The coffee shop follows a retail business model where the store is competing locally. The coffee shop has direct access to customers, who are usually local people from the neighborhood, opposite the wholesale business model. Therefore, the coffee shop must follow a localized strategy to build relationships with the local community.
Introduction to the coffee shop business model
Coffee shops are competitive business models to be in today. From large chains to small neighborhood stores, coffee is readily available nearly all over the world.
Small, medium, and big businesses are finding it challenging to survive and thrive in this competitive landscape. With so many milk and bean coffee shops out there, companies need to innovate to stand out from the competition and create a loyal follower base who keeps returning for more.
Thus, the sales tactics and strategies highlighted in this article will serve any small business which finds itself in a competitive space. Therefore, you can borrow some of those tactics from the coffee shop and bring them to your small business!
Host social evenings
Typical coffeehouses rely only on coffee and snacks to pull customers. Coffeehouses that host events like documentary screenings, book readings, and rotating art displays can appeal to several varying niches simultaneously.
Not only does this bring in revenue at the events, but it also routinely brings in new visitors to the store, increasing brand visibility, popularity, and sales. This can turn the coffeehouse into a social hub that becomes people’s meeting point for social gatherings.
Having a nice mix of events that cover significant interests and activities in the locality is a great way to grow market penetration and get more people talking about your coffee house.
Sell localized merchandise
Coffeehouses that appeal to their local customers can build stronger brand loyalty among its visitors. Selling merchandise that is adapted to local culture, landmarks, and traditions not only adds revenue stream for the coffee shop but also lets the local customers feel a stronger sense of connection with the business.
Starbucks sells customized items like mugs printed with local landmarks, flasks branded with the city’s name, or t-shirts printed for local occasions at every big country/city they operate. This increases brand visibility and helps customers feel a deeper connection with the business than just a cup of morning coffee.
Just like local events, local SEO is a crucial step to familiarize your local audience with your business on Google. You can list your business on Google My Business, which is like Yellow Pages for the web.
Once you sign up, you need to fill essential details like website, phone number, and shop address. Soon, you will start noticing customer reviews and check-ins at your coffee house. When you are responding to Google Reviews as a business, it provides you a chance to polish your customer service score and shows Google that you are a credible business entity. Here are 5 ways to respond to Google reviews.
Introduce seasonal foods and drinks
Having seasonal foods and drinks on the menu can be a great way to keep customers coming back to try new menu items. Gingerbread lattes in the winters, pumpkin spice lattes in Halloween season, and nitro cold brews in the summers will appeal to customers’ seasonal preferences and keep them excited for new additions to the menu.
This is an excellent way to take advantage of seasonal variations and add to the revenue. Seasonal menu items also add anticipation, and customers look forward to being able to enjoy their favorites again.
Some seasonal items that perform better than expected can even become part of the regular menu and bring in additional revenue throughout the year.
Sell tickets for local events
Local events are always looking for popular places to place their tickets. Your coffeehouse can partner with these events and cross-sell each other.
Your business can get more popularity when events announce you as their ticketing partners, and more importantly, you can cut every ticket sold at your coffee house.
This can also bring in many new visitors to your coffee shop, hopefully, many of which will go on to become frequent customers.
Set up stalls at fairs and exhibitions
Many coffeehouse owners set up stalls at local exhibitions and fairs. Such events are generally attended by a large number of visitors who need food and drink options. It is a wonderful way to promote your business to new customers, make quick sales, and earn higher revenue.
If people like your products, chances are they will look for your coffeehouse after the fair and become loyal customers.
Host coffee tasting and cupping events
Loyal customers like being rewarded. Inviting them to taste new coffees before you launch them at the coffeehouse give the customers an impression like they are part of an exclusive club. These customers will not only come back to enjoy the new offerings but also become your ambassadors and send many new customers your way.
These events are also an excellent way to gauge customer interest in new products. This can help incorporate customer feedback in your business decisions and help avoid costly mistakes before they happen.
Introduce a loyalty program
Loyalty programs are a favorite for the customers who love your business and don’t want to go to your competition. Offers like a free coffee after a certain number of drinks or a point based reward system make customers feel rewarded for buying more frequently from your coffeehouse.
Loyalty programs that genuinely resonate with your regular customers are a guaranteed way of sustaining and increasing sales and revenues. Some cafes also use tiered reward systems where the rewards keep increasing as the customer’s spending rises.
Introduce happy hours and lunch deals
One of the primary objectives of any coffeehouse is to increase spending per customer per visit. You can introduce lunch deals that offer discounts to customers buying a sandwich and coffee together.
Similarly, happy hours offer discounted drinks and encourage customers to buy more than one drink during their visit. If your deals were appealing to your customers and discounted at the right prices, they can boost earnings and profitability daily.
Sales and promotion strategy is something you design to meet the specific needs of your business. Each business is different, so you have to keep into account all the points that make your business unique. The main goal should be to convey your business in the most personal, touching way to reach to a niche audience.
Guest contribution by Alma Causey, a Freelance writer by day and sports fan by night. She writes about Fashion and Tech. Live simply, give generously, watch football and a technology lover. She is currently associated with Rizereview Team.
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