Review of five ready-made business models for selling takeaway coffee.

Coffee to go is an attractive offer to cheer up with a delicious drink not immediately, but a little later, in the office or on the road. Or sit with him on a bench in a shopping center. The essence of the business is to sell drinks to go.

To assess business prospects, just look at the numbers. Thus, the Bodriy Den microcoffee chain started in 2012 with a starting capital of 100 thousand rubles. When working in this format, the profitability of coffee is 25-35%. Today, in 2015, you will have to invest more, but the investment amounts are minimal compared to other types of business - on average, 200 thousand rubles are spent on opening a store. The revenue of one kiosk can reach 350 thousand rubles. per month.

The main condition for successful work is that you need to open in a busy place, preferably near a transport intersection, central areas or business district. This is especially true for limited-stock outlets that specialize in coffee. But this is a product of impulsive demand; no one will specifically look for it. You can also organize a place in a shopping center - it will also have its own clientele. Baked goods, cakes, chocolate, as well as impulse products (chewing gum, etc.) will help increase your check.

The easiest way to open a coffee shop offering takeaway coffee is as a franchise. In this case, the franchisee receives support, optional equipment), as well as the opportunity to sell products under a well-known brand. Franchise conditions, as well as work options, may be different.

Takeaway coffee in video format

It is better to learn detailed information about the coffee business from an entrepreneur, owner of coffee shops:

Franchise #1 - Federal chain of coffee bars Coffee Woods

The federal chain of coffee bars Coffee Woods offer a completely transparent strategy for running a franchise business, which will help you earn from 250 thousand rubles from the second month of operation.

At the beginning of September 2016, the network was represented by 57 points opened by 34 partners. Coffee Woods coffee shops have added their own twist to the franchising business: partners do not pay monthly fees, and a full-fledged advertising campaign is carried out at the start, which is completely free for franchisees. The assortment includes 32 types of coffee and soft drinks.

As for the numbers, they are as follows:

• Lump sum payment - 175 thousand rubles;
• Initial investment (counter, rental premises, coffee equipment, bar equipment) - 200 thousand rubles;
• Advertising company - free;
• Royalties are not provided.

The amount of initial investment may vary depending on the wishes of the partner: the desire to open a coffee shop in a large shopping and entertainment center or in a small premises in a residential area of ​​the city. These and other parameters will change the amount of rent for the premises, the number of employees, equipment, and inventory. Coffee Woods has a special analytical department that calculates the amount of initial investment depending on the wishes of the partner.

What franchisees get:

• Support at each stage of founding and establishing a business;
• Basic package of marketing materials;
• Coffee equipment for rent;
• Assistance in concluding contracts with suppliers;
• Package of training materials;
• Technological maps;
• Team travel to any city to open a coffee shop;
• Consultations 24 hours 7 days a week;
• Projected revenue from 10 thousand rubles per day.

Franchise #2 - microcoffee shop “Beautiful Day”

“Bodriy Den” is a chain of microcoffee shops. One catering point occupies no more than 4 square meters. meters and specializes in selling coffee. The menu may also include baked goods. The format is good for business and shopping centers, but the location must be chosen according to the audience.

The main consumers are modern young people, students, young families, visitors of notaries and lawyers, clients of fitness centers. These are students, office employees, entrepreneurs. Prosperity is also important; not all categories of citizens can afford to buy coffee from 150 rubles. per glass. The highest conversion is observed in business centers consistently 5 days a week; competition here is low. In shopping centers it’s the other way around - the main revenue is on weekends, there’s a lot of competition, you need to stand out from the rest.

The main thing for the micro-coffee shop format is a good location. Moreover, it is not the trafficability of the entire shopping center that is important, but the specific area where the counter will be located. The more people who see the sign, the more appropriate it will be. Also a good place would be a point in car sales centers; there are microcoffee shops at ski resorts. It’s better to “catch” people at the entrance to the building, because... no one will specifically look for where to buy coffee, especially if the person came on business. Therefore, it is important that the stand is visible.

The cost of renting a meter of area can be from 2 to 50 thousand rubles. depending on the city and building. In this case, work will require from 1.5 to 4 meters - you can install different types of racks. Franchise providers promise a profitability of 20-40% with a turnover of 100-400 thousand rubles.

Features of the coffee-to-go franchise “Cheerful Day”:

• entrance fee - 100 or 490 thousand rubles. depending on the package;
• royalty - no;
• investments - 80-120 thousand rubles. when purchasing a minimum package for a stand and consumables, the coffee machine is included in the full package;
• payback - 6 months;
• The coffee shop's monthly revenue is 150,000 rubles.

To place the rack you will need a 220 V socket; running water is not necessary.

