Why a Drive Thru?

Before you seriously consider any location and your method of reaching your target market, remember these two critical fundamentals. Specialty coffee retail requires high volume sales and the sale of high margin products. The easiest way to maintain high volumes is to be in a location where you can take advantage of a large number of daily repeat sales. The best way to retail high margin products is to stay focused on espresso based drinks (not food or merchandise). What gives you both the high volume sale of a high margin product?….a drive-thru!

All around the world, people are accustomed to starting their day with some form of a caffeinated beverage. Bad coffee, "Diet Coke", tea and (fortunately) specialty coffee drinks are part of virtually every American's morning routine. We find in this industry that 75% - 80% of all specialty coffee sales occur before noon. Therefore, I strongly encourage you to develop your business around a strong AM strategy. Continually develop your afternoon and evening business but by all means, be extremely easy to visit and enjoy during the "peak" 5:00 AM to noon hours.

Usually the last to arrive in the market place as a concept for retailing espresso is the drive-thru. The reason for this is that first the market has to become aware of the product and a tremendous demand developed. As the market matures with multiple espresso bars and carts the customer begins to make espresso and specialty coffee drinks a priority stop as they go through their daily routines.

The first espresso drive-thrus were basically converted "Foto-Mat" booths or converted fast food restaurants. Now the health department guidelines are much stricter. Today's drive-thrus are more like a miniature espresso restaurant with a bathroom, three compartment sinks, multiple refrigerators, dry storage, pastry display, drip coffee machines and blenders and espresso machines.

So, why a drive-thru? Can it compete against the “big boys?” Statistically a drive-thru has greater profit potential than a typical Espresso Bar or an Espresso Cafe'. Prerequisites to a drive-thru include a nationally branded look, and an educated market. Combine these elements with convenience and drive-thru espresso becomes a viable option.

With the Fox Hollow Coffee franchise program you get super premium Fox Hollow Coffee products, use of our name, and use of our trade marked logo and building designs. Add extensive training and on site support and you have a winning combination. Review our program and make the smart business choice. Come join the Fox Hollow Coffee Team!