Michele Waits, a coffee industry veteran with over 15 years of experience, discusses being announced as Biggby Coffee’s new CMO. Waits, who has worked with brands such as Gerber and illycaffè and worked as a VP for Starbucks for over 12 years, shares how her insights will empower the marketing team to connect with Biggby customers in a more individualized way, streamlining and modernizing the concept’s efforts. Waits plans to leverage personalized digital marketing and a social media presence in her new role which will allow the brand to be able to connect with its customers how and where they prefer and can discuss how her experience working with household names internationally will help fuel Biggby’s growth even further.Â
Key Takeaways:
[1:58] – Michelle shares her background in marketing and the 20 years of experience she has.
[3:07] – After working for Starbucks for 12 years, Michelle confirms that Starbucks is not a franchise. Michelle’s transition to Biggby is a learning curve since it is a franchise.
[4:52] – Franchise licensing can be confusing and it is regulated in different ways.
[5:45] – A franchise owner is a small business owner.
[7:29] – How did the misconception grow that a franchise isn’t a small business?
[9:56] – Franchising allows you to go into business for yourself but not by yourself.
[10:59] – As a franchise owner you have a lot of control but you also have a great deal of support.
[14:01] – Michelle describes the things that the franchisor provides to franchisees.
[16:13] – Marketing tactics are taught to franchisees to get the demand started even before their location is open.
[18:58] – Biggby is proud of their coffee but isn’t in the coffee business. They are in the mood-uplifting business.
[21:29] – It isn’t just about providing a product. It’s about providing an experience.
[22:36] – There are a lot of things to consider when it comes to a company’s footprint.
[24:13] – Who is the ideal franchisee for Biggby Coffee?
[26:30] – How does Biggby keep the brand consistent across multiple locations?
[28:27] – When you’ve got a strong brand, it will emanate out across locations.
