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Biggby Coffee reports'09 sales increase of 6 percent |
03.12.2010
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By Anna Wolfe
EAST LANSING, Mich.- Straight off its best year to date, Biggby Coffee here will open three new stores here in April- in Birmingham, Ann Arbor and Lansing
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With positive same store sales during the latest 12-month period and growth of almost seven percent in the first three months of the year, Biggby Coffee's positive news is a stark contrast to the rest of the state. In a state where the unemployment rate was at 14.3 percent at press time, the Michigan Restaurant Association reported in early March a 3.26 percent decline in retail food and beverage sales last year.
Bob Fish, CEO, said the 12 new store openings contributed to overall growth for 2009. But in same store sales-or stores that have been opened at least 12 months-"We've seen nearly 6 percent growth in same store sales during the past three months and positive same store growth overall for 2009," Fish said.
Sales have increased 65 percent in the past three years-from $23 million in 2006 to more than $38 million in 2009.
The sales increase can be attributed to some creative marketing combined with old-fashioned customer service, Fish noted. "We did some additional advertising and some unique retention programming, but most of that growth is attributable to our franchisees and their approach. There's an incredible focus and attention to detail happening in the store each day and a healthy dialog within our communities at all times."
What makes Biggby Coffee successful is its approachable approach to coffee. "Where most cafes have hard-to-pronounce drink names and an air of exclusivity, Biggby Coffee is about inclusion and demystifying the whole gourmet coffee gig ," said Fish.
"We have fun, easy drink names like Caramel Marvel and Teddy Bear, and we go to work each day making friends, loving our customers, having fun, being happy and making great coffee. It sounds simple, but it's genuine and it works. "
Because the 107 stores in five states are 100 percent franchise-owned, each store is locally owned and operated. While the "buy local" movement may attribute to Biggby Coffee's success, Fish is quick to point out "geography plays no role if you're not working incredibly hard building a dialog with your customers each day."
To celebrate its 15th anniversary, Biggby Coffee gave current Biggby Coffee E-wards members a free tall drink on March 15. Membership sign up is free at www.biggby.com. E-ward members receive free gifts or coupons on the 15th of every month throughout the year.
Biggby Coffee partners Bob Fish, Mary Roszel, Michael McFall and Sandy Green were on hand for a special birthday party on March 15 at the original Biggby Coffee here where the "Big Orange B" got its start.
Biggby Coffee first opened its doors in 1995-as Beaners Coffee. In January 2008, the chain completely rebranded itself under its nickname Big B, or Biggby Coffee-to avoid an ethnic slur of the Hispanic community.
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