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Do something great today - drink good coffee.
w w w. t h e d a i lyg ro u p . af r i c a
Introducing
d
The Daily Coffee Group
The Daily Coffee Group is a fast-growing and truly South
African coffee franchise group currently comprising 30 coffee Content
café franchises and set to further expand nationally. Introduction 01
Two franchise models 08
Coffee is our business and we have two tailor-made The coffee aroma. . . spreading fast! 10
franchise models – The Daily Coffee Café and The Daily Our coffee - a special mention 04
Coffee Express – from which franchisees can choose to offer Our menu - equally superior 14
their customers what The Daily Coffee Group has become Values and principles 18
renowned for – good coffee and a warm emotion! Business practices 19
Benefits and outcomes 21
Suppliers and associates 21
Proficient partners 22
What’s next? 23
Community-based … and serving the community!
Our community-based coffee cafés
have become destinations of choice
where clientele experience genuine
hospitality. Those who come back time
and again become known by name
and the personnel acquainted with
what they prefer. Patrons find comfort
in seeing and meeting the same,
proficient members of staff whenever
they visit. And, they cannot stop lauding
our good coffee.
The Group’s future growth is based
on a carefully conceptualized and
We offer franchisees more than managed strategy. It is furthermore
mere franchise opportunities. We driven by our passion for people and
present a premium investment an underlying desire to offer The Daily
platform to become part of South Coffee experience to more and more
Africa’s lucrative and fast-growing clientele to come home to our good
coffee industry – an industry where coffee and inviting atmosphere.
a modern way of life and a growing
number of coffee enthusiasts create an
increasing demand for good coffee and
branded lifestyle coffee destinations.
#fromnewyorktokaroo
l 6 l The Daily Coffee Group
Extraordinary coffee cafés
The Daily Coffee Group stands out for good reasons.
We are different to others. Our coffee cafés offer a professional, yet intimate ambience and We prefer to select smaller and modern boutique style shopping centres as locations for
a coffee experience where traditionalists, modernists, purists, the finicky and the easy going our coffee outlets. Not only does the tasteful nature of these premises complement our
feel equally at home. It is not your average coffee shop – it is informal and casual, yet with a trendy style and approach, but it especially allows us to really show off what The Daily
corporate elegance and flair. Coffee Café is about and what we offer.
Our seductive and
Our coffee cafés transform into what individual patrons tantalizing menu Our coffee cafés on average seat around 60 to 80 patrons. Like the inquisitive lass in the
want them to be. Those who prefer seclusion find it in the whispers quality and fairy tale who scouted around in the house of the three bears, we can also add: “Not too
easy ambience. Want to have fun? No problem! Looking for value for all tastes big. Not too small. Just right!”
a space for a business discussion? Our upmarket feel and and requirements .
our soothing coffee will facilitate the clinching of the deal. The Daily Coffee Café Franchise Group doesn’t stand back when it comes to playing with
the other big guns in the market. Having successfully started and managed the first three
Inspired by the café life so prevalent from Cape Town to New York, our modern and striking, The Daily Coffee Cafés ourselves, we’ve gained all the coal face (or shall we say coffee
yet subtle interior, together with its hassle-free atmosphere uplift, relax and prepare clients brew) experience required to know and understand the requirements of successfully
for a refined experience, whether on their own or in a group. Key to this is the pleasing and running a business in this industry.
much talked about New-York-meets-Karoo theme of our cafés which takes patrons on a
visual journey where they can expect to come across hints of upmarket Big Apple urbanism And, having already opened the door for a fairy tale ending, the best part is the
combined with shades of customary down to earth Karoo appeal. outstanding, much-loved and largely talked about coffee that The Daily Coffee Café
offers. For this reason alone there should be a The Daily Coffee franchise in every city,
Our seductive and tantalizing menu whispers quality and value for all tastes and neighbourhood, town and village – from New York to the Karoo . . . and even further afield.
requirements.
What usually start off as spur-of-the-moment visits, soon change into coming-back-for-more
repeats. Regular clientele form a large part of our patronage which benefits not only the
franchisee, but also brings more feet into the commercial centres where the coffee cafés are
situated.
l 8 l The Daily Coffee Group
Two franchise models
The Daily Coffee Café The Daily Coffee Express Food Trailer
This franchise model is ideally located in This versatile franchise model consists of a
shopping, strip and community malls and professionally designed, The Daily-branded
similar commercial zones. A coffee café catering trailer with a complete kitchen and
covers more than 100 square metres and on industry-standard coffee-making facilities. It
average seats around 60 patrons at 20 tables. comes at an affordable price, yet giving the
Visitor count, on average, is in excess of franchisee full franchise benefits.
5 500 per month. This model offers a variety
of seating arrangements to accommodate Being movable, the unit can be taken
diverse clientele requirements – large to where the market is. Deployment
communal tables, smaller individual tables, possibilities could include locations such as
laptop work areas, even a lazy sit-back-and- schools, universities and colleges, industrial
relax couch area. With the full The Daily and business/office parks, sports and
Coffee Café menu available, this franchise other events, weekend markets, residential
model serves all day breakfast, brunch, lunch developments, and special occasions.
and other refreshments.
The menu offering focuses on takeaway
The Daily Coffee Café offers space for a coffee and other espresso-based drinks,
lingering me-time breather, a homely corner takeout food items such as gourmet
to catch up with a friend, an appealing sandwiches, wraps, burgers, and more.
ambience for business discussions and a Having a full kitchen on board, furthermore
relaxed setting to treat the family. These makes it easy to change menu items,
coffee cafés have become destinations of depending on the preference of the market
choice where clientele experience genuine in which it operates.
hospitality in a distinctive and inspiring
setting. The Daily Coffee Group Branding makes
it easy for customers to recognise and
The turnkey set-up cost starts at R1,35 million support this popular trademark. At the same
(excl. VAT), with an additional amount of time landlords and site owners are at ease,
R60 000 required as initial working capital. knowing that the catering facility on their
Monthly management service fee: 6% of Suitable for sites 100 m2 plus premises is backed by a national franchise Turnkey setup cost From R310 000
turnover (excl. VAT). (incl. VAT) ex Cape Town
Seating areas +/-20 tables with all the know-how and experience of
R10 000
Set up costs starts at R1,35 million operating in the hospitality industry. Working capital required
Communal tables | smaller
R5 000
tables | laptop work areas | Monthly management
service fees (excl. VAT)
couch area
The Daily Coffee Café The Daily Coffee Express Food Trailer
l 10 l The Daily Coffee Group
Do som ething great today - dr ink go o d cof fee.
The coffee aroma . . . spreading fast!
Founded in September 2013 when we opened the first The Daily Coffee Café, and officially The Daily Coffee Café in Paarl soon became a destination of choice. The support was
expanding into a franchise group in October 2015, The Daily Coffee Group is already so overwhelming and the demand for similar cafés in surrounding towns so strong, that
recognized as an industry leader with our popular coffee cafés and other coffee outlets it gave us the proverbial green light to establish The Daily Coffee Group in 2015 and to
renowned for their high standards in service, food, coffee, décor and professionally made introduce 30 franchises in the five years that followed.
espresso and related drinks. At the same time our seasonal fresh and newly-prepared food
and baked items, together with service standards based on genuine hospitality, create But that was only the beginning. Apart from more coffee cafés opening soon, the Group
even more reason to frequent these trendy destinations. further accelerated its growth by recently introducing an additional franchise model – The
Daily Coffee Express. This new franchise model forms part of The Daily Coffee Group’s
We established our first coffee café in Paarl when we became frustrated with typical growth platform and is in line with The Daily Coffee Group’s objective to grow at a steady
coffee shops that look like one another, even serving the same below-standard coffee as pace.
