The website is designed in part to remove the ‘fear factor’ that plagues potential entrepreneurs from leaving the security of a career from which they derive no satisfaction to a more rewarding career path that allows them to be their own boss.
It also allows these entrepreneurs a more direct opportunity to understand the business, and examine the investment motivations and reasoning of those who have gone before them.
Reflecting the self-assurance its business-model reflects, Cafe2U has asked its silent majority to take a more active role in promoting the financial rewards and life-changing aspects of investing in a Cafe2U franchise. It is laden with the video testimonials of its franchisees, who reflect on everything from the nervous energy of starting a new business to celebrating the positive changes in not only their work life but their personal relationships.
The franchisees in each territory also have their own webpage on the site, with questionnaires to further show the human side of the business. It allows potential customers to familiarise themselves with the personality of the franchisee in their territory before even buying a coffee.
“Our people are our business”, said Cafe2U Managing Director Tom Acland. “We held no fear about promoting a more intimate side to the business because our people are satisfied with what they have gained both personally and professionally.”
Cafe2U is the largest mobile coffee franchise in the world and pours over 6.25 million coffees worldwide a year. In 2010 it reached the milestone of 100 franchises in Australia with more than 50 throughout the UK including the Channel Islands and Republic of Ireland.
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