Sweetwaters Coffee & Tea Brand Guidelines by Diane Thach

Brand Standards Manual

SWEETWATERS BRAND STANDARDS MANUAL 2022 © Sweetwaters Group LLC 2022 | PROPERTY OF SWEETWATERS GROUP LLC. | Replication is not allowed without written authorization from Sweetwaters Group LLC. | 3-2022

Table of Contents Visual Brand Standards Purpose..................................................3 Branding................................................4 Mission..................................................5 Brand Visuals Logos...............................................6-10 Colors..................................................11 Typography.........................................12 Email....................................................13 Brand Personality Brand Personality................................14 Brand Voice.........................................15 Sweet Talk...........................................16

Marketing Brand Standards Brand Wide Marketing Initiatives.....17 Marketing Calendar...........................18 Types of Individual Store Marketing.....19 Promotions.......................................... 20 Brand Ambassadors...........................21 Social Media & Web........................ 22 General Online Etiquette...................23 Advertising......................................... 24 Photography & Videography............ 25 Photography Guidelines....................26 Photo Opportunities........................... 27 Videos..................................................28 What Do I Post?................................. 29 Hashtags & Tagging.................... 30-31 Tagging Other Accounts....................32 Comments..................................... 33-34 Affiliation............................................ 35

Store Standards Displays: All Seasons........................ 36 Displays: Retail Coffee & Tea............37 Displays: Hard Retail......................... 38 Displays: T-shirts & Apparel.............. 39 Displays: Holiday/Seasonal............. 40 Point of Purchase Display & Register..... 41 Pastry & Cold Case..................... 42-43 Displaying Local Artwork.................. 44 Atmosphere & Music......................... 45 Live Performances.............................. 46 Chalk & Window Art................... 47-48 Operational Brand Standards General Interior/Exterior.................. 49 Guest & Outdoor Seating................. 50 Entry.....................................................51 Bathroom.............................................52 Bar & Staff Area................................ 53 Live Plants........................................... 54 Renovations........................................ 55 Operating Standards........................ 56 Staff Standards.................................. 57 Future Changes.................................. 58

VISUAL BRAND STANDARDS

Purpose Sweetwaters’ Brand Standards Manual is the road map for our identity. In this guide you will find approved visual standards, as well as the standards for our brand’s voice and execution, so that we can maintain our brand consistency in-store and across all media. This assures that guests experience our brand as it is meant to be, every time, no matter if they are in our cafes or engaging with us in other ways. Guests choose Sweetwaters because they value our natural ingredient focus, our premium global and Asian-influenced products, our strong community engagement, and friendly and engaging staff. They expect continuity and trust us to deliver the Sweetwaters experience every time. Consistent branding assures that the Sweetwaters brand is a guarantee of this experience. When every cafe owner follows these brand standards, they are participating in the overall success of the brand and equally important, the success of their own cafe. By uniting all Sweetwaters under these standards, we can present strongly, as the premium neighborhood coffeehouse.

VISUAL BRAND STANDARDS

Branding What is Branding? It is the marketing practice of creating an identity that establishes and differentiates a company from others. Having effective, consistent branding conveys who Sweetwaters is, giving us a solid presence and a competitive edge by communicating our strengths in all markets. Sweetwaters brand includes: •

Graphics (name, logo, colors, and signage)

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Voice (terminology and communication style)

•

Social Media (Facebook, Instagram•, Twitter•)

•

Consumer Review sites: Yelp, Google Business, Trip Advisor

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Digital and Print Advertising

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Products (proprietary products, real-ingredient focus)

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Atmosphere (warm, inviting, fun and friendly)

•

People (staff and guests)

•

Customer Service (exceptional service from all SW staff)

National Instagram & Twitter are managed by the Home Office.

•

VISUAL BRAND STANDARDS

Mission Mission To make our guests’ day! Vision To be recognized globally as the premium neighborhood coffeehouse. Purpose To bring enjoyment through creative, extraordinary, and attainable luxuries. Core Values 1. Communicate to build strong relationships. 2. Create a fun and rewarding work environment for staff and guests. 3. Have passion for great drinks, food, and service. 4. Pursue profits as a measure of success and path for growth. Sweetwaters’ Unique Attributes 1. Real ingredient focused 2. Global and Asian inspired offerings 3. Strong community engagement 4. Positive and friendly service

VISUAL BRAND STANDARDS

Logos Chop | Pantone 201C red

Text | Engravers Gothic

Primary Logo Our primary logo contains two elements: Text & the Chop. • The text is black Engravers Gothic font. (This should only be a graphic, not typed text) • The color of the chop is Pantone 201C red. • Our primary logo contains both elements exactly as seen directly to the right. Our logo is a lockup - it must be used as one graphic.

VISUAL BRAND STANDARDS

Logos Exterior Signage Logo Due to the logo being tall and wide at the same time, all exterior signage and monument signs feature another variation of our logo. The logo features the chop either at the end or before the ‘Sweetwaters Coffee & Tea’ text instead of above. All exterior signage must be approved in writing by Sweetwaters Group LLC.

VISUAL BRAND STANDARDS

Logos Approved Logo Variations These approved logo variations should only be used in the instance that the entirety of the text and each piece of the chop is not legible and easily distinguishable from the background, or if a black and white print ad is being printed.

Variation 1: Reversed logo - all white This logo can be used for dark backgrounds, in black /white and grayscale media.

Variation 2: Reversed logo - white name, red chop. This logo can be used for dark backgrounds, in color media.

VISUAL BRAND STANDARDS

Logos DO: .25”

When using our logo: • Do not place the logo on busy photos or graphic backgrounds. • If the logo is being placed over an image or background color other than white, the entirety of the text and each piece of the chop must be legible and easily distinguishable from the background. • No text or graphics may be added to the logo. • No text or graphic may be within .25” of any edge of the logo. • Do not use our logo’s chop independent of the SW name.

DO NOT:

• Do not stretch or warp our logo. Never use a logo that was not provided directly from Home Office staff or downloaded from CafeConnect. Do not use other company’s logos in combination with Sweetwaters’ logo on any retail product.

VISUAL BRAND STANDARDS

Logos

Proprietary & Trademarked

Black

The Sweetwaters logo is a proprietary trademarked logo. It can only be used as stated in this manual and in the manner Sweetwaters Group is permitted to use the logo. It cannot be used by franchisees, vendors, or others to create retail products or any other product, printed material, marketing, radio advertising, without explicit written permission by Sweetwaters Cafe Inc.

