Entering the coffee industry is not for the faint of heart. The competition is fierce and growing even more challenging, as more cafés are added to the mix and commodity prices continue to escalate. Extending a brand into a franchise model adds another layer of complexity, requiring consistency in both products and the experience. Failing to do so can have a direct impact on consumer loyalty and the brand itself. BIGGBY Coffee has responded to these challenges by ensuring that its purpose, mission and values align with creating a space that not only serves a good cup of coffee but also becomes a vibrant part of the community.

The journey of BIGGBY Coffee began in 1995, when two friends, Bob Fish and Michael McFall, decided to open a coffee shop in East Lansing, Michigan, believing it could do more than serve a cup of coffee. Thirty years later, the founders still play a large role in the success of the company, remaining as co-owners and co-CEOs fully committed to the success of the brand and their franchise partners. “They are honestly the best partners I have ever seen. They fully support each other, ” said Erin Kaylor, president, BIGGBY Coffee. “It is a partnership that has extended for over 30 years.”

Kaylor started her journey at the company almost three years ago, beginning as CFO and stepping into the role of president in February 2025. “My experience isn’t in coffee, but it is in franchising, ” said Kaylor. “I have a little over 22 or 23 years with McDonald’s and have always helped support franchise owners build their businesses. In fact, those are some of my proudest moments. Coming to BIGGBY felt like coming home.”

In the early years, Fish and McFall ran the operations with their team of baristas. However, it did not take long to realise that there was something special about the model they were developing, and just two years later, they decided to open a second location. The idea to franchise their brand came from a conversation with one of their baristas, who recognised that they had a café experience unique to the other coffee shops in their region. BIGGBY Coffee began franchising in 1999, adding two franchised locations that year. Today, it has over 450 stores in 13 states, with most of the cafés located across the Midwest, specifically in Michigan, Indiana, Ohio and Illinois. “We have owned and operated stores at various times throughout our 30 year history, but today we are 100 percent franchised, ”said Kaylor.

The company sees the community as the heart of each café and continuously seeks ways to build those connections. Kaylor emphasised that it is about much more than quickly serving a good cup of coffee; it is about investing the time to create a positive consumer experience. “We’re all about being that community escape, a gathering place for folks to come in and enjoy a great cup of coffee,” said Kaylor. It is about ensuring that they not only make a difference, but also that the difference they make does make things better.

Disrupting the Coffee Model 

One of the processes that Kaylor is proudest of is the coffee-sourcing model that BIGGBY Coffee has adopted, emphasising the need to disrupt the standard method to ensure a sustainable experience for both the producer and for the brand. It recognised that the world’s demand for coffee is outpacing supply, and farmers cannot make enough money to continue farming coffee under the current model. Consistently providing a good cup of coffee was a key value for the brand but they wanted to ensure that they were sourcing it in a way that was consistent with BIGGBY’s standard of making things better.

To address this challenge, the company decided to source directly from its producers, a process it began just before the pandemic. “We’re breaking the model, and because we’re doing that, we are ensuring a continuous supply of coffee,” said Kaylor. By sourcing directly, BIGGBY provides the producers with a sustainable dollar value for their coffee, while also ensuring stable pricing and a consistent supply in environments where coffee can be volatile. “Bob and his wife travel directly to the farms, vet the farms themselves to ensure that the partners that we select are doing the right things for their community, their employees, and the environment, and then buy the coffee directly from them,” said Kaylor.

Today, all BIGGBY’s brewed coffee, whether single-source or a blend, is 100 percent farm direct. The company is currently sourcing from a large producer and smallholder farmers in Mexico, a farm in Nicaragua, and is exploring opportunities in Guatemala, Colombia, Honduras, and several countries in Africa. The goal is to have 100 percent of its coffee farm direct by the end of 2028, an objective that Kaylor shared they are close to meeting.

The Rebrand: BIGGBY Makes It Better

BIGGBY had always strived to enhance its customers’ days, but the company wanted to ensure that this philosophy was embedded in every aspect of its operations. “It was just time,” said Kaylor, “We stepped back last year and re-imagined our purpose, our vision, our mission, and our values. And it all really went hand-in-hand.”

BIGGBY’s 30th birthday provided the perfect opportunity to launch their new brand. The day began with customers receiving their signature drink for USD $0.95, in honour of the year the company began. “That day was amazing, and it really kicked off our momentum for the year,” said Kaylor. The party was quickly followed by the brand relaunch: BIGGBY Makes it Better. The rebrand focused on looking at each moment of the consumer experience and finding ways to make it even better.

At the same time, the company looked at how to enhance its franchise model. “Our prior purpose was really all about supporting people in building a life that they love, and that really individualises things, when what we’re all about is building community,” said Kaylor. The relaunch centred on supporting franchisees in building communities that inspire people, an initiative that was a natural complement to the brand relaunch. BIGGBY has several national sponsorships, but it also encourages its franchise owners to reach out to their communities. “We’re really excited to be the coffee of the Detroit Tigers,” said Kaylor.