From Local Favorite to Franchise Phenomenon
From Local Favorite to Franchise Phenomenon
BIGGBY® COFFEE has evolved from a beloved café in Michigan to a thriving business model with a notable presence. Mike McFall, co-Founder and co-CEO, discusses the importance of community among franchisees and a commitment to sustainable coffee sourcing
Writer: Rachel Carr | Project Manager: Scarlett Burke
Coffee was introduced to North America in the early 17th century, however it gained popularity during the Boston Tea Party in 1773.
This event marked a pivotal moment in the patriotic rebellion against British rule, leading to coffee overtaking tea as the most popular drink in the US.
Today, there are over 40,000 coffee stores across the country, many of which have a global presence or operate under national franchise models.
One notable example of the latter is BIGGBY® COFFEE, which is primarily located in the Midwestern region, with a heavy concentration in Michigan (MI).
Initially established in the vibrant city of East Lansing, MI, the franchise has since expanded further south into the
warm and welcoming states of Florida and Tennessee, brewing success throughout much of the eastern US.
From a burgeoning local coffee store to operating in 13 states with 430 stores and 120 valid franchise agreements in place for future locations, the company is poised for strong growth, indicating a promising rate of expansion.
“There are development schedules in place where individuals have committed to opening a specific number of stores within a designated timeframe. Furthermore, legitimate franchise contracts have been signed, indicating that the franchisees have officially pledged to secure real estate and plan to open their locations within the next 12 to 24 months,” introduces Mike McFall, co-Founder and co-CEO.
HOW WOULD YOU DESCRIBE THE WORKPLACE CULTURE AT BIGGBY® COFFEE?
Mike McFall, co-Founder and co-CEO:
“We’re a people-first organization; we’ve worked hard over the last five to seven years to ensure our pay rates are competitive and we offer extraordinary benefits. We’ve focused on being people-centric, and much of that is about a culture that prioritizes the development of the individual, not just the employee.
“The work we do presents a challenge that requires us to continually improve in our roles, which is essential as a human being first and an employee second. As a result, our environment is filled with dynamic events that are unique, different, and intriguing, especially compared to the typical corporate culture in the US.”
“Five years after our inception, we made a pivotal decision to embrace franchising. For some time, we operated a hybrid of company-owned stores and franchises; however, in 2006, we took a significant step by selling our company-operated locations and fully dedicating ourselves to this dynamic model, and we’ve been flourishing as a franchise organization for nearly 20 years now,” he follows up.
Individuals enter into contracts to establish a BIGGBY® COFFEE store in their chosen market, granting them rights to the menu, operating system, logo, intellectual property, and trademarks.
“Our drinks are trademarked, and we have a solid menu and operating system in place, but the key to our franchise model is the supportive community it creates. By joining us, you’ll associate with passionate and dedicated individuals, which is essential for thriving together. We’re excited about building a successful franchise where everyone’s accomplishments are connected.”
McFall recognizes that being a franchisee involves not only a relationship with the franchisor but also with other owners, as their experience can offer valuable insights and knowledge.
In BIGGBY® COFFEE’s straightforward business model, the franchise provider earns a percentage of each store’s revenue in exchange for services, systems, products, and intellectual property.
BEHIND THE BEANS
As McFall prepared to return to graduate school in East Lansing, he accepted a job as a barista at the original BIGGBY® COFFEE store.
This position unveiled his passion for hospitality, which had been evident in his varied work experiences, and ignited his motivation for creating the franchise brand.
“Every morning, I looked forward
to crafting drinks and spreading joy to our customers. I felt a strong connection to the coffee industry and recognized its growth potential, particularly as Starbucks was expanding into new locations.
“Inspired by my employer and now business partner, Bob Fish, who was running successful restaurants specializing in espresso-based beverages, we began discussing a potential collaboration. He agreed that I would step into a management
“BY JOINING US, YOU’LL ASSOCIATE WITH PASSIONATE AND DEDICATED INDIVIDUALS, WHICH IS ESSENTIAL FOR THRIVING TOGETHER. WE’RE EXCITED ABOUT BUILDING A SUCCESSFUL FRANCHISE WHERE EVERYONE’S ACCOMPLISHMENTS ARE CONNECTED”
– MIKE MCFALL, CO-FOUNDER AND CO-CEO, BIGGBY® COFFEE
role, which ultimately led to the creation of BIGGBY® COFFEE. This venture has been a journey filled with passion and inspiration,” he expresses earnestly.
This enthusiasm spills over into procuring coffee beans, exemplifying BIGGBY® COFFEE’s farm-direct approach and fostering many valuable relationships.
“Bob and his wife, Michelle, have been developing a program for six years to source coffee beans more effectively. By building direct relationships with farmers, we help them create sustainable economic models, enabling longterm investments that benefit their communities. This is critical work supported by our comprehensive
BIGGBY® COFFEE has established a list of criteria for selecting the farmers it works with. One of the most exciting aspects of the program is the development of the farm-direct
model and its full-circle nature.
Every year, the company brings the farmers to Michigan for an annual meeting, where many of them meet for the first time, giving them the opportunity to see the coffee they grew, hand-picked, and processed being served in BIGGBY® COFFEE’s stores, which also showcases their photos.
“Serving a cup of coffee that the farmers grew and processed at one of our stores through the drivethru window helps consumers to understand and develop relationships with the people cultivating their coffee in countries like Mexico, Honduras, or Mozambique. We believe fostering this connection is essential and dynamic for our brand and the community,” he declares.
When consumers begin to have expectations of retailers regarding how they treat growers or farmers, whatever the commodity, the economics of farming will change significantly, and for the better.
