In convenience stores, coffee stations are often perceived to be cost centers, and the common strategy is to keep coffee costs painfully low. After all, you don’t want to waste time or money on something that has only an indirect effect on your overall success, now do you?
But what if devoting more to your coffee bar can have a monumental effect on how your customers see you, what they come to you for and how often they keep coming back? That’s worth some investment.
Here are six tips to elevate your coffee bar.
- Brand engagement. Coffee drinkers of today are looking to engage with a brand. Use in-store signage and imagery to tell your brand’s story, emphasizing its rich, exotic or humanistic roots. Make stepping up to your coffee station an enveloping experience. Use branded ancillary products to reinforce the customers’ perception of quality.
- Design details. The design of your coffee bar should be simple and sleek. Use a muted, natural color palate and varying textures such as woods and stainless steel. If possible, install new light fixtures over your coffee area, setting it apart and modernizing its look with soft, dim bulbs to create a relaxed vibe. If space permits, consider adding a modest seating area so customers can relax and stay awhile.
- Customer flow. Your coffee bar should create a seamless self-serve experience for customers, using well-stocked inventory and efficient supply placement to minimize waiting and maximize up-sales. Get inside the mind of a customer and take note of their subconscious cues. Could pouring a cup of coffee inspire a craving for a pastry or an inkling to read a newspaper? Place these items within arm’s reach.
- Smart supplies. Customers appreciate the ability to customize, but they also appreciate simplicity. Options are good, but too many can be overwhelming. Zero in on what syrups, spices, toppings, and creamers will be most popular with your clientele and then index around maximizing your return on investment. Consider portion-control creamers, which minimize waste and spillage and make for easy restocking.
- Find your specialty. In the United States, there’s a growing population of specialty coffee drinkers who are willing to pay more for quality brews under seed-to-cup labels. Customers—specifically millennials—are now educated about things such as desirable single-origin coffees, brewing methods and coffee-to-water ratios. And they have distinguishing tastes. Make sure your staff is thoroughly trained and clear procedures are in place to maintain your coffee station so quality and flavor is consistent.
- Be well-equipped. Coffee-making technology has come a long way and now French presses, espresso machines and commercial coffeemakers are available in many varieties with many different features. Before purchasing equipment, consider how the equipment’s look fits in with your vibe, the ease and expense of maintenance and the demands of your specific clientele.
This post is sponsored by DanoneWave Away From Home