The main things for work are supplied by the franchisor, this is a stand (optional), branded cups, mixtures (consumables are purchased for a fee). Sugar, milk, and baked goods are purchased at local markets.

To open, you can use an individual entrepreneur or LLC, the optimal taxation system is UTII, if not available, the simplified tax system is 6%. A cloud-based CRM-ERP system is used for management; the fee for it is 2-2.5% at the start, and is subsequently calculated based on turnover. A cash register is not used, a receipt printer with a netbook is used. Also at the initial stage, uniforms for staff are purchased. 1-2 baristas are enough to work, depending on the place and time of work. One person is enough in the business center, because... The main flow takes place during working hours.

What equipment is needed to get started:

• rack;
• information board with menu;
• coffee machine and coffee grinder;
• cash register (netbook, receipt printer, cash drawer);
• bar refrigerator;
• pump and mixer for autonomous water supply.

Additional expenses - loyalty cards, staff uniforms, badges, coin box, operating hours sign, pitcher, tamper, knock box. Consumables - coffee, sugar, cream, milk, branded cups, thermal mugs, lids, napkins, syrups, disposable plates and spoons.

Franchise #3 - chain of fast food restaurants "Uncle Doner"

Takeaway coffee is also offered by the Uncle Doner fast food restaurant chain, and you can open an establishment as a franchise. However, in addition to coffee itself, the restaurant menu includes main dishes (specialty in flatbread with various fillings, burgers, manti, French fries, samsa).

This is a place where you can not only cheer up with a delicious drink, but also have a snack. Such restaurants can be located in food courts in shopping centers, they can be opened on the street, near bus stops, at train stations and bus stations. Due to low prices (coffee costs 55-70 rubles) and the presence of dishes on the menu for a quick snack, clients with below-average incomes also turn to them.

These establishments also sell drinks to-go; the format of these establishments is more understandable to most. Simply put, this is the same shawarma, only in a more civilized form. The founders took a product known to most, improved it, created symbols and corporate identity, and built pleasant pavilions. Visitors are people who happen to be nearby and want to grab a bite to eat. No one will specifically go to Uncle Dörner, so it is important to locate the cafe close to the flow of people. But in this case there are more placement options, since advertising in the form of signs, stands, and promoters will also work. If few people will specifically go for coffee alone, then the drink as part of a full meal has a much better chance, especially since in the establishment you can sit down and take a break from the road.

Franchise features:

• entrance fee - 500 thousand rubles;
• royalty - 3% of turnover;
• payback of the project - 6-18 months;
• return on sales is 17-19%.

In addition to paying the entrance fee, you will also have to spend money on the construction of a pavilion (renting space in the shopping center), as well as equipment (coffee machines, distribution line, display case, menu, etc.).

Franchise #4 - Coffee Like

Coffee Like also offers drinks to go. They work according to the same system as “Beautiful Day”, but in addition to traditional coffee they also add seasonal offerings to the menu. In summer, cooling drinks are better served - fruit cocktails, mojitos. The classic version includes coffee (different varieties and volumes) and tea.

The establishment is a coffee bar and can be located in shopping and business centers, as well as in other places, for example, in entertainment centers. A place is rented and a stand is installed. Buyers are mainly young people, students, office workers, entrepreneurs, and other visitors. The establishment should be located in a passable place, preferably on the incoming flow (into the building or onto the floor).

There is an option to put up a separate stand on the street and sell coffee without a waiting room. This format is best used in recreational areas (popular city parks, squares, skating rinks), as well as in the central part of cities, especially megacities. The initial costs are minimal - for a stand and equipment for making coffee (coffee machine and coffee grinder). Raw materials are purchased locally, the accounting system is in the cloud.

Franchise features:

• entrance fee - 300 thousand rubles;
• royalty - no;
• investments - 450-700 thousand rubles;
• return on investment - 3 months.

Franchise #5 - GO!coffee

The GO!coffee takeaway coffee franchise allows you to enter the business with minimal investment. The concept of the placement is similar to the takeaway coffee brand “Bodriy Den”. Coffee sales locations are located in shopping and business centers, cinemas, entertainment venues, universities, and office buildings. The workplace is located behind the counter. You can also open a pavilion on the street; the drink is in demand at public events and on busy streets. You can locate yourself next to a fast food kiosk that cannot offer customers real bean coffee.

The main difference from the “Bold Day” franchise is that the location can be selected after the conclusion of the contract, i.e. the presence of a potentially attractive point is not a prerequisite.

Possible work formats:

• a coffee shop with a separate entrance (a full-fledged establishment where people come to have a snack and relax, coffee to go is an additional service);
• an island in a shopping center (only open for takeaway);
• shopping pavilion (open for takeaway, can also accommodate several people inside);
• mobile coffee shop (working mainly at large events, as well as on-site service).

