Żabka franchisees share their working lives in new chain campaign

Żabka is launching a campaign in which franchisees record short videos about running their shops and pass on a symbolic, virtual cup of coffee. In a statement dated 16 October 2026, the Polish convenience store chain describes an initiative built around business owners’ personal stories. For Poland’s franchise community, it is an example of communications that illustrate working with a brand through the experiences of those running its outlets.

From a podcast to a chain of nominations

According to Żabka, the campaign was inspired by an appearance on the company podcast by Olena, one of its Franchise Ambassadors. The idea was then developed into a series of short videos passed between participants. Whoever receives the virtual cup of coffee talks about their business, their relationship with the chain or what motivates them, before nominating someone else.

Participants do not have to address a single, narrowly defined topic. The rules described by the chain leave room for both stories about starting out in business and accounts of everyday responsibilities. The common thread is a personal perspective and an invitation for the next participant to contribute.

Head office employees who support the shop operators in their day-to-day work are also joining the challenge. The campaign is therefore not limited to one side of the relationship. Its format includes both franchise business owners and people working within the chain’s central organisation. Relationships between these groups are among the subjects explored in the videos.

Everyday shop life and life outside work

Żabka says the videos cover how franchisees got started, their daily challenges and their experiences of working with the chain. The campaign description also touches on combining shop ownership with interests outside work. Hobbies mentioned include fishkeeping, dancing, sport and travel.

These stories are intended to introduce individual people, rather than simply explain the franchise model. For someone considering becoming a franchisee, they can provide a starting point for questions about organising the working day, allocating tasks and the personal commitment involved in running an outlet. However, one participant’s experience should not be treated as a promise that another business will follow the same path.

It is also important to distinguish between an individual’s account and an assessment of the chain as a whole. Żabka presents the campaign as a collection of franchisees’ stories and opinions, not as a satisfaction survey. The videos offer insights into the views of those featured, but do not in themselves establish how all of the brand’s franchise partners view the relationship.

The publication context matters too: Żabka describes the initiative on its own website. Readers are therefore seeing company communications that include participants’ personal accounts. When assessing this content, it is worth separating those experiences from the chain’s broader promotional claims.

Apps and support for day-to-day operations

One topic highlighted in the statement is the tools franchisees use. Żabka names the Cyberstore and SprzedawcaPRO apps, alongside ongoing support from its Sales Partners. According to the chain, the videos are intended to show how these resources help franchisees manage their businesses and how the working relationship operates in practice.

For a prospective franchisee, this is a useful area to explore further. It is worth asking for a demonstration of specific tasks performed in the apps, an explanation of what data users can access and an outline of their responsibilities. The mere appearance of a tool in a franchisee’s story does not explain how a newcomer will be trained to use it.

Information about support should be approached in the same way. Before making a decision, prospective franchisees should establish which matters a Sales Partner can help with, how contact is maintained and which tasks remain the shop operator’s responsibility. These are questions to raise when discussing the terms of the relationship, rather than conclusions that can automatically be drawn from a short video.

Personal stories as a starting point for assessing the offer

Żabka’s new campaign uses a simple format: a short account, a symbolic gesture and a nomination for the next participant. Its distinguishing feature is the combination of work-related topics and participants’ personal motivations. In franchise communications, this shifts attention from the brand name alone to the people who run the shops and work with head office.

Anyone interested in the franchise opportunity can use the videos to prepare their own list of questions. It is worth noting which comments concern starting the business, which relate to organising work and which describe the support available. These points should then be checked against the franchise documentation and the answers obtained in discussions with the chain.

Practical takeaway: treat franchisees’ videos as an introduction to the realities of everyday shop operations. A decision to join the chain should nevertheless be based on the contract terms, your own financial calculations and a clear understanding of both parties’ responsibilities.