Why would you want to sell more espresso
based drinks? Two reasons:
-
Make more money
-
Please more of your customers
If you follow my principles
you will sell
mostly espresso based drinks
and not regular coffee. This will put more money in your
pocket! While the average independent coffee shops sell only 15-30% of
espresso based drinks and the rest in brewed coffee, all
my clients manage to sell over 75% in
espresso from their total sales. Who do you think makes more money,
someone selling 300 cups of regular coffee a day at $1.25, or 300 cups
of espresso based drinks at an average price of $2.45?
The difference may be more than $50,000 a year extra in your
pocket!
Though
the choice of a location is the single most
important element for the success of a retail coffee business,
there are many other reasons why a
coffee shop may be serving over 500 espresso based drinks a day,
while another, just a few doors down the street, merely manages to
serve 50 drinks.
To put it simply, a
coffee shop that does not generate at least 50% of it's coffee
revenues from espresso based drinks did not position itself as an
"espresso friendly" concept.
If a prospective
new customer finds an extensive, confusing menu, slow service, poor
tasting drinks and high prices, he or she won't return, and the vast
majority of drinks sold will be brewed coffee. This may have very
little to do with the equipment or coffee beans used, and everything
with
effective marketing and proper preparation techniques.
The other reasons why
a coffee shop does not sell enough espresso based drinks, besides a
poor location, are:
1. The owner or
the manager does not drink
or believe in the
espresso potential himself or herself. It is very hard to convince
your customers to try your espresso based drinks if you do not like
them yourself, and I don't mean a "latte" drowned in some flavored
syrup.
2. Because of
non-existent or ineffective marketing
strategy, the business does not know how
to attract new, non "espresso educated" customers, or how to capture
existing "espresso users" from the nearby competition.
3. The
work area was designed improperly,
making it awkward and time consuming to prepare drinks efficiently and
promptly.
4. A menu that
does not make any sense
to a new customer.
5. Prices that
have no relation to the perceived value of the product.
6.
Poorly trained employees,
with no clue on how to prepare a drink properly and efficiently.
7. Slow service.
8. Bad tasting
drinks due to improper preparation techniques, wrong coffee grind,
poor equipment maintenance, lack of proper employee training, or wrong
kind of coffee used for the intended purpose.
9. Poor, non-existent
or confusing "Espresso Image" and marketing of the product.
In order to increase sales, speed up the service, start attracting
more customers and have a better weapon against your competition, you
must enhance your "Espresso Image". All of the above,
except a poor location,
can be corrected.
You will find a much
more extensive material on this subject in my FREE 30 page "How to
Make Real Money with Espresso" letter, which I e-mail only.
Send me a request.
My book, "Espresso
Business Success Program" will show you how to increase your
espresso sales and put more money in your pocket!
If you need a more comprehensive
program:
HERE IS WHAT WE WILL DO TO INCREASE YOUR SALES AND CUSTOMERS
SATISFACTION:
1. Arrive at your
location and observe your operation. We will check: equipment lay-out,
menu and pricing, customer order and pick up area, drink preparation
techniques for taste and speed, signs and any other promotional
material.
2. We will suggest
how to reposition your equipment (if needed) for speed and efficiency
of operation, (some times all it takes is to move it a few inches)
suggest menu and pricing adjustments so as to focus on espresso based
drinks and implement some effective very little cost marketing
techniques to attract more espresso customers.
3. Present a
mini-espresso business seminar to the owner and selected employees,
which will include in depth drink preparation techniques for best
taste and speed.
4. Work with your
"baristas" on line, serving drinks to actual customers and improving
their new skills.
All of the above may
be accomplished in about a day and a half, and if implemented, you
will notice an increase in sales and customer satisfaction within a
short time.
As a few years ago a
coffee bar could get away with slow service and improperly prepared
drinks due to lack of competition and a standard of comparison, this
is not the case today.
In some parts of the
country you will find two or three coffee bars within the same block,
and the customer does not have to put up with poor service and lousy
drinks any longer. Regular brewed coffee, no matter how good it may
be, is not going to attract customers or retain their loyalty if they
can get the same thing in a more convenient place to them. To survive
and prosper, you must develop a strategic difference from your
competition, and the most effective way to do that is by implementing
a viable espresso concept, which may require a different approach,
marketing and drink preparation techniques.
My book,
"Espresso Business Success
Program" shows how to increase
your espresso sales by applying some proven and effective principles
developed and refined for the last thirty years by me and my clients.
You will find the
contents and ordering information here
Examples of why things
go wrong
Return to Main Page
ESPRESSO BUSINESS SUCCESS BOOKLET & TAPE
Note: I will be happy to talk
to you without any cost or obligation about any coffee related
business matter. HOWEVER, BEFORE you call, please do your home-work. I
do not want to start a conversation with you asking me: "What do you
do?", or "What experience do you have?".
Before
you call me about a drive-thru, PLEASE do your home-work that I
suggest on my Drive-Thru site.
Alex Fisenko & Assoc.
6107 SW Murray Blv. PMB 297
Beaverton, OR 97008
503 5909423 - 9 AM-7PM Pacific time