Brad Peters
Business Administration

[as published in the Langley Times, Oct 22, 2006]

One thing led to another. That’s the way things started for the Wired Monk, Langley’s homegrown coffee- bistro franchise. And it seems that’s the way things continue to progress, with a seventh bistro slated to open in Halifax in November, more slated in the Lower Mainland early next year and interest percolating all over the province.

Brad Peters, president of Wired Monk Franchise Corp., found his niche in Murrayville eight years ago.

But since the opening of the first Wired Monk in Murrayville eight years ago, there’s been a lot of investment and a lot of hard work, says founder Brad Peters, 32, another homegrown product and a D.W. Poppy grad. “It doesn’t happen overnight, and it isn’t free,” said Peters.

He had just gotten married and had completed a business diploma from the University College of the Fraser Valley when he and his wife Danielle went for a walk in Murrayville early in 1998. Land being cleared at the corner of 222 Street and 48 Avenue, and residential development taking place throughout the neighbourhood gave Peters an idea. He already had a business plan, for “something like this,” prepared for a senior course at UCFV.

There was nowhere in Murrayville for all the new residents to “grab a coffee” while out for a walk in their own neighbourhood. As recent university students, both well knew the “hustle and bustle” lifestyle of young adults and students, and their penchant for coffee.

From the man clearing the land he obtained the name of the property owner. “One thing led to another, and before you know it we were opening the doors.” Danielle, trained as a teacher, was “really the backbone for me getting the (business) going, because she put her career on hold for a couple of years.”

“I didn’t know anything about the coffee industry,” said Peters. While Starbucks had an established presence, there was nothing like the community-style bistro he envisioned. “We had a chance to jump on it before the market became saturated.”

“We tag ourselves as a coffee bistro (with) fresh food and fresh baking.We didn’t want to be a coffee house.” And of course, gourmet coffee.

Peters prepared himself by finding out about the coffee industry. His research went back to the origins of the bean and resulted in the name. In northern Africa, a shepherd noted his flock eating the berries, and also that the sheep became quite “peppy” on the diet. Word of the mysterious berry spread, and, according to Peters, Benedictine Monks who heard of it created a drink, to keep them energized for late-night mass, hence the name, Wired Monk.

Peters also hired the Vancouver advertising firm of Palmer Jarvis with an idea to future franchising. The ad firm loved his idea, and designed the marketing concept around the name. And Pam Ginn, of Langley’s Hole In The Wall Artistic Design created the trademark mural: a jazz musician, sheep and monk, displayed prominently on the wall of all Wired Monk outlets. Ginn has been busy lately creating the new mural for Halifax, and other local franchises.

The legend, which explains the inspiration behind the name, is also featured on a parchment-like scroll on the walls in each bistro. The bistros feature not just music nights, but also open mike nights, and reading nights, where people can read poetry or a favourite scripture. “It is more about opening up to the community. People can come in and share their talents.” Peters is a firm believer in community support and supports a number of charities, a Kwantlen bursary and local sports teams.

For gourmet coffee, Peters chose Fratello, a registered gourmet roasting company in Calgary, operating since the 1980s. To qualify for the gourmet designation a company must roast relatively small batches, and different varieties and size of bean requires different roasting treatment. “These guys really have their (method) down pat.”

And each franchisee is given an orientation at the Calgary plant, an experience Peters likens to a wine tasting, where the participants learn about the various types of coffee and the roasting process. The Murrayville Wired Monk was the sole outlet for four and one-half years, until Peters sold it to acquire the Willoughby outlet in 2003. The Crescent Beach outlet was the third, opening in the spring of 2004. “We took baby steps. We didn’t jump into anything, or make rash decisions. We did a lot of market studies, a lot of planning.”

It was an expensive process to establish patents, and to hire lawyers to fine tune franchise contracts. “It is one of those things you have to do right to protect the franchise. Your brand recognition is what you are selling.”

The Wired Monk at Langley Township’s Civic Facility in Willowbrook opened in December 2005. Then came Kitsilano at West Fourth and Trafalgar, one of the larger bistros at about 1,500 square feet, was opened in January, 2006, and franchise interest has been brewing steadily since. February saw the opening of the Walnut Grove bistro, and in June, Peters took on a partner, one of his original customers at the Murrayville Wired Monk, Keith Bradley. Bradley, who has extensive experience in developing companies, had liked the Wired Monk from the start. “He told me he loved the store so much. . . he knew someday he was going to be involved in it.”

A lot of others have been enthusiastic about the concept, including friends and relatives, some of whom operate the other Wired Monks. But not everyone who seeks a franchise gets one. He is seeking people with “enthusiasm and drive, but ultimately you have to believe in our concept. . . and allow us to build it.”

His franchise requirement are not inflexible to every detail. “If someone comes up with a fantastic cookie, why not use it, and share it.” That’s the “fantastic thing” about the Wired Monk, the sharing of talent.

Peters is excited about the Halifax franchise, sought by Lisa, the manager of the Crescent Beach bistro before her husband was transferred back east.Despite the move, Lisa said she still intended to start a Wired Monk. “That’s going to open up a whole new market for us,” said Peters.

The new bistro, “right down the street from Dalhousie University,” at 5147 Morris Road, is just a block away from the ocean, in a 200-year-old heritage building.More outlets in the works for spring include Coquitlam, and two in Surrey, one at Sullivan Station, the other at Boothroyd Corner.

“There is a lot of other stuff in the mix.” There is interest in Agassiz, Pemberton, Quesnel and another Surrey location.

Learn more about individual Wired Monk bistros, and about franchise possibilities, at www.wiredmonk.com