Biggby Coffee Plans to Add 10 New Locations in Memphis Area: What We Know About Where & When
Biggby Coffee, the Lansing, Michigan-based chain, looks set to add almost a dozen locations across the Memphis area in the forthcoming years. After opening their inaugural store in February 2023 at 200 S. Germantown Parkway in Cordova, the franchise looks to continue its successful progress in establishing at least 10 new locations over the next five years.
Success in Cordova Beckons Expansion
According to Jabin Newhouse, franchise owner of the Cordova Biggby location, the store has received an overwhelmingly positive response. He believes that their well-liked reputation is attributed to their desire to provide something new to the locals and the wide variety of their menu items.
Boasting of an extensive menu, Biggby Coffee offers a variety of drinks, from traditional black coffee to tea lattes, energy drinks, mocktails, hot chocolate, and smoothies. They home more than 80 different smoothies or “freezes,” as they are known on their website. Energy drink lovers can also opt for a Red Bull mix for an extra kick. Their drink list certainly comes with fun and catchy names, like Green Lagoon or Moonboot Latte.
Empowering Franchise Owners
Whilst expansion locations may be suggested by the company, Biggby remains 100% franchised, leaving the location decisions to franchise owners like Newhouse. According to Tony DiPietro, the Vice President of Emerging Markets, the franchise owners’ decision-making freedom is part of Biggby’s business model, wherein the company provides their advice but the onus falls on the franchise owner to make the finalized decision.
Future Locations Dependent on Customer Feedback
The plan is to gradually open new locations in close proximity to the existing Cordova location, and then gradually expand outward one store at a time. The decision-making process for the new locations hinges a lot on customer feedback. If customers are expressing their wish for a coffee shop that’s closer to where they live, the franchise owner takes their inputs earnestly.
Varying Store Formats
Depending on the areas, future stores can be drive-thru only with a lobby or even modular, a swift assembly concept known as “BCubed” by the company. BCubed locations are small in nature with no indoor seating. Accordingly, they are assembled far quicker than a regular sized store as all materials arrive pre-built before being transported to the location.
Menu Adaptability
There’s bound to be a variation in the menu across various Biggby locations, and Memphis won’t be an exception. Newhouse enjoys the liberty to decide the menu and discounts provided by the franchise. He takes this opportunity to highlight certain drinks. The Southern palate that they cater to means there are certain drinks that are more popular than others, and special discounts run on these favored items.
To conclude, Biggby Coffee is certainly fueling up for a significant expansion in Memphis, driven by an empowered franchise model, feedback-driven location choice, and a broad and adaptable menu. It will be exciting to wait and see what Biggby has in store for the coffee lovers of Memphis.