International café chain Cooks Coffee, which operates the Esquires Coffee brand in the UK and Ireland, has appointed Louise Buet to the newly created role of group marketing director.
Buet will lead the group’s marketing strategy, with responsibility for strengthening the Esquires brand, driving customer demand and loyalty, and assisting franchisees to deliver sustainable sales growth.
A key priority will be building scalable marketing capabilities and insight to support the expanding store network.
Buet joins from food-to-go and coffeehouse chain Tim Hortons UK, where she has held the role of head of marketing for the past two years.
She also brings more than 15 years of experience in senior marketing and commercial roles across the retail, hospitality and fmcg sectors with expertise in brand development, customer acquisition, loyalty and multi-site growth.
Her appointment comes as Esquires Coffee continues to expand across its core markets. In the three months to 30 June 2026, group systemwide store sales across the UK and Ireland increased by 14% year on year, including 14.9% growth in the UK and 11.8% in Ireland.
Over the 12 months to 30 June, group systemwide store sales increased 19.3%, while the franchise network added eight net new stores in the UK and six in Ireland.
“Esquires has strong momentum across the UK and Ireland and Louise’s appointment is an important investment in the next stage of our growth,” said Cooks Coffee Company executive chairman Keith Jackson. “We see significant opportunities to continue strengthening the brand and supporting our franchise partners. We are delighted to welcome Louise to the group.”
Buet added: “I am pleased to be joining Cooks Coffee and the Esquires Coffee brand at such a pivotal moment in its growth story. The brand has real momentum behind it, and I see a huge opportunity to build on that success and bring the Esquires experience to even more customers in the UK and beyond.
“Esquires’ values also strongly align with my own, particularly its commitment to sustainability and the positive role its cafés play in local communities. I am excited to build on those strong foundations, help sharpen the brand’s positioning and drive its continued growth.”
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