Primo Companions Brings Its Tradition to Uncommon Starbucks Deal | Franchise Information

Primo Partners-Starbucks

Primo Companions’ Starbucks staff at its new retailer in Columbus, South Carolina. The franchisees plan to convey Starbucks to underserved communities by a brand new licensing deal.

Although a Starbucks is seemingly on each nook, licensing agreements with the espresso large are uncommon. Primo Companions, a Ben & Jerry’s franchisee, not too long ago inked a kind of agreements and is bringing its distinctive aptitude to new Starbucks places.

Primo, led by working companions and cousins Antonio McBroom, Eric Taylor, Josiah Fisher and Philip Scotton, is a Black-owned franchise group that goals to uplift Black communities through actual property and enterprise improvement. The group’s identify carries two meanings, mentioned McBroom, as primo is Spanish for “cousin,” and the within the Black neighborhood it means “one of the best.” The group operates 14 Ben & Jerry’s places throughout 10 states.

“We’re dedicated to creating numerous companies, numerous communities and supporting numerous leaders,” mentioned McBroom. “We exist to develop the collective alternative for folks like us, and we do this by a improvement lens.”

Primo Partners founders

From left, Primo Companions founders Eric Taylor, Antonio McBroom and Philip Scotton at their first Starbucks location. 

The take care of Starbucks got here as the worldwide espresso firm was engaged on a neighborhood outreach challenge geared towards underserved communities. Primo focuses on improvement in these communities, which led Starbucks to contact the staff.

“We began form of as consultants, and from there we simply began actually falling in love with the model,” mentioned McBroom. “We have been at a degree in our journey of enterprise improvement that we have been able to diversify. Starbucks checked each field.” 

Primo opened its first Starbucks in February in Columbia, South Carolina, and McBroom mentioned there are plans for dozens extra over the subsequent few years because the group works to make its mark on the model.

“We consider in world class hospitality if you do enterprise, and we have taken that into the completely different manufacturers that we work with,” mentioned McBroom. “We search for methods to raise the visitor expertise by delivering ‘shock and wow,’ you realize.”

These “wow” experiences have been a fixture for Primo since its starting. Every of its Ben & Jerry’s places embraces Black tradition and neighborhood ultimately, they usually continued this strategy with Starbucks. Their Ben & Jerry’s in Houston, for instance, contains a mural with the quote, “They took a seat so we might take a stand.” It depicts the civil rights push to finish segregation in eating places.

For his or her first Starbucks, which is on the campus of the College of South Carolina, native historical past impressed the artwork. The mural reveals Henrie Monteith Treadwell, who, with Robert Anderson, James Solomon Jr., Matthew James Perry Jr. and Donald James Patterson, led the trouble in 1963 to enroll college students of colour on the college. 

Primo-Starbucks mural

Primo Companions makes use of artwork to depict historical past in its places. This mural is a characteristic of the group’s Starbucks retailer in Columbia, South Carolina.

“We need to push the envelope with our Starbucks places with our inside art work,” mentioned McBroom. “They’re simply one thing that company actually recognize. They get to be taught the historical past and context of the place they’re.”

Primo plans to maintain constructing Starbucks places in underserved communities whereas incorporating its trademark hospitality and aptitude. They do plan so as to add extra manufacturers to their portfolio, although no different agreements are finalized. 

“We’re actually going to watch out, however are serious about working with different manufacturers sooner or later for positive,” McBroom mentioned. “The hospitality area is our pillar, our ardour, and as we develop and join with different ideas that we take pleasure in, we need to make sure that they’re greatest in class and align with our social mission.”