Wake Up and Smell the Profit - 52 Guaranteed Ways to Make More Money in Your Coffee Business

Wake up and smell the profit. 17

Hugo – true story

Many years ago I had a friend who decided

to open a chain of cafés. He had come from a

manufacturing background and felt that the

coffee business was an easy way to make money. He had big

plans, a big budget, and he was going to roll them out and make

his millions.

He insisted, no matter how strongly I tried to persuade him

otherwise, that all the food could simply come in the back door

from the cheapest supplier and that the coffee should be

capable of being made by a monkey. Ideally he wanted a

machine that could simply produce money. He wanted a

“production line” version of a coffee shop.

He set up his café and sourced a variety of products. He put in

great systems and even created a reasonable looking business.

This doesn’t mean that the rest of the items on your menu should
be mediocre. Everything should be delicious, but you must have a
few “halo” products. Products that you can shout about and use to
show your customers the level of effort and care that you put into
your food. This helps to provide confidence in the rest of your offer
and enables your business to stand out from the crowd.