QSR Magazine: Biggby's Inclusive Approach to the Coffee Culture

A Michigan-based coffee franchise, Biggby Coffee, makes an effort to appeal to a broad spectrum of consumers. According to a recent article in QSR Magazine, the brand is dedicated to offering a diverse menu in order to offer a little something for everyone.

The brand specializes in sweet and indulgent coffee options including offerings such as Dark Chocolate Cookie and Cotton Candy. These choices are part of the company's goal to create a coffee shop environment with a more whimsical, fun flair. 

“In coffee shops, I think you’ve got two main customers: You’ve got the person where this is part of their rhythm, this is part of their day. And then you’ve got the person who comes in for a treat. We really have a lot of profiles for that customer looking for a treat,” said Jeremy DeRuiter, brand sphere director.

According to the article, Biggby draws similarities between the microbrewery industry and the coffee industry in terms of a fascination with new flavor options. By offering innovating drinks, the brand is able to capitalize on this trend and target the modern coffee consumer. The franchise currently has 250 units across the Midwest. 

Read the full article here.