While many companies are pushing to bring employees back to the office, one regional coffee chain sees the shift to working from home (WFH) as a positive opportunity. Esquires Coffee, led by Aiden Keegan, is embracing this trend.

Keegan, CEO of the 70-store chain, stated, “The working-from-home trend has been incredibly beneficial for us,” highlighting a unique growth potential.

Esquires, which is part of a New Zealand-based company listed on both the Auckland and London exchanges, plans to expand significantly, aiming to double its outlets to 150 in the UK over the next three years.

Unlike many competitors, Esquires does not intend to open locations in high-traffic areas or city centers. “We’re not seeking flagship locations or spots on prominent shopping streets like Oxford Street. Our preference is to operate in suburban areas, where remote workers frequent cafes to work, relax, or meet friends. This strategy leads to higher spending and longer visits than in central city spots,” Keegan explained.

Despite opinions that the peak of remote working may have passed, a significant portion of the workforce is still opting to work from home. Research shows that only 4.7% of people worked from home in 2019, while recent statistics revealed that 10% are doing so full-time and 29% part-time.

Esquires operates with a unique structural model, dividing England and Wales into regions managed by regional developers or franchisees. This local approach allows for better site selection and regional insight.

By avoiding costly city centers, Esquires benefits from lower rental prices. Keegan noted that while leasing a 1,000 square foot space in Mayfair might cost around £150,000 annually, a 2,000 square foot location in a suburban area would typically be about £40,000.

Founded in 1993 in Vancouver, Canada, by two entrepreneurs, Esquires has expanded from the initial Canadian market to the UK and Australia. The Australian master franchisee eventually sold its stake to Retail Food Group.

In 2013, the New Zealand-based Cooks Coffee Company obtained global rights for the brand, with plans to move its headquarters to the UK in line with its growth strategy.

For 25 years, Esquires has partnered with Matthew Algie for its coffee supply, which also serves notable clients like the National Trust in Scotland, M&S, and Dobbies garden centers.