When the master franchisor bought out the Canadian founders for the global rights, they needed to transform the brand to compete effectively on the international stage. This was critical, if they were to achieve their vision of being an international player.
The first step we took to achieving their vision required market research and business alignment between the four business partners. This two step process provided the foundation on which to re-brand.
Critical to the partners was having a business that gave back through such arms as Fair trade sourced beans. This became Esquires’ brand DNA with the statement ‘great coffee helps’.
Strategical, we ensured the brand DNA was integrated right across the whole of their business both internally and externally. From this premise, the Esquires Brand Experience was designed and bought alive in their stores.
This integrated solution and implementation resulted in Esquires International becoming publicly listed, which funded their global expansion.
There are now 200 Esquires Coffee Houses across the globe.