The company does not provide racks; it only develops drawings according to which the franchisee manufactures them. Therefore, the care of the place lies entirely with him. You will also need a coffee grinder and coffee machine to open it. They are present in the maximum package. The franchisee purchases all branded consumables from the franchisor, and products from local suppliers. The menu may contain related products - baked goods, sweets, chewing gum.

Franchise features:

• entrance fee - 100, 140 or 220 thousand rubles. depending on the package;
• investments - 150 thousand rubles.

conclusions

Thus, a business selling takeaway coffee may well exist, but one cannot expect much profit from it. But it will not require unaffordable investments either. A good start option for those who want to understand whether they can work with catering. Despite the limited range of services offered, such points give a very clear idea of ​​​​working with food products and serving visitors. In the future, you can develop by increasing the number of coffee shops or expanding the range, as well as changing the format itself (for example, opening a cafe).

Franchising is a special form of business organization in which the company that owns a trademark transfers the rights to use it or the right to sell goods to the company. The first company is called the franchisor, and the second is the franchisee. In this case, the franchisee undertakes to use the trademark or sell products of the franchisor company.

That is, the franchisee company receives a well-known trademark, proven business methods, and a full set of technologies; however, she only has to pay once to purchase the franchise, as well as pay a monthly fee.

The main concept in the system of franchising relations is the franchise. A franchise is a complete business package that contains all the documents for running a business and its software. A franchise allows the company that has purchased the rights to operate using already proven technologies, which ensures the efficiency of developing a new business even if its manager does not have the appropriate skills.

There is a management franchise and a self-employment franchise. A work franchise makes you the head of a company; it will help you earn money, but will not allow you to accumulate a fortune. Whereas a management franchise allows you to become a business owner.

How to open a coffee shop as a franchise?

Currently, there is active growth of the public catering network. The largest increase can be seen among fast food establishments and coffee shops.

When opening a coffee shop under any of the franchises, the owner of the new location does not have the right to realize his capabilities in the interior or in creating the menu. He also cannot change the range of products. All coffee shops with the same name should have almost the same interior and similar assortment.

When concluding a franchise agreement, the owner undertakes to purchase furniture and all equipment from the franchisor company. The franchisee's obligations also include the use of the purchased trademark and its promotion. The franchisee cannot change the interior concept and engage in an active marketing campaign - all this is done by the brand owner.

In turn, the franchisor is obliged, in addition to the brand, to provide the franchisee with a complete package of documents for business ownership, that is, the franchise itself. Having a franchise, even an inexperienced specialist can easily make a business profitable and constantly develop it. This package provides all the business technologies that will definitely lead to the success of a coffee shop.

When opening a coffee shop as a franchise, you will be able to receive not only the rights and technology necessary for the operation of the establishment, but also count on daily advice on work. They will also help you select personnel, provide suppliers and resolve all work issues that arise. Some franchisors who cooperate with banks even provide low-interest loans to their franchisees. At the same time, franchisees are required to pay monthly fees for consultation and assistance in work - royalties.

How to purchase a “Chocolate Girl” franchise?

At the moment, Shokoladnitsa coffee shops are in very high demand. This is one of the largest and most developed coffee shops in Russia and the CIS countries. It is precisely this dynamic growth in the popularity of “Chocolate Girl” that is the reason that many novice entrepreneurs strive to get a franchise. Now in Moscow and the region alone there are more than a hundred coffee shops, and they are located in the center in frequently visited places - train stations, airports, shopping centers. The active growth of the coffee shop chain began in 2006; now there are such establishments in all major cities of the country.

In the concept of such a franchise, the interior occupies a special place. Its feature is an elegant and at the same time cozy room, the design of which is dominated by warm shades.

There are no waiters in the coffee shop; orders are taken by a barista. In front of the cash register there is a huge display case with desserts on display. The establishment must have a smoking area and a lung work area; in the warm season there is also a summer veranda. The franchise format comes in three types; the area of ​​the premises should not be less than 50 square meters. m. The franchise is offered for coffee shops in a separate room, in business centers or in the Choco-Express format.

“Shokoladnitsa” is famous for its excellent assortment of both coffee and tea, as well as desserts and other drinks.

Franchise price

The cost of the “Chocolate Girl” franchise can be divided into several components:

• Initial payment – ​​2 million rubles.
• Investments – minimum 4 million rubles.
• Royalty – 7% of turnover per month.

In this case, the coffee shop should pay for itself in a period of 18 to 36 months. The amount of investment includes business technology, franchisee support, establishment concept, provision of suppliers, provision of equipment at a low price, renovation of the premises and its design, as well as training and selection of personnel.

