No bigger a year for Biggby
Tweet
Changing the name of his coffee franchise from a potentially offensive moniker to one simply referring to the big “B” on the shop’s paper cups wasn’t a problem for Biggby Coffee founder and CEO Bob Fish. Fish, an MSU graduate, began changing the name of the company’s stores in 2007, from Beaner’s Gourmet Coffee to Biggby Coffee. The switch, not provoked by any lawsuits or complaints, was simply a move to avoid offending anyone, Fish said.
“(Beaner’s) was pretty straightforward; it was a reference to coffee beans,” Fish said. “I guess we were a little naive, and over the years it became more and more obvious it was a derogatory name, and we decided to do away with it.”
Fortunately, the name change didn’t stunt the growth of the company. Biggby has doubled its store numbers every two years since Fish began franchising stores in 1999. The company had its best year ever in 2008, opening 35 new stores across the Midwest and Southeast.
‘Biggby Bob’
Fish was born Aug. 12, 1963 in Augsburg, Germany, where his father was stationed in the U.S. military. Fish graduated high school in 1981 from the American School in London after his father began working abroad for Ford Motor Co. His father’s job with Ford also meant the family had ties to the Detroit area, which is how Fish ended up attending MSU.
“I came here to be a mechanical engineer for about five seconds, then I realized I didn’t have short sleeves and I didn’t have a pocket protector,” he said.
Fish paid for college by working at a restaurant called Flap Jack Shack, where he met his future Biggby partner, Mary Roszel, and developed his love for the food service industry.
Fish, who often goes by “Biggby Bob” now, started the first cafe in 1995, at 270 W. Grand River Ave. His company has seen a 50 percent increase in stores within the last year, and had sales of $38.5 million in 2008.
“Our vision is to be the largest franchise coffee shop system out there,” he said.
Fish maintains a blog at Biggbybob.com and started a campaign this year called “SPOT BOB,” with the aim of being more involved with his stores. He logs his travels from store to store on his blog with essays, news and videos.
“I started as a single unit operator serving the drinks, and as we grew I found myself more and more isolated at my desk, answering my phone, returning my e-mail,” Fish said. “I didn’t feel connected to the stores, so I decided to eliminate my office. It makes me the most connected with the (store) operators.”
In his appearances at each of Biggby’s 115 stores, Fish buys every customer a drink and mingles and greets most who show up. Fish said he cares how the customers feel and wants to know their concerns.
Setting the tone
Mohamed Shetiah, owner of 19 Biggby franchises in the Lansing area and a personal friend of Fish, said the “SPOT BOB” campaign is indicative of the type of person Fish is.
“He sets the cultural tone of the company,” Shetiah said. “(Fish) has always been a visionary guy and ahead of the game.”
The success of the company’s franchise expansion rides on the coattails of the struggling Starbucks Coffee Company, Fish said. Starbucks announced plans to close hundreds of stores last year, and announced Saturday that further cuts of up to 1,000 workers are expected.
“We’ve risen on the good press of Starbucks and we benefit from their demise,” he said. “We’ve shown we have viable product. They were a little aggressive in their land development and have to close stores because they’re paying too much for some real estate.”
Customer is king
Fish also attributes his success to paying more attention to how his customers feel than what his competitors are doing.
“We’re interested in the people we serve. That’s who we look at and talk to, and that’s who our conversations are with,” he said.
Michael Kotia, general manager of the Biggby Coffee at 115 W. Allegan St., in Lansing, said the company thrives off of Fish’s personality.
“I think Biggby has been very inventive in terms of customer service,” Kotia said. “(Fish) takes a lot of time to interact and it takes a certain character to do that. He knows what’s important and to him — it’s great customer service.”
Although Fish holds pride in the company’s coffee, he said it’s not just the java that sets Biggby apart.
“The overriding cultural component are these things: Be happy, have fun, make friends, great coffee,” he said.
“Part of our operating philosophy is to make sure everybody leaves in a better mood than when they arrived.”
Possibly related:
More in City:
- Alumnus works to protect consumer finances in D.C.
