Lansing State Journal: In the Face of Adversity, BIGGBY® COFFEE Sees 100-Store Expansion

In a recent article by BIGGBY® COFFEE’s hometown major daily, the Lansing State Journal, Co-CEO Michael McFall describes a tumultuous beginning to 2020 and how the gourmet coffee franchise managed to grow during the global lockdown. 

In April of 2020, things were looking dark for BIGGBY® COFFEE, as revenue dropped 40% from the year prior. "It was pretty dramatic," said McFall. "We had a lot of stores close (temporarily) out of safety concerns. There was a moment when we were worried or concerned that revenue was going to go to zero, and that's pretty terrifying."

Once lockdown restrictions were lifted, McFall said that BIGGBY® COFFEE’s misfortune pivoted, as positive sales were reported by May of 2020. A year later, 100 BIGGBY® COFFEE locations are expected to open, expanding the brand’s store count by 30%.

When asked why BIGGBY® COFFEE managed to turn things around, McFall commented on how the franchising industry tends to grow in times of uncertainty.

"One of the things that is somewhat counterintuitive in franchising is that when the economy is unstable, generally speaking, that is a moment when franchise concepts grow," McFall said. "People either get laid off, or they're tired of their existence being controlled by somebody else.”

With the pandemic fueling entrepreneurial spirit, McFall also says that coffee brought customers a sense of normalcy. "If you run into unstable financial moments, you're giving up the Disney vacations and the $120 Friday nights at a steakhouse with your spouse," he said. "But you're probably not giving up your $3 cup of coffee in the morning. It was just a little bit of normal in (a customer's) life for 10 minutes."

BIGGBY® COFFEE, an East Lansing, Michigan-based coffee franchise, helps coffee lovers and the coffee-curious alike create a community of love that’s a stark contrast to the gourmet coffee paradigm. With 250 locations currently operating and an additional 100 under contract to open,  BIGGBY® COFFEE provides a unique experience focused on brightening their customer’s days and building the life they love. 

Read the full article here.