For Aimee Watson, her husband Doug Watson, and her brother Brandon Miramontes, the years after graduating from the University of Tennessee, Knoxville, were spent building careers across the country in industries ranging from Supply Chain to PBS documentary filmmaking to Amazon logistics. The decision to dive into the world of franchising was about owning a business that could give them autonomy and control, as well as a way to come back and serve a place they called home. Now, the trio is returning to Knoxville to open multiple Paris Baguette franchise cafés.

By bringing the emerging bakery-café to the East Tennessee, the family aims to create a legacy for the next generation.

With Paris Baguette providing a turnkey model differentiated by product consistency and an untapped market in East Tennessee, these Vols for Life are focused on more than just pastries. They are dedicated to providing local students with real-life job experience and fueling the community they love.

Aimee, Doug, and Brandon sat down with 1851 Franchise to discuss why they chose Paris Baguette and how they plan to build a bakery-café team around the University of Tennessee community. Here’s what they had to say: 

1851 Franchise: Frame your personal story for us. What do you want us to know?

Aimee Watson: I’ve been all around in my career. I have been in the supply chain industry for 26 years, starting in manufacturing and then switching to health care in 2007. Currently, I work for a supply chain industrial engineering firm, focusing on construction, specifically for new hospital builds, renovations, and expansions.

Doug Watson: I’ve been a videographer for 27 years, shooting footage for television and documentaries. I’m currently working for the PBS affiliate in Harrisburg, PA.

Brandon Miramontes: My entire career has been spent in logistics. For the past 6 years; I have owned and operated a company contracted with Amazon through their Delivery Service Partner (DSP) network to manage last mile deliveries in the Asheville, NC metro area. Prior to this, I spent 15 years in various roles within the railway industry in both the U.S. and Canada, including railroad operations, auditing, and continuous improvement.

1851: What did you do before franchising, and how did you decide franchising made sense for you?

Aimee: At this point in our careers, we were looking for a business that we could totally own and control ourselves, but that we didn’t have to build from the ground up. Doug and I recently decided to move back to East Tennessee, which is like home for us, and we really liked the prospect of being able to leverage all of our local contacts. We’ve signed on to open up to four cafés as an area developer, with the first anticipated to open by the end of this year.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Aimee: My perception of franchising before entering this world was that it is very stringent, that you don’t actually own the business, and that you’re just the operations manager. Now that we’re actually in it, it’s totally different. The franchisor provides a great opportunity to expand and run the business how we want to.

1851: What made you pick this brand? What excites you most about this company?

Aimee: We looked for a brand that was truly different from anything else on the market. Because there is an untapped market here, the chance to grow is huge, and we don't have to worry about over-saturating the market like other concepts do.

Doug: Another big factor for us was the product. It’s amazing and always consistent, no matter where you get it. Every time we go to one, we easily spend $100 or more just to bring boxes of pastries back home.

Brandon: I’ll echo Doug on that one, it was all about the product for me. I first encountered the brand on a trip to Chicago, and then again while visiting New York City. Not only did I like the product itself, but the café experience with such a large choice of quality items and a bright and inviting store concept, made me think a location in Knoxville could thrive.

1851: What do you hope to achieve with your business? What are your plans for growth?

Aimee: One of our major goals is to be able to employ East Tennessee students and provide them with real-life on-the-job experience. We want to provide the same opportunities for employment that we once had as students ourselves. .

Brandon: As of now, we’re focused on the potential of the Knoxville market. I live in Asheville, North Carolina, and I believe the city could support a Paris Baguette café, so there is a long-term opportunity for us to possibly expand into as well. 

1851: Is there anything else about your story you want us to know?

Aimee: All three of us are Tennessee alumni. I graduated in 1998, Doug in 1997, and Brandon in 2001. Our daughter, Elena, is even a Vol! This makes bringing this back to Knoxville very special. We plan on making our cafés great places for students to work. I'm very active in the university community. I am the president of the Latino Alumni Council and I’m currently on the Alumni Board of Directors.

1851: What advice do you have for other people thinking about becoming franchise owners?

Aimee: To put it simply, you have to do your homework. Being prepared to see and pay the upfront costs can be nerve-wracking, especially when it involves totally new construction. Potential owners should also consider staffing, and the challenges of attracting and retaining employees. That's a constant consideration for us.

Doug: I’ll second that. We found the most benefit from meeting with other owners. We met with about five or six other franchisees, to get their opinions and see what their experiences have been like. Getting that insight into what they’ve gone through to get their cafés up and running was extremely helpful.

ABOUT PARIS BAGUETTE: 

With a projected 1,000 bakery cafés in North America by 2030, Paris Baguette is on a mission to reestablish the neighborhood bakery café as the heart of the community. Paris Baguette serves craveable baked and brewed treats and creates warm and welcoming experiences through a blend of gracious service, expert craftsmanship and community connections. From decisions made behind a desk to smiles offered behind a counter, the desire to spread joy and make the world a happier place drives everything we do. Being a neighborhood bakery café means caring about those around us and finding ways to make a real impact. We do so through our "Love Baked In" programs that bring to life our commitment to serving local communities through various charitable programs and initiatives. Paris Baguette is a leader in the hospitality industry with its commitment to creating unique consumer experiences and a network of successful franchisee relationships. For information and to find the Paris Baguette location closest to you, please visit www.parisbaguette.com.