- MSU Bakers celebrates Valentine’s Day, fights heart disease with treats
- East Lansing Hannah Community Center celebrates 10 years, looks toward future
- Second resale clothing store plans to close later this week
- Students offer time, money during break to serve others









Commentary
Add your $0.02, go to the comment form or follow the comment feed
tea
(01/26/09 1:16am)Report
yeah, this is all great that they keep opening shops, but they need to think bigger. Open up shops internationally. Their income will double in no time, and given that Starbucks is slowly decaying this is a perfect opportunity to spread their coffee around the world. If they really want to compete with Starbucks, they must open internationally.
If they really mean what they say about being the “largest franchise coffee shop system out there”, go international.
TGL
(01/26/09 7:56am)Report
I’m still waiting for Cracker Barrel to do the right thing.
David Benjamin
(01/26/09 7:57am)Report
I’ve had the opportunity to visit different Biggby coffee shops around town and always have a wonderful experience.
Here is my review of Biggby in Utica, MI
http://www.yelp.com/biz/biggby-coffee-utica#hrid:ThGAhC3q33eWMeNdlEIAQA
Home Brew
(01/26/09 8:36am)Report
Bigby rocks! I like to mix it with a fine port.
Kacie
(01/26/09 10:03am)Report
Hilarious, TGL. That will keep me smiling all day. Thanks!
Beaner's Lives
(01/26/09 10:46am)Report
This political correctness is getting out of hand.
Since when does minority opinion rule. Bob should have had some guts and stuck wtih the unique, traditional Beaners. If that means a few Mexians might not shop there, then fine.
Ben
(01/26/09 12:09pm)Report
Beaner’s Lives
Thats why you are posting on a message board and Biggby Bob is running a successful business.
It was a smart move in hindsight.
Hillary
(01/26/09 12:40pm)Report
Nice article. I was quite curious about the validity of the name change rumors…so, thanks!
A. Cooper
(01/26/09 2:50pm)Report
Beaner’s Lives, I don’t know if you actually read the article, but the only opinion that seems to have ruled in this name change is Mr. Fish’s.
Kind of his business what he calls his, well, business, isn’t it?
fish
(01/26/09 5:43pm)Report
His last name means ‘Poisson’
Dre
(01/26/09 7:46pm)Report
Haha, I don’t think many people got this last comment “poisson = fish”
Dr. Dre
(01/27/09 1:00am)Report
Actually Dre, most people get that poisson is French for fish. I’m glad that it amused you. I’ll bet that my 1980 electric mandolin and a ball of yarn would amuse you as well.
disappointed long time customer
(01/27/09 9:23am)Report
Unfortunately Biggby has sacrificed quality of coffee and baked goods for the ‘growth’ of the company. As a loyal beaners customer since 1995, the changes over the last 2-3 years have led me to other coffee shops (Starbucks, Great Lakes, Deckers) that use a much higher caliber espresso bean and actually charge less money.
And before all of you kids who’ve lived here for 2 years start complaining, I know for a fact they changed their distributor for the baked goods because they couldn’t ship to all of the expanded locations. The coffee quality started going downhill within 6 months of that, so one can only think they changed that supplier too.
Not to mention they don’t make their drinks hot enough. I shouldn’t be able to chug my latte immediately after receiving it. That’s also a change from the first 10 years of the company.
C’mon Bob, I don’t mind the new name, but give me the old coffee!
BIGGBYBOB
(01/27/09 9:45pm)Report
Sorry ‘disappointed’ but we been usin’ the same coffee since 1999. No changes. I can gaurantee you this…our coffee is fresher and more complex than any of those other competitors you mentioned…by a lot. But then, we do not burn our coffee when roasting…many do to hide the flaws that can be found in the green beans they buy. Drinking espresso from burnt beans, is a little like licking an ashtray…this is not the profile we are shooting for.
It is true our drinks are not scalded like our competitors, we beleive milk has a natural sweetness at 160 degree and not more. This is of course in line with traditional Italian Methods. But if you like it extra hot we are always willing to make it so (we might wince) but we’ll do it!