To buy a “Chocolate Girl” franchise, the following requirements are put forward to a potential franchisee:

• Availability of the full amount of investment and down payment.
• Active life position.
• Good reputation.
• Experience in running a restaurant business.
• Mandatory compliance with all requirements of the Shokoladnitsa coffee shop chain.

Franchise of the Viennese coffee shop "Coffeeshop Company"

The Coffeeshop Company is a famous brand from Vienna. Its peculiarity is that it uses the best coffee equipment and the most expensive varieties of coffee. There are 250 Coffeeshop Company coffee shops in the world, 75 of them in Russia, in large cities.

Today, the Coffeeshop Company coffee shop chain franchise is considered one of the most promising in the country.

There are three types of Coffeeshop Company concepts:

• Points of sale designed for takeaway coffee. This format requires the least investment and does not require a large area; it is usually located in areas with high traffic. A room of 15-20 square meters is sufficient. m. Installation of water supply and electrical network is required.
• The format of a coffee shop where you can either buy coffee to take away or sit inside. Typically located in business and shopping centers. Customer service is provided at tables or at a bar counter, and there are waiters. The minimum area for such a coffee shop is 50 square meters.
• The third format is the lounge. This concept is designed for drinking coffee inside, but it can also be sold to go. Placed on city streets, the interior concept is more complex. The minimum area of ​​such a coffee shop is 120 square meters.

The initial payment when purchasing a franchise is 28 thousand euros. The investment size can be at least 200 thousand euros, and the monthly support fee is 6% of the monthly turnover. The payback period for a franchise is approximately 2 – 2.5 years.

Advantages of the Coffeeshop Company franchise

• This is a very profitable business.
• A variety of formats allows you to choose the most suitable, flexible concept.
• A well-known brand in Europe.
• A proven business model provides very little risk.
• The franchisor provides the marketing company and control over the work.

The franchisor’s responsibilities include constant supervision over the implementation of the project, an audit of the coffee shop, personnel selection, training and professional development, marketing support, advertising, market analysis, assistance in renovation and interior design, price selection and assortment development, as well as provision of trusted suppliers.

Features of purchasing a Coffee House franchise

In Russia and Ukraine, Coffee House is one of the largest chains of coffee shops. It originated in Russia in 1999. Now there are already 216 Coffee House franchisees: there are 29 of them in Ukraine, all the rest are located in Russia.

The franchise format can be either a coffee shop in a separate room, or in a shopping or business center. There is a requirement for the premises of the Coffee House coffee shop: its area should not be less than 60 square meters.

Advantages of opening a franchise of the coffee house chain “Coffee House”

• This is a well-known brand, so the establishment will be in demand.
• Fast payback period with average investment.
• Constant support of the franchisor at all stages of work.

The cost of a franchise consists of the initial fee, investment and royalties. The initial payment is at least 3 thousand dollars, investments - up to 8 thousand dollars. With such an investment, the establishment will pay for itself in just a year. The royalty rate is 5% of monthly revenue.

The down payment includes the following services:

• Assistance in choosing and renovating premises.
• Development of a detailed business plan.
• Design development.
• Selection of equipment and the opportunity to purchase it here.
• Help with suppliers.
• Help with staff.
• Providing proprietary operating technologies.

Franchisor support also includes conducting market research, assessing competition in a given location, advertising and marketing campaigns, increasing the level of staff qualifications and providing guidance on all business technologies at different stages of work.

Benefits of coffee shop franchising

• There is no need to spend money on promoting a new brand and advertising.
• Availability of the basics of running such a business.
• Effective operating technologies are provided by the franchisor, which ensures your success.
• People associate franchises with advanced countries, which means that the client will be met with good service there. This is another guarantee of attendance at the establishment.
• The entrepreneur need not worry - the franchisor will help solve all work-related problems.

However, such a business does not allow you to realize your creative abilities and become an independent entrepreneur. Another disadvantage is the need to pay royalties. Nevertheless, we can say that buying a coffee shop franchise is an excellent start to your business.

In terms of popularity, coffee has long surpassed all other drinks. It has even become a fashionable part of the look, like clothing, shoes or accessories. Over a cup of coffee, they solve important issues, make deals, meet for the first time, get acquainted and break up.

Coffee inspires and fills breaks at work, it is an integral part of any seminar and conference. Every day the circle of coffee lovers is steadily expanding, which means that the popularity of establishments that are ready to offer their customers an aromatic and invigorating drink is growing every day.

Advantages of opening a coffee shop as a franchise

Franchise chains of coffee shops are successfully developing in small towns and large centers. As soon as a person wishes for a cup of coffee, a corresponding establishment appears right in front of him.

