Case Study: How Cafe2U Launches a Business

Launch Process Builds Instant Revenue, Customer Relationships

BEND, OR - (Marketwire - Sep 25, 2012) - Two big anxieties greet new business owners when they first open: Where will my first customers come from? How quickly will revenue begin to roll in?

Cafe2U, an Australian mobile espresso franchise that is expanding in the U.S., takes a different approach to erasing those worries. Its franchise owners get plenty of training leading up to the launch of their business, but it's what happens starting on Day One that is truly special. Cafe2U guarantees that new owners will make at least $400 a day for the first two weeks that they operate their Cafe2U business. If they make less, Cafe2U will cut a check for the difference.

How, and why, does Cafe2U do this?

Like an ice cream truck for adults, Cafe2U delivers a full café menu to workplaces that don't have nearby coffee shops. Cafe2U learned that coffee trucks with the right routes and mix of businesses perform better over the long term if they are set up correctly at the beginning. It isn't difficult to find 25 or 30 businesses that want espresso delivered; it does take experience to know which types are likely to produce higher revenues.

Cafe2U also learned that it's better for new owners to focus on business fundamentals and building customer relationships -- keys to growing revenue -- rather than worrying about money from the get-go.

"Cafe2U didn't just set me loose," said Ginger Romero, whose Cafe2U business opened in Savannah, Ga., on Aug. 20. "I got to watch and learn."

Scott Phillips launched his Cafe2U in Denver on Aug. 6. He said the launch gave him the footing he needs to continue growing.

"Businesses realize it's a good service and that their employees can get into the office in the morning without getting stuck in line at a drive-thru somewhere," he said.

About Cafe2U

Cafe2U was founded in Sydney in 2000 and began franchising five years later, quickly growing from 12 vans in the Sydney area to more than 200 vans operating throughout Australia, the United Kingdom, the United States, Germany and New Zealand. Cafe2U USA is headquartered in Bend, Ore. Read more at

Media Contacts:

Scott Bundy
President and CEO
Cafe2U USA
(541) 306-4430

Dan Hieb
Brand Journalists
(615) 720-7752



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