Two 92 Degrees coffee shops in one building?!

Yep, two 92 Degrees coffee shops. One building.

In my last email, I talked about how demand for coffee never fades and how brands like 92 Degrees create the kind of experience which keeps customers coming back for more. Even so, 2 coffee shops in one office building might seem like overkill, but when you hear the story, it actually makes perfect sense and it says something pretty interesting about this franchise opportunity.

The building in question is Multistory in Birmingham. It’s a multi-purpose building housing offices, retail, gyms, and co-working spaces. A thoroughly modern concept in the age of hybrid working, and it has a street-facing 92 Degrees kiosk serving the passing public outside. A great location which is also one of the first franchisee-owned locations.

All good – however, inside the building, there’s a second unit – a compact kiosk serving the staff and co-working community within. Neither unit is large, and neither needs to be. They’re absolutely buzzing all day – check out this time lapse reel of the street-facing kiosk. 

It doesn’t have a traditional café layout, but instead relies on fast turnover and footfall in this busy part of the city. The internal kiosk is even smaller still, with just a breakfast bar for seating, but both are busy all the time, both work, and both are doing exactly what a great 92 Degrees location always does.

That’s really the point of this story.

When most people picture opening a coffee shop, they imagine a certain kind of space -tables, chairs, room to breathe, and that model absolutely works for 92 Degrees, but it’s far from the only option.

The beauty of the 92 Degrees franchise model is that it fits around the location, not the other way around.

That might be a bustling high-street location where people come to sit with friends and family, or it might be something else entirely: a co-working space, a train station, the corner of an office block, you name it.

The question will never be: “will 92 Degrees work here?” It will always be: “what does a 92 Degrees look like here?”

So if you’ve got a location in mind, or even just the beginnings of an idea, it could be worth us having a conversation about how it could work. If you haven’t thought about locations yet, keep your eye out as you head out over the summer. You might be closer to your first 92 Degrees than you think.