coffee business strategies

I am not a coffee house owner. I have never been a barista. Blindfolded, I probably couldn’t even tell you the difference between a dark roast and a light roast. I’m just learning about aroma, acidity, body, flavor and aftertaste. I am however, a self described coffee house fanatic. I even have a website and a blog dedicated to the local coffee house scene in Denver, where I profile over 30 of the local coffee houses.

I was invited to share my perspective on CoffeeStrategies.com, because Andrew, the owner of this website, understands the value of listening to what customers really want.

As I made it my mission to visit every Denver coffee house I heard about, I started without any formal lens through which I would evaluate or rate these spots, but as I continued with this process, certain establishments really stood out. I started to look more closely at what (in my mind) makes a good coffee shop. I came up with three different areas of “java greatness”:

1) Atmosphere: It doesn’t take a genius to realize that atmosphere is important, but what does that really mean? On my blog, I have taken pictures of some of my favorite spots (mostly low quality camera-phone pics) and one thing you might notice is that there are very few common themes. Right now, if I had to pick a ‘top 3′ in Denver, one is a classy wine and espresso bar in South Denver, another is a funky and eclectic downtown spot, and another is a modern urban themed uptown location. What is the common theme between these? They each have a unique ’signature’. They have created and built on an identity all their own. This doesn’t mean there aren’t common themes between successful locations. I’m sure Andrew will continue to address some of those common ingredients here on his site. What it means is that you want your location to be a destination. It is more than just a place to sit while they have their coffee. You want it to be an experience, and you get to decide what that experience will be.

2) Service: I recently posted an article on my blog by someone who is no doubt an expert barista, but wrote a post on being a “Barista with attitude,” with the emphasis being on great coffee, and NOT on friendly service. Yes, great coffee is essential (see the third dimension), but excellent service is paramount. There are certainly places where ‘attitude’ is part of the culture. You may have been to one of the 50’s themed diners where the waitresses are intentionally rude in order to add to the ‘genuine atmosphere’ of an old 50’s diner. I wholeheartedly disagree with that philosophy. Now don’t get me wrong, I don’t need some smile-faking, brown-nosing, tip-fishing barista. What I do want is someone who makes me feel welcomed. It’s a big plus when they actually know your name (think Cheers). Customers want to feel valued, welcomed, and understood. I also love the coffee houses where I see the owner every so often and he or she makes a point to speak with the customers. Make them feel they want to return. This pays off huge dividends in referrals, return business, and yes… good tips.

The personal side of service only gets you so far, though. The procedural is equally important. What does that mean? It means you know how to make a good cup of coffee. It means you can serve customers in a timely manner. It means you open when you say you are going to open. It means you pay attention to your custodial and maintenance needs. Both personal and procedural aspects of service are critical.

3) Product: I don’t put product last because it is least important. I believe each of these dimensions of “java greatness” are like the legs on a three-legged stool. if you are missing one, the stool won’t stand. If one is a different length, your stool will wobble. Your product is obviously of high importance. This can be a differentiating factor as well. Research your local roasters to decide who has the best coffee, and who you want to support. Make sure you and your team are adequately trained in properly preparing each of the drinks you serve. No matter how fancy your espresso machine is, you need to know how to correctly heat, time and pour each drink. What about your other products? Pastries, foods, gifts, cards, books… obviously, you have a lot of options as to what else besides beverages you want to offer, but whatever it is, make sure it is of high quality and adds to the atmosphere of your establishment.

I am no expert… look to Andrew here at CoffeeStrategies.com for that. I am however, a dedicated customer; the kind that buys your product and fills your pocket. The next customer may have a completely different perspective than me, but the important thin is to remember the customer comes first. Get to know them. Ask them what they are looking for. Make them feel valued. Make them feel welcomed. Make them want to return!

The Denver Coffee Blogger
http://denvercoffee.blogspot.com