EXCLUSIVEINSIGHT


also get a buzz whenever I see someone walking down the street with a bright orange cup of our coffee.” This passion for coffee hasn’t waned for the Mayfair


A


beverage and entertainment entrepreneur, who was having a coffee with easyJet founder Stelios Haji-Ioannou after sealing a seven-fi gure business deal, when the two men came up with the idea for easyCoffee two years ago. Hoping to replicate the success of easyJet, which revolutionised the airline industry with its high-value but low-cost fl ights, the duo turned their attention to the lucrative coffee shop and coffee vending sectors. Launched in 2016 as the UK’s only value coffee


chain offering quality Fairtrade coffee in comfortable surroundings, easyCoffee has grown from an initial fl agship shop in Leicester Square to selling its millionth cup of coffee earlier this year. Nathan attributes much of the chain’s success to the


time the company spent fi nessing its franchise model before embarking on ambitious expansion plans that will see it open 200 coffee shops over three years and install 800 vending machines in the next 12 months. Yet he admits that a franchise operation was not initially part of their plans. After opening its fi rst easyCoffee shops in London,


easyCoffee was inundated with enquiries – more than a thousand to date – from people wanting to open their own easyCoffee shops or get involved. However, in addition to being attracted by the strength of the ‘easy’ brand and the tax benefi ts that come with a franchise business investment, they also wanted the support of an experienced team to help them launch and run their businesses. It quickly became clear to Nathan that a franchise operation was the best way forward. Nathan explains: “The ‘easy’ brand is known for value and


is much loved – people may have taken their fi rst holiday on an easyJet fl ight, or use it regularly for business trips. The people contacting us saw the fi nancial advantage in being part of an iconic brand with such wide appeal and emotional connection.”


FULL OF BEANS


The UK coffee shop market is steaming: Ÿ We now drink 95 million cups of coffee a day and consumers spend £9.6billion a year in coffee shops Ÿ 81% of people visit a coffee shop weekly


Ÿ The coffee shop market is predicted to be worth £13billion by 2022


Source: Allegra Project Café 2018; British Coffee Association


s CEO of one the UK’s fastest-growing coffee chains Nathan Lowry feels he’s a lucky man: “One of the things I love about my job is seeing our franchised coffee shops open on another UK high street. I


IN IT TOGETHER With seven multi-franchise partners already committed to opening half the proposed shops, the company can focus on selecting the right partners for its remaining planned shops. Having developed his business acumen running a string of his own high-end bars and eateries in the West End, Nathan knows fi rst hand the qualities needed to run a successful franchise. As he explains: “We look for positive problem-solvers who enjoy working with people.” In addition to sourcing a suitable location and setting


up the store, for a £150,000 investment easyCoffee provides franchise partners access to: training programmes, including barista certifi cation; marketing and innovation input, including shop launch activity; strategic planning and operations consultation; and opportunities for cross- promotion with other ‘easy’ brands.


ARMCHAIR INVESTORS easyCoffee realised, however, that some investors might want to tap into its expertise without the fi nancial and time commitment required for a franchised shop. For this group, it offers a more capital-lite franchise option: vending machines. Every year, UK consumers spend about £1.5billion in more than 420,000 refreshment vending machines. It’s an attractive proposition for many armchair investors. The potential of this high-growth sector has not been lost


on the investor community either and easyCoffee recently secured £10million of backing from investment fund Stellar Asset Management to expand this side of its business. As part of the £15,000 vending package easyCoffee offers


franchisees, it provides, supplies and manages a vending machine in a high-traffi c location, such as convenience shops, leisure centres, forecourts and other outlets across the UK. Investors, who usually invest in between one and fi ve machines each, share a slice of the profi ts on sales, which they can track in real time on a specially designed telemetry app. “Without a doubt, the coffee-to-go market is an exciting


place to be right now with massive growth potential, both in the UK and abroad,” explains Nathan. He knows that with 80 million easyJet customers fl ying


to more than 30 countries, he is also well-positioned to take advantage of the expansion potential this offers easyCoffee for vending franchises in airports in the UK and abroad. There is also scope for vending expansion into other ‘easy’ businesses, such as easyHotel and easyGym. Nathan says: “Being part of the ‘easy’ family of brands


brings with it a wealth of opportunities for our franchise partners. Whatever their level of investment, they know that they can tap into our expertise and knowledge about the next upcoming location, food and drink trends and what customers are looking for now and in the future, in the UK and beyond.” To speak to the easyCoffee team about franchise


investments, contact the franchise team on 020 7499 3543 or email franchise@easy.coffee. You can also fi nd out more at www.easy.coffee l


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