coffee business strategies

I was asked to comment for an upcoming article on the topic of how (and why) coffee shop furniture and decor items can be used as retail branding elements, but may have gone a little overboard with my reply. The topic of branding, after all, is a fairly complex one and ties into a number of design, perception and human psychology. The reporter will probably not use all of my comments, so I decided to pull them all together into one article and publish it here so that all of my time does not go to waste:

Retail decor is extremely important for two reasons:

1. to establish value in the mind of consumers or potential consumers; and
2. to provide a space that supports your brand experience.

Consumers use visual cues to form their impression of retail brands and to anticipate the value of products and services, sometimes long before experiencing them firsthand. Numerous studies have shown a strong correlation between visual perception and taste, so retail decor can not only make a good first impression, but can arguably improve the perceived taste of beverages.

There is no single model of how retail coffee shops must be designed, nor features that must be included in every circumstance. Every business should choose a retail format and design elements that project the brand’s unique statement (e.g. “We’re good,” “We’re fast,” or “We’re cheap”), while also creating a desirable environment for consumers that is not duplicated elsewhere.

Using common elements like “comfy chairs,” consignment artwork and local memorabilia only creates brand confusion with thousands of similar businesses in markets across the country. The generic ubiquity of garage sale decor and its negative association with typical independent retail shops today can alone create a preconception of mediocre food and beverages in the mind of consumers that will hamper sales — regardless of the actual quality of what is served.

Remember that it is not the goal of a retail coffee business to be comfortable, it is to sell coffee, which does not necessarily include the addition of living room furniture.

Imitation may be the highest form of flattery, but decor modeled on the 1990′s cafe set from the television show “Friends” or on one of any 20,000 commoditized QSR chain outlets is not going to help develop a unique business identity that consumers will remember. The world’s most successful retail brands offer a consistent and uniquely identifiable experience that is not easily confused with their competitors: determine what aspect of your business is unique and then design a environment that is unmistakably original.

Central Bean Coffee, Newcastle

Take for example, our client Central Bean Coffee of Newcastle, England at the company’s flagship location. Central Bean was founded with a mission to redevelop the Northern England coffee landscape by introducing a new and original concept that combines innovative modern design while remaining true to simple but well-prepared specialty coffee beverages.

The company’s core values of 1) exceptional beverage quality, 2) innovation in design and process and 3) brand experience consistency are projected by the decor created by sister company Fluid Design Solutions.

Applying the British public perception that the American Pacific Northwest is the origin of modern coffee culture, the Newcastle-based company supported its brand identity by incorporating stone and wood elements closely associated with Seattle or Vancouver along with more industrial elements from the modern school of design in those cities. A totem pole silently sits guard at the entrance as an unmistakably unique branding element that makes a clear statement that the experience that lies within will be very different than any other coffee chain in town.

Innovation is projected by the considerate layout of custom-designed furniture in 3 separate spaces: the first with a standing bar and high-table chairs for business commuter on his or hear way to work at nearby offices, the second, a seated area for coffee and business or personal conversations and the third area, a recreation-style space for casual gatherings. The color scheme represents a modern and playful interpretation of earth, foliage, sky and water.

The appearance of a highly customized and professionally designed space draws on the innate consumer need for consistency (more accurately, the fear of inconsistency). The businesses has branded or otherwise customized the tables, furniture, glass partitions and even espresso equipment, to match the company’s color scheme or include logo elements, thus enforcing the perception that the experience received at one location will be similar to any other Central Bean.

Engaging decor does not always need to be expensive or represent the cutting edge of interior design. Depending on the competitive positioning and future intent of the business, positive thematic brand elements can be as simple an exposed brick wall or plain stainless steel counter that project the impression of thoughtful simplicity or craftsmanship.

When selecting decor elements, we recommend that retail management first define the core values of their brand in 3 simple words — words like “exclusive,” “ubiquitous,” “exotic,” “corporate,” “youthful,” “fun,” “stuffy,” or perhaps “anarchist,” as the starting point for any strong brand image and subsequent design ideas. Pick words that represent how the business will be seen and then match decor that represent those words.

Once management has clarified the brand message, decor is not necessarily difficult — maintaining a corporate culture that embodies the brand message is a far more complex task and will ultimately determine any difference between how you want to appear and how you do appear to your customers.