Coffee Express

Coffee Express Franchise
 Welcome

Coffee Express Inc. is a nationwide Franchiser and leader in the gourmet coffee drive-thru business, and European style cafes in malls and store front locations. Our drive thrus and our cafes present a clean, sophisticated, upscale image that is instantly recognizable. Gourmet brewed coffees and specialty espresso beverages together with our bagel based breakfast and lunch menu and baked goods offer consumers something for every mealtime occasion. Single or multi-unit franchise opportunities available.

DRIVE THRU'S

Finding The Right Business Location

Location is essential for small business success. A proper location represents that first crucial step in the long race for profits. It makes a good business better. In fact, even mediocre business concepts can succeed if customers can patronize the business easily, with minimal inconvenience. Remember: location, location, and location!

COFFEE EXPRESS has found that the best sites for drive-thru's are easily accessible lots with a minimum of 13,000 cars per day traffic count. This sounds like a lot but most urban areas have counts of 25,000 or more cars per day. Studies have shown that you can expect at least 3 to 4% of the traffic to stop in your drive-thru with an average sale of $1.50. Traffic volume can be confirmed by contacting your area's department of transportation, city planning commission, or local chamber of commerce. They offer up-to-date traffic counts for most major roadways and can also provide statistics on planned roads and construction projects, as well as neighborhood renewal plans.

Coffee Express FranchiseDetermining the quality of traffic is a bit more difficult. Good quality traffic means a higher concentration of local traffic from the immediate area, as opposed to transients from outside the specific region. By the same token, passenger automobile traffic generates more customers than truck traffic.

Other factors that influence the quality of traffic for your COFFEE EXPRESS drive-thru include visibility and accessibility. Your drive-thru must be easy to see and simple to reach. In visibility, the primary concerns include proximity to highway and size of frontage. Restrictions on signage and building placement, lot size, and the number of' competing businesses. Remember that you want your drive-thru to stand out and draw attention. An obscure building shrouded by the neon signs of competing businesses stands little chance of being found and recognized by customers.

Accessibility relates to the ease with which customers can reach your drive-thru. In short: convenience. The customer must be able to enter and exit your drive-thru simply with a minimal amount of bother. Ease of entry and departure, traffic levels, are all important considerations. Things to avoid include: sharp street grades or curves that limit access, high speed traffic flows, hidden locations, and traffic backups. Things to look for are the morning side of the road (incoming morning traffic), areas around hospitals and universities, and major shopping districts. Some suburban neighborhood locations may also be considered, depending on local zoning ordinances.

ENVIRONMENT

Many factors come into play when thinking about your store's environment. The environment of your store is not an accident. You can control it through thoughtful planning and continual monitoring.

THE DRIVING FORCES IN DETERMINING THE ENVIRONMENT ARE YOUR

  • Mission
  • Philosophy
  • Target Market

WHAT CAN EFFECT YOUR ENVIRONMENT?

  • Decorating, (lighting, changing displays etc.)
  • Desired Investment
  • Cleanliness
  • Store Activities
  • Staffing

REMEMBER . . . beauty and comforts are in the eye of the beholder. There is no correct environment although our businesses are successful because of our consistency to maintain our COFFEE EXPRESS "look and feel". Strive for consistency in everything you do: People, Place and Product!

LOCATION

Site selection is time consuming, frightening, and possibly the most favorable decision or the most costly mistake you will make in developing your business. We are all in a hurry to open a new store, but patience and adherence to your site planning guideline is essential! We at COFFEE EXPRESS want you to be successful and will offer our expertise in proper site selection.

 FACTORS FOR YOUR CONSIDERATION

  1. COMMUNITY
    • Downtown: Is it a tourist area? Is it seasonal?
    • Rural: Is there highway access? Could it be a possible test stop? Is there a major employer?
    • Bedroom: is it a commuter route?
    • College area?

     
  2. TYPE OF SITE
    • Store front.
    • Free standing, drive-thru.
    • Mall.
    • Cart.

     
  3. SIZE OF STORE
    • Determined by your concept and business plan.
    • Keep it simple and as small as possible (every square foot costs money).

     
  4. NEGOTIATION OF CONTRACT (Coffee Express offers assistance if needed)
  1. Talk to the Realtor/landlord before looking at a contract. Try to find out what's really important to them.
    • How long have they owned the property?
    • What are their plans for the site?
    • Why do they want you?
    • How are their community relations?

     
  2. Read the contract carefully. We recommend that you have your attorney review it.
     
  3. There is more to a contract than the cost of the rent.
    • Length of the contract, including options
    • Utility costs
    • Limitations on activities
    • Required hours
    • Beginning date for rent payment
    • Overrides, cam charges, add-ons

     
  4. Negotiable Points
    • Assistance in build-out
    • Build-out time
    • Out clause, if tenant anchor leaves
    • Rent rate

    (Remember, never ask for anything you would not be willing to do if you owned the property, but the owner is usually motivated to improve his lot value by adding your store and will negotiate to fulfill his or her needs.)

  5. Generally, non-negotiable point.
    • CAM
    • Hours of operation (malls only)
    • Size of space; unless a new model or new site.

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