How To Create A Queue – Tips On Merchandising And Your Coffee Shop

Building your coffee shop or restaurant profit margin is something you need to apply serious focus to. It really isn’t just about opening the doors and hoping people will come, there is as much work in growing your income stream as there is preparing the food and managing the people. Don’t forget to get coffee shop insurance either because in the event of a fire or liability claim, all of you hard earned marketing and business building efforts could go up in smoke.

When operating within a fast paced environment over a period of time, it is easy to forget to push the merchandise and encourage repeat business, while of course growing your brand. Sometimes it’s hard to remember that your business is more than just serving up coffee, at least until you notice a business slump, falling profits or an empty cash register. It is very important to keep branding strategy in mind every day, to keep from losing sales. Actively working your sales counter while keeping up with branding and marketing is tough. It’s a good thing you have coffee.

The Coffee
The most important thing about a coffee shop is obviously the coffee, but there are many different types. One can sell coffee beans, both whole and ground fresh on the premises. You can also stock home grinders to market to your clientele. Keeping fresh coffee beans can be tricky. They should be kept in an airtight container in a cool dark place, which really interferes with display. It is better to use signage to illustrate your coffee beans and keep a few for display purposes in front of the cafe main entrance.

Naturally though, the largest percentage of sales will be the actual coffee or coffee related drinks, such as frappuchino. Be sure that you have a wide selection of brewed coffee, iced coffee, iced coffee in various flavors, lattes, flavored lattes and espresso. While a large selection is important, it is also important to limit the number of items to a manageable list, so that it isn’t confusing to customers, or too difficult to make when you have a line of people waiting.

Organization, Displays & Store Layout
Business Success starts with cleanliness, and strategic arrangement of products. Your counter should be central and highly visible in your shop. Display pastries and other food items where they can be seen by your customers while they are standing in line to buy coffee drinks. You can even ask “Would you like a muffin with that?” You will be surprised how many people say yes, if you don’t ask you don’t get. Consider buying a book, such as “Yes! 50 secrets from the science of persuasion”  that can help you to ask questions in the right way.

Pricing
It is a good idea to have a range of prices, while keeping your basic menu clear and simple. It is also nice to offer a daily special. You can offer a different flavored Latte or iced coffee for each day of the week. People will try the flavor of the day, and perhaps start a habit of coming in on their favorite flavor day. Then you can sell them your other items. Getting those occasional customers hooked on coming in one day a week for coffee and a muffin can really help your business and profit margin. Eventually it could grow into two or even three days a week.

Branding & Logos
Your coffee shop should have a logo, and the color scheme of the coffee shop décor should go with it. Keep the color scheme of your store consistent. Have small printed take out menu fliers, and business cards as well.

Signage
All of your signs should be consistent in color scheme with the colors of your shop, and feature the logo. There should be a simple and uncomplicated menu on the wall behind the sales counter, and a sign that says order here, above the counter where the customer should place their order. It may be obvious, but customers can become embarrassed or flustered if they can’t find the proper place to order a coffee. Use small point of sale signs on each item which name the product and give a price. A menu sign should also be outside your door, so that customers can see it before they enter. Be sure your specials are prominently displayed on this sign to pull people into your shop.

Scent
Scent is one of the best branding tools you have. Make sure your shop smells of freshly brewed coffee and home baked pastries. Never allow a stale coffee scent to linger. Scent marketing is very important, and its subliminal effects help to build strong brand recognition. Use your coffee scent to make a lasting impression.

Promotional Merchandise
It is important to generate additional income for your cafe or coffee shop, and if you can afford it to have promotional items for your shop for sale. T-shirts, hats, little coffee pots, toys and gadgets all with your shop’s name, address and website on them can promote your business. When people see others wearing your shirts and hats they will ask about your shop, and every time they do, you get a free one on one commercial from your current customer to a prospective customer. T-shirts and hats are not only items you can sell in your shop they are also one of the best forms of low cost advertising available.

You may also want to sell imprinted refillable cups or tankers with your company name. These not only add to your potential profits, they create repeat business, and strengthen branding. It is a great idea to sell coffee accessories, with or without your logo. A few coffee pots, coffee grinders, coffee makers, and an assortment of coffee mugs can give customers an opportunity to spend more money at your shop. When possible, even if these products are not imprinted with your logo, try to select models with color schemes and styles which are similar to your shop’s décor.

By using these methods to expand your business by merchandising, you can increase your profit margin by selling more to the clientèle you already have. If each person normally buys a coffee, if you can also sell half of them a pastry and perhaps five or ten percent of them a promotional item, then you will vastly increase your profits. If you use promotional items to market your shop, you can also generating more traffic into your shop.

related post: Marketing a coffee shop, cafe or fast food restaurant