In the world of hospitality, few brands have managed to capture the essence of community and energy as successfully as BIGGBY® COFFEE. Celebrating its 30th year, the brand has embarked on a significant transformation to keep its identity vibrant and engaging for new and returning customers alike. Today, we speak with Katarina Railko, a hospitality industry expert, to delve into the motivations and implications behind this brand refresh, peeking into the strategy of one of Michigan’s most energetic coffee franchises.
What motivated BIGGBY® COFFEE to undertake a major brand refresh at this time, after 30 years?
The 30th anniversary felt like a significant milestone, providing a perfect opportunity to reassess and reinforce the brand’s foundational values. It was seen as the right moment to differentiate BIGGBY® COFFEE in an increasingly competitive market by visually and emotionally energizing what makes the brand unique—its commitment to creating positive energy.
Could you elaborate on the new visual elements introduced in the brand refresh?
The brand refresh introduced updated visual elements across marketing materials and in-store signage. These elements are designed to present a unified brand identity that resonates with both long-time fans and new customers as the franchise continues to expand.
What does the new tagline, “BIGGBY® Makes it Better,” signify for the company and its customers?
The tagline encapsulates BIGGBY® COFFEE’s mission to enhance lives, not just by serving great coffee but by fostering an environment of optimism and connection. It signifies their dedication to making each interaction, whether by enjoying a flavorful drink or feeling supported by their community, a bit more meaningful.
How is BIGGBY® COFFEE adapting its approach to foster meaningful connections and positive experiences in today’s market?
BIGGBY® COFFEE focuses on its people-first approach by ensuring that every guest feels appreciated and valued. Baristas play a crucial role, not just in serving drinks, but in making each guest feel a little bit better, fostering a welcoming and recharging experience.
Can you discuss the role that the people-first approach plays in your brand strategy?
The people-first approach is integral—it extends beyond just customer interactions to how the brand engages with franchisees and employees. This approach fortifies relationships across the board, ensuring that every stakeholder feels supported and involved in BIGGBY® COFFEE’s mission and growth.
In what ways does BIGGBY® COFFEE’s commitment to sustainable coffee sourcing set it apart from competitors?
BIGGBY® COFFEE’s commitment to sustainability is demonstrated through their farm-direct sourcing initiatives. These efforts ensure high-quality coffee while supporting ethical practices, differentiating them from other coffee chains as a brand deeply invested in the well-being of their sourcing communities.
How does the fully franchised business model empower local entrepreneurs?
The model provides extensive support systems for franchisees, empowering them to succeed while being active community participants. This setup enables local entrepreneurs to be more than just business owners—they become community leaders, heavily invested in their store’s locality.
With a 30-year legacy, what core values and cultural principles remain steadfast for BIGGBY® COFFEE?
Values like ‘Make Friends, Have Fun, B Yourself, and Share Great Coffee’ have been steadfast since the beginning. They shape the brand’s culture and day-to-day operations, ensuring that both internal teams and customers consistently experience the essence of what BIGGBY® stands for.
Can you shed light on the company’s expansion plans, including goals for the number of stores and projected milestones?
BIGGBY® COFFEE plans to expand significantly, with 35 new locations targeted in the coming months. Their goal is to reach 500 stores, reinforcing their position as a community-centric brand, with an ambitious plan to become a $1 billion brand by 2028.
How does BIGGBY® COFFEE plan to achieve its vision of becoming a $1 billion brand by 2028?
This vision will be realized through strategic expansion, fostering franchisee success, and maintaining the unique people-first and community-oriented approach. By strengthening relationships across all levels and innovating within the market, they aim to propel the brand toward this financial milestone.
As a hospitality expert, how do you view the evolution of BIGGBY® COFFEE over the years?
BIGGBY® COFFEE has evolved by remaining true to its roots while embracing change. Challenges have been faced head-on with strategies focusing on growth, sustainability, and community engagement—key factors that continue to drive its evolution.
Could you explain BIGGBY® COFFEE’s farm-direct sourcing initiatives and their impact on the brand and coffee quality?
The farm-direct sourcing initiatives ensure that coffee is not only of the highest quality but also sourced sustainably and ethically. This commitment supports farming communities and reinforces BIGGBY® COFFEE’s reputation as a brand that prioritizes quality and social responsibility.
How will the brand refresh affect marketing strategies moving forward?
The refreshed brand look is more than just visual—it’s a strategic shift in tone and engagement. Upcoming campaigns will likely focus on emotional storytelling, values alignments, and closer connections with the community to amplify the refreshed brand ethos.
What message would you like to convey to potential franchisees interested in joining BIGGBY® COFFEE?
For potential franchisees, BIGGBY® COFFEE represents not just a business opportunity, but a chance to be part of a community-driven brand. Joining BIGGBY® means embracing core values and joining a supportive network committed to making a positive impact both locally and globally.
