Saxbys

Coffee

Introduction

Founded by CEO Nick Bayer, Saxbys Coffee has grown into a franchise business, catering to the needs of gourmet coffee lovers. Since 2005, Saxbys has opened approximately 30 locations—Lehigh University’s being the most recent. In 2008, the company successfully acquired Bucks County Coffee, a 25-year-old regional company, which consequently doubled the size of Saxbys.

With a roasting facility located in Conshohocken, Pennsylvania, Saxbys purchases the top 3% of Arabica coffee grown to provide customers with a smooth taste profile. According to an interview with QSR Magazine, Bayer analyzed the coffee business and determined that Starbucks Coffee had a strong roast, also known as a West Coast roast, and Dunkin’ Donuts had a lighter East Coast roast. Saxbys, therefore, aimed to supply a medium roast coffee that a wide variety of coffee drinkers could enjoy. And, while coffee and expresso drinks are the backbone of Saxbys, the franchise also offers their customers with other options. Their diverse menu includes more than 200 flavors of coffee, non-coffee drinks, like loose-leaf tea and fresh-fruit smoothies, pastries, sandwiches, and frozen yogurt. Though still a relatively small coffee chain, Saxbys does not fail to differentiate itself from competitors through its varied menu.

At Lehigh, Saxbys holds a great image and attracts many students to their convenient location. Before opening day in early November, the coffee shop spread the word by rewarding the first 10 people in line with free coffee for a year, the next 10 people with free coffee for a month, and the next 10 people with free coffee for a week. Throughout the day, the shop further promoted their grand opening by giving out free frozen yogurt. These opening promotion strategies lured customers in and acted as their stepping-stone into the Lehigh community.

To maintain the connection with their customers, Saxbys has customized their interior design and hired employees who are...