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...If our town was full of sophisticated urbanites I could afford to be exclusive about what I serve, but with the smalltown, often rural, customers I anticipate, I should cater to their wishes to some degree.
So, there will be traditional coffeehouse fare, as well as light lunch foods. I may also offer perhaps 4 flavors of hand-dipped ice cream. I plan to offer cold drinks, including Southern Iced Tea, and those blended coffee drinks. I honestly admire the purist coffee shops, and I want to provide the best espresso product I can. So I will pursue excellence and customer service, and I will keep my food offerings as simple and trouble-free as possible. I am willing to learn how to make espresso and its derivatives from those who understand it best, and I will try to avoid following the pattern set by *$ and others of their ilk.
... (also @ John P... i worked in a shop that served soup and oatmeal and they both sold out every single day....something to consider)
Know your audience and cater to them in a way the informs and educates about specialty coffee.
I have a customer that orders a 16oz Cap with no foam filled 3/4 full then topped with breve foam. I smile and serve her her drink, not the one I think she should be drinking. She's been coming in for almost a year every day. I found out last week that she produces a health food show on Am radio. She has driven so much business to us and if I had insulted her and refused to serve her the drink she ordered she would have never walked back through our doors.
Jason,
educating would include educating the customer on what a cappuccino is. Customers WANT to be educated, it makes them feel included and informed. Make their drink, call it the "Hildegard" or whatever her name is, but to let if be ordered as a capp when it's clearly something else seems patronizing to me. Don't underestimate the customers' ability to be educated about your espresso drinks. Educate, inform, and serve great drinks.
Jason Shipley said:Know your audience and cater to them in a way the informs and educates about specialty coffee.
I have a customer that orders a 16oz Cap with no foam filled 3/4 full then topped with breve foam. I smile and serve her her drink, not the one I think she should be drinking. She's been coming in for almost a year every day. I found out last week that she produces a health food show on Am radio. She has driven so much business to us and if I had insulted her and refused to serve her the drink she ordered she would have never walked back through our doors.
dont buy a blender......unless you want to hear the word Frappuccino a million times.... reach out to the community, offer coupons with like-minded businesses in the area. Avoid commercial coffee. Stay true, and keep it real (whatever that means). Offer a open mic night once a week...listen to your customers...
If I could sell a million Frappachino's I would do it lets do the math say $4.50 each that's hmmm 4.5 million dollars, lets say after costs that's only a net of what maybe 2.8 mill. But you guys are right maybe I'm wrong to smile happily at my customer and tell them that I'll make them a granita with freshly pulled shots of espresso and Ghiradelli chocolate sauce, topped with freshly made whip cream. Figure out how to give your customers what they ask for with the best quality you can make it with.
I'm a business man , not a Coffee Martyr.
Samir Ali said:dont buy a blender......unless you want to hear the word Frappuccino a million times.... reach out to the community, offer coupons with like-minded businesses in the area. Avoid commercial coffee. Stay true, and keep it real (whatever that means). Offer a open mic night once a week...listen to your customers...
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