Extreme Customer Service

Robert “Bob” Fish Co-founder & CEO, Biggby Coffee

Just B Yourself

Personal History Born Augsburg Germany Lived in Europe 12 yrs Germany France England Father worked for Ford Mother was German Michigan was home base Went to MSU Hospitality Business Paid for school By working at a Restaurant Later owned it !

Born Augsburg Germany

Lived in Europe 12 yrs

Germany

France

England

Father worked for Ford

Mother was German

Michigan was home base

Went to MSU

Hospitality Business

Paid for school

By working at a Restaurant

Later owned it !

History First location East Lansing March 1995 35 coffee shops In the greater Lansing Area

First location

East Lansing March 1995

35 coffee shops

In the greater Lansing Area

History Second location Downtown Lansing October 1997

Second location

Downtown Lansing

October 1997

History 1998 – People begin to ask? I visit Mary Ellen Sheets  Takes a year to put Franchise Docs together Franchise fee $20,000 Total cost to build out approaching $250,000

1998 – People begin to ask?

I visit Mary Ellen Sheets 

Takes a year to put Franchise Docs together

Franchise fee $20,000

Total cost to build out approaching $250,000

History First Franchise Sold in 1999 East Lansing (Grand River and Hagadorn) Former Employee Okemos (Jolly and Okemos) Former Customer

First Franchise Sold in 1999

East Lansing (Grand River and Hagadorn)

Former Employee

Okemos (Jolly and Okemos)

Former Customer

History 2000 – 7 units 2002 – 14 units 2004 – 26 units 2006 – 53 units 2008 – 99 units 2009 – 111 units

2000 – 7 units

2002 – 14 units

2004 – 26 units

2006 – 53 units

2008 – 99 units

2009 – 111 units

Today Locations in Michigan Ohio Wisconsin South Carolina Alabama

Locations in

Michigan

Ohio

Wisconsin

South Carolina

Alabama

Today We have a new name Franchise fee is $ 30,000 Cost to open $300,000 (+/- 10%) We have added Drive thru Fireplaces TV’s Soft seating

We have a new name

Franchise fee is $ 30,000

Cost to open $300,000 (+/- 10%)

We have added

Drive thru

Fireplaces

TV’s

Soft seating

Today 1,600 Jobs 78 new ‘small business owners’ $ 40,000,000+ in combined sales Sales Growth of 40% + We were ranked 255 out of the ‘Top 500’ franchises by Entrepreneur Magazine Up from 289

1,600 Jobs

78 new ‘small business owners’

$ 40,000,000+ in combined sales

Sales Growth of 40% +

We were ranked 255 out of the ‘Top 500’ franchises by Entrepreneur Magazine

Up from 289

Today Support of select Industries for 2009 Construction $ 4,000,000 Dairy $ 1,500,000 Small Equipment $ 2,000,000 Distribution / Transportation $ 9,000,000 Manufacturing (Roasting) $ 3,400,000 Advertising and Marketing $ 2,000,000 Sell coffee in 250 grocery stores

Support of select Industries for 2009

Construction $ 4,000,000

Dairy $ 1,500,000

Small Equipment $ 2,000,000

Distribution / Transportation $ 9,000,000

Manufacturing (Roasting) $ 3,400,000

Advertising and Marketing $ 2,000,000

Sell coffee in 250 grocery stores

Success…depends on Knowing… Who are you? Where are you going? Ability to… Communicate (internally and externally) Focus (knowing what is important)

Knowing…

Who are you?

Where are you going?

Ability to…

Communicate (internally and externally)

Focus (knowing what is important)

The first step… Operating Philosophy (1997)

Operating Philosophy (1997)

The first step… P erception by customers that we respect their time and move them as quickly as possible E very customer leaves the store in a better mood than when the customer arrived R ecognize each customer as an individual C onsistently produce a high quality beverage

P erception by customers that we respect their time and move them as quickly as possible

E very customer leaves the store in a better mood than when the customer arrived

R ecognize each customer as an individual

C onsistently produce a high quality beverage

Favorites… http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman http://beta.twiddeo.com/457 Lk Lansing Jane http://www.biggbybob.com/2008/07/something-dorky.html Allendale http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce http://www.biggbybob.com/2008/10/you-dont-have-to-be-crazy-to-work-here.html ballons http://www.biggbybob.com/2008/09/biggby-coffee-just-ridiculous.html Frog

http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman

http://beta.twiddeo.com/457 Lk Lansing Jane

http://www.biggbybob.com/2008/07/something-dorky.html Allendale

http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce

http://www.biggbybob.com/2008/10/you-dont-have-to-be-crazy-to-work-here.html ballons

http://www.biggbybob.com/2008/09/biggby-coffee-just-ridiculous.html Frog

PERC Gave us the ability to… Focus Communicate internally Helped us understand… Who we are?

