A veteran franchisee came to stake her claim in Canada and found success in the Prairies with Good Earth Coffeehouse
By Rachel Debling
Thirteen years as a foodservice franchisee in South Africa certainly set the foundation for Aarti Singh’s career as a Good Earth Coffeehouse owner in Calgary, Alberta. Even so, it still wasn’t as straightforward a path as she had initially imagined.
“My first year was not without its challenges,” she admits.
With the support of her franchisor, and though initially fraught with unforeseen hiccups that required her to be on her toes and ready for anything, she was able to come out on the other side of her first year in operation stronger, more confident, and somehow even more optimistic than before.
A personal balancing act
On top of her job as owner of the bustling coffee shop, the life half of Singh’s work-life balance is filled with infinite responsibilities that must be upheld outside of her workday. “Having recently relocated to Canada, the days have been busy trying to juggle new routines,” she explains. “As females, we tend to wear many hats, as a mother, wife, daughter, professional, and more.”
Thankfully, Singh had a positive role model to look up to, one which she modelled her approach to life and business around. When Singh was a child, her mother was also an avid entrepreneur, and she set an example for how her daughter would eventually tackle issues within her business while trying her best to balance an equally busy home life.
“From a very young age, I [watched] her navigate the challenges of entrepreneurship with grace, determination, and unwavering confidence,” she recalls. “Seeing her break barriers and excel in a male-dominated industry was both empowering and motivating. She defied stereotypes and proved that gender is not a limitation when it comes to achieving success.” These lessons are among those she hopes to pass along to her own daughter one day.
In her adult years, Singh began a career in optometry and completed her MBA, which pushed her toward business ownership. And after building an impressive CV of franchise experience overseas in a pizza restaurant system, Singh knew that when she moved to Canada, she wanted to continue along the same path. The business model and strong branding of Good Earth caught her eye as she researched investment options in the Calgary area.
“I explored many franchise brands but was eventually drawn to Good Earth Coffeehouse. I loved that it was a Canadian brand that shared many of my values,” she says. “Good Earth’s focus on building connections within communities, and its sophisticated offering and the commitment to sustainable practices, resonated deeply with me.”
Once she found a brand that aligned with her passion for business and innovation, Singh applied, and was delighted to find out that the company agreed she would thrive in their system. With the help of her franchisor, she secured a location and threw open the doors to her business on June 23, 2023, eager to discover what the Canadian market held.
Learning (and responding to) local needs
Two areas where Singh recognized she needed to apply her flexibility and practicality to make her new venture work were in understanding Canadian consumer preferences and the preferred way to do business outside of her home country.
“Adapting to the Canadian market was a steep learning curve,” she admits. “Leaning heavily on past experiences and my ability to quickly adapt to ever-evolving circumstances helped me navigate these challenges.” She also credits the founders and CEO of Good Earth, who were always available to lend an ear along with ample opportunities for discussion and guidance. “I’m also grateful for the incredible support from my family who allow me to freely follow my dreams and ambitions,” she adds.
Out-of-the-box thinking has helped Singh persevere and grow her location’s customer base beyond its neighbourhood. Identifying a potential synergy between her brand’s catering service and Calgary’s expansive aviation industry, she used her business knowledge to address the issue, to the benefit of her store, her airline partners, and their professional clients.
“My team now also provides daily inflight meals and catering services to private charter flights and jets,” she says. “It was an opportunity to expand our reach and bring the same quality of food and service that we’re known for in my coffeehouse to a new market.” This additional stream of revenue has strengthened her business and the reputation of Good Earth among a fresh, jet-setting consumer base. But she’s not stopping there. “I continue to explore different opportunities and gaps and hope to soon bring more into the operational fold,” Singh shares.
A friend of the earth
One of the aspects of owning a Good Earth franchise that most appealed to Singh, and that helped her find success in the crowded coffee category, was its commitment to the environment and making a big difference in small ways. These values, which overlapped with her own, were what solidified her resolution that owning a location was the right move for her.
“Good Earth is about more than just serving coffee. It’s about fostering community, serving amazing products while remaining committed to sustainability,” Singh explains. “Additionally, being part of a recognized brand with a strong support system has given me the confidence to run the business smoothly while exploring new opportunities for scale.” The fact that Good Earth’s head office support team handles aspects such as suppliers, logistics, and marketing means she can put her attention where it is needed most: on day-to-day operations.
Looking in the rearview mirror, Singh relishes how far she’s come, and looks forward to where the next stage of her ownership journey will take her. While she knows her education and experience have been the main drivers in her success, she acknowledges that Good Earth has helped do a lot of the heavy lifting.
“I am proud of having made the transition into the Canadian market,” says Singh. “My short-term goal is to remain focused on scaling the business and pursuing new opportunities that may present. I am also focused on adding value in our community and continuing my growth within the Good Earth Coffeehouse family and making a lasting impact in the Canadian market.”
For those looking to become franchisees themselves, Singh wholeheartedly recommends it, noting that even though having an MBA and business ownership experience can go a long way, franchising is still a pathway for anyone hungry to make a life—and a name—for themselves.
“While having a business background and experience in running a franchise helps, it’s only a part of the many ingredients required for success,” she says. “My advice is that you should not be afraid to get your hands dirty, as you must be able to lead by example. Assembling a dedicated and motivated team is also crucial for franchisee success.”
With an attitude like that, who knows where the next year will take Singh and her Calgary location. After all, she and her business have already entered the stratosphere—quite literally!
Learn more about franchising with Good Earth Coffeehouse
