The brand was founded by friends Bob Fish and Michael McFall in East Lansing, Michigan, in 1995 and is on a mission to support people in building the life they love.
Vice President of Emerging Market Development Tony DiPietro believes the brand’s people and culture are what set BIGGBY COFFEE apart from its competitors and are among the main reasons for its success.
The brand has grown to more than 360 locations since being founded. According to DiPietro, all BIGGBY COFFEE locations are franchised, which means the brand can focus on its owners and locations, building relationships within communities and with its vendors, and maintaining quality products and service.
The brand’s goal is to be 50% farm-direct by the end of 2024. Fish and his wife, Michelle, travel the globe to meet farmers who grow the finest beans while also taking care of their workers, communities and the environment.
“Our farm-direct program brings a name, a place and a face to every cup of coffee that we serve,” DiPietro said.
Other goals include being 100% farm direct, helping franchisees prosper and ensuring a quality coffee supply.
“We’re always focusing on the franchise owner and their location,” DiPietro added.
The brand looks for franchisees who love people and support their families and communities. No industry experience is required, and most new franchisees have never owned their own business or purchased commercial real estate. BIGGBY COFFEE provides them with a unique set of systems and processes for them to be able to run a successful coffee shop.
Owners come from many backgrounds, such as healthcare, teaching and the military. BIGGBY COFFEE has one of the lowest investment thresholds in the industry, and veterans receive a 50% discount off the initial franchise fee.
The brand also offers several store models and entry points, including the traditional strip-shop endcap with a drive-thru, a site-built store with a drive-thru or a kiosk in another location, such as a hospital or university. Its newest addition is a prefabricated modular drive-thru which DiPietro said is unique in the industry.
Within BIGGBY COFFEE, it is required that stores are owner operated for the first year at a minimum, which is a competitive advantage that keeps the emphasis on the brand’s culture and vision. Support and training include franchisees spending a week at headquarters, on-the-job training at a working store and ongoing virtual programs.
Within a week of signing, new owners meet with the brand’s real estate department to secure a location, and they meet with the finance division to formulate a business plan. They also receive help with architecture, employee training and a grand opening. New owners will even have hands-on support from coaches for two weeks before and after their location is launched.
The coaches revisit new stores monthly, and area representatives take on the responsibility for stores in their territory while creating additional wealth for themselves and their families.
Of course, no brand would be successful without a great product. BIGGBY COFFEE prides itself on its gourmet coffees, lattes, smoothies, BIGGBY Blast energy drinks, limited-time offerings, breakfast treats and more.
BIGGBY COFFEE is on track to have 500 units opened by the end of 2024 and 1,000 units opened by the end of 2028. The brand’s focus on its people, culture, systems, products and innovation has paved the way for it to thrive.
Patty Horansky