Matto Coffee was born from a simple yet powerful observation: In Italy, one could enjoy an incredible cappuccino or latte in a ceramic cup for just 1 or 2 euros—so why wasn’t this kind of high-quality, affordable coffee experience available in the U.S.? Fueled by this idea, Matto’s founders, Moshe and Jennifer Maman set out to bring a revolutionary approach to the coffee industry, one that prioritizes both quality and affordability, ensuring that excellent coffee and food are accessible to everyone.
The brand’s foundation is built on the principle of giving—offering customers the best quality at the best value. Unlike traditional coffee chains that rely on premium pricing models, Matto innovated with a pricing model that made specialty coffee affordable for everyone without compromising on taste or experience.
The Path to Franchising
Matto did not start as a business designed for franchising. The brand initially focused on opening its own locations, delivering an outstanding coffee experience that quickly gained a loyal following. Customers loved the concept so much that they began asking if they could become franchisees. Recognizing the immense potential in expanding through franchising, Matto’s leadership sought expert guidance and hired a consultant to navigate the transition. This marked the beginning of Matto’s franchising journey—a step that would allow its unique concept to spread far and wide.
Challenges and Milestones in Franchising
The evolution of Matto from an independent coffee shop to a nationally expanding franchisor illustrates both the promise and the complexity of scaling a consumer-facing brand. Matto’s transition was shaped by a series of pivotal challenges that tested the durability of its concept and the clarity of its vision.
First and foremost, the company had to engineer a business model that could be scaled without compromising the brand’s core identity—consistent quality at an accessible $3 price point. That meant simplifying operations, refining supply chains, and creating systems that franchisees could adopt with ease while still delivering a uniform customer experience.
Matto also faced a perception barrier. Offering premium coffee at such a low price prompted skepticism from early consumers, many of whom questioned whether quality had been sacrificed for affordability. Rather than fight this head-on with marketing, Matto relied on execution: high product standards and efficient service eventually shifted public opinion, proving that value and quality are not mutually exclusive.
From a legal standpoint, franchising introduced a labyrinth of regulatory considerations. Establishing a compliant franchise system in the U.S. involves navigating federal and state disclosure laws, drafting airtight franchise agreements, and ensuring operational uniformity. Matto leaned on the guidance of Spadea Lignana Franchise Attorneys, whose role was instrumental in crafting a legal framework that supported both rapid growth and long-term sustainability. This has been instrumental in making Matto’s franchising process efficient, legally sound, and well-structured, allowing the brand to focus on growth and customer experience.
Finally, ensuring franchisee success became a central focus. Matto prioritized finding operators whose values aligned with the brand, and then equipping them with tools, training, and support structures essential for execution. In franchising, the success of each unit is a direct reflection of the system as a whole—a principle Matto understood early and acted upon deliberately.
What emerges from Matto’s growth story is not just a template for scaling a brand, but a case study in how strong execution, legal rigor, and brand discipline can overcome even deeply entrenched skepticism.
Despite these challenges, Matto has celebrated significant milestones along the way. One of its biggest successes has been its mobile app, which boasts 325,000 users and an impressive 77% repeat customer rate. The app not only makes ordering easy but also allows Matto to understand customer preferences better and optimize its menu accordingly.
What Makes Matto Unique?
Matto’s uniqueness stems from a combination of affordability, quality, and innovation:
- Consistent Low Pricing: Unlike other coffee brands that continuously raise prices, Matto maintains a simple, transparent pricing model. This ensures that customers always know what to expect, fostering trust and loyalty.
- Customer-Centric Approach: Through promotions, giveaways, and contests, Matto keeps the customer experience engaging and rewarding.
- Freshly Baked Goods: While Matto has a central commissary to maintain cost and quality control, the brand took a bold step by equipping stores with small ovens to bake in-house. This move not only enhances freshness but also creates an inviting in-store experience with the aroma of freshly baked goods.
- Efficient Store Models: Matto has optimized its store sizes to be highly scalable. With locations ranging from small kiosks (100 square feet) to full-service cafes (400 square feet), the brand’s flexible model allows it to adapt to various market demands.
- Community Engagement: Matto actively supports local schools, firefighters, police, and hospitals. Initiatives like special promo days and charity events with institutions like Sloan Kettering highlight Matto’s commitment to giving back.
Looking to the Future
Matto’s goal is clear: to be everywhere. The brand is poised for rapid expansion, with a scalable business model that makes growth both feasible and profitable. Plans for the future include:
- Expanding Footprint: Matto aims to establish new locations across major cities, leveraging its cost-efficient model to penetrate new markets.
- Exploring New Formats: The brand is considering new store models, such as coffee trucks, which would allow it to reach more customers in high-traffic areas.
- Staying Ahead of Trends: By continuously analyzing market trends and customer data, Matto ensures that it remains ahead of competitors, innovating its menu and service offerings accordingly.
A Legacy of Quality and Accessibility
Beyond financial success, Matto envisions leaving a legacy of quality, accessibility, and community impact. The brand seeks to redefine how people think about coffee—proving that affordability does not mean compromising on quality. By staying true to its values and leveraging the power of franchising, Matto is well on its way to becoming a household name in the coffee industry.
Through determination, innovation, and the right partnerships, Matto has carved out a unique space in the market. As it continues to grow, one thing remains certain: Matto will always be the coffee company for the people.
For more information on Matto, please visit https://www.mattofranchise.com/
