Coffee Chain Genius: How Ziggi's Cracked the Code on Gen Z WITHOUT Losing Their Core Customer
Brandon Knudsen, co-founder of Ziggi's Coffee, has transformed a college dream into a thriving beverage empire with over 100 locations. What started as a simple drive-through coffee shop idea when he and his wife were dissatisfied with their college trajectories has evolved into one of the most innovative multi-unit beverage concepts in the industry.
The brand's success stems from its unique ability to bridge generational gaps in the beverage market. While maintaining its commitment to traditional coffee lovers with carefully crafted drip coffee and lattes before 11 AM, Ziggi's has successfully captured younger consumers with energy infusions, Italian sodas, and their latest venture into the trending "dirty soda" category. This dual-audience approach has resulted in a diverse menu where coffee-based drinks now represent just 45% of sales, with food accounting for nearly 20%.
Knudsen's approach to growth has been methodical and customer-driven. Starting with a single café corner location 20 years ago, the company spent six years perfecting their model before expanding into drive-throughs. The subsequent five years saw steady growth of one store annually before embracing franchising in 2017, which catalyzed their expansion to their current footprint of over 100 locations.
Technology plays a crucial role in maintaining consistency across the growing brand. Ziggi's recently hired their first CTO and utilizes a platform called Player Link to ensure standardized training and communication across all locations. The company has embraced digital solutions while maintaining a strong emphasis on personal customer service, with Knudsen emphasizing that "coffee is a routine, it's a relationship with your daily customers."
Looking ahead, Ziggi's is positioning itself at the forefront of beverage innovation while staying true to its roots. The company is developing cleaner alternatives for their dirty soda category and exploring regional menu variations to cater to different market preferences. Their preferred model remains an 865-square-foot standalone drive-thru, though they've found success with café drive-thru end caps and second-generation building conversions to accommodate growth in challenging real estate markets.
With expansion plans reaching into new territories like Florida, Ziggi's demonstrates how a regional brand can successfully scale while maintaining quality and innovation. Their story showcases how understanding evolving consumer preferences and maintaining operational excellence can create a sustainable growth model in the competitive beverage sector.
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