VISUAL BRAND STANDARDS

Colors Primary Colors Our primary colors are black and Pantone 201C, a rich, balanced red color. These colors are seen in our logo and are a crucial part of our brand. We use them in all areas, from ads to staff materials. Black should only be used as a pure 100% black color with no tints.

Black

Pantone 201C

Pantone 201C should be used at 100% color with no tints. The color breakdown for various applications are listed below: RGB = 157 / 34 / 53 (web) HEX/HTML = 9D2235 (web) CMYK = 7 / 100 / 68 / 32 (print)

VISUAL BRAND STANDARDS

Typography We classify fonts as heading fonts and body fonts. Heading fonts are more fun, playful fonts, normally used for titles, headlines, or other “stand out” information. Body fonts are clear, legible fonts used for larger portions of text, usually in paragraph or list form. Heading fonts Our heading fonts include fun elements like texture and other engaging elements. These are to be used sparingly for emphasis. In an ad, heading fonts should take up no more than 25% of your total text. Accepted heading fonts are: •Mal de Ojo •Futura Bold •Mrs. Eaves • Clarendon Body fonts Our body fonts are sans serif, with open, rounded letters, conveying warmth and friendliness while also being easily legible. Use these fonts for memos, staff materials, and any other larger blocks of texts. Normally “larger blocks of text” would be defined as a paragraph or more. In ads “larger blocks of text” is defined as more than two sentences. Accepted body fonts are: •Futura •Neutraface Text

Accepted body fonts for communicating internally with staff for memos and operational postings (never to be seen by guests): •Arial •Arial Black Mal de Ojo ABCDEFGHIJKLMNOPQRSTUVWXYZ Futura Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Mrs. Eaves ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Clarendon ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Neutraface Text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

VISUAL BRAND STANDARDS

Email Signature Line Below is the accepted format for your official Sweetwaters signature line. Social media tags should be hyper links. Jane Doe Owner (logo) Sweetwaters Coffee & Tea Washington Street 123 W. Washington St. | Ann Arbor, MI 48104 | (123) 456-7891 SweetwatersCafe.com | Facebook | Instagram | Twitter | YouTube

Email Address Domain You will be working with the Marketing Department to create your own specific domain name for your cafe’s email addresses. Email address domain names need to meet the following parameters: • Cafe email addresses can be no more than 30 characters TOTAL, including “@” and “.com” • Email naming should use one of the following formula: Name @ SW + LocationName + .com

BRAND STANDARDS

Brand Personality Who We Are Like people, brands have personalities too. A brand’s personality is a set of human characteristics that guests can relate to. Our brand personality starts from our roots. Sweetwaters began with a passion for family and community. Our founders wanted a place they could bring their children and where everyone could meet and enjoy a truly good drink with friends. We continued with a love for handcrafting both classic and globally inspired beverages while embracing the idea that real ingredients make better drinks, desserts, pastries, and savory treats.

consistent over operations, staff, products, atmosphere, and marketing establishes Sweetwaters as a strong, cohesive brand. This helps guests develop and maintain trust of the brand. When guests trust the brand, we retain loyal guests and attract new ones. Sweetwaters is committed to being the friendly, welcoming neighborhood coffeehouse with a comfortable atmosphere and handcrafted, globally-inspired real drinks!

Sweetwaters is the hometown friend who... • Is classic, modern, fun, smart, and sophisticated • Loves to travel • Enjoys adventures • Values being healthy but never denies themselves great tasting indulgences. In order to grow both brand value and your store value, each store must maintain Sweetwaters’ brand personality every day with every guest. Keeping Sweetwaters’ brand personality SWEETWATERS BRAND STANDARDS MANUAL 2022 © Sweetwaters Group LLC 2022 | PROPERTY OF SWEETWATERS GROUP LLC. | Replication is not allowed without written authorization from Sweetwaters Group LLC. | 3-2022

BRAND PERSONALITY STANDARDS

Brand Voice Brand voice is the purposeful, consistent expression of a brand through words and prose styles that can be easily identified, engages and motivates. Brand voice is used in marketing to position Sweetwaters. THE Our brand voice drives our relationship with our guests.. Sweetwaters is... • Warm • Easy-going • Witty

A Soul Warming Experience

TIME IS

Dragon Pearl Jasmine

NOW

Silvery spring buds are dried over layers of freshly picked jasmine blossoms giving this premium tea the most exquisite floral aroma.

0 enrollment fee 0 first and last month down payment

• Enthusiastic • Positive

2115 W Stadium Blvd. | Ann Arbor, MI 48103 (734) 213-1300 |

/TITLEBoxingClubAnnArbor

SweetwatersCafe.com

SWEETWATERS BRAND STANDARDS MANUAL 2022

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BRAND PERSONALITY STANDARDS

Sweet Talk Sweetwaters loves to create lingo that is related to the brand. We have developed a list of “Sweet Talk” words that are a fun, unique way to describe some important aspects of Sweetwaters! Sweet Story Any fun story or experience that occurred at SW.

Brand Ambassador(s) The most enthusiastic, personable & knowledgeable staff member(s) representing Sweetwaters outside of your café walls. This could be your store’s social media staff person and/or any staff working at an out-of-store event.

Guests (not customers!) Those who frequent our cafes are our guests. We welcome them and appreciate their presence beyond the purchases that they make. Do not use “customer” at any time. Promotions, rewards, offers (not coupons!) Rewards and offers states that an item or discount given is a “thank you,” surprise, or gift. Coupons imply our products are actually worth less than what we are charging. Community Marketing (not “street” or “guerrilla” marketing!) We’re not just pounding pavement. We engage our community, whether passing out Cold Brew or Red Cups, sponsoring a cause, or sampling at an event.

MARKETING BRAND STANDARDS

Brand Wide Marketing Initiatives Introduction Brand wide marketing initiatives and promotions are fun, creative ways of uniting all our cafes under our brand. These strategies propel the brand image, maintain consistency amongst all the stores, and help us introduce new initiatives and drive sales. Brand wide marketing initiatives may come in the form of: • Promotions • Campaigns • Marketing kits • Holiday kits • Store decor • Specific beverages • Pastries • Desserts • Retail items • Custom print items All brand wide marketing must be displayed in the manner that it was intended. Examples: • A featured hanging panel should only be hung over a cafe’s point of sale system. • Medium panels should only be used with medium sign holders before the cafe’s point of sale or in a retail display (if it is promoting retail).

