Wake up and smell the profit. 45baker to have them analysed because the café owner wouldn’t,
under any circumstances, give you the recipe.
Perhaps you buy cinnamon for your buns from a certain part of Sri
Lanka because you noticed it tasted much better than all the rest.
Or possibly your coffee comes from a particular estate or region
(think wine) or is part of the ‘Cup of Excellence’ programme – the
next big thing in coffee.
The messages you create need to be coherent and clear though.
You’re trying to make your customers think that you go to the
ends of the earth to provide the best food and coffee just for
them. You’re subtly trying to emphasise that you use expensive
ingredients and therefore must charge a little more. You’re
trying to get them to understand that you really care about the
food you serve. Within your stories you need to have all those
messages subtly hidden.
The stories you create must be clearly articulated to your staff
and also clearly, but relatively discreetly, applied to table talkers,
product labels and posters. Staff and customers alike must buy
into the concept and believe the stories, so each one needs to
be as truthful as possible. Don’t run the risk of a fantastical story
being questioned by a customer and one of your staff saying “oh,
he just made that up – we buy them in Tesco.” You must have
integrity in your business, as blatant lies will be seen through
very quickly.
Combine your stories with BOGOF offers and distribute them to
your mailing list, through a leaflet drop or in an advertisement in
your local paper.