They can offer coffee to go, which has become very popular recently. Or the client will be invited to plunge into the atmosphere of the coffee shop, enjoy the pleasant interior, listen to lounge-style music, order a delicious dessert with a drink, relax and unwind.

In the first case, the emphasis is on the taste of the products, fast service and branded dishes, and in the second, visitors, among other things, evaluate the atmosphere of the establishment and professional service.

The most popular are three formats of coffee shops. Standard is a full-fledged establishment with many menu items that are not limited to coffee.

Mobile coffee shops– cars that stop in high-traffic areas and offer passersby to take a cup of coffee with them. Mini-coffee shops offer exclusively coffee and coffee drinks.

Ask, what is the success of coffee shops that operate and develop as franchises and why can’t you open your own establishment?

You can only if you are willing to be patient, make mistakes, fall, get up, draw conclusions and move forward again. Opening a coffee shop as a franchise has a lot of advantages in this sense:

• Along with the name, you gain customer trust in the brand.
• You will be offered a ready-made business model. There is no need to reinvent the wheel and learn from your own mistakes. And this will save your time, effort and allow you to make a profit in a short period of time.
• Many franchised chains provide promotional materials needed to promote the brand.
• If necessary, they will help you choose a favorable location and advise you on what to do with the design solution of the new establishment.
• You don't need to search, select and test equipment, or think and worry about the quality of the product.
• Franchisors help shape pricing policies and provide support in promotion and management.

Even if you do not have the required amount for initial capital, there are special loans. They will help you get the required amount, and the franchisor himself will be the guarantor of your return of the borrowed money.

You will not feel lonely and abandoned when starting a business, because most franchisors provide consultations and training for their team. This includes helping not only managers, but also service personnel to develop professionally.

Russian coffee shop franchises

In Russia, coffee shops have become especially popular in the last ten years. Even in times of crisis, people do not deny themselves the pleasure of drinking a cup of coffee.

Moreover, it is relatively inexpensive. And for many, drinking coffee is more than tasting the drink. Without it, a new day literally does not begin. This is an American brand with a worldwide reputation.

In the context of growing popularity, Russian coffee shop franchises are gaining momentum and developing. We will look at how the business of the most popular of them is going, and how they win the trust and love of their coffee-loving customers.

Traveler's Coffee

The Traveler’s Coffee franchise, originally from Novosibirsk, feels confident in the coffee business. The first Traveler’s Coffee establishment began operating in 1997. Agree, I have a lot of experience in coffee matters. It’s not for nothing that this brand is considered a real expert in coffee matters.

The company has its own roasting shop, which is run by a true professional - a student of the founder of the Organic Coffee Association, Mark Inman.

To become a partner in the coffee business and open an establishment under the guise of “Traveler’s Coffee”, you need to have 168 thousand dollars to start cooperation, an entrance fee of 24 thousand dollars and a royalty of 2%.

Gourmet

The Gourmet coffee house has been successfully opening establishment after establishment since 1999. In the coffee shop, customers are invited to take coffee with them or enjoy a drink directly in the establishment.

In addition, Gurme is opening a network of mobile coffee shops. They operate according to the coffe to go format. For cooperation, Gurme offers franchisees two franchise packages.

To become part of the team and open a franchise establishment, you need to have finances in the amount of 3.5 million rubles and find a premises with an area of ​​at least 70 square meters. The entrance fee is 300 thousand rubles, royalties are 3% of revenue per month.

The Sweeter franchise positions itself as an establishment for young and energetic people who value every minute of their time. But at the same time, they know well how important it is to stop and have a coffee break at their favorite establishment. “Sweeter” warms and delights its customers not only with delicious drinks, but also with aromatic pastries.

The basic principle of coffee shops is high-quality and fast service. The establishments operate in the coffee to go format. The financial terms of cooperation look very attractive.

There are no deductions and the lump sum or initiation fee is one thousand dollars. In total, for a successful startup you need about 12 thousand dollars, a small room of up to 18 square meters and three staff.

Caffeine

The Russian chain of coffee shops "Kofein" began its development in 2005. Relatively young brand with the aroma of coffee has since opened more than 35 establishments. The client will not simply be released from here. He will not resist the showcase of exclusive confectionery products.

The coffee shop chain is famous not only for its delicious aromatic drink, but also for its own workshop and factory. To start a franchise partnership, you will need an entrance fee of 50 thousand euros, advertising fees of 4% and royalties of 5%.