Brand Wide Promotions, Marketing Kits, and Advertising Campaigns It is required that all cafes participate in any brand-wide promotions, marketing kits, holiday marketing, and/or advertising campaigns. Costs, if any, are to be covered by each store. Stores will be notified when a promotion and/or campaign is brand wide and mandatory.

MARKETING BRAND STANDARDS

Marketing Calendar Being part of a Sweetwaters franchise means that you don’t have to spend time agonizing over what to feature in your cafe each month. We take the guesswork out by provide a marketing calendar that outlines which products will be the focus in your cafe each month, and which signage needs to be displayed. Each month, every Sweetwaters location features the same Featured Drink and Coffee of the Month. To maintain consistency for guests and integrity of the brand, each location must feature the same predetermined offerings during the designated months. •

The Sweetwaters Marketing Calendar, released quarterly, is a tool created by the Home Office to communicate which beverages are featured each month.

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The Marketing Calendar outlines which marketing materials will be displayed in the cafe each month. The calendar includes information about the Featured Drink hanging panel, Coffee of the Month, magnetic menu panels, and medium panels.

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The Marketing Calendar also assists with product ordering by giving you advanced notice about which drinks and coffees will be featured.

MARKETING BRAND STANDARDS

Types of Individual Store Marketing Community or Local Store Marketing (LSM) Community marketing is a very effective way to communicate and make connections with individuals and businesses in the community. Community marketing can be done in various forms. To get information on how to execute community marketing, access CafeConnect for approved community marketing campaigns, materials, and directions. Digital/Online Franchisees will manage their own Google My Business, Facebook, Yelp, LinkedIn, microsite, and Personal Business Instagram page. Sweetwaters Home Office will set up your Facebook page for you. All other digital advertising and social media platforms, including the Sweetwaters Coffee & Tea Instagram, Twitter, and Pinterest, are managed by the Home Office. The Home Office will also manage the Sweetwaters brand Facebook page.

Encourage your staff to interact with and share your Facebook posts or other Sweetwaters social media in accordance with the guidelines presented in this manual. Print Franchisees should use our approved print advertising. Approved materials can be found online at CafeConnect or another vendor portal we may use. If you do not find what is needed for your ad, please speak with Home Office. Video Franchisees should use approved advertising clips, available online at CafeConnect. If you do not find what is needed for your ad, please speak with Home Office.

Franchisees and staff are encouraged to interact with ALL Sweetwaters social media pages. Sharing, liking, following, and commenting on in a positive manner will help increase views of each page and increase a post’s activity online.

MARKETING BRAND STANDARDS

Promotions free drink on us

FREE 16OZ. COLD DRINK! Expires:_________________________ Recipient:________________________ Ice cream & bottled drinks excluded.

DOWNTOWN ANN ARBOR 123 W. Washington St. Ann Arbor, MI 48104 WESTGATE LIBRARY 2503 Jackson Ave. Ann Arbor, MI 48103

SWCoffeeTea SweetwatersCoffeeTea Sweetwaters SweetwatersCafe.com

Philosophy Sweetwaters is all about affordable luxuries. We provide a premium product, and we want guests to know they are getting something truly special when they come to Sweetwaters. Our promotions are a way to gain new guests and retain current regulars by reminding them that they are getting something desirable. Using discount promotions too frequently will devalue the brand. Too frequent discounts will train guests to only come in when they are paying less than full price. This is when promotions can hinder sales by reducing your store’s profits. Promotional Restrictions • Promotions should have an expiration date of 1-2 weeks from the time of distribution. • We always exclude bottled and ice cream drinks which helps with cost and operations. The cost of ice cream drinks are high, and the labor time to make them is high. • If your store is located near other businesses, you can offer a Neighbor Reward of 10% off just one drink per visit. This excludes ice cream drinks and bottled drinks.

MARKETING BRAND STANDARDS

Brand Ambassadors Brand Ambassadors are essential in helping you keep your store’s marketing rolling. This role must be filled by one or two current staff members of yours, or an outside hire if you prefer. Characteristics • Outgoing & easy to talk to • Invested in and knowledgeable about the surrounding community • Energetic & positive attitude • Appropriate & respectful • Passionate about Sweetwaters and your café’s involvement in the community

What are some projects Brand Ambassadors can handle and/or assist with? • Manage your café’s social media pages: Facebook, Google My Business & Yelp • Suggest event ideas • Manage events and/or act as event host • Coordinate and manage off-site events • Create fun, friendly competitions between staff to increase sales, social media likes, drink upgrades, etc. • Encourage staff members in promoting, up-selling, and talking about Sweetwaters—in and outside of the café • Executing LSM Quarterly Plan marketing initiatives • Coordinating with franchisee or store manager on LSM targets • Being the point person for fundraising events • Coordinate fundraisers, tastings, or any other events • Sign up guests for SweetRewards & assist them with downloading & setting up the app on their phone.

MARKETING BRAND STANDARDS

Social Media & Web Facebook, Google Business Pages, Microsite & Yelp • Franchisee operated. • Each Sweetwaters location will be given access to a Facebook page for their specific store. The Facebook page will be created by Home Office and the administration rights will be shared with the Franchisee. • The Franchisee is responsible for posting, updating, and running their Facebook page(s) for their specific store(s). • You must not change the preset profile picture. You may change the cover photo. • Home Office staff will remain as administrators on Franchisee managed pages. Home Office staff retains the right to edit or delete content when inappropriate. Instagram Cafe owners are permitted to create a Personal Business Instagram account within the following parameters: • The username and name of the account cannot contain “Sweetwaters”, “SW”, or any proprietary drink name, product name, tag line, or phrase. • The profile photo cannot contain the SW logo or a picture of any SW product item containing the SW logo (the only exception is your SW shirt - the shirt is acceptable to wear). • You are allowed to mention Sweetwaters in your account bio. • You are allowed to include a link to your location’s microsite in your account bio.