the other. It was time to introduce something with appeal. We chose Paarl for this venture,
knowing that the town has the biggest number of coffee shops per capita in the Western It certainly is clear that we at The Daily Coffee Group put our money, or – even more
Cape’s Boland region. If we could succeed there, then he would succeed anywhere else. appropriate – our cup of coffee, where our mouth is!
l 12 l The Daily Coffee Group
A distinct coffee blend – a medium to
dark roasted blend of 100% Arabica
coffee
The Daily Coffee Group’s distinct coffee
blend – a medium to dark roasted blend
of 100% Arabica coffee beans from Africa’s
recognised coffee producing regions – offers
the ideal espresso base for South African’s
favourite coffee beverage – cappuccino
Our coffee
and latté. On its own it is also a favourite for
its deep, rich flavour with soft undertones,
a prominent characteristic of East African
beans.
- a special mention
The roastery, aptly located in South Africa’s tradition-rich Boland region, is a creative space
where the know-how, dedication and zeal of the roasters go hand in hand with modern-
day roasting precision, together with the unwavering traditional values of the art of coffee
roasting.
The roasting process is linked to automated roast profiles which maintains roast
consistency and uncompromising quality in each batch of coffee beans that is produced,
yet with the coffee roasters’ personal perfection that only the hand-roasting process allows.
The strong emphasis that is placed on the quality and taste of our coffee beans ensures
that each cup of coffee that our coffee cafés serve is crafted to perfection.
l 14 l The Daily Coffee Group
Our menu - equally superior As with everything else that we do, our menu and the preparation of menu items contribute to the overall experience of gratification that frequenting our cafés offer. We make sure that we’re constantly aware of our clientele’s dietary preferences. This enables us to carefully compile our menu so that it is not overwhelming, yet offering everything that the discerning guest may require. We cater for breakfast, brunch and lunch, and in particular for those craving-for- delectable-delights moments with our superior cakes and confectionery. We make seasonal adjustments to our menu so that we are able to offer only the freshest of what is available at any given time. We furthermore, provide for monthly specials (the so-called blackboard items which are listed on our coffee cafés’ blackboards) to further broaden the menu offering. We even allow our franchises a certain leeway to offer menu items of their choice and in accordance with local and regional tastes. l 16 l The Daily Coffee Group The Daily Coffee Group l 17 l
l 18 l The Daily Coffee Group
The Daily Coffee Group l 21 l
Responsible business practices
When it comes to the environment and the people around us, The Daily Coffee
Group favours a holistic approach based on responsible and all-inclusive business
practices. Although, as a young company we still have work to do in planning
and merging our environmental measures and green initiatives with our business
processes, we’ve made this our focus for the short to medium term so that we can
support the environment in a sustainable way and limit our carbon footprint.
Amongst others, we already have the following in place:
• Our coffee beans are sourced from fair trade organizations that create trading
partnerships based on dialogue, transparency and respect. These partnerships contribute
to sustainable development by offering better trading conditions to coffee bean farmers.
• Our take-away cups are bio-degradable.
• Our coffee roasting facility utilizes energy-efficient processes and produces almost zero
waste.
• We extensively make use of recycled wood and other materials for the New-York-meets-
Karoo themed décor in our coffee cafés.
• We actively support the Change Coffee Revolution, a one day of the year event when
Backed by • Use only the best espresso machines
the Change Coffee organization rallies coffee drinkers worldwide to donate the price of a
and serve only the best coffee
meaningful values cup of coffee (or more . . . ) to change the lives of children. Through this our clientele help
• Serve only the freshest and most to fund on-the-ground programmes for AIDS affected children in Sub-Saharan Africa,
No business can operate successfully
nourishing food including projects close to home in the Western Cape and KwaZulu-Natal.
without meaningful values and • Our individual coffee cafés each run their own in-house social responsibility projects in
principles. Ours are straightforward: order to support those who are in need in their communities.
