200 Degrees, the East Midland coffee shop group and roaster, is launching a coffee shop with Derby County FC, which will replace Starbucks.
The group, which is backed by Foresight Private Equity, is supplying coffee beans, machines, barista training and operational support to the club’s in-house concept The Backyard.
200 Degrees has also finalised on its ninth coffee shop on Manchester’s Mosely Street.
Founder Rob Derby told MCA the coffee offer would at Derby County FC would not be speciality, which it would be too challenging to do on match days, but with a renewed focus on quality.
He said: “We have tried to provide some solutions which mean they can handle busy periods while still serving high quality coffee.
“There are two options for putting your coffee into someone’s shop – a straightforward franchise, which is not necessarily that attractive for the operator. They may be paying 10% management advice fee, fully tied on beans, and may get support which isn’t cracked up to be, and the use of a brand, in this case Starbucks.
“With us there’s no management service fee. We sell the beans, and provide support and training, and you also get the brand association. Where our brand is known I think it’s very attractive for the operator.”