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The Coffee Factory® could be just what you've been
waiting for! THE COFFEE FACTORY® OPPORTUNITY A centuries-old beverage ... and the tradition continues Coffee is a centuries-old traditional beverage that is brewed and enjoyed by people from all walks of life the world over. From its humblest beginnings in ancient Arabia, coffee, its preparation, presentation and consumption, has today become the natural extension of warmth and friendship. For many years Europeans have enjoyed the unique experience of specialty coffee cafés and today this same enjoyment is becoming increasingly popular in Canada and the U.S. History has shown that coffee is not a passing fad. In fact, the coffee industry is potentially on the verge of its greatest growth ever. Coffee has wound its way into the fabric of North American life and can only become more popular as consumers experience the enjoyment and pleasure of a good cup of coffee. Out of a projected $8 billion yearly coffee market, it is established that specialty coffee sales will share in excess of $1.5 billion of that market. While statistics show per capita coffee consumption generally to have declined since 1962, these same statistics show specialty gourmet coffee consumption to have more than tripled in the last six years. Much of the reason for this can be credited to the advent of “flavored” coffees which provide the consumer with an enjoyable introduction to the specialty gourmet coffee experience. It is expected that by the turn of the century, in the U.S. 50% of all coffee sales will be for specialty gourmet coffee. It is easy to see the vast business potential in combining specialty gourmet coffees with upscale beverages and good food in a unique atmosphere. The Coffee Factory® opportunity brings together the right products, in the right place, at the right time. Each Coffee Factory, is a “meeting place” offering not only the finest fresh brewed coffee and specialty coffee beverages, but also gourmet teas, bottled waters, smoothies and specialized hot and cold drinks and complemented by a broad range luscious desserts “to die for”. All this served within a relaxing and unique decor with the latest and entertainment technologies for valued customers to enjoy. This combination potentially leads to a broader customer base and increased customer frequency resulting in a steady sales growth pattern. The Coffee Factory is a multi-dimensional concept and simplicity of operation provides the opportunity for you to be your own boss. It offers you a chance to develop a successful business by investing your time and money into your own future, not someone else’s. We take care in selecting our franchisees because the success of each The Coffee Factory franchise is the result of the perfect blend of your talents and ours. Quality product, service, and entertainment/inet technology access are the driving forces behind our commitment to each franchise. Its about time, for The Coffee Factory... Coffee consumption in Canada is over $1 billion a year. When you combine this with the fact that consumers are eating meals out more than ever it becomes evident that the Coffee Factory concept is properly positioned to take advantage of the new lifestyle of 2003+. What a wonderful way to make money and have fun at the same time! The Coffee Factory provides quality, excellent value, and variety throughout its menu and entertainment technologies... The Coffee Factory menu has been designed to offer a variety of high quality coffees, beverages, food and dessert items. Careful consideration has been given to the menu mix and choice combinations, that have been developed, to satisfy customer preferences of all ages and lifestyles. By packaging this menu concept with the option with entertainment technology, we believe enhances the European café experience. A truly different place to go... When customers visit The Coffee Factory they are immediately tantalized by the warm, comfortable and welcoming atmosphere. They are encouraged to relax and enjoy their purchase and have fun with or without technology. Its an opportunity to treat themselves and perhaps meet a friend or enjoy some entertainment or play a group computer game. For those who must “enjoy on the run”, The Coffee Factory provides, all of its menu items, quickly and efficiently in a convenient “take-out” format. Depending on location and customer demand, “drive-thru” service is also available. A philosophy with the strength of conviction... The Coffee Factory is committed to the never-ending challenge of meeting customer expectations. With time, tastes change, and The Coffee Factory will endeavor to keep its concept fresh and appealing. You are in business for yourself... but NOT by yourself... What does this mean for a franchisee? It means you will be backed by a franchisor who provides you with tested systems, national buying clout and sound financial and marketing strategies for success now and in the future. Best of all, The Coffee Factory management and entire support staff is dedicated to helping you succeed. STORE DESIGN AND SITE SELECTION Attractive store designs and functional building plans are an integral part of the The Coffee Factory formula for success... The Coffee Factory look is a bold statement in design that includes a carefully coordinated decor creating a warm and comfortable atmosphere. Additionally the design also provides for product display and high tech entertainment with Internet access timers, encouraging sales, while still encompassing a labor efficient layout. The Coffee Factory provides plans and drawings for each specific store location. They incorporate exclusively designed counters and displays that enhance the purchase of food and beverages and encourage additional take-home purchases. Proper space planning and utilization provides each franchisee the opportunity to maximize sales and profits. Typically, The Coffee Factory will provide the franchisee with a complete “in business” package that will have the store ready for opening in eight to ten weeks after permits are secured. To achieve this, The Coffee Factory uses general and mechanical contractors known to management and who are recognized for total build-out and equipment packages custom tailored for restaurant clientele. The “in business” package covers all architectural and engineering drawings, permits, construction and equipment. By electing the “in business” package, the franchisees are assured of the timely planning and construction of their stores, while avoiding the numerous difficulties that usually accompany this process. Few factors are as important to the success of a The Coffee Factory franchise as site location and lease negotiations. Identifying appropriate site locations is one of the company’s highest priorities. Management accepts proposed sites only after a thorough evaluation of the