The franchise program is an utter mess. The sales projections are off by 50% or more, and the costs are off by that much too. There is little to no support from "the brand", and with such a high turnover rate at the brand level there's no continuity of opinions or long term ideas other than "sell more beer, strictly adhere to anything we say." Have an idea? Suzanne will belittle you and call you names. Want to complain? Suzanne will insult you and insist that if you "just follow the operations manual your sales will follow." What does the operations manual have? Literally nothing of any value specific to this franchise after you've been open. Face labels, rotate beers, have tastings, use LED lights, and all the other usual stuff a beer/liquor store would have but nothing insightful to their success or any key takeaways on how to build a continuously successful store. Want to see the operations manual? You have to pay the franchise fee first, and then you get the manual. The manual is truly 50% "what to buy and how to open", which should be a completely separate manual, and 50% useless info that won't help you succeed. In the "what to buy" section, they try to be helpful with initial purchases, but they overshoot the requirements by at least 30% of product and shelving needed.
Ask them about their turnover rate. At least 4 stores (CT, MT, Portsmouth NH, Port Washington NY) and maybe more, have closed completely, and 5 or more have sold from their original owners. That makes 9 out of approximately 35 stores that have closed or changed hands for a nearly 26% failure rate!
Ask them about litigation. Some of it is public knowledge, but they won't disclose it on a discovery document for a new potential franchise location even though they are legally required to do so.
Ask them about profitable and successful stores. They'll tell you about Belmont's amazing sales dollars, but won't tell you that most of their stores are struggling mightily to succeed, and many may shut down. Belmont CBC opened right after the town removed their dry town law, so they took off right away and have stayed that way (good for them!).
Ask them about startup costs. Their website says "It will vary by state and location, but typically $50k - $150k, including the initial fee." If the initial fee is $25k, at the lowest level that would leave $25k for all of the furniture, fixtures, equipment and THEN THE BEER! There is no way that is feasible in any location with any store size, but yet they advertise it as being possible.
Ask them about the brand team and support. The website says "We have a team of six (including the co-founders) that will work with you on everything from social media & marketing, real estate, ordering and sales projections, from the moment you decide to join our team until . . . forever!" but who are the 6? Suzanne (insults and belittlement galore!), Kate (who never helps and is essentially silent), and who else is actually helpful? Who are the other 4 that will help forever? With the turnover rates, you're stuck with The Trump Insult Machine Schalow and Silent Kate as your "forever help."
