Western Australia has welcomed a new kid on the caffeine block in 2016. On Monday, 11 January, Xpresso Mobile Café launched its first coffee van on the sunny shores of the port city of Fremantle, the same locale where they have an exclusive license with premium partner Di Bella Coffee Roasting Warehouse.

Talking about the brand’s first WA franchisee, Managing Director Jonathan Payne said, “He is pumped and ready to go, a real go-getter. We will work with him to give him a good launch”. From a career in the Armed Forces to the inaugural venture for Xpresso Mobile Café into WA, this ex-military franchisee marks a new wave of partners jumping on-board the mobile coffee van trend. 

The pioneer WA franchisee doesn’t seem to be slowing down anytime soon. Payne is confident that Perth will be a good market and jokingly added, “The slowdown in the resources sector means people can trade in their jet skis and buy a coffee van!”

2016 Launches So Far

• Monday 1 February, Noosa, QLD 
• Monday 15 February, Dandenong South, VIC 
• Monday 29 February, Port Botany (Mascot), NSW 
• TBC — March, Melbourne, VIC 
• TBC — March, Wollongong, NSW

With a fairly even spread across NSW and QLD, including three franchisees in VIC (two in Melbourne and one in Ballarat) and three in Adelaide, the launches will see the business hit 32 vans by March 2016. With a goal to reach 40-something by the end of the leap year, Xpresso is right on track with its nationwide recruitment. “Melbourne, in general, and Western Sydney [markets] have been a cracker. A lot of people made money on their properties, have the capital to do it and are pretty entrepreneurial,” said Payne.

Entrepreneurial spirit

This trait is a defining characteristic that many of the franchisees hold. Payne explained it as having the guts to step away from a 9-5 job “and the guaranteed money that arrives every week. There is a tremendous amount of fear that prevents people from taking that first step”. Helping people deal with fear is 90% of his role. “It’s the fear of failure, the unknown. It is a $130,000 buy and fear is normal. We are all human,” explained Payne. 

Part of being the Managing Director is identifying with franchisees and recognising the emotions they are going through. “All franchisees on day 1 of their launch are s**tting themselves and going, ‘What have I done?’ Ask them again in two weeks and they are having a great time!” The level of transparency Payne and the Xpresso Mobile Café business offer to prospective and existing franchisees is one of the things that have led to their growth. 

“Everyone wants honesty. When people ask me, ‘What happens when it rains?’ I answer, ‘Well, you are gonna get wet!’” Franchisees are provided with wet weather uniforms and the rear of the van can fit two to three people comfortably. “But if it is coming down horizontally like in Adelaide, you better pack your bags and go home to watch The Morning Show!”

This laid-back humour and friendly attitude have seen the private business win people over, gain trust, and collect two Top Franchise 2015 awards: Top 10 Top Franchise Awards Lifestyle Top 10 Top Franchise Awards Passion “Top Franchise Awards” is an anonymous survey, and Payne said that these results reflect how much the franchisees love what they do.

Videos

Dive into their YouTube channel and you will find a suite of testimonial videos supporting the “lifestyle” component: “They are on the road at 6:30 am and finish up at 2:00 pm”. 

Comments from franchisees will echo this sentiment: “Love it — being out in the open everyday, working for ourselves, and the freedom.” “Passion and lifestyle are intertwined. If you love what you do, your lifestyle will be improved. Many of our guys would not be working more than 40 hours a week.” 

As a comparative point, Payne said that 99% of fast food franchise owners “are working more than 40 hours per week because wages are so high”. 

The training systems for franchisees are designed to teach them about every part of the process. 

First, they complete an e-learning course and then fly out to Brisbane, “not just to froth milk for three days but to learn the science behind coffee and get a full tour of the roasting house”. 

Payne spends two weeks with the franchisees in their van, getting them familiar with their territory and generating business. “The goal is to give away 1000 cups of coffee and see a 10% return on this.” 

With loyalty apps, beacon technology (pushes out a message to customers who have the app on their phone), and solid communications in place, Xpresso Mobile Café is ensuring their customers that they continually experience end-to-end high-quality coffee. Find out more at www.xpressocoffee.com.au.