Specialty Coffee Retailer is a publication for owners, managers and employees of retail outlets that sell specialty coffee. Its scope includes best sales practices, supplies, business trends and anything else to assist the small coffee retailer.
Issue link: https://read.dmtmag.com/i/76684
F�������� ��������� A ��������� ��� � � � ��� ���� ��� �� ����� ����� ��� ������ �������� �� ������ ���� ������ ��� own business, you also can choose your own product off erings and marketing strategies, and establish your own brand. Th at being said, independents also face a myriad of challenges that can make or break their futures. Franchisees, on the other hand, may lack the independence A ���� � ������� ��� ����� �� �. BY MAURA KELLER �����. L��� ���� �����������, CC'� C�������� C����� ���������� ������� ��� � ����� ������ ��� �������. lot can be said for being an independent business owner. Not only do you have the freedom of managing your concept and want the best chance of long-term success, personal commitment is critical. "Prospective franchisees won't buy your concept if they don't feel like the franchisor is committed full-time and completely dedicated to the success of the system," he says. As Graeve explains, if you're going to franchise your of establishing their own business from the ground up, but they do benefi t from highly visible national advertising and marketing support, ongoing product development (including new and improved products), the ability to comply with nutritional guidelines and requirements, and incredible buying power. Whether you want to establish a franchise program for DIFFERENT ARRANGEMENTS Mark Verges, business development manager for CC's Community Coff ee House, a chain based in southern Louisiana, explains that "franchising" can describe many diff erent business arrangements. "CC's Community Coff ee House licensed operations your already successful business, or you are interested in swapping your independent store for a franchised one, there are some considerations that can help your franchise endeavors get off on the right foot. At Scooter's Coff ee & Yogurt in Omaha, Neb., Todd Graeve and his team look at a number of factors when awarding franchises. "First, we seek mutual compatibility, important that franchisees are excited about and believe in what we're doing at Scooter's and what our vision is for the future. At the same time, we seek franchisees that trust us as a franchisor. We want our franchisees to truly believe that we have their best interests at heart. We're also seeking 'business builders' who have the fi nancial ability to develop, own and grow multiple stores." " Graeve says. "It's so program off ers exceptional products, new revenue streams, a proven operating model and a growing customer base to licensees," Verges says. "We look for companies, organizations, or partners that can qualify under our exemption-based franchising model. Th ese qualifi ed operators will enter into a master license agreement with us. process to ensure that their licensees qualify as true stewards of this nearly century-old legacy brand. "Our current focus revolves around non-traditional venues, which can include hospitals, hotels, colleges/universities, retail spaces and other approved facilities," Verges says. As companies welcome franchisees into their fold, they CC's strives to off er a comprehensive awarding and vetting " determine the reasonable standards for fi nancial and personal commitment. "In licensing the brand CC's Community Coff ee House, we provide components that make us a brand success August 2012 • www.specialty-coffee.com | 19