How does a well-known quick serve restaurant enter the coffee arena, and what challenges and opportunities does it create?
Interview by Aaron Kiel
The Chronicle chats with Roman Gaus, general manager for Franke Coffee Systems North America, a super-automatic espresso equipment supplier based in Smyrna, Tenn.
Question: Your company, Franke Coffee Systems, is a supplier to restaurant chains, including a well-known quick serve restaurant (QSR), which recently entered the specialty coffee arena by installing Franke super-automatic espresso machines around the world. Tell us about the process Franke goes through with customers to execute these initiatives.
Answer: The launch process for any QSR is very typical of how Franke works with our largest restaurant chain accounts. We may spend up to several years with the customer developing the program from the concept right through to the customer experience. First, we conduct research and discussions about machine performance criteria, operational support, beverage menu options and hands-on customer testing and sampling. These allow us to hone in on the technology and service the “sweet spot” for the customer. We then work with them through several in-depth design and development stages before the actual equipment decision is made. The customer experience for espresso has to be matched to a brand’s specific operational culture—for instance, its commitment to and focus on scalability, quality and consistency. Just as important is profitability. Helping a brand build the business case is always a vital part of the value-added service we offer our customers. To read the rest of this article, subscribe to The Chronicle or become a member today! If you’re already a Chronicle subscriber or member, please login.