physical site, surveys of surrounding businesses, traffic patterns and flow and review of demographic data collected. Unless otherwise directed, The Coffee Factory will select the store location and negotiate the lease. In instances where the prospective franchisee obtains a location, we will assist in negotiating the best possible lease terms and conditions. The success of the The Coffee Factory system is based upon uniform quality and service being delivered at all levels of operations for each franchise location. Training is a high priority and to accomplish this goal, The Coffee Factory, provides a comprehensive program for all franchisees and their key personnel. Franchisees spend an extensive eight to twelve week training session, in one of our corporate stores, covering all aspects of store operations. In this manner each franchisee receives personalized “hands-on" experience. Add to this the confidential operations manual, developed and provided by The Coffee Factory and the franchisee soon falls into step with the day to day operations of a “The Coffee Factory”. The training program continues, on site, in-store, and includes setup and planning for the grand opening. Afterwards, The Coffee Factory support staff work cooperatively with all franchisees, on a regular basis, to help refine and improve their operations. ...and the support never ends... The Coffee Factory provides a network of approved suppliers, thereby offering each franchisee buying power that saves money and ensures quality and uniformity. Whether “signature” or standard products, our suppliers deliver directly to store locations based on each location's needs. And finally, franchisees will always be informed of new ideas, product development, operational tips and general information, all focused toward operational efficiency and profitability. Advertising and promotion is always a key factor in any successful business. We assist each franchisee in the development of a program, with the goal, to establish a highly visible and quality-orientated image. To achieve the The Coffee Factory marketing goal, the various media, such as direct mail, newspapers, magazines, radio, television and local and in-store marketing, are reviewed to determine the appropriate mix, for each location. All promotional programs are designed to target and attract those consumers whose demographic profile is encompassed by the The Coffee Factory products and services. On a broader scale, The Coffee Factory will coordinate, with each franchisee, system-wide promotional programs aimed at building traffic flow and new customer sales in a professional, cost efficient and effective manner. ...the picture, and the words... To accomplish this level of exposure, each franchisee will participate in the The Coffee Factory Advertising and Public Relations Fund program. Through a cooperative effort between our advertising department and an outside advertising agency, we will attempt to expand consumer awareness of The Coffee Factory, through trade-name recognition, with the aim of enhancing store sales. Below are the most frequently asked questions by those interested in owning a The Coffee Factory franchise. Please feel free to contact us with any questions you have. Q What does the franchise include? A It entitles you to own and operate a The Coffee Factory, use the trade name, trademarks, recipes, business methods and our characteristic decor. Additionally you will receive support in these specific areas:
Q How much do I need to invest? A Experience has shown your personal investment will usually be in the range of $250,000. to $350,000. plus working capital. The balance of your store cost is usually done through a bank loan. Q Who designs and builds my store? A The Coffee Factory has developed a program with contractors and equipment suppliers which enables you to have your store planned, equipped and built-out cost effectively and, in the shortest time possible, with little or no involvement required on your part. Q After I am approved, how soon can I expect to open my store? A That will depend on the availability of locations in the area you have selected for your store. In some cases The Coffee Factory, will have pre-selected sites. Should one of these sites meet with your approval, the time to store opening can be substantially reduced. Q How much is the franchise fee for a The Coffee Factory? A A one-time fee of $35,000 for a single store. IQ s it possible to own more than one The Coffee Factory location? A Yes, provided that the franchisee has demonstrated to the satisfaction of The Coffee Factory that he/she is financially capable and can properly manage multiple stores. Q How much are on-going royalties? A 6% trade royalties -- 3% advertising fund. Q How is the site selected for my store? A The Coffee Factory, through the use of a network of site-selection professionals, and our criteria, will review and advise you as to the potential of each site available. Q I have never negotiated a commercial lease. What assistance is available? A After your site is selected, The Coffee Factory will provide the same professional assistance in negotiating your lease as it does in selecting your site. Q How many square feet are needed for a The Coffee Factory? A Depending on the format and the location, your store will require between 900 and 2,000 square feet. Q Is there any experience necessary to own a The Coffee Factory? A No related experience is necessary, just your ability and desire to work hard and learn. While food service experience would be an asset, we provide all the training and guidance you will need to operate your store. Q Do I need to be involved with the day-to-day management of my franchise? A At least one owner or a designated and capable manager must be involved on a full time basis and must be responsible for the day-to-day store operations and management. Q How will I know if I have the necessary finances? A Your completed application will be evaluated by our finance department. They will let you know how your financial status fits within our profile and what your financing options might be. Q How long is the term of the The Coffee Factory franchise agreement? An initial term of ten (10) years, with further options to renew subject to normal terms and conditions. Q May I sell my store and franchise rights? A Yes, subject to The Coffee Factory Inc. first qualifying the new franchisee. I'm interested in a The Coffee Factory franchise. Q What do I do next? A Contact us for an application application. Upon qualification and entering into our franchise agreement, we will assist you in site selection and the lease negotiations process. Once the lease is signed, you will begin our 8 to 12 week training program to learn how to operate your The Coffee Factory. NEED MORE INFO? For more information: TheCoffeeFactory@SBCGlobal.net
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