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A Unique Marketing Spin for a Coffee Shop

A Unique Marketing Spin for a Coffee Shop

The use of a series of loyalty programs brings success to a coffee shop.

By William Dupree

Three business partners contacted me about creating a marketing plan for a coffee shop that they were opening in Greenwich Village in New York City. They had already leased a 3000 sq. foot space, which is very large for a coffee shop. They had not worked out what type of food or coffee they would serve. The location was too large for it to survive as just a coffee shop something extra would have to be added.

I met with the three partners where I discussed my concerns about there new business venture. I convinced them to follow a plan that I created that would solve the extra space problem for them. Since they had already signed the lease on the location that was to large to succeed as just a coffee shop I created a plan for the coffee shop to be used as a place for community service groups, discussion groups, art and theatre groups, and special interest groups.

I arranged for the coffee shop to operate a two-prong strategy. In the morning it will offer coffee, cappuccino, and breakfast muffins and an assortment of pastries to the people in the morning, 65% who are professional. After 9:30 A.M. the coffee house will strive to become a meeting place for various community groups, organizations, associations, and a place for college students to meet after classes. The coffee shop will have a part time program director who will work with the various groups to help facilitate community meetings and set up interesting forums and discussion groups, and to provide other entertainment for the college students.

I conducted some research on successful coffee shops and found that the espresso machines contribute well over 50 percent to a coffee shop's revenue and even more to its profits. The shops with the best tasting drinks did five to ten times the business of shops with average tasting espresso. To capitalize on this the coffee shop should try to get its espresso drinks to over 50 percent of the drinks served. To accomplish this, the coffee shop set up a separate espresso station, with instruction on how to make a great espresso. The coffee shop will set its pricing approximately 25 percent below typical Starbucks' pricing.

The key to the coffee shop is the merchandising and taste of its specialty drinks, which involves having the right coffeemaker and coffee, and people who understand the art of making good coffee. I suggested that the coffee shop purchased a high-end cappuccino coffeemaker that has a shiny copper and bronze exterior that can be set out in a separate station to attract interest to specialty coffees. Two employees along with the manager were trained in the proper technique of making specialty coffee drinks.

I worked with the part time program and sales director with finding groups and creating groups that will hold meetings in the coffee shop. A discount was offered to any group or individual who would bring in groups. I created a web site explaining what the coffee shop has to offer, and what meetings are taking place and how they can attend these meetings. The coffee shop will send out coupons to groups offering a 25-percent-off discount.

I bought a list from a list broker of organizations, associations, and local community groups in the area. I wrote solicitation letters to them explaining what services the coffee shop had to offer. I created online discussion groups that would involve potential clients for the coffee shop. Articles were written for on line publication for the organizations, associations, and local community groups that held meetings at the coffee shop. These articles contained links to the web site for the coffee shop that would list the upcoming events and discussions that would be held at the coffee shop. Print ads were also taken out in a small local publication that the targeted market reads.

After about 5 months the results of these marketing efforts had paid off. The coffee shops morning business was doing 10 percent better that was forecasted. The coffee shop had 8 regular groups, organizations, and associations holding weekly meetings in the coffee shop. I got permission from the clients who are using the coffee shop for meetings to use there names in the next set of ads that will run, and on the new web site. You must promote your success to get new business.

About the Author

William Dupree is the owner of I.M.P.S. (Interactive Marketing & Promotional Solutions Inc.) (www.intmktprosol.com) a sole proprietorship marketing firm located in New York City that specializes in developing interactive marketing strategies for small businesses. Prior to founding I.M.P.S. in 2005, Mr. Dupree was a senior partner at E.D.L. Marketing for twelve years. Before joining E.D.L. he worked for the Diamond Marketing Group.

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Another Great bocajava Article
Espresso Or Cappuccino--The Secret To Great Coffee

No two professional coffee makers or baristas can come up with a cup of coffee that tastes the same. The reasons are legion. Here are a few answers to your unasked questions.

Strange as it may seem the quality of water can affect your brew. The fresher and hotter it is, the better. The temperature of water should reach 203? F / 95? C, which is near boiling point. If water is allowed to stand for too long, it tastes stale. Mildew could form as well. If the utensil used to store water is not clean, it could have a bearing on your cup of coffee. So could water that has been insufficiently filtered.

While selecting coffee beans, Arabica is a good choice. The plantations are 3000 ft. above sea level and even higher. It doesn't matter if the beans are from Brazil, Bogota or the many other areas where coffee is grown. The thing that matters is that the beans should be freshly roasted. Whether you do it yourself or get it a few days after roasting, the aroma should have a satisfying freshness. Over roasting could result in a burnt flavor!

Robusta does not have as pleasurable a flavor as Arabica does, as it contains more caffeine. This coffee plant thrives and is comparatively less prone to disease. The beverage is fine for a quick energy booster, but it is not used in the making of espresso coffee. The latter is a coffee to be enjoyed at leisure, sip by tasty sip.

Roasting plays an important part in the pleasure a cup of coffee affords. The beans are roasted to a dark French or Italian color and ground not with blades but burrs. Blades tend to chop the beans. Burr grinders, on the other hand, with pyramidal teeth fixed on two plates, work efficiently. The closer the plates, the finer the particles. Sand-like granules are preferred over powder or small gravel-like granules. Once the beans have been pulverized, the product should be put into airtight containers. Failure to do so immediately will lead to oxidation and the absorption of 'alien' odors.

It is imperative to buy a good machine. Do not invest in one where steam is necessary to build pressure. Go with a boiler or thermoblock to generate heat. A pressure pump that produces 9 bar or more is ideal. Above all, the machine should be well maintained.

The method is to pour clean, fresh water into the machine. Switch on the machine. Once the water gets heated, allow a cup to warm up the machine and to clean it of any residue. The heated water goes through the machine to the pump. Meanwhile, put in the roasted granules of coffee and press down till the packed coffee is springy to the touch. Make sure nothing spills out.

With the hopper firmly in place, put a cup under the spout from where the espresso will flow out. It takes just 5 seconds to get that piping hot cup of espresso and 20 seconds if a double is your requirement.

If cappuccino is your preference, heat a little organic milk (approx. half a cup) in the microwave oven for one and a half minutes. Beat it up till it becomes froth and float it on the espresso. You can have your choice of topping - chocolate may appeal to some, while others may prefer cinnamon or nutmeg. Those with a sweet tooth could add organic sugar.

Armed with this information, it shouldn't be difficult to turn out a refreshingly, delicious cup of coffee. Espresso or cappuccino, the choice is yours!

For more information on coffee and coffee brewing methods visit http://www.coffee-lovers-guide.com/

About the Author

For more information on coffee and coffee brewing methods visit http://www.coffee-lovers-guide.com/

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