Gave us the ability to…

Focus

Communicate internally

Helped us understand…

Who we are?

The second step… Business Philosophy (1999) Core values

Business Philosophy (1999)

Core values

7 core values 1. Simplicity through systems Having a system makes it teachable Systems are the common thread that hold all of us together Reliance on systems is what has allowed BIGGBY COFFEE to grow aggressively

1. Simplicity through systems

Having a system makes it teachable

Systems are the common thread that hold all of us together

Reliance on systems is what has allowed BIGGBY COFFEE to grow aggressively

7 core values 2. Top line driven Revenue solves all problems To focus on the top line, is to focus on the customer There is no bottom line, without a top line

2. Top line driven

Revenue solves all problems

To focus on the top line, is to focus on the customer

There is no bottom line, without a top line

7 core values 3. Energy, Excitement, and Enthusiasm Energy – drive, stamina, and intensity, with pluck Excitement – animated, dramatic, and passionate, hullabaloo Enthusiasm – zealous conviction in what you are doing ….it’s contagious.

3. Energy, Excitement, and Enthusiasm

Energy – drive, stamina, and intensity, with pluck

Excitement – animated, dramatic, and passionate, hullabaloo

Enthusiasm – zealous conviction in what you are doing ….it’s contagious.

7 core values 4. Always have Faith, Confidence, and Courage Faith – truth, assurance, and belief Confidence – self reliant certainty with spirit Courage – adventurous and brave fortitude

4. Always have Faith, Confidence, and Courage

Faith – truth, assurance, and belief

Confidence – self reliant certainty with spirit

Courage – adventurous and brave fortitude

7 core values 5. Maintain long term sustainability through profitability Profitability ensures sustainability Sustainability implies long term Every penny counts

5. Maintain long term sustainability through profitability

Profitability ensures sustainability

Sustainability implies long term

Every penny counts

7 core values 6. Engaging the community …Giving is getting “ It is in giving that we receive” Engaging your community, is an investment in where you live, work, and play ROI – R eturn O n I nvolvement… it’s ten-fold

6. Engaging the community …Giving is getting

“ It is in giving that we receive”

Engaging your community, is an investment in where you live, work, and play

ROI – R eturn O n I nvolvement… it’s ten-fold

7 core values 7. Dedication & Dependability Dedication -- single minded adherent commitment Dependability – steadfast tenacious responsibility

7. Dedication & Dependability

Dedication -- single minded adherent commitment

Dependability – steadfast tenacious responsibility

7 core values S Simplicity through systems T Top line driven …Revenue solves all problems E Energy, Excitement, and Enthusiasm A Always have Faith, Confidence, and Courage M Maintain long term sustainability through profitability E Engaging the community …Giving is getting D Dedication & Dependability

S Simplicity through systems

T Top line driven …Revenue solves all problems

E Energy, Excitement, and Enthusiasm

A Always have Faith, Confidence, and Courage

M Maintain long term sustainability through profitability

E Engaging the community …Giving is getting

D Dedication & Dependability

Favorites… http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman http://beta.twiddeo.com/457 Lk Lansing Jane http://www.biggbybob.com/2008/07/something-dorky.html Allendale http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce

http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman

http://beta.twiddeo.com/457 Lk Lansing Jane

http://www.biggbybob.com/2008/07/something-dorky.html Allendale

http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce

STEAMED Helped us understand… Who we are Gave us the ability to… Focus Communicate internally and externally

Helped us understand…

Who we are

Gave us the ability to…

Focus

Communicate internally and externally

2008 - 2013 VISION: BIGGBY COFFEE will be the largest franchise chain of specialty coffee shops in the USA MISSION: Create one new BIGGBY COFFEE fanatic per day, per store who will actively promote us to others.

VISION:

BIGGBY COFFEE will be the largest franchise chain of specialty coffee shops in the USA

MISSION:

Create one new BIGGBY COFFEE fanatic per day, per store who will actively promote us to others.