• All accounts must follow all guidelines listed in the Personal Business Instagram Page Manual, available on CafeConnect. All posts must follow the Photo & Video guidelines on pages 24-27. Content that tends to be successful: 1. Showing the cafe owner(s) 2. Children with drinks 3. Animals with pup cups or SW swag 4. Guests with drinks 5. Beautiful drinks (how they are made or highlight the real ingredients) 6. BE CREATIVE! The Franchise Agreement relays that only approved drinks can be made at Sweetwaters Cafes, as a result unapproved drinks can not be posted on social media or in any other news media. Event flyers or promotional flyers are NOT to be posted on Instagram as that is not what the platform is intended for. You can also submit photos to the Home Office for posting on our National Instagram account. We will tag your location if posted. Submitting photos/videos to the Sweetwaters Home Office is not a guarantee they will be posted. The Home Office team has the right to not post any video/photo for any reason. SW has the right to correct/adjust submitted photos prior to posting.

MARKETING BRAND STANDARDS

General Online Etiquette Standards The following content is prohibited from any Sweetwaters affiliated social media page or post: • Offensive language. Swear words and any vulgar language. • Sexual. Referring to any type of sexual situation, implication of nudity, and/or anything that is sexually suggestive. • Discriminatory. Content showing bias against race, gender, sexual orientation, age, socio-economic class, educational level, national origin, disability, political affiliation, and/or religion. • Slander. Content making false and damaging accusations and/or statements about any person, business, or group’s reputation. • Shocking content. Content including blood, guts, gore, animal waste, war zones, etc. • Violence/self-harm. Content that advocates the infliction of physical injury to oneself or another person. • Capitalizing on sensitive events. Content that can be deemed as capitalizing on or lacking sensitivity towards any tragic event.

• Illegal goods or services. Content referring to any illegal good or service such as drugs, adult services, and/or unsafe supplements. • Deceptive or misleading content. This includes any false business offers, claims, or practices. • Political statements or insinuations. Do not associate Sweetwaters Coffee & Tea with any political group. If in doubt, don’t post! More than likely if you have a doubt about your post, one of its components is not within Sweetwaters standards. If necessary, email a draft to a member of Home Office marketing for confirmation before posting. Remember that the internet is permanent, whether you delete something or not. Anything you post is never completely gone. Make sure every post relates to the promotion or culture of the Sweetwaters brand. No personal posts. All general etiquette standards apply for all posts.

VISUAL BRAND STANDARDS

Advertising Stores must submit any digital or print advertising to the Home Office for approval, at least 14 days prior to the publish date. This includes any advertising that is outsourced or done in-house by the franchisee, staff, or guests.

VISUAL BRAND STANDARDS

Photography & Videography Personality

Commercial Image Use

The personality of a picture must encompass at least three or more of these characteristics: • Community • Comfort • Delicious • Warmth • Family • Fun • Wit • Lifestyle • Happiness

Do not use images that are not intended for commercial use. Do not right click on images from Google to save and use them since they may be protected. When in doubt, do not use images taken from online. We recommend using images downloaded from CafeConnect or taking your own images inside the cafe.

Sweetwaters Standard Images The images, logos, and marketing materials given to you by Home Office are created to provide you and your store with the highest chance of success. As a result, do not alter the images in order to ensure brand consistency and quality across all platforms. These images can be found on CafeConnect. Your Store Images While Home Office will provide you with a library of images to choose from, we highly encourage you to take your own pictures of your store, guests, and products! SWEETWATERS BRAND STANDARDS MANUAL 2022 © Sweetwaters Group LLC 2022 | PROPERTY OF SWEETWATERS GROUP LLC. | Replication is not allowed without written authorization from Sweetwaters Group LLC. | 3-2022

VISUAL BRAND STANDARDS

Photography Guidelines Before we set you loose, we have a couple tips to ensure your pictures come out clean, consistent, and still have that “WOW” factor every time: • Try to include SW branding in every photo - a napkin, cold cup, etc. • The area you photograph must be clean and organized (countertops wiped, no clutter or garbage cans visible). • Models must wear appropriate attire and look neat (good hygiene, hair neat or neatly tied back, neat nail polish). No large logos, stains, excessive jewelry, or string on their wrists. • All models must fill out a Photography & Videography Release Form. You can access this form on CafeConnect. • Use the images we give you on CafeConnect to promote your store and products! • Take fun, beautiful images relevant to your store. • Send the Home Office your beautiful images so we can possibly post it on Sweetwaters’ brand media pages. • Don’t alter, add filters to, or disproportionately resize the images we provide directly or indirectly. • Make sure images aren’t pixelated or unfocused. • Drinks must look beautiful (ex. fresh whipped cream, no collapsed whipped cream, full drinks, clean napkins). • No other company logos should be shown prominently. SWEETWATERS BRAND STANDARDS MANUAL 2022 © Sweetwaters Group LLC 2022 | PROPERTY OF SWEETWATERS GROUP LLC. | Replication is not allowed without written authorization from Sweetwaters Group LLC. | 3-2022

VISUAL BRAND STANDARDS

Photography Opportunities • • • • •

Group events Fundraisers Beautiful latte art Events around town Events around your store’s environment

• • • • •

New guests and regulars Pets Kids Winners of marketing promotions Products

Ask permission to take photos of guests! If you wish to use their photos for any promotional material, you will need them to sign a Photography & Videography Release Form, which can be found online on CafeConnect.

VISUAL BRAND STANDARDS

Videos Videos are a great way to provide individuals with an active, personal experience of your store, products, and atmosphere. Whether it is a clip of your staff or a regular guest talking about their favorite SW drink, a barista making beautiful latte art, or a montage of an event from your store, a video is an engaging visual for guests.

Recommended File Types The best types of photo files to post are PDF, JPEG and PNG. The best types of video files to post are MP4.

Do • Take and post video materials we provide • Include staff and guests that are dressed neatly. Refer to Photography Guidelines. • Make sure the areas you are going to record are not messy • Get approval and written consent (Photography & Videography Release Form) from the individuals that are being filmed • Use a steady hand when recording • Make sure video volume levels are appropriate Don’t • • • •

Record videos that are more than 3 minutes long Record with an unstable hand Use unclear video quality Post videos with garbled background noise

MARKETING BRAND STANDARDS

What Do I Post? Below are ideas about what to post on your Facebook page. Store Happenings • Tell your followers about any new/fun items coming to your store! • Staff • Guests • Drinks • Food • Fun facts • Coffee & Tea related items and quotes • Partnerships • Brand-wide updates • Promotions & giveaways Community Happenings • • • •

Festivals Fundraisers Good news about a neighboring business Good news about a local community member or guest of your cafe.

Product Related Articles •

Articles on Cold Brew, Matcha, Latte Art, etc.

