Post-Covid Success

Despite post-Covid economic gloom of 2023, this was an opportunity Rakesh and Nuti Patel could not turn down. The Coffee Club, Tauranga Crossing, had come on the market at an investment cost that met their bank’s approval.

“Covid had really got us thinking about going into business for ourselves. Especially after 13 years working for a Tauranga manufacturing company, when the owner told me he wanted to sell and couldn’t give any assurances of ongoing employment,” explains Rakesh.

“Appreciating that this was not the right time to start a business entirely on our own, our focus was franchise opportunities. Even though we had no preference about what sort of franchise, The Coffee Club began emerging as a contender. It helped that I enjoy cooking, and Nuti had food outlet experience from working in a Toronto Taco Bell outlet.”

Ethical, environmental and social values

“The more we looked into The Coffee Club, the more impressed we became with New Zealand’s largest, most recognised and most awarded café brand. Looking beyond The Coffee Club commitment to good food, great service, excellent coffee, we were struck by the company’s ethical, environmental and social values,” Rakesh says.

“On top of encouraging franchisees to support their local communities through school sports and other sponsorships, The Coffee Club donates $100,000 to organisations such as

KidsCan, SPCA, Make-a-Wish and Pet Refuge, annually. Another plus was that New Zealand franchisor co-directors Brad Jacobs and Andy Lucas had signed the Pride Pledge on behalf of franchisees to celebrate the diverse workforce and importance of representation. 

“Sustainability is also a big commitment. For example, The Coffee Club Signature Blend beans are sourced directly from farmers and roasted in a machine that uses 25% less gas than traditional roasters. All cups, lids and straws are compostable and biodegradable.”

Disappointment turns to delight

Having narrowed their choice to The Coffee Club, Rakesh and Nuti approached Brad Jacobs only to find any opportunities were beyond their financial reach. Then, disappointment turned to delight some months later, when one of the smallest of The Coffee Club’s 67 cafés came on the market. Catering to around 100 customers, the café was affordable, and its location in the Tauranga suburb of Tauriko was perfect for the Patels. 

“Tauriko is where we have worked for years, watching it grow from a few thousand residents to a population of over 18,000. And it’s not just residential, there’s a lot of commercial and industrial development too. Tauriko is also home to Tauranga Crossing which, with 70+ shops including Pak’nSave and 25 eateries, is considered the Bay of Plenty’s destination shopping centre. 

“Just after Easter 2023 and having completed my training that included the excellent Six Building Blocks programme, we were The Coffee Club, Tauranga Crossing franchisees. In the post-Covid environment, Nuti continued her employment as we expected business to be sluggish.”

“Oh, my God, what have I done?”

“Sluggish was an understatement. There were so many days, when, with no customers for one to two hours and three staff standing around, I’d find myself asking, ‘Oh, my God, what have I done?’ 

“Luckily, Nuti was bringing in an income, but the real inspiration to keep going came from Brad, Andy and members of The Coffee Club franchisor team. Almost every day I’d get their calls offering encouragement and ideas on how to reduce costs. On our own, we wouldn’t have survived. 

“Franchisor support and our perseverance paid off. Early in 2024 we turned the corner, with most weeks showing income and profits up. This also meant Nuti was able to leave her job to manage all aspects of front of house, while I was in charge of the kitchen. 

“As a married couple working together, we decided it was important to have this strong demarcation of responsibilities. Believe me, it works.”  

Award-winning couple             

At The Coffee Club Franchisee Awards 2025 in Auckland, this business strategy clearly contributed to the Patels receiving the 2024 Operations Excellence Award and Rakesh winning the 2024 Chef of the Year.

Another of the couple’s operational rules is providing family time for their two daughters, Tasha (19), Keisha (14) and son, Tej (13). “We’ve made it a rule to never bring work home and that also means not answering phone calls after hours.”

Rakesh and Nuti estimate their customer base sits at around 40% regulars, with the balance coming from drop-ins; many being tradies, sales reps and Tauranga Crossing shoppers.

Open seven days a week from 7am to 4pm, the café provides local employment for four full time staff and three part-timers.      

“To show just how much we support The Coffee Club, our ambition is to purchase the two Tauranga cafés we once could not afford.”

Wherever you are in New Zealand

For Brad and Andy, the Patels show just how successful people from all walks of life can be as The Coffee Club franchisees. 

“Regardless of previous careers, we want to hear from individuals, couples, partners or family groups who enjoy people and support our business ethics and values,” explains Brad.

“The kickstart we give through the Six Building Blocks, in just five weeks, equips franchisees to open their own The Coffee Club outlet. 

“The first step is to contact me, wherever you are in New Zealand.” 

See this advertorial on page 11 of Franchise New Zealand magazine Year 34 Issue 1

Contact details for Coffee Club

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