Coffeeshop Company

The famous Russian brand “Coffeeshop Company” was helped to develop by an equally popular Austrian company and its leader Reinhold Scherf. Thanks to fruitful cooperation, Coffeeshop Company was able to adapt European traditions to the Russian market. Since 2002, more than two hundred establishments have been operating throughout Russia, serving delicious coffee.

The roasting shop, training center and even a laboratory for studying the properties of coffee are located in Vienna. Here they not only study coffee in all its details, but also work on the design of modern coffee equipment.

It is easy to imagine that such a large-scale production requires corresponding costs. You will have to invest a lot of money to open a franchise establishment - from 4 to 10 million rubles. The lump sum contribution is 28.5 thousand euros, royalty is 6%.

Features of work

The terms of cooperation offered to franchisees are completely different. Everything depends not only on the popularity of the brand, but also on the format of work, the variety of assortment and the specifics of the establishment. An example is presented in this video:

The peculiarities of working under a franchise are noticeable already at the initial stage, when the franchisor is ready to share all the difficulties and problems with the new partner. But, relying on the experience of a senior partner in terms of running a business, it is possible to quickly understand the work scheme and delve into the system. The franchisor shares both the problems and the fruits of success with the partner.

The demand for coffee provokes not only an increase in supply, but also competition. It is not at all easy to become a leader on your own without a well-known brand whose name is written above your establishment.

Among the features of the franchise, there are not only advantages, but also disadvantages. One of them is problems for the business owner. If the franchisor encounters difficulties, they also affect the small entrepreneur.

You won’t have to earn your reputation with customers all over again if you have secured the support of the franchisor. This has already been done for you. The franchisor guarantees the purchase of high-quality grains from trusted suppliers. This helps create a positive image. Once the buyer is convinced of the quality of the product, he will come back to you again and again for a cup of his favorite drink.

Calculation of approximate costs

In addition to the great desire to grow, develop and lead your coffee business to success, you need a considerable amount. Make sure you can meet the franchisor's requirements financially.

The amount of investment varies depending on the popularity of the brand, with whom we plan to cooperate. On average it ranges from 12 thousand dollars. Monthly royalties range from 2% to 6%. It will take approximately 1.5 to 2.5 years for the business to pay off.

Profitability

There is no doubt about the profitability of operating a franchise. Franchising on the Russian market is gradually becoming a familiar concept. As for the coffee business, it has great prospects. After all, the profitability of a cup of coffee in establishments ranges from 400 to 600%.

For those who have been planning to open their own small business for a long time, working under a franchise is attractive. It is not only profitable, but also reliable. The likelihood of pitfalls on the path to a successful coffee business is minimized. Instead, there is already a business scheme proven by experience and time, the name and reputation of the establishment.

Who specializes in running non-fuel businesses of gas station chains, analyzed offers on the coffee-to-go franchise market and wrote a column about in which cases it would be more profitable to run a business independently.

I became interested in franchises when close friends whose children were old enough to earn a living on their own began asking me, as a business consultant: “Should I take a franchise or not? And if you take it, which one?” The younger generation, who cannot get out of social networks, found it tempting to open their own business as a franchise - a “coffee to go” sales point.

They discovered this idea in one of the communities on the social network VKontakte. Unlike many other “motivational ideas” that quickly come and go, this one stuck around. The young people went to a seminar in another city, attended a training course and were completely hooked.

It is gratifying for parents to hear that children want to “develop their business” by buying a franchise that “guarantees success,” but our generation cannot be bought by these tricks. Our internal filter is initially configured to fight tempting offers from the “Pay me and become rich” category, fortunately, the experience of doing business in the 1990s has an effect. You can’t just get the educational influence of MMM, Khopr and Selenga out of your head. I became curious what VKontakte offered. Alas, the more I studied the issue, the more disgusted I was with the very idea of ​​\u200b\u200bbusiness under such a franchise.

Opening a coffee shop or organizing takeaway coffee sales is a great solution for the current market, but why a franchise? Moreover, why do you need a franchise from a person who all he has is the so-called social capital in the form of 150 thousand subscribers of the VKontakte community? He uses this very controversial asset to promote two or three dozen businesses at once, presenting himself as a universal entrepreneur who can help anyone who buys one of his franchises (read “pay him money”) to become a “successful businessman.”

It’s a good attempt to cross the information business and the franchise business, but in this case it’s clearly not the franchisees who win. The main value of a franchise is that a novice entrepreneur is carefully guided past the pitfalls of a particular business, which no one is going to do in the case of cheap franchises.

The Tale of the Naked King

But let's get back to coffee. Coffee is the most marginal product; for HoReCa specialists it is an open secret. The cost of a cup of coffee sold for 90–110 rubles starts at six and almost never exceeds 30 rubles. Coffee is one of the few products that showed an increase in sales in 2015, in particular an increase in coffee sales in stores at gas stations, where, for a moment, the assortment of stores and cafes includes about 3,000 product units.