Note: Be sure to read the article – if it mentions a competing coffee or tea concept, or makes false claims or claims that cannot be proven, do NOT post. Events Facebook is a great tool to alert your followers and guests in your area about any events your store is involved in and/or hosting. Pointers on constructing a Facebook Event: •

Create the event 1-3 weeks before it happens. No sooner.

•

State the address of where the event is. There should be no questions as to which Sweetwaters is holding the event. Provide start and end time. Choose “guest posts must be approved by moderator” to minimize negative or irrelevant guest comments on your event. Tag “@” any businesses or organization that you are partnered with. A short 3-4 sentence description of the event. High quality background photo that relates to the topic of the event. Post in the event regularly to build anticipation. Pin the event to the top of your page until the event is finished. Respond to guest comments to create buzz!

• • • • • • • •

MARKETING BRAND STANDARDS

Hashtags & Tagging A hashtag is described as a word or phrase preceded by a hash sign (#). It is used to identify messages, themes, or thoughts on a specific topic. Hashtags can be a fun and fast way for people to search and/or they can be a comical thought that encompasses the subject of the whole post. When we write hashtags we always capitalize the first letter of each word. It is easier for the guests to read our hashtags when they are written this way. Example: #GingerRaspberry vs. #gingerraspberry Recommended Hashtags Common hashtags we use in our social media posts, particularly our Home Office Instagram and Twitter, are used to draw more attention to posts. Hashtags allow us to be seen by a wider variety of users, as our picture falls under the category of that specific hashtag. You must select hashtags to use on your post that relate to the content of your post.

Common Hashtags to Use: • • • • • • • • • • • • • • • • •

#Coffee #Tea #Sweetwaters #ColdBrew #IceDragons #(city of your store) #RealRefreshing #RealBrewedTea #RealIngredientFocus #LooseLeafTea #Matcha #ChaiTea #Espresso #Latte #Mocha #Cappuccino #GLT

• • • • • • • • • • • • • • • •

#GingerLemonTea #GRT #GingerRaspberryTea #GingerRevolution #HerbalTea #BrewedLove #GetCaffeinated #CaffeineDriven #SweetTreats #BooksAndBrews #SweetStories #SupportLocal #DrinkLocal #GloballyInspired #DogsOfSweetwaters #SweetDeal

MARKETING BRAND STANDARDS

Hashtags & Tagging

cont.

Example of Appropriate Hashtag Usage For a picture our OMG Chocolate Cake, use hashtags relating to the cake, such as #Chocolate, #Cake, #Desserts, #SweetTooth, #CanGetEnoughOMGCake, #OMGMadeMyDay, etc. Avoid • Avoid certain tags that can confuse our business with other businesses. In addition, we want to avoid tagging ourselves with random tags that would make our posts look less official. • Be careful not to tag a product made by another business in our posts. Example: #frappuccino, #frap. Instead use our correct drink name, #Frappe • Do not use tags that are considered to be “spam hashtags”. Examples: #FollowForFollow #LikeForLike #LikeForARate #Cool #Cute

MARKETING BRAND STANDARDS

Tagging Other Accounts We encourage franchisees to tag other businesses that they are partnered with in social media posts. When writing a Facebook post about an event or promotion that involves another business, tag their business’s Facebook page in your post. This will help to increase the number of people that see the initial post. Also, ask the business(es) you have partnered with to like your post, share your post, and create their own! The more effort you get from all parties in promoting events, the more people that will be exposed to your post. When Title Boxing Club Ann Arbor shared Sweetwaters Ypsilanti’s post, SW Ypsi’s total page likes increased 10% in just 30 minutes! Sweetwaters loves to partner with other local businesses and organizations! We will often be involved in events, fundraisers, etc. with other local businesses. In this case, utilizing social media to post about the event is beneficial. It is appropriate to tag other accounts if: • You received their permission first • Both Sweetwaters and the second entity are mentioned in the post • The inappropriate content rules are followed • Any images you post not made by Sweetwaters are approved by the second entity SWEETWATERS BRAND STANDARDS MANUAL 2022 © Sweetwaters Group LLC 2022 | PROPERTY OF SWEETWATERS GROUP LLC. | Replication is not allowed without written authorization from Sweetwaters Group LLC. | 3-2022

MARKETING BRAND STANDARDS

Comments When managing your Facebook, Yelp, and Google My Business pages, you will see feedback from guests that is both positive and negative. It is imperative that you handle both positive and negative comments with patience, professionalism, and attentiveness. How to Handle Positive Comments: • Respond to all positive comments within 24 hours. • Thank the guest for taking the time to leave feedback. • Use their name (if applicable) when responding, to make your response more personal to the guest. • Make it meaningful! Respond to what the guest is actually saying, do not just leave a generic response.

• • •

Try to discuss the concern in a private message if possible. Use their name when responding. Be as professional, kind, and attentive to the issue at hand as possible.

How to Handle Questions: • Respond to all questions. • Use the guest’s name when responding to the question. • Do not answer the question if you are not certain. Ask a member of Sweetwaters Home Office marketing team. • Respond with an answer that is confirmed as accurate. • Do not just answer their question, but also provide them with a resource for the future if possible.

How to Handle Negative Comments: • Use L.A.S.T. from training (Listen, Apologize, Solve, Thank) • You must respond to all negative comments within 24 hours. • Do not chastise guests for bringing up issues, or argue/ contradict their viewpoint. • Acknowledge the feelings stated by the guest. Make sure they know that you are taking what they said seriously. • Thank the guest for taking the time to leave the feedback. • Always apologize for their unhappiness. If you feel necessary, you may apologize for the specific problem/ concern/issue raised by the guest. • Offer a solution! SWEETWATERS BRAND STANDARDS MANUAL 2022 © Sweetwaters Group LLC 2022 | PROPERTY OF SWEETWATERS GROUP LLC. | Replication is not allowed without written authorization from Sweetwaters Group LLC. | 3-2022

MARKETING BRAND STANDARDS

Comments cont. Square Comments Square POS system allows guests to give your store immediate feedback. This feature offers great insight on how your staff and store are performing in real time. • If you receive negative feedback you must respond appropriately within 24 hours. • Follow the response standards when answering positive and negative comments. When responding to guests, use designations specific to your locations such as “Sweetwaters [and your official name]”. Do not identify yourself as “Sweetwaters Group”, “Sweetwaters Home Office”, “Sweetwaters Team”, or any other variation that could cause confusion. Use store-specific language. Acceptable Example: Sweetwaters Canton Center Rd., Sweetwaters Washington St., Sweetwaters Walnut Creek. Do not push blame on someone else (ie the vendor, manufacturer, Sweetwaters Home Office). Instead, say you will speak to vendor, manufacturer...etc.

