Inside Story The lowdown...
…on Esquires. Doug Williamson, managing director at Esquires Coffee UK, reveals the secrets behind the brand’s success and discusses his vision for the future
INVESTMENT LEVEL: FROM £150,000 Doug Williamson
Along with regular meetings with the operations team, franchisees receive seasonal marketing promotions on a rolling basis throughout the year. The head offi ce team is always on the lookout for the latest food, beverage and technology trends to hit the coff ee industry.
Is there room for more franchisees? Absolutely! Esquires is expanding throughout the UK.
What sort of person do you think would suit an Esquires franchise? We have hands-on operators and we also have operators who run their stores as an investment. Both can be successful as long as the franchise owners are committed to coff ee, service and community excellence. Our franchisees are the people that make our business unique, and serve great coff ee with plenty of local character.
What does being an Esquires franchisee entail? First and foremost, our franchise owners need to understand the importance of customer service. We provide the systems and business mechanics, but we cannot be in their stores every day to ensure that customers are being taken care of. Our business is not diffi cult to run, so they really need to come with a willingness to serve others and work hard to build their business for the fi rst 12 months.
What makes Esquires diff erent? Our USP pillars are comprised of three components: amazing coff ee, remarkable service, and community. Our stores are owned by local people and they must be willing to support and engage within their community. We are not a faceless corporation; our franchise owners are the stars of our system. We don’t have a huge brand, but
we will get to where we need to be if we brand the customer experience.
Do you need previous experience? Experience comes in many forms. It does help to have a strong business understanding but it is not an absolute requirement. Our business is not complex, so all a franchise owner really needs to succeed is a willingness to live by our brand principles and work hard to grow the business. Our most successful stores are run by people who have a degree in customer service.
What support do franchisees receive? Our franchisees receive regular visits from members of our operational team. Visits are there to support the franchisee with meeting their KPIs, improving sales, motivating staff , the product range, marketing, and coming up with ways to drive the business forward.
What advice would you give to someone thinking of buying their fi rst franchise? You have to enjoy and have passion for what you do. If you can’t see yourself in the business, then don’t do it. Richness is not always just about money.
What are your plans for the future? Esquires is planning on operating 200 stores by 2020. Over the next couple of years, our main focus will be on growing the brand through signing up new franchise owners on single and multi-store deals. We will also be acquiring existing smaller chain coff ee brands. We’re looking to cement our status as one of the most ethical coff ee chains in the UK.
Esquires Coffee Café
www.esquirescoff
ee.co.uk franchise@esquires.co.uk
October 2016 |
BusinessFranchise.com | 83
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