I'm part of a new, small coffee shop in Sherwood, OR. Well, new in a way. We bought out the previous owners and kept the name but changed everything else. THAT decision aside, most of our current customers drink flavored lattes, smoothies, iced tea, ect. There are several other shops nearby including Starbucks and we'd like to carve out a share of the market. Most customers that we have order VERY flavored lattes or smoothies. My question is: is it worth our time to try to create a market for high-end coffee or should we concentrate on competing with the other quasi-specialty coffee shops in our area? Has anybody tried this and what happened?
I realize that results vary from market to market but I'm just looking for broad concepts! :)
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