Esquires Coffee, the suburban-focused chain, has unveiled ambitious plans to double its UK presence to 150 shops within three years, capitalising on the persistent work-from-home culture that has transformed British working habits.
Chief Executive Aiden Keegan reports that the work-from-home phenomenon has been “fantastic” for the business, leading to increased customer dwell time and higher spending in their suburban locations. The company’s strategy deliberately avoids prime high street locations and central business districts, instead targeting residential areas where remote workers seek workspace alternatives and social connections.
The chain’s expansion strategy aligns with current workplace trends, as Office for National Statistics data indicates that 39% of British workers either work permanently from home (10%) or adopt a hybrid approach (29%), marking a significant increase from the pre-pandemic figure of 4.7%.
Esquires operates through an innovative regional developer model, where master franchisees oversee specific geographical territories across England and Wales. This structure enables local expertise to drive site selection and franchisee relationships, resulting in more targeted expansion.
The financial advantages of this suburban-focused strategy are substantial, with Keegan highlighting that rental costs for a 2,000-square-foot suburban location typically amount to £40,000 annually, compared to £150,000 for a 1,000-square-foot space in prime central locations like Mayfair.
Parent company Cooks Coffee Company, currently listed in New Zealand and London, plans to relocate its headquarters to the UK to support these growth ambitions. The move represents a significant milestone for the brand, which originated in Vancouver in 1993 and has maintained a 25-year partnership with coffee supplier Matthew Algie.
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