Mission and Vision Statements Helped us understand… Who we are Where we are going Gave us the ability to… Focus Communicate externally and internally

Helped us understand…

Who we are

Where we are going

Gave us the ability to…

Focus

Communicate externally and internally

Fourth Step Culture (2007)

Culture (2007)

Culture One of the most difficult concepts to understand and articulate in any organization Has to be consistent inside and outside the organization Employees Customers Operators Corporate Office Vendors

One of the most difficult concepts to understand and articulate in any organization

Has to be consistent inside and outside the organization

Employees

Customers

Operators

Corporate Office

Vendors

Culture Have Fun B-Happy Make Friends Love People Make Great Coffee

Have Fun

B-Happy

Make Friends

Love People

Make Great Coffee

Culture One of the most difficult concepts to understand and articulate in any organization Has to be consistent inside and outside the organization Employees Customers Operators Corporate Office Vendors

One of the most difficult concepts to understand and articulate in any organization

Has to be consistent inside and outside the organization

Employees

Customers

Operators

Corporate Office

Vendors

Culture Helped us understand… Who we are Gave us the ability to… Communicate internally and externally Focus

Helped us understand…

Who we are

Gave us the ability to…

Communicate internally and externally

Focus

PERC, STEAMED, MISSION, VISION, and CULTURE…Merge  Can stand alone or be used simultaneously Permeate all aspects of BIGGBY COFFEE Marketing Outdoor Print Web PR Social Media

Can stand alone or be used simultaneously

Permeate all aspects of BIGGBY COFFEE

Marketing

Outdoor

Print

Web

PR

Social Media

PERC, STEAMED, MISSION, VISION, and CULTURE…Merge  Operations Manuals Training Coaching Inspecting

Operations

Manuals

Training

Coaching

Inspecting

PERC, STEAMED, MISSION, VISION, and CULTURE…Merge  Store Design Color Music Furniture Layout

Store Design

Color

Music

Furniture

Layout

PERC, STEAMED, MISSION, VISION, and CULTURE…Merge  Menu Color Names Beverages Mix

Menu

Color

Names

Beverages

Mix

Appears to be just another method of message delivery…except these three things  1. Gives personality (like a person) 2. Allows for interaction (dialogue) 3. Consolidates communication channels Customer, Staff, Operator, Corporate Social Media

Appears to be just another method of message delivery…except these three things 

1. Gives personality (like a person)

2. Allows for interaction (dialogue)

3. Consolidates communication channels

Customer, Staff, Operator, Corporate

Social Media has two vulnerabilities… It must feel earnest, real, and truthful… It is always on… Truth

Social Media has two vulnerabilities…

It must feel earnest, real, and truthful…

It is always on…

I gave up my corporate office to spend more time in the stores… I tell the story of my travels on my blog www.biggbybob.com BIGGBY BOB

I gave up my corporate office to spend more time in the stores…

I tell the story of my travels on my blog

www.biggbybob.com

I also share my adventures on... BIGGBY BOB BIGGBY BOB

I also share my adventures on...

Other places you can find BIGGBY… www. biggby .com www. bhappylounge .com BIGGBY Guuru BIGGBY BOB

Other places you can find BIGGBY…

www. biggby .com

www. bhappylounge .com

BIGGBY Guuru

http://beta.twiddeo.com/424 B yourself http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman http://beta.twiddeo.com/457 Lk Lansing Jane http://www.biggbybob.com/2008/07/something-dorky.html Allendale http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce http://www.biggbybob.com/2008/10/you-dont-have-to-be-crazy-to-work-here.html ballons http://www.biggbybob.com/2008/09/biggby-coffee-just-ridiculous.html Frog http://www.biggbybob.com/2008/10/hoppy-kidz.html hoppy kidz http://www.biggbybob.com/2008/04/kazoo-story-or-2.html Kazoo Dylan http://www.biggbybob.com/2008/03/biggby-coffee-essay.html http://www.biggbybob.com/2008/03/dont-forget-to-fly-plane.html Favorites…

http://beta.twiddeo.com/424 B yourself

http://www.biggbybob.com/2008/10/daman-flipping-out-biggby-in-livonia.html Daman

http://beta.twiddeo.com/457 Lk Lansing Jane

http://www.biggbybob.com/2008/07/something-dorky.html Allendale

http://www.biggbybob.com/2008/08/bruce-outs-jordan-sp.html bruce

http://www.biggbybob.com/2008/10/you-dont-have-to-be-crazy-to-work-here.html ballons

http://www.biggbybob.com/2008/09/biggby-coffee-just-ridiculous.html Frog

http://www.biggbybob.com/2008/10/hoppy-kidz.html hoppy kidz

http://www.biggbybob.com/2008/04/kazoo-story-or-2.html Kazoo Dylan

http://www.biggbybob.com/2008/03/biggby-coffee-essay.html

http://www.biggbybob.com/2008/03/dont-forget-to-fly-plane.html

Questions? Thank You

Questions?

Coming up next at 9 a.m. Our three CEOs from Inside the CEO Mind come together to answer your questions in our next session.

Coming up next at 9 a.m.