4 Focus on coffee for profit
If it’s all about the moneythen coffee is the key thing to focus on.
It’s easy to forget that the margin in coffee is so great. We often
tend to look at total spend and the revenues from larger spend
items such as lunch, whilst forgetting that the gross profit from two
cups of premium coffee can easily be the same as a full meal. And
it will have less of a labour cost attributed to it.
Too often coffee is an afterthought, a means to an end, and we
either buy the cheapest brand available or are seduced by a hyped-
up sales pitch. Operators rarely invest any time or money into
researching, sourcing and purchasing the best coffees available. But
they should, as the rewards are huge.
Coffee is not only a great
margin product, it is a
product, probably the only
one on your menu, that
customers will come back
for several times during the
week. But they will only
come if you “hook and
addict”them with a brilliant product. A coffee so compelling that
they can’t leave without a second cup. Or won’t have lunch
without a cup afterwards. Or sit at their desk in work thinking about
how they can get a cup of your coffee to “keep them going”.
Wake up to that great
coffee taste
“If you do build a great experience,
customers tell each other about that.
Word of mouth is very powerful.”
Jeff Bezos9