HO SPI TA L I T Y
BREWED FOR SUCCESS Passion for coffee is ensuring that coffee franchises thrive despite current challenges, writes SAMANTHA BARNES
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ntrepreneurs are adaptable by nature and can weather economic storms. Among these are some coffee franchise owners who have posted improved financial results since the lockdown. Amid the maelstrom, vida e caffè was voted Favourite Franchise in the Coffee Magazine Reader’s Choice Awards 2020 – beating out a host of other brands. “We are proud of our recent Favourite Franchise award as voted by the public,” said vida e caffè CEO Darren Levy. “Passion means coming to work to make our customers’ and staff’s day better.” On the subject of passion, vida e caffè franchise owner Justin Fenn says: “The most obvious passion that needs to be created is staff interaction with customers. Staff must be properly trained, incentivised to do well, and have a good working environment.” Fenn owns three vida e caffè stores in the Western Cape. “Last year (2020) was a year of extreme lows and highs,” he says. “Customers were not sitting in-store; they were walking with their coffee, children, dogs and bicycles.”
When customers could return in-store, Fenn noticed a massive upswing in business. “When we reached sit-down service again, we started to show growth over 2019, and then further growth.” Fenn is looking at his fourth store. “I bought in as I loved the brand and saw coffee was becoming a massive business. I am very happy with my decision.”
FUELLING UP Hitesh Patel, vida e caffè strategic executive, says: “There are countless opportunities across Southern Africa for prospective franchisees. vida is represented through the Shell network in most small towns. One of our partners, Lee Parker, wanted to move coffee from his convenience store and build a vida
Darren Levy
vida e caffè
container on his forecourt. He has since doubled the space due to demand.” Parker now owns five vida e caffè stores beyond the forecourt and his Caltex store is consistently in the top 10 stores nationwide. “This illustrates the ability for franchisees to grow,” Hitesh says Patel. “Working together Patel in new, innovative spaces and locations can result in success.” Metropolises in KwaZulu-Natal, Gauteng, Tshwane and Port Elizabeth remain underpenetrated,” adds Patel. “There are over 300 stores nationally with room to grow.” The fee for a new franchisee is R100 000 plus VAT and the cost for a new store of 60–100m2 is R1.2-million plus VAT. ›
“I BOUGHT IN AS I LOVED THE BRAND AND SAW COFFEE WAS BECOMING A MASSIVE BUSINESS.” – JUSTIN FENN, FRANCHISE OWNER, VIDA E CAFFÈ FRANCHISING
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2021/01/28 2:01 PM
