Caffeine rush – Cafe2U’s winning blend
WHEN it comes to tea breaks the Brits are creatures of habit.
For decades people have shared jokes, tears, gossip and rumour over a simple cuppa – time away from desks, chores, machines and responsibilities.
But over the years tastes have become more sophisticated. When once there was just a jar of instant coffee and a tea tin now there are coffee beans and herbal tissanes. Even the humble kettle has been outdone by complex vending machines offering workers a dazzling array of “freshly” brewed or ground beverages.
Even Europe’s cafe culture has got a firm foot in the office door with more exotic drinks such as latte and espresso regularly adorning desks thanks to nearby hip and trendy coffee shops.
The British work ethic may discourage lunch-breaks (unless eaten over a keyboard) but morning and afternoon tea breaks are an institution; a pause in the day to set the clock by that is resolutely taken and to be fiercely defended if threatened.
Indeed, the winning combination of habit and palate inspired the launch of one of the country’s leading mobile coffee vending franchises – Leeds-based Cafe2U.
Brought to the UK by former IT sales manager Tom Acland in 2004, it now boasts 42 franchises nationwide with a further 25 scheduled to be in operation by the end of the year. The distinctive mobile vans specialise in visiting out of the way business and industrial parks or office sites not served by nearby cafes and coffee bars.
Its reputation has led to large corporates such as Northern Foods to remove vending machines and encourage employees to take a break courtesy of a Cafe2U van. Others feature the mobile service as a perk with some companies offering new starters vouchers to get the habit started.
While cashing in on a national habit is almost guaranteed to pay off Cafe2U’s success lies in the franchise’s focus on excellence. “We’re nothing like a greasy burger van,” Acland proudly boasts.
The coffee is a specially created blend that is regularly refined according to changing tastes, the sandwiches, salads, pies, and patisserie are of top deli quality, and the service would rival any boutique coffee bar. But it’s not just customer service. Franchisees are given full business support and training from marketing to administration as well as full barista and health and safety training.
Even the smallest details according to Acland can make all the difference.
“Anything from latte art to coffee of the week it helps to make the customer feel special. Some of our franchisees even run competitions for customers to come up with an interesting combination of flavours,” he explains.
“Punctuality and consistency is another important factor. Franchisees arrive at the same spot at the same time every day. Habits are hard to form but once they are they’re impossible to break. We even get calls from worried customers if the van is five minutes late.”
Franchisees range from previous owner/managers, to former beauticians, retail and catering managers. Some are husband and wife teams, others employee baristas, but all have been attracted by Cafe2U’s lifestyle appeal.
“Many have dreamt about owning a coffee shop, some have, but once they start investigating the prospect they realise the heavy costs involved. For £50,000, franchisees have their own business without the overheads and worries associated with a fixed site business,” says Acland.
“Franchisees can start work at 8am and be finished by early afternoon. That’s an attractive proposition especially working parents. Others are just looking to be their own boss.”
Even regular customers have become franchisees something that Acland can relate to.
“It’s how the idea for the franchise first began,” he recalls.
“I was in Australia setting up an office for Minor Planet and got into the habit of buying coffee from a Cafe2U van that visited where I worked every morning.
“I found that I was beginning to set my clock by its arrival. I loved the coffee and began thinking of how I could bring the concept back home.
“So I approached the company. It was in a very embryonic stage at that time but we started discussing how we could develop the franchise model and expand the company overseas.
“When my family and I returned from Australia in 2004 I turned down a new position with my employees and started Cafe2U UK up straight away.”
It was a brave decision. With no income and only his living room and Moor Town Library as an office, Acland set about getting a prototype van on the road to see if the concept would work. After a year of trialling he was happy with the results.
“Any good franchise system even if expanding from somewhere else should run a pilot,” he advises.
“And throughout all the seasons – summer, winter and so on.”
By 2005 the first franchisee was set up and a round developed. By 2006 another nine were added and so the number kept on rising. Each new franchisee approached Acland either through word of mouth or personal experience.
Only recently has the company actively started advertising. Interest has been strong and Acland expects more enquiries as the financial crisis takes it toll.
“Redundancies are good for franchises,” he explains.
And it’s not just the UK market that has seen growth. Cafe2U’s Australian division has also performed well with 80 franchises notched up so far and there are plans to take the franchise to South Africa, the US, and two European countries by next year with Benelux as a prime target.
But not everyone is cut out to be a Cafe2U franchisee.
“Our franchisees have to have a passion for running their own business and a willingness to be helped,” says Acland.
“It’s not for everyone and we have high standards. We’re a responsible business and we want to recruit the right people, which is why candidates take a psychological profile containing questions on 17 key areas to establish whether Cafe2U is right for them.”
As jobs disappear and stress levels rise franchises look set to enjoy a boom. Cafe2U is well placed to take advantage future changes in the economic landscape.
