What is the secret of a successful coffee shop - basic principles

Every year hundreds of coffee shops open all over the world, including in our country. This industry, in general, is developing and is popular.

But did you know that for every successful coffee shop there is another one that, alas, does not pay for itself and closes in the first year of its activity.

We, producing and selling paper cups for coffee, were able to put together a complete guide in this area for you.

So what makes a coffee shop truly successful? Every year, all sorts of strategies for promoting coffee shops are developed, leading marketers are attracted, and huge advertising budgets are spent. What ultimately works and gives real results?

We tried to understand this issue by looking at the most innovative solutions for customer service, increasing profitability in the coffee business. We hope this review will help you develop an understanding of how to make YOUR coffee shop successful.

Innovations

Innovation, the first item on our list of the main ingredients for success not only for a coffee shop, but for any business

In recent years, the coffee industry has seen exciting innovations transforming the way the popular beverage is served and consumed. One of the biggest trends in the ready-to-drink coffee business has been the adoption of technology to improve the customer experience.

Large coffee chains like Starbucks have successfully adopted mobile apps for ordering and pre-payment, allowing customers to save time and enjoy their favorite drink without unnecessary queues.

In addition, successful coffee shops are increasingly focusing on creating unique spaces that attract customers not only with taste, but also with atmosphere.

An example of such innovation is the concept of the US coffee shop chain "Blue Bottle Coffee", which pays special attention to the quality of fresh beans and the interior design of its establishments. An indispensable detail in the interior of such coffee shops is blue bottles and dishes in the interior of the establishment, which cannot be confused with anything.

Improvements like these are attracting coffee connoisseurs who are looking for more than just a drink, but a unique experience.

Innovation in the coffee business also touches on sustainability and social responsibility. Companies like Sustainable Harvest Coffee Importers (USA) and others are actively working on sustainable practices, from environmentally friendly production to supporting fair labor on coffee plantations.

These innovations not only meet modern market requirements, but also create a positive brand image, attracting customers who value environmental responsibility.

Before you open, think about what new things your coffee shop can offer? 

Uniqueness

Seth Godin writes the following in his book, This Is Marketing:

"The constant pursuit of mass will make you boring, because mass means something average. It is essentially the center of the curve, which will require you to offend no one and satisfy everyone. In the end, this will lead to compromises and generalizations.

Instead, start with the smallest market. What is the minimum number of people you need to influence, and what does it cost?

Innovation and your target audience are inextricably linked

If you cater to everyone, you are essentially impressing no one. Instead, create a unique business concept that is tailored to your target audience.

Not only will this set you apart from your competitors, but it will also help you build a strong brand, connect with your customers, and create a community for a successful coffee shop.

Start with your personal “why.” Why should your coffee shop be opened? What are you passionate about? And why coffee and not something else? Here’s a real-life example

Striving for innovative approaches" - this is how one can characterize the unique experience of a chain of coffee shops in St. Petersburg. The opening of the first point in the to go format (a point like a kiosk with a window) was a response to the active rhythm of city life, where every minute matters.

This move allowed the company to become a leader in providing quality coffee in convenient packaging, and customers appreciated the opportunity to enjoy a flavorful drink on the way to school / work / home.

Over time, the chain continued its innovative path, developing its business in the direction of full-fledged cafe-snack bars. The uniqueness lies in the fact that today the chain is not limited to just coffee, it offers a full experience of breakfasts, lunches and cozy dinners. Here, each customer can enjoy not only outstanding coffee, but also a varied menu offering dishes of high culinary level.

Today, in the northern capital there are 170 establishments of various formats selling coffee under this brand.

This innovative approach allows to retain customers and attract new ones, offering not just coffee, but a full-fledged gastronomic journey. As a result, thanks to the visionary management, the startup has become not just a coffee shop, but a real center of gastronomic pleasure, combining the traditions of coffee culture and modern trends in cooking.

Target audience

Now define your “target audience.” What target audience identifies with your belief system and your company’s core values? These are the people you want to attract with your marketing, menu, pricing, location, and aesthetics. Entering a market is best if there are many potential customers who match your business values.

In such a favorable market, all you need to do is let the market know about your existence, and the word about your business will spread virally, or by word of mouth.

Look for other local businesses operating in the market that share similar values, beliefs, and customers as you. If you can be the second or third similar business to open in the area, it may be enough to make a good deal on a property lease for a coffee shop in a prime and busy location.

Defining your target audience is a key step in running a successful coffee business, especially in the face of a variety of offerings on the market.

Here are some real examples presented on the Russian market, but without real names: 

• Company 1. Successfully targets a student audience. Placing its outlets near educational institutions and providing student discounts creates an attractive space for young people. This strategy allows it to be not only a place to get a cup of coffee, but also a center for social meetings and exchange of ideas among students;
• Coffee shop 2. Chose a strategy of focusing on connoisseurs of high-quality coffee and stylish design. This chain offers premium drinks, preferring quality to quantity. Coffee shops are often located in business districts of cities, and the interior is distinguished by its laconicism and coziness, attracting business people and connoisseurs of aesthetics;
• Network 3: Actively attracts customers by focusing on the values ​​of environmental awareness. The use of eco-friendly packaging, sustainable practices in production, and support for sustainable development projects have become the hallmarks of their business. This strategy attracts customers who are looking to make conscious choices in favor of the environment.

Customer service

You can be great at making great coffee, but if customers don’t feel respected and valued, they’re less likely to become loyal customers. Every warm greeting at the door, transaction at the register, and offer to clean their table is an opportunity to deliver great service.

And since baristas are the primary customer-facing employees, it is important to hire and train the right, efficient staff.

Fast, friendly, and approachable are three simple qualities of an employee who provides excellent customer service. Your baristas should be responsive – anticipating customer needs while maintaining order in the store and in their interactions with customers. They should be friendly – ​​greeting customers with a smile and being prepared for a quick chat.

Additionally, they must be accessible be it behind the counter or moving around the coffee shop, able to take orders and answer questions as needed.

When reviewing resumes, look beyond the applicant's experience. You can always teach someone how to make coffee, but applicants should have a natural understanding of the hospitality skills listed above. In the initial interview, pay attention to facial expressions and how they present themselves.

Some interview questions you can ask to get a comprehensive picture of the candidate include:

• Why do you want to work in the coffee industry?
• Describe a coffee experience you've ever had and what made it the best.
• What does great customer service mean to you?
• Give an example of how you provided exceptional customer service.
• What do you consider to be your strongest character traits? What are your weaknesses?

A successful coffee shop will invest in three essentials for barista training: coffee education, customer service, and a system + manual for employee operations with clear standards. These measures will ensure that customers leave ecstatic, knowing that they have been treated with unwavering respect.