Of course, coffee is an excellent driver for related sales. And the idea in itself to engage in such activities is good, since coffee in the take and go format is affordable and is highly in demand among customers. But have you ever wondered why a franchise of a full-length coffee shop like “Shokoladnitsa” costs from 6 million rubles, while numerous “coffee to go” franchises cost only 60–80 thousand? The difference is not only in the value of the franchise brand, but also in the approach to business and consistency - it may not exist.

Many coffee franchises boil down to an offer to open a point of sale of coffee alone, essentially a “Beer-Voda” kiosk. What kind of know-how and technology is there? Why give money to someone you don’t know and for what you don’t know? Pseudo-franchisors are not shy about advertising their franchises, declaring: “Full-format coffee shops ask for millions of rubles for their franchises, but we offer you a coffee business for 60–80 thousand - feel the difference.” There really is a difference. It is hidden in the fact that “coffee in a coffee shop” and “coffee to go” are two incomparably different models for building a coffee business.

“Coffee to go”, “coffee at a gas station”, “coffee in a large shopping center” is a continuous automated model for preparing drinks, for the success of which it is important to minimize human influence on the final result, as well as the speed of serving the drink in conditions of increased “traffic” of orders .

Simple rules for organizing such a point:

• professional automatic coffee machine;
• coffee mixture specially designed for automatic coffee machines;
• correct configuration and remote monitoring of the coffee machine.

All this guarantees correct service and prevents petty tricks of the point of sale staff; you can also add branded consumables.

The rules are comprehended in a couple of days of careful study of the subject; this is a part of the business that is already visible to anyone. Of course, in every business there are still many hidden details, but does the franchisor, who is scattering dumping offers, warn about them? In the dozens of “cheap” franchises that I studied, I did not see this - but I saw the franchisor’s disguised desire to make money by supplying coffee beans, branded paper cups and other “branded” consumables, which any entrepreneur can easily purchase on his own at a lower price.

Simple statistics: according to the National Agency for Financial Research (NAFI), only 16% of entrepreneurs turn to franchises for the reason “I don’t know how to organize this business on my own.” Do most intelligent people understand what they have to do and hope to gain "hidden" knowledge and experience?

Fast food is simple only at first glance

Next, I expanded my study of the franchise market by looking at . Franchises in the catering industry are now very popular, especially since catering showed growth in 2015. Fast food is not as primitive as it might seem at first glance. This is a high-tech field of activity - with the appropriate equipment, ingredients and specially trained personnel.

A couple of examples. A technologically advanced fast food sausage must withstand freezing and be able to remain on the frying surface for 4–5 hours in its finished form. This is achieved with the help of verified recipes - the slightest deviations from them lead to the fact that the sausage loses its presentation, and buyers refuse to purchase a “dubious” product.

A coffee machine can cost 50 thousand rubles, or it can cost almost a million, and in both cases it can be called “professional”. We have already gone through the stage of experimenting with technology, so we know that for Asian-made units, pressing the setting buttons often does not lead to a change in the taste of the drinks produced by the machine.

What you need to do if you want to offer customers delicious coffee:

• Buy an expensive coffee machine made in Germany or Switzerland.
• Choose beans of appropriate quality, specifically designed for automatic coffee machines.
• Set up your coffee machine correctly to ensure good tasting drinks.
• It is important to connect remote monitoring of coffee machines for rational operation of the equipment. This is an excellent IT solution to eliminate personnel theft and timely service of expensive equipment.

Even with simple baked goods like crumpets or donuts, where all you seem to need is dough and butter, problems can arise. Not every room can have a hood installed, which means that the products will either have to be brought from somewhere or defrosted on site.

Modern technologies create the effect of fresh baked goods. When you look at the windows of modern coffee shops, it seems that countless cakes and pastries have just come out of the hands of an experienced pastry chef. But in fact, most often the product is defrosted and then placed in a special display case, with a special microclimate, where “fresh” baked goods patiently wait for their buyer.

The aroma of baked goods influences sales. Think about it: if nothing is baked in the establishment, but it smells like baking, then where does the smell come from? That's right, scent marketing is used. Even the color of the display lighting affects the buyer. I tell you this because transferring such subtleties of business is expensive knowledge. Fulfilling technological requirements by half or even 90% means ruining the whole thing and providing the consumer with a product that does not meet not only his expectations, but also the standards of Rospotrebnadzor.

