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Winning formula

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Esquires coffee houses, the premium coffee franchise, has the blend for success

Talk of the credit crunch may cast a shadow over the financial climate, but for many organisations business is booming by comparison. At Esquires Coffee Houses, the premium coffee franchise, the outlook is far from bleak. On a global level the company continues to expand throughout Ireland, North America, Australasia and the Middle East.

Here in the UK the chain opened a record seven stores in prime locations and continues to search for additional franchisees to boost its network even further.

Quality, Not Quantity

For Peter Kirton, managing director of Esquires Coffee Houses UK, the secret to success is definitely quality, not quantity. “Though growth is an important factor in the future of a business, it should never come at the expense of quality service or products,” says Peter. “At Esquires we search far and wide to find the right locations for our franchisees to compliment our network and the areas we are entering.

“At each location the franchisee has the flexibility to adapt our winning formula to suit their local customers, an approach which has resulted in a series of stores that work at the heart of their communities. These community values are also key to our growth. Throughout the business we operate a ‘treat others how you wish to be treated’ethos, and this is evident in all we do - from our commitment to Fairtrade to the way we meet and greet the customers.”

Peter’s final secret ingredient is just that, the famous blend of Fairtrade coffee that has earned Esquires Coffee Houses an extremely loyal following, along with an extensive range of fresh food and premium hot beverages.

Continues Peter: “Once a customer has tried our coffee they will usually come back. We’re extremely proud of our product range and the work we have put into perfecting the taste of each product. Every item featured on our menu has been carefully selected, using rigorous testing and taste profiling, to meet the highest possible standards. All our baristas are fully trained to ensure each order reaches customers as intended, in terms of both taste and customer service.”

With this proven model for success in place, the company continues to expand and attract budding entrepreneurs eager to buy into the brand. Today Esquires Coffee Houses has over 25 outlets in the UK alone. These franchises operate from a series of store formats offered by the chain to suit the varied levels of investment and experience of the franchisee.

From mall kiosks (total investment from £30,000) to full-scale coffee houses (total investment from £200,000), there are numerous options available for those wanting to join Esquires Coffee Houses’established chain.

And the opportunities don’t stop there. Perhaps the biggest testament to Esquires’ continued success is its franchisee retention and growth figures. Almost all of the stores within the network are owned by the original franchisee, of which many have gone onto open a second, or even a third, Esquires Coffee House.

Strength to Strength

One such example is husband and wife team Russell and Melanie Wood. The couple opened their first Esquires Coffee House in Durham in 2006 and almost three years later they are running three stores across the North East as their business continues to go from strength to strength.

Melanie explains: “The support and advice from Esquires head office has allowed us to transfer our previous experience into a completely new industry and we’re thoroughly enjoying all the benefits you’d expect from being your own boss. Our hours are flexible, we have a range of responsibilities to challenge us and we get immense job satisfaction from running three thriving businesses. At the same time we have access to an established brand, premium products and a proven and successful business model."

“I would definitely recommend franchising to anyone wanting to find a healthy work-life balance. Though the initial start-up procedure can be demanding, if you have the courage and dedication needed to get things up and running you will definitely reap the rewards for your commitment.”

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