Only 12oz, are you crazy?
We will soon be dropping to only 12 oz hot sizes (and only 8oz for caps, and only 16 oz for cold) and I am trying to decide what to do with the drip coffee customers. What might be some possible situations to satisfy the 20 oz drip customer. Add shots are always an option. Any thoughts as to ways of helping the drip customer...thanks for any feedback.
Zach
Zach
Replies to This Discussion
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Permalink Reply by Jason Haeger on
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Free refills? I don't like it. The coffee's too good for that.
I agree wholeheartedly.
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Permalink Reply by Benza Lance on
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Free refills are for the cafe's that are named "Cup a Joes!" or "Downtown Cafe" or some rinky dink shit of that nature. You don't get free refills of glasses of wine at a restaurant, do you? I wish, but its not possible, because this is a high quality product costing you money.
With that being said, huzzah on the 12 ozers! Anything over 12 oz at a time gets my stomach doing knots.
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Permalink Reply by Jay Caragay on
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When we started The Spro in August of 2006, we offered four sizes of coffee drinks (8,12,16,20). In February 2007, we dropped the 20z cup. There were some complaints but we kept going. In November 2007, we dropped the 16z cup and there was a blizzard of complaints.
So much so that I had to soften my stance and bring back the 16z cup as an "under the counter" off-menu item. French pressed coffee could still be had in a 16z cup for $2.00 and a 16z Latte cost $6.25. Otherwise, the 16z is effectively not on the menu and not a typical order for customers.
And The Spro is located in a seriously suburban, soccer mom, Starbuckian environment.
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Permalink Reply by Stickman on
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$6.25 for a 16oz latte? Yikes! How many shots in that cup?
We sell 16 oz French Press for $2.5 and a dbl shot 16oz latte is $4.75.
Everything we serve is a dbl shot. Extra shots by order...It's our way of encouraging 12 oz drinks.
Incidentally I charge more for a 16oz Americano because the cups don't fit under my portafilter and I have to decant the espresso into the water. 25 cents hassle factor.
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Perhaps I should clarify a little. We don't "encourage" our customers to order the 12z size. Unless you're an "old time" customer who's been with us awhile, there's nothing to indicate that a 16z cup is available to you. You simply have a choice of 8 or 12 for either pressed coffee or latte-style drinks.
Of course, when it comes to a cappuccino, you don't have a choice.
And $6.25 is in line with our COGS for that drink. If I offered crappy commercial milk (or that "faux organic" stuff) then I could offer the same drinks for at least a dollar less.
What I have discovered over time is that it is a lot harder to take it away. Meaning that it would have been better to have started with only 8 and 12, rather than eliminate the 16 and 20 in order to get to the same place. For the next location, it will start with 8 and 12 only.
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Permalink Reply by Brady on
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Ray, I'm hoping someone answers your question. I'd like to see some of these positions fleshed out a bit more.
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Permalink Reply by Z Bancroft on
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My explanation of becoming the soup nazi of coffee.....
One of my (our) greatest challenges to being successful is settign ourselves apart from starbucks. How often have you heard "wow, you guys are even better than starbucks", or "Wow, you guys are like starbucks, but way better". Last January I had an epiphany that in order to really set myself apart, I have to be NOTHING like starbucks...let me explain. I want every customer to have to think about Where they are, What they are drinking and WHY it is different. The first two years we were in operation, we were basically a REALLY good starbucks. We offered almost everything they do, just did it better. We can't beat starbucks at their game...they have millions of dollars invested every year into marketing and product development. So, the idea is simple, make yourself nothing like them. From the moment people walk in the front door of my place (element coffee) they realize that there is something different. super clean, simple design with a minimalist style. Anyway, when they go to our menu it is an 11 X 17 piece of glossy paper in a nice frame on an easel that sits on the counter. 13 items on our menu...that's it. no super sticky sweet, etc...traditional.
As for smaller sizes...going traditional so people can enjoy the coffee and get to the heart of coffee. Most people don't realize that coffee by itself can taste amazing, they have just never experienced it...or expected it, after all, how many places can you go and get coffee that is amazing? not many, but we are all working to change that...
To further set ourselves apart...
We treat each customer with respect even though they want that 20oz white mocha..."Sorry ma'am, we actually don't have white chocolate, or a 20oz cup", but what we do have is an all natural vanilla syrup that we make right here. It's delicious and you will love". We have chosen a path that requires a crazy amount of patience and a passion for teaching others abut coffee. We want people to taste our amazing coffee, not stuff that only distracts. why do we make our own vanilla syrup, chocolate sauce and house chai, you got it...we do it to make people think and realize that we are different. We treat coffee as a culinary art, and not a commodity that is meant to be consumed to get you through your day. An enjoyable elixir that tastes amazing because the coffee sourced is some of the most amazing coffee in the world, that is roasted amazingly (Big thanks to Barefoot Coffee...Woot Woot) and then handled with care by a highly trained barista...
Act different, look different, offer different, and be different.
Offering stuff that is different requires people to think about what they are doing when it comes to coffee purchases. If they realize how different it really is, they will think that every time they think about a cup of coffee, and hopefully they think of your place before a corporate giant...
Peace ya'll
Zach
Element Coffee
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I'm going to say what everybody wants to say:
Zach, you're the fuckin business.
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Permalink Reply by Mike Cannon on
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It's a simple pleasure to serve a traditional coffee menu.
And watching artful pours is more rewarding than listening to a cacophony of blenders.
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Permalink Reply by Summer on
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you could encourage your customers to bring in their own reusable mugs for to-go coffees that they want in larger sizes. not only does it help to solve your problem, but it reduces waste and cost for you.
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