Esquires

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For other uses of Esquires, and the singular Esquire, see Esquire (disambiguation).
Esquires
Type Public
Industry Restaurants
Retail Coffee & Tea
Retail Beverages
Entertainment
Founded 1993, Canada
Headquarters Vancouver, Canada
Products Made-to-order beverages
Bottled beverages
Baked Goods
Merchandise
Toy penguins
Whole Bean Coffee
Boxed Tea
Website

Esquires also known as Esquires Coffee Houses is an international coffeehouse chain based in Canada, but now operating over four continents. The first branch was opened in 1993.

History

The first Esquires coffeehouse opened in the suburb of Sunshine Hills, a residential district of the city of Vancouver, Canada, in 1993.[1] The co-founders stated their aim to be the provision of good quality coffee in a relaxed environment, with the informality of a private home. Further branches were opened across Canada, before the company went international on a franchise basis.

Franchising

Today Esquires coffeehouses are operated around the world by franchisee traders and companies. The company is affiliated to a range of national franchise associations, including the Irish Franchise Association, and the British Franchise Association.[2]

International operations

From their beginnings in Canada, Esquires today operate extensive chains of coffeehouses in Canada, England, Scotland, Ireland, and New Zealand. There are also smaller numbers of stores in other nations, including Saudi Arabia, the United Arab Emirates, China, Dubai, Fiji, and Australia (currently four branches on the east coast).[3]

Marketing and image

An Esquires branch in London.

The primary image projection of the company is that of the "local community coffeehouse". The chief logo image used is that of a pair of penguins, usually depicted standing on a mound of coffee beans. The company states that penguins are used as the primary company logo because penguins in the wild have a strong sense of community and mutual support. The company states that it, in turn, has a strong ethic of community responsibility.[4] In the United Kingdom a single cartoon penguin is employed in advertising materials, and is named "Peekay Penguin".

Nonetheless, Esquires permits regional branding, and the New Zealand region of the company has developed an alternative corporate image, with a stylised coffee bean as the key logo. This was developed with the design consultants Vesey Creative, to be more attractive to the New Zealand market, where the company is fast expanding, with almost 50 branches.[5]

See also

References

  1. ↑ Historical data from the Irish Esquires website.
  2. ↑ Membership details available here.
  3. ↑ Countries of operation are listed in the banner of the main company website.
  4. ↑ Penguin explanation on the Esquires UK website.
  5. ↑ The Vesey Creative website discusses the partnership with Esquires.
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