Sample Response to Square Comments: GUEST | 10/6/17, 3:26 pm Customer Service, Wait Time Forgot to make my drink, then questioned whether I’d actually bought it.

SW | 10/6/17, 3:50 pm We are very sorry for the inconvenience. We had some newer staff on shift today and we will address this issue with them today. Thank you very much for bringing this to our attention.

SW | 10/6/17, 4:07 pm We addressed this with staff and they are very sorry for the confusion. There was another guest ahead of you that ordered the same drink and when the staff person saw the Nepali Brew being made they thought it was yours which is why they didn’t direct the barista to make another. This is how your drink got missed. There is no excuse for the confusion. We deeply apologize and the staff will work on being more thorough in the future.

GUEST | 10/6/17, 4:46 pm No problem, in the end it was fine, just wanted to make sure someone knew! (I know from lots of experience ordering multiple Nepali brews that they normally get batched, like make two at once, which was why I didn’t realize right away that mine had been missed). Appreciate your quick response!

SW | Yesterday, 9:39 pm Thank you for the opportunity to improve :) SWEETWATERS BRAND STANDARDS MANUAL 2022 © Sweetwaters Group LLC 2022 | PROPERTY OF SWEETWATERS GROUP LLC. | Replication is not allowed without written authorization from Sweetwaters Group LLC. | 3-2022

MARKETING BRAND STANDARDS

Square & Facebook Affiliation Square Response Disabled

Facebook Affiliation

Some guests will disable the function for stores to send an email response to their comment. If you are unable to reply to a guest’s comment, that is fine. If you or a staff member know the guest personally, you may approach them with an apology and offer a solution in person (use your best discretion to deem when this action is appropriate).

Franchisee and staff posts need to be clearly coming from their account and not accounts that could be perceived as Sweetwaters.

Square Guests Unsubscribing If a guest submits a request to unsubscribe from any future contact from Square, you must remove their email immediately.

When posting about Sweetwaters on your personal social media accounts it must be made clear that your account is your personal account, and not an account that can be perceived as a Sweetwaters account. All general etiquette standards/conventions apply when posting about Sweetwaters from personal accounts.

Share negative and positive comments with your staff! These are great learning opportunities for staff and provide insight on how they can improve.

STORE STANDARDS

Displays: All Seasons For general retail display, the Sweetwaters standards are: • • • • •

Understated Elegant Neat Classic, not trendy Natural (think natural wood, or for the holidays: real pine cones, real pine boughs, poinsettias, amaryllis, or for special promotions or other holidays: mint plants in terracotta pots i.e. Mint Julep, tulips in spring, fresh bouquets of flowers or natural colored orchids in summer) • Uncrowded, very organized. • Price stickers are on every retail item available for sale unless there is signage with the price listed. Make sure that the price stickers are correct. Items used to display retail items can only be made of the materials listed below: • • • • • •

Clear glass White ceramic Walnut wood Stainless steel Silver Minimal copper accents

STORE STANDARDS

Displays: Retail Coffee & Tea Requirements for coffee and tea retail displays: • Full and well-stocked • All our branded prepackaged coffees, premium teas, and select teas should be displayed at all times • Coffee bags must be smooth, non-wrinkled • Clean, non-peeling labels on the tea containers • Optimal placement for guests to see, best before the POS • Neatly arranged & organized (tea should be organized alphabetically) • Price stickers on the back of coffee bags or bottom of tea containers with the correct price • Not expired • Not stacked precariously

STORE STANDARDS

Displays: Hard Retail All hard retail (tea pots, mugs, travel mugs, tea infusers, etc.) displays should meet the following requirements: • There are multiple of each hard retail item out in different colors/designs to signify to guests that there are many options for each specific retail item • Hard retail items should be relatively close to the retail product they correspond with. Tea pots need to be close to the retail tea display • Retail items should be dusted and cleaned every day • Optimal placement for guests to see, before POS • Price stickers on items with the correct prices

STORE STANDARDS

Displays: T-shirts & Apparel T-shirt/apparel displays should meet the following requirements: • T-shirts are neatly folded so that the majority of the graphics/ writing are visible to guests • Display at least multiples of every design • No stains or product residue of any kind on the apparel • Hats are either hanging or displayed with the back folded underneath the cap • “Sweet T’s” sign is placed in optimal view in the apparel display • Price stickers on apparel tags with the correct prices

STORE STANDARDS

Displays: Holiday/Seasonal Keep holiday promotion non-denominational. During the holidays, stores have a lot of retail to sell. Don’t put everything out all at once (i.e. 10 green, medium size teapots). Instead, build a big display but leave back stock. Make sure staff know where back stock is and know to restock often. You want guests to be attracted to the displays because they are beautiful! Guests should be able to easily see what you are selling and easily pick an item and purchase it! Keep displays very organized, neat, and dust free! Lighting for Winter Holidays: • Simple, small, warm white lights (not cool white) on appropriate colored cording • No colored lights or twinkling lights • No Santa Claus, star shaped or other shaped lights AVOID: • • • • • •

Too many colors (in the decorations) Kitschy, cluttered Too many patterns Ribbons with text or loud patterns Artificial (plastic decorations, gimmicky) Do not make the decorations distract from our products

STORE STANDARDS

Point of Purchase Display & Register Work Station Point of Purchase and Register Work Station displays must meet the following requirements:

Candy/Snacks • All candy and snacks are fully stocked • Signage is in the correct position in front of each product • All containers are clean and dusted • Packages are facing forward towards guests • Accurate prices on all signs Gift cards • All gift cards are facing towards the guest and fully stocked • Gift card holders are fully stocked • Gift card signage displayed at all times

STORE STANDARDS

Pastry Case Standards Standards for Pastry Case: • A Full Case is a case that sells more: The pastry case should be as full as possible at all times. People tend to not want to take the last one and can assume it is old. At least one of every item must be visible from the front of the case, with items pushed forward to increase visibility. • Organized: Restock and reorganize every hour to make the case look as full as possible, and as pastries sell.

