Yep that's right "Thanks Jackson Coffee" it's been fun watching you try to capitalize on our logo, our reputation, and all that we have built in these short 10 years we have been franchising!
An interesting business model you have...let's see, create a unique logo and identification for Jackson Coffee. Ahhhh not so much, simply change the highly identifiable BIGGBY rectangle block orange and black B logo to an orange circle with a black J....hmmmmm, not feelin' too original there, ya'know?
Then let's see, for marketing....strike a notable difference in the marketplace by creating a unique identity. Ahhhhh, not so much again, instead chase after BIGGBY customers by buying the paid keyword BIGGBY on GOOGLE (and other sites) and offer those people a free beverage...or better yet, now, buy $1,600 dollars worth of outdoor advertising to emphasise BIGGBY COFFEE, it's font style, and the unique spelling of it's name to people (customers, maybe even yours) that may not have even considered going to BIGGBY COFFEE before, but definitely will now...Wow! Unbelievable! Again, Thank You! Thank you for making BIGGBY COFFEE the one to beat!
On another note this idea that you roast everyday is at best interesting...I mean we are not able to roast all of our 500,000 pound annual usage in one day either, but I assume the larger point you would like to make is that you roast on site...but, even that is akin to somebody like KFC suggesting that they slaughter their chickens at their stores (yuk.) The coffee shop industry is littered with concepts that have come and gone based on the idea that they roast at their shop...many from Michigan, including Java Master to name one, or Lone Star Coffee to name another. Although in store roasting is a quaint idea that some have done well with including the Woolly Bugger in Harbor Springs...this manufacturing process called 'roasting' is a sophisticated and scientific process and tends to be very inconsistent in a small applications...and is often explained away with the use of words like artisan and micro. Don't get me wrong, there is such a thing as Artisan and Micro Roasters out there doing a great job...but none that are trying to articulate that great job by first emulating another company in one breath and then knocking them with the next breath. No the companies that I know that do a great job all have their own distinct personality and ID's...you should try it !
Of course I couldn't resist flipping through your website a little, and there are a coupla points that you may want to brush up on there too. You suggest that you are 'family operated'...certainly a noble statement, but if it's going to be a point of differentiation...then make sure it's different. All BIGGBY COFFEE shops are independently and locally owned, and of course pretty much everybody comes from a family, right? I mean that's the way that works, I think? Sure it does, and the Jackson BIGGBY COFFEE is no different it's owned and operated by a local family too! Wad'ya thinkin'?
Another little nugget of info...you state you use a 100% arabica coffee...so does Folgers in some of their blends, but that doesn't make their coffee good, ya'know? This is tantamount to you saying you use 100% coffee...whoppeee! Please note that because coffee is 100% arabica is not a statement of quality...there are good and there are bad arabica's, and there are good and bad robusta's alike. Please also note that, how many countries you buy from, is completely irrelevant, oh and, FYI coffee needs to de-gas for at least a day before it should be brewed and consumed. Freshness is key in coffee production...and coffee really does start oxidising right away after roasting, but some of this oxidising is necessary to begin to develop the beautiful and complex flavors that we all look for in a cup of coffee. Come on get with it!
My last little rant is your reference to no 'secret blends'...and of course BIGGBY COFFEE has some blends that are secret...and after I have watched a company like yours try to copy so much that we do...is it any surprise that we may not divulge every recipe that we have?...Particularly in our core product. Duh!
Well, usually I'd let this kinda thing go...and simply chalk up your emulation as a form of flattery. But seriously, I have watched companies try to copy things we do and try to tear down who we are...and I find either pathway not very healthy or productive...it doesn't work. It doesn't work because it doesn't come from a good place...sure everybody has a right to compete, but if you look at the great companies they never do it do it this way. They know who they are and where they want to go...and they pursue that with integrity and passion. I would encourage you to choose a better pathway than the one your on and fire whoever is making your marketing decisions(even if they are a family member)...simply said, they are doing more for BIGGBY COFFEE than anything...and although I would love to thank them personally someday, I'm guessing that might never happen :)
But until then keep this in mind...
B-Happy, Have Fun, Love People, Make Friends, and Make Great Coffee!
All my best,
Wednesday, January 21, 2009
Posted by BIGGBY BOB at 12:50 AM