How did you get into the coffee industry?

I started in 2015 after quitting my full-time job in Investment banking. I was tired of drinking coffee from single serve plastic pods while working in my office. After introducing a few espresso machines to co-working spaces in NYC and gathering some feedback, the business started to expand and I began developing my own espresso machines with my own proprietary coffee blends to be scalable nationwide.


What’s New in the Business or in the Moriondo Franchise Model?

More people are becoming aware of specialty coffee and are seeking a better cup of joe that is freshly brewed. Single serve plastic coffee pods despite being very convenient, cause a ton of plastic waste, and the quality of the coffee is not comparable to a fresh grind and brewed coffee from a bean to cup coffee machine. Moriondo has built a platform where franchisee’s will be able to leverage years of experience and technology of coffee machines, coffee roasting, customer acquisition and customer retention in order to succeed as a new startup.


Where do you See Opportunities or Challenges for the Franchise/Business Moving Forward?

Demand for coffee consumption and especially specialty coffee will continue to rise. The great thing about coffee is that even during different economic cycles, demand is always strong. Our purpose is to make an impact and scale through highly motivated entrepreneurs with the support of Moriondo corporate behind. We face a lot of competition especially from large corporate players and VC funded startups with a lot of capital. However, despite this, I believe what really makes a difference is highly motivated people and not just capital with people hired with a large paycheck. We are focused on having the best entrepreneurs on our team to provide the best product/service to the end consumer.


What is your Goal for the Business Moving Forward?

Our goal will be to grow profitably by double digits every year and focus on having the best team of franchisees on board. We will be very selective of the people that want to invest in our franchising especially because we have a low initial investment. Our goal is in the next 3 to 5 years we will be able to partner with over 100 profitable franchisees.


Talk to us About Training and Support, How Do You Deliver?

We will have training sessions throughout the year in our NYC showroom. Once a new franchisee comes on board, we make sure they’re a good fit especially after we go through the training program. However, the training is just the beginning. In fact, we will keep constant communication with every franchisee to make sure we deliver the same if not a better customer experience than we have right now.


Your most difficult moment at the Franchise Business?

We just launched the franchise business, so I do not have enough data to share. What I can say is that I made sure to partner with the right team of people that have experience in franchising.


Define your Franchise Model:

A.    Training and Support Model:

In house training + 24/7 remote support with our corporate team.


B.    Fee Structure:

We have No Franchise Fee. Franchisees receive a % on the total sales for each account.


C.   Territory Definition:

We don’t limit Franchisees to a single territory but we have them focus on a specific territory based on the experience they have.


D.   Day in the life of a Franchisee:

Franchisee focus is on building customer relationships to provide the best experience. We don’t expect them to be involved on the operations of fixing machines or roasting coffee. Most of the work is done with a laptop, internet and a smartphone.


What does Your Franchisee Do in the Business Every Day?

The day to day of a franchisee is to keep in contact with clients and reach out to new potential leads. In addition, we make sure with our training that they can provide the best customer service. We also encourage to visit clients in person and have meetings face to face and not just virtual since it’s crucial to establish more meaningful relationships.


Who is the Ideal Franchise Candidate?

The ideal candidate is someone that has very good communication skills and is not afraid to reach out to new potential clients. And most importantly we seek someone with a good work ethic and positive morale.


Success Stories and Failures with Franchisees?

We have not experienced that since we just launched. We will know as we move forward on our journey.


What Goals Do You Have for the Franchise Model in the Future?

My most important goal is to see franchisees be successful and happy with what they are doing. Of course, our goal will be to grow as quickly as possible, but I will make sure we first have a strong infrastructure to support and provide the best experience to our end customers.


For more information on the Moriondo Coffee Franchise Model, visit the corporate site: