Man drinking coffee from a navy blue Juan Valdez cup

Frequently Asked Questions

Important Franchise Information for U.S. Prospects

This website content is provided for general informational purposes only. It is not an offer to sell, or a solicitation of an offer to buy, a franchise. A franchise may be offered only through the franchisor’s then-current Franchise Disclosure Document (the “FDD”) and only in jurisdictions where the offer and sale are permitted by applicable law.

The information on this website is subject to change. If there is any inconsistency, the then-current FDD, its exhibits, and the applicable franchise agreement control. This website does not amend, interpret, or create any contractual right or obligation.

This website does not make, and is not intended to make, any representation regarding sales, revenues, earnings, profitability, return on investment, or any other financial performance of a franchised business. Any financial performance representation, if made, will appear only in Item 19 of the then-current FDD and will be subject to the disclosures, assumptions, limitations, and substantiation stated there.

Certain states require registration, notice, exemption, or other compliance before a franchise may be offered or sold. No franchise will be offered or sold where prohibited or before applicable franchise disclosure and registration requirements have been satisfied.

BRAND FOOTPRINT & STORE FORMATS

 A Juan Valdez® franchise coffee shop may involve the operation of a coffee shop under the Juan Valdez® brand and may offer 100% premium Colombian coffee, coffee beverages, food items, and authorized branded merchandise. The specific products, services, operating standards, approved offerings, and franchisee obligations are described in the then-current FDD, the applicable franchise agreement, and related operating materials.

The operational model is distributed into four distinct footprints optimized according to spatial constraints:

  • Flagship Store: The largest premium model. Requires seating infrastructure for at least 60 customers, featuring the exhaustive global food/beverage catalog and the complete corporate branded retail merchandise line.
  • Terrace Store: A traditional format typically occupying a real estate layout of approximately 1,600 square feet of commercial space, highlighting optimized indoor/outdoor localized seating.
  • Barra Store: A versatile mid-sized operational footprint traditionally encompassing approximately 1,100 square feet of commercial real estate.
  • Express Store: A quick-service model built around an average of 500 square feet. It prioritizes fast customer line throughput, standard pastry display modules, and limited or absent localized customer seating.

Format availability, store size, seating, product assortment, equipment, site requirements, and design features may vary based on the market, proposed location, site conditions, franchisee qualifications, development requirements, and franchisor approval.

No particular store format, square footage, seating capacity, opening date, customer traffic level, or business result is guaranteed. Any requirements applicable to an approved location will be provided through the applicable franchise documents and development process.

INITIAL EXPENDITURES & CAPITAL ALLOCATION

The standalone entry Franchise Fee is set at $40.000 per store location, regardless of the store format.

ONGOING OPERATIONAL ROYALTIES & ADVERTISING COMMITMENTS

Royalty fees, advertising or marketing contributions, and any other recurring or non-recurring fees are described in the then-current FDD, including Item 6, and in the applicable franchise agreement. The amount, calculation method, timing, permitted use, and potential modification of any fee are governed by those documents.

SUPPLY CHAIN RESTRICTIONS & PRODUCT SOURCING

All coffee must be purchased and supplied exclusively from the franchisor and under the name of the Juan Valdez brand. Bakery products, soft drinks, merchandise, and paper goods, among others, can be purchased from local vendors.

A franchisee may be required to purchase or lease certain products, supplies, equipment, inventory, services, or other items from the franchisor, its affiliates, designated suppliers, approved suppliers, or in accordance with franchisor specifications. Requirements regarding coffee, food, beverages, merchandise, packaging, equipment, and other operating inputs are described in the then-current FDD, including Item 8, and in the applicable franchise documents.

The franchise agreement and operating materials, rather than this website, govern supplier approval, product standards, restrictions on sourcing, and the consequences of noncompliance. Any notice, cure rights, or termination rights will be determined under the applicable franchise agreement and law. 

INSTRUCTION MILESTONES, OPERATIONS & ON-SITE GM REQUIREMENTS

The brand provides an exhaustive, mandatory 15-day Initial Training structure handling core regulatory structures, quality assurance protocols, preparation engineering, inventory controls, and POS workflows. There is no training instruction fee for your primary operation team: the Director of Operations, the Certified Training Manager, and the initial General Manager.

  • Location Metrics: Instruction is hosted directly at the corporate training facilities in Colombia or alternate regional centers selected by the brand.
  • Franchisee Financial Liabilities: The developer must absorb all logistical trainee costs, airline transits, localized lodging, food allowances, and baseline operational employee salaries.
  • Launch Assistance: For the primary introductory footprint under development, a corporate representative provides 14 days of specialized on-site operation supervision during the launch window at zero added service cost (excluding basic trainer travel expenses).

A comprehensive list is provided with the recommended brands for the production and operational workflows, ensuring international retail system consistency.

TERRITORIAL PROTECTION LIMITS 

Territorial rights, if any, are described in Item 12 of the then-current FDD and in the applicable franchise agreement. The availability of a location or territory, any exclusivity rights, and the franchisor’s reserved rights depend on the applicable franchise documents. No statement on this website grants, confirms, or modifies territorial rights.

CUSTOMERS

COFFEE & PRODUCTS

All our coffee is 100% Colombian Coffee, hand-picked and proudly grown by more than 540,000 Colombian coffee-growing families. Each bean represents our commitment to fair trade and the premium quality of Colombia’s diverse coffee regions.

While not all of our blends are organic, we do offer a select range of certified organic products. Our specific lines Finca, Orgánico, and Mujeres Cafeteras proudly carry top international organic certifications. As shown in the product seals, these specialized coffees are certified by USDA Organic, Kiwa BCS Öko-Garantie, the European Union Organic label (Colombia Agriculture), and JAS (Japanese Agricultural Standards). Additionally, Juan Valdez is proud to be a Certified B Corporation, reflecting our high standards of social and environmental impact.

We divide our experience into three main profiles so you can find your ideal cup:

  • Origin Coffees (Cafés de Origen): Single-origin coffees that highlight the unique tasting notes of specific regions in Colombia (e.g., Huila, Antioquia, Sierra Nevada).
  • Premium Line: Balanced blends crafted by our master tasters (e.g., Colina, Volcán, Cumbre).
  • Freeze-Dried Coffee: Premium instant coffee subjected to an advanced low-temperature dehydration process that preserves the aroma, flavor, and acidity of freshly roasted coffee.

  • Whole Bean: Ideal if you prefer to grind it at home right before brewing for maximum freshness.
  • Ground: A medium-fine grind, perfect for traditional drip coffee makers, French press, or Moka pots.

COFFEE CLUB AMIGOS JUAN VALDEZ® & APP

It is our digital platform optimized for your smartphone or computer, which you can access directly from our website without needing to download anything from an app store (App Store or Google Play). The App is part of the Coffee Club Amigos Juan Valdez® Loyalty Program, so you must be a registered Program member to use its features.

By creating your account, you automatically join the Coffee Club Amigos Juan Valdez® Loyalty Program to start enjoying a faster and more personalized experience. To join, you must meet the Program’s eligibility requirements: you must be at least eighteen (18) years old and a legal resident of the United States.

Through our App Coffee Club Amigos Juan Valdez® and our physical stores, you can earn points for your purchases and consumption. Simply give your phone number to the barista at the register when paying or use the app directly so your points can be properly assigned. Please note that Points are not earned on taxes, tips, service fees, Gift Card purchases or top-ups, discounts, or refunded amounts.

Yes! Purchases of whole bean, ground, or freeze-dried coffee (whether bought through our online store or at physical locations) do earn points within the Coffee Club Amigos Juan Valdez® Program. Every coffee purchase helps you accumulate points toward your next reward and elevate your membership tier. Points are calculated based on the whole-dollar price of each qualifying item, not the total transaction amount, and any fractional cents will not accumulate Points.

Currently, no; you cannot use the App Coffee Club Amigos Juan Valdez® as a direct payment method in our physical locations. However, through our App and our physical stores, you can earn points for your purchases and consumption.

BENEFITS & TIERED REWARDS

The more you enjoy Juan Valdez, the better your experience becomes! Our loyalty program features a tiered system where your tier is determined by your average number of monthly visits, or the number of Points you earn, over the preceding six (6) months. You will progress through three exclusive levels:

  • Friend
  • Good Friend
  • Best Friend

As you unlock higher tiers, you gain access to different and upgraded benefits, exclusive perks, and special rewards tailored to your loyalty level.

Redeeming your rewards is flexible and easy! You can redeem your points in two ways:

  • Directly in the App: Browse your available rewards catalog within the app and claim your items digitally at your convenience.
  • In-Store: When visiting any of our participating physical locations, simply provide your registered phone number to the barista at the register to verify your account and apply your rewards to your order.

Please note: Points are valid for one (1) year from the date they are earned, and when you redeem, the oldest eligible Points in your account are used first.