Sound chain reveals coffee outlet revenues: what prospective franchisees need to know

Average monthly revenue per coffee outlet in the Sound chain was 3,250 Belarusian roubles (BYN) between March and May 2026, while the average break-even revenue was BYN 1,500. These figures appeared in an article featuring the chain’s owner, published by Myfin.by on 1 September. For those considering a franchise in Belarus, they offer a reason to examine individual outlets’ finances more closely: a network-wide average does not mean every partner earns the same amount.

What the chain disclosed

According to Myfin.by, Sound’s total revenue during the period was approximately BYN 1.3 million a month across around 400 outlets. Dividing these figures gives the published average of BYN 3,250 per outlet.

The publication also received a sample of the chain’s financial figures, averaged over March–May. This shows not only total revenue but also how outlets were distributed across monthly revenue bands. That distinction matters when assessing a potential business: total turnover indicates the scale of the network, while the breakdown helps reveal how widely individual outlets’ results vary.

It is important to keep the timeframe in mind. The figures cover three months, not the whole of 2026, so they should not automatically be treated as a reliable year-round performance benchmark. The available sample contains no month-by-month figures that would allow March, April and May to be assessed separately or compared with other periods.

Scope is another limitation. These figures describe one particular chain, not all coffee outlets in Belarus. It would be misleading to use them as a universal profitability benchmark for any coffee business.

Different results behind the average

In the published breakdown, 55 outlets, or 14% of the network, generated less than BYN 1,500 a month. A further 43 outlets, described as 10% of the network, had monthly revenue of between BYN 1,500 and BYN 2,000.

Meanwhile, 162 outlets generated between BYN 3,000 and BYN 6,000 a month, accounting for 41% of the network. Another 42 outlets, or 11%, recorded monthly revenue of between BYN 6,000 and BYN 16,900. The upper end of that range was identified as the record for a single outlet.

These groups show why a single average is not enough for a prospective franchise buyer. The same network includes outlets with revenue below the average break-even threshold and others with turnover well above the network average. However, the figures alone do not explain these differences: they cannot establish the influence of location, how long an outlet has been operating or its operating conditions.

The groups listed in the available extract do not provide a complete breakdown of the network. Missing revenue bands should therefore not be filled in with assumptions, nor should the shares be recalculated as an exact picture of all outlets. The published percentages should also be read as reported by the source, bearing in mind that the total number of outlets is approximate.

Revenue is not the owner’s earnings

Average revenue of BYN 3,250 exceeds the stated average break-even threshold by BYN 1,750. But that arithmetic difference is not, in itself, confirmed net profit for any particular outlet. Establishing net profit would require a breakdown of costs and an explanation of how break-even revenue was calculated, neither of which is included in the data provided.

Similarly, the fact that 55 outlets generated less than BYN 1,500 does not justify declaring every one of them loss-making. The publication gives an average threshold for the network, not an individual figure for each outlet. The revenue needed to cover costs must be checked separately for any specific location.

The record BYN 16,900 should likewise be read as one outlet’s revenue, not as a promise of what a new owner will achieve. Comparing the record with the average helps illustrate the range of results, but it is no substitute for financial projections for a proposed outlet.

For the franchise community, the main value of this disclosure is that it enables more specific questions. Rather than discussing only the highest turnover, a prospective partner can ask for the distribution of results, the costs of comparable outlets and the methods used to calculate financial metrics.

What to check before investing

When considering a coffee franchise, the published data can serve as a starting point for due diligence, but not as a ready-made forecast. First, establish which outlets were included in the average and how closely they resemble the outlet you plan to open.

The next question is what the break-even threshold includes. Which costs does it cover? Has it been calculated for the specific premises and contractual terms? It is also worth requesting figures for a longer period: a three-month sample does not establish full-year performance.

Finally, distinguish between revenue, profit and the time needed to recover the initial investment. The figures presented provide information on turnover and the average break-even threshold, but not enough to calculate the payback period for a prospective franchise purchase.

Practical takeaway: do not base your decision on the chain’s record revenue, or on its average alone. Before signing an agreement, request financial figures for comparable outlets and check which costs are included in the calculations for your particular location.