• Limited Label Maker Use: Label maker tape should only be used on Pastry of the Day and temporary signage. Use upper and lower case in these instances, not all caps. • Top of the case: The top of the case must be clean & organized: Signs facing guests, products looking tempting. Walk around to the front of the case to see what guests see!

• Clean & crumb free: Clean the pastry case every hour. Sweep out crumbs and clean the front, side, and top glass. • Consolidated pastries: If there is only 1 of several items, put them all on a single tray rather than on their own plates. Turn larger trays horizontally so the pastry case looks fuller. • Signage: Every item must have a sign. When an item sells out, the sign must be removed. • Clean Signage: If a sign is not clean or is damaged it must be replaced in a timely manner. • No handwriting on signs: Handwriting is not always readable and does not present a professional appearance. Handwriting on signage is not permitted, except on Pastry of the Day signs.

STORE STANDARDS

Cold Case Standards Standards for Refrigerated Case: • Well-stocked: A full case is a case that sells more – everything must look tempting! At least one of every item must be visible from the front of the case, and items must be pushed forward to increase visibility. If you have extra space in your refrigerated case, you can display more Ginger Lemon and Ginger Raspberry bottles! • Clean & crumb-free: glass is clean and wiped down (front and interior), top of case is clean. • Organized: Cakes and desserts go on top shelf. Case must look neat and organized from the front – walk around to the front of the case to see what guests see! Top of case must be organized as well. • Clean Signage: Every item must have a clean, accurate sign. When an item sells out, the sign must be removed. • No handwriting on signs: Handwriting is not always readable and does not present a professional appearance. Handwriting on signage is not permitted.

STORE STANDARDS

Displaying Local Artwork To add personality and a local touch to the cafe’s interior, each Sweetwaters displays art from local artists on their cafe walls. This art hangs from artwork rails and rotates throughout the year. •

Each cafe will partner with a local artist organization in the community. The artist organization will be solely responsible for curating art for the cafe and rotating it out throughout the year. For example, at the flagship cafe in Ann Arbor, they partner with the Ann Arbor Women’s Art Collective.

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When contacting local art organizations, it’s important to explain who Sweetwaters is, emphasizing that we focus on developing strong community ties. Explain that you are looking to promote local artists by hanging curated, rotating artwork in your cafe.

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The art in your cafe can be available for sale. If guests are interested in purchasing a piece of art, they need to contact the art organization directly. Sweetwaters is not involved in the sale of artwork.

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All artwork must be appropriate artwork for all ages. Refrain from nudity, profanity, and disturbing images.

STORE STANDARDS

Atmosphere & Music Music (if applicable) should be played constantly throughout the store at the proper volume to allow conversation. RockBot is the music service standard for all new Sweetwaters locations. RockBot is licensed for business. As a business using Rockbot as the sole music provider, your licensing is covered for ASCAP, BMI & SESAC. Any music service that is played and used within the cafes MUST be licensed for business. Failure to play commercially licensed music will result in significant fines and reputational risk for Sweetwaters. NOTE: If you play records, have a live performer, hire a DJ, switch to an iPod, or any other music service, Rockbot will not cover your licensing during that period of time. Cafes are permitted to play Sweetwaters approved playlists via RockBot. These carefully selected playlists allow cafes to be aligned with Sweetwaters’ Brand Standards.

STORE STANDARDS

Live Performances If you plan to have live music or spoken word performed inside your cafe, all content must be original, and all artists must sign the Artist Agreement form available on CafeConnect.

STORE STANDARDS

Chalk Art One of the ways we create a welcoming environment is with chalk art! It helps give an individual character to each store. By using a local artist, we show our love for the community and it helps us get involved in our community. Chalk art guidelines apply to both chalk walls and chalk A-frames. Chalk Art needs to: • • • • •

Contain Sweetwaters branding Include coffee or tea imagery Be seasonally appropriate Be grammatically correct, with correct spelling Communicate our same brand personality as listed in Photography/Video section • Be original artwork • Be beautifully executed! Chalk art should not be: • • • •

Entirely promotional. That is why we have in-store signage. Offensive Negatively phrased Scary to children

Artist Attribution: Artists may include their name, signature, and contact information (email/phone/social media) on chalk designs. This may not exceed a space of 6 inches by 12 inches on chalk walls and 2 inches by 4 inches on A-frames. If chalk art is not within the guideline listed, Home Office retains the right to require removal of chalk art. If chalk art is taken down, you will be asked to use a design provided by Home Office.

STORE STANDARDS

Window Art It is always great when stores reflect the current season (windows, signage, decorations, music, etc.) to make our stores seasonally appropriate and welcoming to guests. Having old seasonal window decorations make guests think that management has forgotten to remove the decorations. We always want our stores to look well-kept and current, showing that management is attentive. Window art is not required. However, if you choose to, these are the standards: • All window art content/designs should follow the same guidelines as Chalk Art. • Window art should include some coffee/tea product reference. • In addition, window art must be submitted to Home Office for approval at least 14 days prior to installation. • Stores are not permitted to install window art that has not been approved by Home Office. • Window art that pertains to a season (spring, summer, fall, or winter) should be removed by the end of that season. Ex: snowflakes should be removed by the first official calendar day of Spring • Window art pertaining to specific one-day holidays should be removed at least within 7 days after the holiday has passed. Ex: St. Patrick’s Day (March 17) would need to be removed by March 24 at the latest. SWEETWATERS BRAND STANDARDS MANUAL 2022 © Sweetwaters Group LLC 2022 | PROPERTY OF SWEETWATERS GROUP LLC. | Replication is not allowed without written authorization from Sweetwaters Group LLC. | 3-2022

OPERATIONAL BRAND STANDARDS

General Interior & Exterior • Exterior and interior glass must be clean, clear, and bright.

Store Lighting:

• All glass should never be hazy or contain smudges, cracks, or chips.

Outdoor lighting should be illuminated from dusk to dawn, and adjusted for seasonal changes, unless lease stipulates otherwise.

• Any vinyl letters or logos should be in excellent condition. If lettering or logos are pulling away from the glass, they must to be replaced within 14 days.

Interior electric hanging round sign should be illuminated at all times.

• All signage must be in good working order. Any interior or exterior electrical sign with lights that are dim, unlit, or damaged must be repaired or replaced within 21 days. • A-frame signage must be in good working order and condition. • Broken or damaged signage should be fixed or replaced.