Saving on hot coffee

One network of gas stations installed expensive coffee machines, but they decided to pour coffee into both ceramic dishes and paper cups at the same time. Don't you see the catch? That's right, you don't see it. You don’t know yet that the head of the non-fuel business of this gas station network has crossed off a rack for warming cups from the list of equipment. What pampering - warming cups! By the way, a special rack for heating coffee utensils costs about €2 thousand. The savings are obvious, but the average user still does not see the ambush. Very cultured and civilized, coffee to go - in a glass, and at a cafe table - in a cup.

Now let's turn to practice. If the coffee machine is set to pour coffee into a ceramic pot without preheating, the temperature of the drink is set hotter. Physics, seventh grade. The cup has its own heat capacity, and if it is cold (they abandoned the heating cabinet), then the initial temperature of the drink must be higher, otherwise customers will complain about cold coffee.

Now, if the same coffee is poured into a paper cup, the drink will turn out scalding hot, because the heat capacity of a paper cup is significantly different from the heat capacity of a thick-walled cup.

By the way, did you know that cups come in single-layer and double-layer? The double-layer cup is specially designed for hot drinks and does not burn your hands, but the manager of that gas station chain saved money once again by replacing the double-layer cup with a cheaper, single-layer cup. On the scale of hundreds of stations, significant savings were achieved. And along with it - at least hundreds of thousands of rubles in lost profits due to the fact that customers are massively dissatisfied with the quality of drinks and the service provided by this gas station chain.

Need I say that gas station chains that are purposefully developing their non-fuel businesses and paying due attention to cafes pour all their coffee into double-layer paper cups and do not use any ceramic cookware? It’s not a matter of “culture and civilization” at all, but simply a matter of knowledge of the technological aspects of business for establishments of one format or another.

Coffee at the so-called Shokoladnitsa and coffee to go are two different drinks. Both can be cooked deliciously and sold profitably, but it is necessary to take into account the details of each of the sales models. A young businessman who opens a new franchise project once a week is not able to study the subject at this level - as well as monitor whether the partners have done so. Lack of time and basic knowledge will bring the franchisee invaluable but bitter experience - an endless search for solutions to launch a business that should have worked anyway. Complaining that the student barista did not comply with the requirements of the missing technical regulations is pointless in this case.

If you want it done well, do it yourself

Reputable network players have a capitalized franchise: the brand is recognizable, the technological processes are unique, and the supply chain for many ingredients and consumables is optimized. But there are a dozen such serious franchises, no more.

The market is now flooded with pseudo-franchises created by incompetent entrepreneurial crooks. After a detailed analysis of franchise offers in my industry, I am even more wary of offers in industries that are unfamiliar to me. Upon closer examination, it turned out that, in addition to the HoReCa segment, there are many “naked kings” in the organization of hostels, car services, beauty salons, and so on.

Articles and speeches by franchisors are full of reproaches to franchisees: “You’re not trying hard enough.” A good twist in the spirit of NLP, it resembles a manual for managers on racing a “dead horse”, and at the same time creates a guilt complex in the performer.

Before my eyes, in a good family, a serious conflict between fathers and children arose on this basis. I’m glad that I was able to protect young entrepreneurs and get them off a “dead horse,” and to explain to their parents that this also happens. You need to check the source material and not be fooled by tempting offers, no matter how cheap they are.

I believe that the creator of a business is obliged to independently understand the business that he plans to open, and not chase initiation into non-existent sacred knowledge and avoid the situation, in the commentary to the article about coffee shops on the site.

Cafe at a gas station - own business or franchisee

Some gas station networks also operate under a franchising system. Vertically integrated oil companies (VIOCs) give remote and inaccessible stations to individual entrepreneurs for management. In some cases, this is the only opportunity to achieve efficiency at a point of sale that is unprofitable for the gas station network. For me, the topic of cooperation with gas stations on the “Cafe” theme is closer and more interesting.

World leaders in the fast food market have partnership programs with gas station chains, but let's look at the real possibilities of such cooperation. For any partner, be it McDonalds, KFC, Burger King, Autogrill or anyone else, a separate large premises is needed, while most gas stations have sales areas of 30–80 square meters, and a store must also be located on this territory . In such cramped conditions, not a single fast food operator will be able to develop a business.

Most gas station chains have found a way out by developing their own “Cafe” direction. If a business is built correctly on coffee alone, a large gas station chain can earn from hundreds of millions to several billion rubles a year. Offering hot dogs and fresh baked goods could generate similar profits.

The franchise market has changed under the influence of the crisis: requirements for franchisees have decreased, and offers have appeared with a fairly low level of investment in the project. But a world consisting of standard blanks and similar design solutions will be dull and boring. Pay attention to Italy - this is perhaps the most “coffee” country in the world, most of the coffee shops there are unique, and this is their charm.