How To Get a Coffee Shop Packed
This is the story of coffee shop marketing (or not)
Coffee is a very big deal in my household.
Until I met my wife coffee was a drink that hadn’t really passed my lips. When my wife entered my life all of that changed. On our first date, she took me to a coffee shop and asked me what coffee I drink. I simply replied, “same as you” I had no idea coffee could be so complicated. And then and now at home, coffee is more like a religious act of devotion than a simple drink.
First, the handmade, hand-crafted copper coffee pot comes out. It’s intricate, careful, and masterful. The external design looks are designed to enhance the now all-so-familiar ritual.
Then the coffee comes out of the cupboard. The smell is a smell that’s not like any other smell because like any other daily smell. It is the smell of life itself. One heaped spoon per tiny Turkish coffee cup followed by that same cup of water go into the pot. Once in the pot, the heat begins to rise in the boiling water. Sugar is finally added until the bubbling, frothy black coffee eventually races to the top of the pot like a mini volcanic eruption about to explode and spill over the edge. At that point and only at that point only - never before and never after - is the heat switched off.
Then coffee at the moment is quickly transferred from the copper coffee pot to the small Turkish coffee cups. Once drank the final ritual only appears on request. That is the ritual of reading the coffee. This is where the coffee reveals its truth in its futuristic voice. The cup is turned upside down. The remaining crushed coffee beans in the form of dusty brown sludge falls onto the saucer. The cup is lifted and the future of the drinker of the cup of coffee is read.
Like I said at the start, in my house coffee is a big deal.
When a new coffee shop opens
So when a new coffee shop opens in our town we like to head over and try the coffee. It’s religious.
This weekend went a new coffee shop opened. This was a place opening with quite a bit of fanfare so my expectations were high. We arrived around 9 am. Surprisingly we had to stand in a long queue in the early English cold wind outside. Once we were inside the lines outside just got longer and longer. Apparently, the shop ended up closing early because they underestimated everything and sold out of everything. Good for them, that’s impressive.
But …
The coffee was cool and weak. Our croissants were burnt, hard, and flat. The service was chaotic. No one seemed to know what they were doing or what anyone was doing. I can forgive the service on day one because I’ve been there, but selling poor products at high prices is a tough ask for me.
I might try it again once the dust settles.
And then there are Artisan Coffee Shops Vs. Corporate Brands Coffee Shops
In the past, if I wanted a coffee that I knew what it would taste like in advance I always went to a big brand coffee shop. It was always the same and always tasted the same. Brands have systems. Their systems are just about always brilliant. I had a Starbucks coffee in Manhattan, New York. It was exactly the same as the Starbucks I had in Israel, Australia and here in Cheshire. Not anymore. Things have definitely changed.
The brands have something artisans do not have
As good as perfect customer service
They understand how to look after a customer
Relatively stable coffee
Mostly very average croissants but edible
Decent prices
The artisan’s coffee houses can
Deliver some very clever drinks and pastries
The drinks are mostly very good and usually stronger (when owner-made)
Pastries if made in-house or provided by an artisan bakery are almost always another level
Sadly they rarely understand customer service
The prices are always much higher than the brands
Now like I have already said twice, in my house we take our coffee seriously, so if the package isn't right we just don’t go back unless we are tempted to go back.
I bumped into the owner of a local coffee shop that used to be my personal favourite coffee shop. I no longer go. It was something really simple, but the simple thing happened twice. First, for some reason, they began to overcharge me for my coffee. The second reason was their service went downhill. Actually, the 3rd reason was their coffee started getting weak and I like mine strong.
He asked me directly, “Alan I haven't seen you for a long time how are you?” I replied, “Very good thanks.” He then said, ” You are probably very busy with the new baby right?” I replied, “Not really I get my coffee at this place now.” I could see how disappointed he was. Frankly, I felt a little bad for him. But I was spending £9 a day in his shop. That is around £3,000 a year on coffee.
It was never the money, it was the religious act - the coffee, the whole thing.
I’ve never had a single marketing message from ANY coffee shop
As a marketing man, I always have a simple question. That question is this. Why have I never had a single marketing message from ANY coffee shop?
As a customer, I respond well to marketing from places I love. That is because I am loyal by nature but only loyal when I am happy. And this is a double-edged sword period for coffee shops. The reason is as many will close whilst as many will open.
It’s crazy.
If I had a coffee shop this is what I would do and it’s not social media.
Research the market - Question the public on the street about what they dislike about coffee shops?
Ask the public what they really want from a coffee shop?
Train staff to deliver service that is recognisable and consistent.
Create a system for coffee that just cannot go wrong ever.
Create a coffee shop accordingly.
Take contact data from every single coffee buyer that comes into the shop.
Ask them if it is ok if you contact them with a daily offer.
Find out their preferred method for getting the offer.
Contact my coffee buyers list every single morning at around 6-7 am.
Give them a breakfast offer they cannot refuse.
Don’t try and sell to the list just keep it simple.
“FREE ALMOND CROISSANT with any coffee between 7-10 am. It’s the perfect start to your day and you know it. We love you. We have yours in a bag waiting. See you soon. COFFEE SHOP X”
It’s not rocket science. But the problem is it is so simple I am yet to meet a coffee shop owner that does it. That means the £3,000 a year I personally spend on my own coffee is always up for grabs. That also means I am no longer loyal for coffee yet I love to be loyal for my coffee.
I love to support the artisan. They are delivering some really cool stuff these days. Yet they don’t have the service or consistency. But if they get that right I am a fan for life. I am sure I am not the only person that feels that way. That is a lot of £3000 up for grabs.
And the brand coffee shops. Well, they are what they are and I will always take or leave them. But if they could harness consistency and marketing they could grab the daily coffee buyer also. That is a ton of cash over a year.
If you own a coffee shop and are an artisan consider this a gift from me. What I am sharing with you is over three decades of experience with database marketing and marketing shops. Customers love to be contacted.
Build your database of the contact list.
Contact your customers daily.
Perfect your coffee.
Watch your sales grow.
Easy!
And if you’ve lost customers don’t assume they are just busy with new babies. It is better to assume you did something wrong but more important be scared of asking customers what the problem was and how can you fix it.
Peace.
AFS