• Carefully select the best people for
the job and train them well
• On-going quality control.
• Choose the right location for each
café.
• Partner with franchisees that will put
their hearts and souls into the business
• Equip and support franchisees to help
make them successful
• As franchisor, remain hands on and
involved with each business unit
l 22 l The Daily Coffee GroupRewarding benefits and outcomes
The franchisee The landlord Suppliers and associates
A low initial financial outlay which offers a Having a tenant who not only generates
We acknowledge that our suppliers and service providers are vitally important to us. We can
high return on investment. repeat business due to loyal clientele
only be successful if they are. We select them based on the following merits:
coming back for more, but with the same
Franchise fees are not fixed, but linked to clientele also frequenting other shops in
• Stability of their businesses
turnover. It is therefore just as important the shopping centre when they do so.
• Consistency in supply and delivery
for the franchisor as for the franchisee that (Our coffee cafés on average have
• Capacity to deliver
the franchise is successful and profitable. 5 500 visitors per month.)
• Track record with their other customers
• Price, compared to the value that they add
Turn-key start up with ready to go Having an upmarket and aesthetically
• Character and ability to become an extension of The Daily Coffee Group’s ecosystem and
franchises from day one. This includes pleasing shop in the shopping centre adds
operation
finding the best location, shopfitting, to the overall ambience of the centre.
installing the equipment, as well as
selecting and training of personnel. Accommodating a successful franchise
business with a proven track record and a
Point of sale systems that give franchisees long term rental arrangement.
full control over their businesses and
finances. Dealing with a franchise group with strong We found our new spot! We sat for nearly
principles and ethical values. two and a half hours and didn’t even
Skills transfer and backup from the realize it was that long! Great coffee,
franchisor. Full-time support with franchise As the success of each franchise is
great food, service awesome. . . and I
management only a phone call away. of importance to the franchisor, the
loved how involved the manager was
franchisor will step in in the unlikely event
with everyone, especially the regulars.
Becoming part of the already in demand of a franchisee experiencing difficulties, so
See you again soon!
and growing The Daily Coffee brand. as to ensure seamless continuation of the
business and the rental agreement.
Investing in a fast-growing industry where
(Tamaryn Dell – Facebook comment)
there is an increasing demand for first rate
and branded coffee destinations.
The franchisor
Each new franchise offers us, the
Although franchise rules exist, the
franchisor, an opportunity to offer The
franchisee is allowed a certain degree of
Daily Coffee experience to a wider
freedom to do and implement specifically
clientele. Not only do we grow our
what is to the advantage of the individual
business in doing so, but we give the
franchise.
market what it’s asking for – branded
lifestyle coffee destinations.
The franchisor with its experience and
authority is directly involved with each
The franchisee’s success is our success.
café’s lease and other negotiations.
l 24 l The Daily Coffee GroupWe have a deal! What next?
The following main activities follow once the parties have
agreed to open a new franchise:
• Signing of an agreement.
• Selecting a suitable location for the business.
• Preparation and outfitting the premises.
• Two weeks of training.
• Opening day.
• Continued support.
Brew your own cup in your
Proficient partners own coffee café
Qualities that we look for in a franchisee: We are keen to offer even more South African coffee lovers
the delights that The Daily Coffee Group brings. Contact us if
• A passion to make the franchise work you’re keen to become an owner in our network of fascinating
• Setting high standards with a drive to achieve them businesses, or if you need more information:
• Full focus on the business
• Business sense and experience
• The ability to use own initiative
• Passionate about people Adriaan de Bruyn
• Service orientated
• Relationship builders E-mail: adriaan@thedailygroup.africa
• Financially independent Tel: 082 781 0899
Also visit our website for more information:
www.thedailygroup.africa
l 26 l The Daily Coffee GroupCopyright 2020 ©. All rights reserved. V1.1
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