The baked goods have changed that is true…and yes we are a chain, but so are two of your mentioned ‘other shops’…but our coffee has won local competitions through out many Michgan communities. We are proud of what we serve.
I appreciate your honest and frank feedback, but c’mon ya’ gotta get yer fact right!
Broken Hearted
(01/29/09 12:28pm)Report
I have been a long time customer of Biggby and have always been delighted with the coffee and service. The name change was a smart move from a business stand point, I will admit though I find myself occasionally referring to it as Beaners.
Starbucks and other chains do not even begin to compare to the quality of Biggby. I have relocated out East where I continue to search for a place that gives me the amazing coffee and service that made me smile for the rest of the day. The first thing I do when I return home is get my Biggby fix. So for those of you who are close enough to get your daily fix, be grateful because a place comparable has yet to be found.
Trish in Toledo
(01/29/09 6:11pm)Report
BIGGBY ROCKS – I have never met a nicer friendlier bunch than a Biggby employee – The coffee is perfection – much better than any other chain. I will always be loyal to Biggby…and I am anxious
to have Bob start selling t-shirts with that cute Biggby Frog. – Thanks Bob for all you do for us –
Velencia Horatio
(02/02/09 9:24am)Report
My daughter 19 year old worked a few months at the Biggby at 26185 Evergreen Road, Southfield Michigan 48076. After she left the company (on good terms) she was given her check of $259.00. The check was deposited to my account and later returned unpaid. I couldn’t believe it. I put it through twice. Twice it was unpaid and took my money. This last one happened January 2009. Now it is impossible to reach the owner of the Evergreen office because they have moved. I have been given the run-around. My daughter still has not been paid. I heard the previous owner, Jennifer Schmidt had relocated to 13 mile/Woodward. When I tried to call the number has been disconnected. Many people (Young people) who worked for this branch have not been paid. What’s going on? Biggby Coffee is known worldwide. It’s horrible that one franchise owner can mess up their reputation. I am asking that whoever reads this forwards it to Bob Fish. My daughter worked hard or that money and I want her to have it. I have the check and all the information. I am about to contact the Media/Problem Solvers so I can get some help. I have contact the Biggby on Evergreen where my daughter worked and was told that the new owner, Toni Dipeatro was not honoring /paying for the last owner mistakes. So please contact me to tell me what course to follow. velencia horatio. Date 2/2/2009
BIGGBYBOB
(02/02/09 1:58pm)Report
Velencia Horatio, please contact our office at toll free 877-423-2637 and ask for Tom Butz….VP of Operations, he should be able to put you in contact with the previous owner :)
Lora
(02/02/09 2:15pm)Report
I love Bigby’s coffee! I sincerely enjoy the atmospere and taste of the coffee as well as the barristas usual good humor and service. I am highly disturbed however by a complaint about your store from a friend of mine.
Christian D. is also a loyal customer of Bigby’s and patronizes your store on a regular basis. As a matter of fact, I met him at your E. Lansing location while studying for school a couple of years ago, and that is where we meet when we want to hang out and catch up. He is a thoughtful and loyal man who is attending a local law school here in Lansing. While I am a tad “hot-headed” at times, he is typically, the defender of those who aren’t there to defend themselves. So, knowing this, why was he banned from your stores without an investigation? If the customer is your number one priority, would the owner please call him back or get back with him regarding this situation, instead of just denying him service? I have a large network of friends who, along with me, also visit Bigby’s. We will be waiting to hear the outcome of this unnecessary drama. Thank you for listening and hopefully caring too.
Fair Business
(02/05/09 11:21am)Report
Smooth move BiggbyBob. Knowing that the previous franchisee is not going to cough up a dime, but still looking like you tried to help.
You’d almost think on a public forum it would be worth 259.00 to protect your company image
beanerslover
(02/05/09 2:07pm)Report
wow, how sensitive has the world become? obviously mr. fish was not intending for his companies name to purposley slur a race. My cousin was devastated when they renamed beaners (i refuse to refer to it as “biggby”) because her nickname is bean. mabey now she will open her own coffe shop named beaners. :)