The last several decades witnessed the tremendous growth of the cafe industry. Before, coffee shops were really just order-and-go destinations for a hot beverage to fuel the day. However, over time, it has evolved into something that goes beyond that, although coffee remains to be the major element of the business.
Coffee shops or cafes these days are among people's favorite places. They are a gathering spot for friends, a convenient destination for delicious breakfasts and snacks, and even a comfortable workspace for freelancers and entrepreneurs. Likewise, coffee shops are common partners for other business operations such as book shops, art galleries, and events companies.
Indeed, if you're thinking of starting a business that has a high potential to succeed, one of the best options is a coffee shop. It's crucial to note, though, that the cafe industry is quite a saturated one already. You have international chain cafes as well as a lot of popular local and neighborhood coffee shops to compete with. Therefore, a smart approach is imperative in order to attain success.
To achieve this, listed below are six brilliant strategies to consider.
1. Don't be just a coffee shop owner; be a coffee expert.
One of the best ways to compete with long-established cafes is by becoming a coffee expert yourself and growing a passion for it. This will allow you to produce authentic recipes and innovate offerings to attract avid coffee drinkers. At the same time, by becoming a coffee expert, you can create other income-generating opportunities for yourself.
To become a coffee master, there's no better solution than to study coffee diligently. Read books and perhaps even go on trips to places where coffee is one of the major sources of livelihood. Best of all, take barista classes. The ICCA professional barista course in Dubai, for instance, is an excellent program to enrol in. You will not only learn everything there is to know about coffee, but also have the chance to explore its fullest potential as a product.
2. Come up with a unique theme for the establishment.
As mentioned earlier, coffee will always be the heart and soul of a cafe. But to succeed as a business, a unique concept or theme is a must. This is one of the leading reasons why coffee shops are all the rage in Asia. Indeed, a fantastic concept is a powerful marketing strategy.
In Thailand, for example, neighborhood cafes are usually successful because the concept is being Instagrammable, because Thailand is one home of the world's most fervent Instagram users. Therefore, the coffee shops are constructed to be architectural and interior design marvels that are simply perfect for the said social media platform.
In Japan, on the other hand, serving as a restful place for animals and humans is a popular concept, too. You'll find everything from a pup cafe to an owl cafe in Tokyo alone. It's incredibly interesting, which is why, for coffee lovers who are looking to make their coffee habit an even more enjoyable experience, these fun-themed coffee shops are perfect.
Consider this strategy, especially if you have a particular target market group in mind.
3. Offer a variety of goodies.
For a lot of people who frequent cafes, they do not just want a cup of hot or iced brew. They usually prefer something to accompany it, such as a breakfast meal, baked treats, and sandwiches. Thus, if you want to net in more customers, it's an excellent idea to provide a more diverse menu.
But that's not all. For higher sales, study other product provisions, too, such as mugs, tumblers, reusable straws, T-shirts, and other gift items. These can truly boost your sales, especially if you tie them with the main offerings of the cafe. Take a cue from Starbucks, which does this so well. They sell their cups and other store brand containers and offer free beverages and sometimes even a snack for every purchase.
4. Make the coffee shop a relaxing place for one and all.
Create a welcoming and relaxing ambience for the coffee shop. This will eat up a considerable percentage of your operational funds, but you can trust that this will help in ensuring a good return on investment. There's nothing like a well-designed and restful space to attract more customers who are looking to do some reading, people-watching, or chilling with friends.
So, make sure to work with a great interior contractor to create a beautiful design and atmosphere for your cafe.
5. Invest in eye-catching presentation and packaging.
The right way to present coffee is covered in barista classes, but the packaging for takeaway orders and the other merchandise of the cafe is often something you need to figure out. You don't have to do this alone. You can turn to brand strategy services to make this critical business touchpoint work optimally to your advantage.
Presentation and packaging are draws for any product. Since people are visually inclined, an eye-catching presentation is one of the factors behind a successful sale. At the same time, these can also boost customers' experience with your products. Therefore, make utility or function equal to beauty.
6. Dedicate to innovate.
Innovation should be one of the commitments of your coffee shop. This is key to keeping customers' interest up and gathering new ones. Don't get too familiar and content with your best-sellers; always try to come up with fresh or even seasonal coffee concoctions and creations (such as frozen desserts and coffee-based baked treats) that can potentially become high performers, too.
Likewise, always present something new through the business. For example, during the summer, you can offer a junior barista program to kids. You could come up with entertaining events for your coffee shop such as a poetry reading, acoustic musical performances, coffee book launches (for local photographers and authors), and coffee painting sessions.
It’s All About Taking a Sound Approach
Finding success in the cafe industry is not going to be easy, especially if you think about the stiff competition. Thus, do take note of the principles and practices that have clinched success for other industry players and make them work for you as well. But along with that, strive to be unique and continue to learn. All of these make up the right mindset, which will allow you to take the correct action steps that will not fail you in this particular business venture.
AUTHOR BIO
Shanaaz Raja is the Course Director at International Centre for Culinary Arts - ICCA Dubai.
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