A STUDY ON OVERCOMING HURDLES & CHALLENGES FACED BY COFFEE FRANCHISEES AND STRATEGIES FOR SUSTAINABLE SUCCESS

Abstract: SUSTAINABLE SUCCESS Sustainable success is a situation where there is growth and stability in a business over a long time with good performance, customer satisfaction, and good operations. It goes beyond short-term profit maximization. Few challenges faced during achieving sustainable success are Inconsistent or unreliable ingredient supply, Frequent staff changes or Failure to update the menu, embrace technology, or improve customer experience which can cause stagnation in achieving sustainable success by the firm. This study explores the challenges and strategic opportunities associated with operating coffee franchises in India's fast-growing café sector. As the franchise model continues to expand rapidly across the country, many franchisees encounter critical hurdles related to supply chain management, customer service, business operations, and local market adaptation. These issues often hinder sustainable growth, affect profitability, and challenge the consistency of customer experience across outlets.

Keywords: Franchisee challenges, Sustainable business strategies, Franchisor support, Customer engagement, Business development, Supply chain management, Operational efficiency.