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

Wake up and smell the profit. 37

Hugo – true story

For a long time we have known that coffee

needs to taste great which is why we put so

much emphasis on training. When we also

made sure that the presentation was good (we taste with our

eyes) it further increased sales. We took this further with several

key customers using smell and noted that if we appealed to

more than two senses at the same time we could, in many cases,

double sales. In one particular case we modelled one of our

favourite pub customers who always talked about how

important music was and how it could significantly change the

mood. We took advice and put together a very particular jazz

track list and found that more than a third of the completed

comment cards mentioned the fantastic music.

It is remarkable how strongly music can impact on the experience.

If the customer likes the appearance of their cup of coffee, loves

the taste and is comfortable with the ambience then they’ll be

happy. And happier customers spend more money!

Existing customers need to see regular changes and new offers to
keep them interested. But don’t forget that your core menu items
must be there every day. No excuses. Your customers have
routines and if you’re really, really lucky you can become part of
their daily routine. Make sure that what they expect is there every
day – come hell or high water.