Coffee Franchise Guide

If you are successful, there will be plenty of folks eager to take cheap shots at you.

So whether you’re opening a single unit or your own chain, you should have a plan ahead of time to defend your image and communicate your philosophy on a quick and timely basis. There’s no better tool for that than having a good online “blog.”

A great example of the effectiveness of blogging is that of the Muddy Cup, a 6-location, hip little independent chain that a group of detractors has tried to demonize as an “evil empire” simply because they have more than one location.

The Muddy Cup’s plans to expand into New Paltz, NY prompted supporters of the local 60 Main coffeehouse and arts space to protest it via college student networking site FACEBOOK. 60 Main supporters made a Facebook group called “Keep 60 Main Alive! Say No to Corporate Coffee in New Paltz!” Membership rose to 146 in the first couple of days. This prompted articles in the local paper and several in the SUNY New Paltz student newspaper.

However, the Muddy Cup founders are hip to the power of blogging. On the Muddy Cup blog, Founder Jim Sveltz communicates directly to customers via his informal entries, like this one from Feb. 2:

Well its official I am now head of the “evil empire” never thought in a million years when I built the first muddy cup coffee house on staten island that I would be labeled an evil empire. One nasty email I got actually compared me to Walmart are these people freakin crazy, are we still in high school, grow up people its time to enter the real world, besides who doesn’t like the muddy cup!

On a lighter note last weeks Muddy Cup star sighting was Uma Thurman www.umathurmanonline.com she was so nice and yes absolutely beautiful, thanks for stopping by the Muddy Cup Coffee House in hudson NY. we are all great fans, see ya soon.

And this from 2/17:

Well here I am, Jim with the help of my partner brian I have built and designed each muddy cup over the last six years, often working 7days a week and struggling finaicially to grow a company that we could be proud of, hiring great staff some of who are still working with us today….. I will never let anyone whether it is 60 main or bias local publications ever, and i mean ever make me feel bad about working hard, creating a space that people enjoy, giving employment to and working along side great staff. and folowing the american dream.

Blogs give business owners a voice in the dialogue that is inevitable going to take place about them. And often, in cases like this, one can turn criticism into an opportunity to defend and define your brand. While Jim may not win accolades for spelling, his blog entries enabled him to respond to critics in a timely and effective manner, using the same online medium as his misguided detractors. His personal and heartfelt blog entries effectively gave him the opportunity to turn criticism into free advertising and website traffic. His passion for his business and the pride he takes in his concept and his employees comes through loud and clear.

After all, you’re reading about the Muddy Cup right now, aren’t you?

Reference:

Coffee Wars. Franchise Coffeehouse Heats Up Competition
60 Main is Ready for the Competition
Coffee Capitalism

Familiar with Muddy Cup or 60 Main?  Your comments are invited.