Joel Libava
Some franchise establishments have wonderful aromas that hit you right when you walk in. These great-smelling shops wield lots of power. They can potentially change the moods of their customers before they even dispense their product. The product I’m referring to is coffee.
Starbucks is one of the most recognized brands in the US. They’ve done a fantastic job with branding, and they have an excellent product. And, they’re busy, busy.
Have you ever seen an empty Starbucks in your travels?
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Starbucks Is Not a Franchise
A lot of people think that they can go out and purchase a Starbucks franchise and become very wealthy franchisees, but in reality, they can’t. From the Starbucks website:
“Starbucks does not franchise operations and has no plans to franchise in the foreseeable future. However our Seattle’s Best Coffee brand does offer franchise opportunities to qualified and select applicants, using a predefined set of criteria and focusing on multi-unit franchisees with a proven track record of success.”
Starbucks isn’t the only game in town, though. If thoughts of owning a coffee franchise are dancing in your head, and the smell of freshly-roasted coffee beans turns you on, you have several choices in the world of franchise ownership. But, before you run out and invest in a food and beverage franchise of any type, I want you to make sure that you know what your role is going to be as an owner, and make sure it’s what you want to do. In other words, can you see yourself as the franchise owner?
Once you’ve done that, along with the other 20 things you need to do before you buy a franchise, it will be time to look for the best coffee franchise available in your market.
May I suggest Franchise Direct.com, as a great place to start?
Check out this eBook on researching franchises.
About the Author
Joel Libava is The Franchise King® — an independent franchise advisor with 25+ years in the industry, two published books on franchising, and his writing has been featured in The New York Times, Forbes, CNBC, Entrepreneur® Magazine and others. In addition, he wrote exclusively for the U.S. Small Business Administration blog for eight years. He doesn't sell franchises. Instead, Joel helps you figure out if franchise ownership is actually right for you — and if it is, teaches you his powerful, proven-to-work franchise research techniques, so you can make a smart, informed decision on a franchise to own and be your own boss.
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