Operations

Scooter’s VIP reveals 3 strategies for brewing growth

Tim Arpin, chief growth officer, discusses the importance of prioritizing menu innovation, streamlining operations, and creating meaningful community connections,

Photo: Scooter's

April 16, 2025

The coffee industry has never been more competitive. In 2025, it is expected to generate $473.15 billion in revenue, with over $376 billion coming from out-of-home sales, according to Statista. This impressive growth is driven by consumers' increasing demand for unique, high-quality menu items paired with quick and efficient service. To stay at the forefront of the competition, coffee shop brands are laser-focused on providing customers more than just a cup of coffee. By prioritizing menu innovation, streamlined operations, and meaningful community connections, these brands are redefining what it means to have a successful coffee concept.

1. Embrace menu innovation

Consumers today are not just looking for a caffeine fix; they're seeking fresh ingredients and diverse menu offerings that complement their busy lifestyles. One of those key ingredients is protein. People are saying yes to wellness in a variety of ways and powering up more times than not with protein-packed beverages. Recognizing this trend is sticking around, coffee shops should be looking for fun and new ways to expand their menu offerings to include protein-based beverages.

At Scooter's Coffee, we've added protein-fueled products to deliver the perfect flavor combinations that'll help our customers meet their daily protein goals in a delicious and convenient way. In 2024, we introduced a variety of amazing options, like the Strawberry Protein Shake with 22 grams of added protein and Protein Cold Foam that adds 13 grams of protein to any drink. These beverages are meant to cater to people that are seeking a blend of caffeine and protein without sacrificing flavor. By making it easier for customers to decide where to grab a satisfying pick-me-up, Scooter's Coffee positions itself as the go-to choice for people with demanding schedules.

Additionally, as consumer preferences shift toward larger portions, many brands are responding by rolling out new options. Last year, we introduced XL iced and hot drink sizes to give our customers the XL-sized boost they crave and deserve.

2. Enhance operational efficiency

Beyond menu innovation, operational efficiency is essential for enhancing the customer experience and supporting franchise owners on an ongoing basis. Speed, consistency, and convenience are non-negotiable in today's market, where 51% of people purchase coffee from a coffee shop at least once a week, according to Coffee Dasher. To meet this demand and make products more easily available, it's important that coffee brands are finetuning their operations and supporting their staff on a regular basis with the proper training.

At Scooter's Coffee, every detail of each kiosk — from the flow of traffic to how we organize equipment and supplies in the store for our baristas — is designed with efficiency in mind. The model also benefits franchise owners, as it's paired with advanced ordering systems to help simplify operations. By optimizing service speed and maintaining consistency, brands can build strong customer loyalty and boast higher sales.

3. Strengthen community ties

People are increasingly aligning their spending habits with their values. According to research from Blackbaud, 84% of Gen Z consumers actively support nonprofits and causes, making brand philanthropy an important reason why coffee chains should think beyond the cup. Because of this values-driven customer culture, businesses engaging with meaningful community initiatives may stand out more in a crowded marketplace. In 2024, Scooter's Coffee participated in multiple philanthropic efforts, such as providing food to K-12 students in need and funding causes supporting children's literacy, shelter animal welfare, breast cancer research, and more.

Going above and beyond for those you serve is an important part of making your business a part of the community. Franchisees have a great opportunity to use their business name and platform for so much more than just serving a cup of coffee. Prioritizing their well-being and thinking beyond mere profits can help business owners build trust and foster strong connections.

Driving the coffee and franchise industry

Coffee shops have become an integral part of today's society and culture, particularly popular with consumers on-the-go looking for a satisfying drink to help them get through their day. This growth is capturing the attention of entrepreneurs new to business ownership and experienced investors looking to diversify their portfolios of restaurant, fitness or home service brands. Moreover, franchising is emerging as a compelling avenue for those looking to enter the market with lower risks and a proven business model with a reputable name.

It's an exciting time to be in this thriving and viable industry, one that we can expect new and existing business owners to tap into menu innovation, operational efficiencies, and community involvement to have a competitive edge over others.