Re-branding can open a whole new world for franchises

Posted on November 22, 2010 by Stacey Fousse

One of the most important things for any franchise to do is change with the times. By re-branding a familiar image, chains can gain new customers and keep old ones coming back with new flavors, pricing models and corporate partnerships.

One of the most successful brands to implement an image face-lift is Seattle's Best Coffee. The company has allowed businesspeople to take advantage of franchising opportunities with a revamped image and new offerings. The franchise, which was purchased by Starbucks, is hoping to expand the brand by distributing its coffee in 100,000 locations. Writing for Inc. magazine, Carolyn Brown says that by partnering with other brands like Burger King, Seattle's Best Coffee has been able to quickly expand the number of locations that carry its products.

"Within six months, the company increased tenfold from 3,000 to 30,000 distribution points that include company-operated stores, franchised businesses, retailers, grocers, restaurant chains and food service locations, such as college campuses," wrote Brown.

Seattle's best continues its aggressive marketing after announcing it was giving away free coffee at one of the largest hamburger franchises in the country. Customers at Burger King recently got a free cup of Seattle's Best Coffee with every breakfast meal.