Beverage brands have figured out there is strength in numbers. Companies are collaborating to create co-branding concepts to meet more customer needs at one location. JAB Holding Co., the parent company of Caribou Coffee and Einstein Bros. Bagels is co-branding with Argo Tea. Additionally, DRNK coffee + tea and Qwench juice bar are collaborating to form a coffee, tea and juice bar chain in the United States and the Middle East.
Caribou, EinsteinBros. and Argo already have a few tri-branded stores in Minnesota in the Minneapolis/St. Paul metro areas and will bring that number up to 15 by the end of 2017, reports BizJournals. The licensing agreement between the entities would allow for an additional 40 co-branded restaurants to emerge next year in states such as Iowa, Colorado and the Dakotas.
“There’s not an insignificant number of people who prefer tea to coffee,” said restaurant consultant Allan Hickock to BizJournals. “I look at this as a way to round out their portfolio and add a brand of tea product along with their coffee.”
DRNK coffee + tea and Qwench juice bar outlets have become extremely popular among millennials in Southern California, according to America’s Best Franchises. Each brand combines its strengths to offer customers a one-stop beverage bar.
DRNK coffee + tea offers organic coffees and teas, along with salads and wraps, encompassed in a modern atmosphere. QWENCH juice bar offers a health-conscious menu of juices, smoothies and Greek yogurt bowls, all made with fresh ingredients. The two brands emerged amid consumers’ growing health consciousness and focus on vitamins and antioxidants. Each brand can be franchised separately or co-branded together.
Each franchise and the subsequent dual-flag concept began in Hollywood, California. The first dual-branded store opened at the University of Southern California’s Health Sciences campus, and additional locations will include downtown Los Angeles and Sherman Oaks. This summer, more stores will open in Northern and Southern California, as well as on the East Coast in New York and Boston.
Development deals will add Texas to the map of planned locations, with Dallas, Houston, San Antonio and Tyler set as future beverage bar locations. A sale with Saudi Arabia’s Al Farsy Est. Group will expand the dual brand store internationally, first at the Al Khayyat Center in Jeddah and later in Bahrain, Oman, Kuwait and Qatar.
“Our new exclusive development partners in the region have a wealth of operating experience and are well suited to expand Drnk into key markets in the Gulf. Al Farsy Est. will also be sub-franchising units to qualified development partners in the region. Market potential is in the hundreds of units,” said Mitch Baker, VP and Chief Brand Officer for both brands, told Fast Casual.