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

Wake up and smell the profit. 59

Hugo – true story

We wanted to help an hotel business

increase their coffee profits. Much of their

coffee was brewed at a base station and

transferred to other parts of the hotel for conference, meeting

and restaurant needs. This system was operated on our advice as

it maintained consistency and minimized waste. But we were

missing a trick. We realized that some customers in the hotel

were prepared to pay more for something a little bit special.

So we introduced four single origin coffees which were brewed in

thermos flasks and marketed by describing their taste profiles. We

had to have a good enough system to ensure they were correctly

prepared, but as the staff began to see the benefits and the

customers began to taste them, we found that we were selling an

extra £200 of coffee per day with only a few minor operational

issues to deal with. This experiment has been a great success and

has added significantly to our customer’s bottom line.

So make sure you keep asking them the obvious questions:
“Would you like something to eat with that?”; “Would you like to have a
piece of our fabulous coffee cake with your coffee?”; “Would you like a
coffee after your sandwich and coke – I can take the money now and
bring it across when you’re ready?” You need to be careful that you’re not
falling into the “I’m being pushy” mindset because it simply isn’t the case.
You’re just making it easierfor the customer to have a great experience
in your shop – which is exactly why you set it up in the first place!