We recommend that minimal interior lighting is present during hours of non-operation to provide for clear security footage (where applicable see below), and safety of staff. Security cameras are recommended for loss prevention, staff safety, and operational monitoring.

OPERATIONAL BRAND STANDARDS

Seating Guest Seating The following are the requirements for guest seating: • Tables and chairs are wiped off and clean • Chairs are arranged neatly around each table • Walls are free of smudges, paint nicks • Floors are swept, mopped, and free of trash/debris • No burnt out light bulbs, correct overhead lighting

Outdoor Seating The following are requirements for outdoor seating area: • Tables and chairs are wiped off and clean • Chairs are arranged neatly around each table • Umbrellas and barriers must be neat, clean, and in good working condition • Ground is swept and free of trash/debris • Sidewalks are clear of snow, ice, and salted (winter weather)

OPERATIONAL BRAND STANDARDS

Entry The following are requirements for the entry to the store: • Debris/trash should be swept away from the entrance • A-frame visible but not blocking pedestrian or street traffic • Door and window glass is clean and clear of smudges, haze, cracks, and chips • Entry mats are clean and neatly placed

OPERATIONAL BRAND STANDARDS

Bathroom The following are requirements for the bathroom(s): • Mopped and swept floors • Empty bathroom trashes so there are no overflows • Sink and toilet are clean and streak free • Mirror and other appliances are clean

• Toilet paper and soap stocked • No cracked tiles or equipment in disrepair • Use commercial soap dispensers, NOT residential plastic soap dispensers, i.e. Soft Soap pumps

• Walls are free of nicks, water damage, etc.

OPERATIONAL BRAND STANDARDS

Bar & Staff Area The following are requirements for bar appearance: • Free of clutter • Counter is free of product spills, coffee grounds, and personal items • No wiping towels left on the counter • Counter is clean and free of sticky spots

The following are requirements for staff area: • • • •

Free of clutter Staff drinks are arranged neatly No trash or dirty dishes left out in staff area Staff area is clean and free of sticky spots.

OPERATIONAL BRAND STANDARDS

Live Plants • Cafes are permitted to have live plants as long as they are well maintained • Plants must be full and healthy in appearance • Plants need to be trimmed so there are no dead leaves, branches, or other components that give the appearance of a neglected plant. • Plants must not contain any bugs. • Any plants that are not healthy or neat in appearance are not permitted to be in your cafe.

OPERATIONAL BRAND STANDARDS

Renovations Stores must receive approval from Sweetwaters Home Office for any interior or exterior renovations or signage change. 1. Submit a Renovation Request Form, found on CafeConnect, 60 days prior to the start of the renovations or signage change. 2. Include descriptions and pictures of any materials you are requesting to use. 3. Include specific dates and times of the renovations or signage change. 4. If you are planning on being closed during the renovations, include the dates you will be closed and the date you will be open. 5. You must apply for all required city or state permits and receive approval. 6. You must post closure and reason and/or change in hours of operations on your Facebook page. 7. Home office reserves the right to deny, delay, or revise any interior or exterior renovations or signage changes.

OPERATIONAL BRAND STANDARDS

Operating Standards Operating Hours

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You must complete a Hours Approval Request and submit it to the Home Office a minimum of 30 days before your first official day of operation. This form details what your normal hours of operation and on holidays. You can find this form on CafeConnect.

Emergency/Unforeseen Store Closure

• Stores must be open a minimum of 10 hours per day. • Any deviation from the 10-hour daily minimum must be approved by the Sweetwaters Home Office in writing, by an authorized Home Office staff member. • For temporary deviations, complete and submit the Seasonal Hours form. • For permanent deviations, contact Sweetwaters Home Office for approval.

Your notice must include the reason of why you are closing, the duration of the close, date and time of re-opening, and any other details pertaining to the temporary closure.

• If you need to close your store for an unforeseen emergency, you must notify Home Office immediately by email and/or phone and provide the reason for the closure. Holiday Hours • For changes in your hours, you must submit a Holiday Hours & Hours Variation Request form 30 days prior for any foreseen changes in your hours.

Temporary store closure or closure that deviates from posted store hours

• Holiday hours must be posted on your store’s Facebook, Yelp and Google My Business pages and at your store’s entrance using approved signage at least 14 days before the holiday.

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• Stores are expected to follow the holiday hours they enter on their Standard and Holiday Operating Hours form.

If you are planning on temporarily closing your cafe for any reason, you must submit a Temporary Closing Form to the Home Office at least 30 days before the first date of close. You can find a Temporary Closing Form on CafeConnect.

• If a store desires to deviate from these holiday hours, they must submit notice to Home Office.

OPERATIONAL BRAND STANDARDS

Staff Standards Staff is one of the most important components that makes up the Sweetwaters brand. We pride ourselves in having staff that are attentive, knowledgeable, and passionate. They are the face of our brand and have great impact on guests’ perception of Sweetwaters. When interacting with guests, staff must:

DON’Ts of staff on shift: • Sitting down on shift (when not on their break) • Texting, playing, or talking on their phones during their shift • Ignoring guests • Any unprofessional behavior

• Greet guests as soon as they approach the bar

• Having a personal conversation with other staff while helping a guest

• Smile!

• Personal grooming outside of a bathroom

• Maintain pleasant eye contact with the guest • Engage guest verbally. (“do you have any questions?”) • Thank guests after every order • Be friendly The following are requirements of staff on shift: • Staff are in correct dress code, as written in the current Sweetwaters Team Manual

Franchisees, managers, and/or owners working on the floor for more than 2 hours at a time: • Must be dressed in full Sweetwaters dress code, as written in the current Sweetwaters Team Manual • Must be able to answer any product questions that guests may have • Prioritize guests over other tasks.

• Staff are able to answer any product questions that guests may have • Staff prioritize guests over other tasks

OPERATIONAL BRAND STANDARDS

Future Changes & Importance of Following

Sweetwaters brand standards manual does not replace any operations manual. In addition to the Sweetwaters brand standards manual, all operations manuals must be followed. Sweetwaters reserves the right to make any changes with or without notice. All changes must be followed by all Sweetwaters cafés as soon as the changes are made. It only takes one cafe that deviates from the brand standards and/or operations standards to harm the brand. All Sweetwaters cafes being consistent strengthen the brand and increase the value of each Sweetwaters cafe including yours.

Sweetwaters Coffee & Tea Brand Guidelines

Articles from Sweetwaters Coffee & Tea Brand Guidelines