A COMMUNITY-CENTRIC COMMITMENT
The key factor that distinguishes BIGGBY® COFFEE stores is that they are locally owned, with owners deeply rooted in their neighborhoods, serving as true leaders in the areas where they operate.
“I am consistently amazed by the stories of support from our franchise owners for their local communities.
ONE BIGG ISLAND IN SPACE
Bob Fish, fellow co-Founder and co-CEO of BIGGBY® COFFEE, and his wife, Michelle, have established a farm-direct model to support coffee-producing countries facing threats from climate change.
One BIGG Island in Space (OBIIS), inspired by the Apollo 8 mission, highlights the challenges farmers face due to the increasing risks of pests and diseases caused by extreme weather conditions. These factors can make coffee farming unprofitable, leading to abandoned farms.
To address these issues, Bob and Michelle aim to eliminate the traditional broker system by directly purchasing BIGGBY® COFFEE’s products from the farms, with the objective of becoming 100 percent farm-direct by 2028.
This approach will provide farmers with greater savings, creating a pathway for the next generation of coffee producers.
Before visiting, Bob and Michelle ensure the values of each farm align with their own. Whenever possible, they also stay on the farms to learn about social goals, wages, worker housing, and the surrounding community. The couple often bring along one of their knowledgeable coffee producers to gain a better understanding of the farm’s operations.
By searching globally for coffee producers who prioritize the well-being of people, the planet, and communities, Bob and Michelle seek to empower their farm partners. OBIIS establishes a direct connection between producers and consumers, completing the journey from soil to cup.
For instance, I learned about a program called Big Brothers Big Sisters, a mentoring initiative that pairs younger children with older adolescents and college students.
“A woman recently reached out to me to share all the ways our franchise is contributing to this organization, and I was truly taken aback by the impact we are having,” McFall highlights emphatically.
The level of community involvement the company has is its most significant differentiator, as franchise owners genuinely care about and actively contribute to the well-being of their communities.
“When we compare ourselves to other brands, it’s clear the coffee store that has the strongest connections and community leaders will ultimately prevail, and I truly believe that’s why we succeed.”
BIGGBY® COFFEE sets itself apart in the marketplace largely due to its franchise owners, who shape the brand at retail level by developing an environment that caters to everyone.
“We want to position ourselves in a way that appeals to a broad audience, sitting comfortably among other coffee brands.
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Collaborating with Biggby Coffee to establish approved filtration equipment
With a steadfast company mission to provide water treatment at an affordable price, AWS Distributing (AWS) provides state-of-theart filtration products and free water testing for a vast range of North America’s quick service restaurants.
At the top of this list is Bigby Coffee, a highly established coffeehouse franchise.
AWS and Bigby Coffee have been diligently working together for over 15 years, collaborating to establish expertapproved filtration equipment. Due to its strong partnership, the former possesses exclusive access to discounted pricing on all these items.
Elsewhere, AWS additionally offers an autoship program whereby replacement filters are sent out on a predetermined schedule to clients, eliminating the need for franchisees to remember when filters need to be replaced.
Clients can also enjoy continuous product support and troubleshooting as needed.
“BY BUILDING DIRECT RELATIONSHIPS WITH FARMERS, WE HELP THEM CREATE SUSTAINABLE ECONOMIC MODELS, ENABLING LONG-TERM INVESTMENTS THAT BENEFIT THEIR COMMUNITIES”
– MIKE MCFALL, CO-FOUNDER AND CO-CEO, BIGGBY® COFFEE
“Our goal is for consumers who visit high-end specialty coffee shops such as Starbucks, Blue Bottle, or Intelligentsia to feel just as at home in our store as those who typically visit McDonald’s, Dunkin’, or a gas station convenience store.
“When you walk into a BIGGBY® COFFEE, you feel extremely comfortable, so I’d like to say we’re an exceptional coffee store that caters to the everyday American consumer,” opines McFall.
STRATEGIZING IN A COMPETITIVE COFFEE LANDSCAPE
BIGGBY® COFFEE is investing significantly in its technology stack,
as this is the primary way customers interact with the company and make purchases.
The team previously engaged with customers in person, accepting cash and providing change directly. Now, they order through an app and pick up their purchases in-store, often resulting in minimal interaction.
This shift poses a significant challenge for BIGGBY® COFFEE as it seeks to differentiate itself in this evolving landscape.
“If you’re not investing in technology, you’re in trouble. We’re working hard to figure out how to stand out in a world where technology is driving the relationship between retailers and customers.
“The key question is, how do we offer a unique experience to consumers when many products have become commoditized? This is part of our focus on the tech stack – it’s not just about functional technology – it’s about defining our relationship with consumers,” observes McFall.
Additionally, BIGGBY® COFFEE is deeply engaged in building relationships, not only with farmers, which is crucial to the brand and its operations, but also between franchisees and their employees.
“We are currently developing a
leadership retreat center that will be accessible to all our franchisees and their teams. Our goal is to offer programming that owners can use to help develop their staff. We began this investment last year and it is a significant initiative for us,” he informs.
Beyond these investments, the company is about to begin its annual planning process in a couple of weeks to prepare for 2026.
“We are focused on making strategic investments and ensuring we make the right decisions. We have 20 account representatives managing specific territories and have been transitioning to this model for five years; refining our approach will be our main priority this year.
“I usually think long-term with timelines of three to seven years in mind, so the upcoming year already feels like it’s behind me,” McFall concludes.
It’s clear that BIGGBY® COFFEE is about more than just coffee – it’s about creating a community of support, sustainability, and shared success, where every cup serves as a testament to its commitment to both quality and social responsibility, reflecting a thriving network of franchisees and a strong emphasis on ethical sourcing.
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