Franchising Today - Fall 2016 - 31

BIGGBY COFFEE
www.biggby.com / Headquarters: East Lansing, Mich. / Employees: 3,000 /
Specialty: Coffee / Michael McFall, co-president/CEO: "We cater to everyone."

Something for All

Biggby Coffee defies the stuffy feel of coffee concepts with
a fun menu and friendly atmosphere. BY CHRIS PETERSEN
Many years ago, you had
two choices when it came to coffee:
regular or decaf. Within the last 25
years, however, the specialty coffee market has exploded, and most
coffee shop concepts offer a wide
variety of traditional and specialty
coffee drinks. Ironically, this variety
has made it possible for anyone to
find a coffee that suits their particular tastes, but it also has made many
coffee shop chains feel like they cater only to the hardcore connoisseur.
Michigan-based Biggby Coffee isn't
like those concepts, and Co-President
and CEO Michael McFall says that has
been key to its success.
"We cater to everyone," McFall
says. The franchise concept started
in 1998, after McFall and Co-President and CEO Bob Fish had success
in coffee retail in East Lansing and felt
like the concept could be a successful
franchise. In developing the business
model, McFall says the company was
built around the owner-operator
model because it gave each location
a better chance of developing strong
connections with the communities
they served. The first Biggby Coffee location opened in East Lansing,
Mich., in 1995, and had two successful
locations before developing the franchise system.
Today, Biggby Coffee has more
than 220 stores open in nine states,
and the concept continues to grow.
McFall says the company's formula
for success is based on a menu with
something for everyone, a welcom-

Biggby Coffee's menu includes numerous
specialty lattes and smoothies in addition
to coffee drinks.

ing atmosphere and the strength of
its owner-operators. As the company
continues to grow, McFall says a careful approach to growth and a continued focus on what it does best will be
critical for Biggby Coffee to remain on
a path for growth in the future.

Fun

and

Friendly

McFall says one of the biggest things
that sets Biggby Coffee apart from the
typical modern coffee shop concept
is its focus on delivering coffee beverages that appeal to a wide variety of
tastes while concentrating on what it
does best. Although McFall says tradi-

tional coffee drinks make up a significant portion of its business, Biggby
Coffee is known for its various specialty beverages, which combine coffee with a variety of different flavors.
"What distinguishes Biggby Coffee in the coffee market is that we are
highly focused on the part of our menu
that's extraordinarily popular with
our clientele, which we call our 'Sweet
and Creamy' board," McFall says. The
company's menu includes numerous
specialty lattes and smoothies in addition to traditional coffee drinks, and
McFall says Biggby Coffee is focused
on ensuring that all of these beveragFALL 2016

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31


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Table of Contents for the Digital Edition of Franchising Today - Fall 2016

Contents
Franchising Today - Fall 2016 - Cover1
Franchising Today - Fall 2016 - Cover2
Franchising Today - Fall 2016 - 1
Franchising Today - Fall 2016 - Contents
Franchising Today - Fall 2016 - 3
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