THE SUCCESS OF YOUR COFFE-SHOP

The three most important key aspects for the success of your coffee shop.

You know your business and want to take it to the next level, to get better and more recurring customers... to stand out, to differentiate yourself.

"FORGET EVERYTHING YOU'VE HEARD OUT THERE"

"When it's time to create your own product or service, your opinion is the least irrelevant." Innovate, question, and listen to different alternatives.

"YOUR CUSTOMER SHOULD BE THE FOCUS"

Now, I'll guide you through the three most important key aspects when planning the launch of your coffee shop, which will help you maximize the operation and its economic performance. Everything aimed at the success of your coffee shop.

BRAND IDENTITY

WHY DO YOU NEED A"BRAND ESSENCE WHEEL"?

Customers and consumers often trust brands that have the ability to stand out from the rest, why? Our brain tends to optimize the amount of energy in each decision to make. The market is oversaturated with products and services, in order to be in the minds of our target customer we need to create a differentiated offer.

There are a large number of different techniques and strategies to get to the point mentioned above, one of them is the Brand Essence Wheel, which will help you outline who you are as a brand and how you position it in the market.

Defining your brand identity will help you provide a feeling of trust, tranquility and satisfaction, not only to you as a company but also to customers, helping them make a purchasing decision by defining their belonging within a community that speaks the same values. , attitude, lifestyle, etc...

Globally recognized companies in any industry have a strong and deep sense of brand development, which can be associated with a particular concept such as quality, innovation, happiness and endless possibilities, which can link the brand with that particular concept that makes them different and unique. I bet when you read or hear the word happiness Coca-Cola comes to mind.

The brand essence wheel is a perfect tool for creating your brand identity, revealing the aspects of your business that benefit your customers by giving them an understanding of who you are as a brand.

In the wheel there are two main halves, rational and emotional:

Rational. What does the brand do for you? (As a customer) and How would you describe the brand?

Emotional. How does the brand make others see you? And how does the brand make you feel?

Plantilla de Rueda de Esencia de Marca

In the center we can find other aspects to analyze, also located at the rational and emotional extreme:

Rational. Echoes and Symbols.

Emotional. Brand Personality and Brand Person.

At the core, we will define the brand promise in a short phrase that reflects what the brand seeks to project.

Here you will find a template from which to start creating your own Brand Essence Wheel.

DISTRIBUTION AND FUNCTIONALITY

THE PERFECT DISTRIBUTION OF A COFFEE-SHOP

I have bad and good news for you, perfection does not exist, or at least one formula fits all in terms of how to generate the perfect design. On the other hand, each space, each brand has its own needs, so it will be the perfect distribution for you. Design is not an exact science, it is an art form.

Being purely analytical, and among many aspects to consider, there are two main groups to take into account, what happens from the counter to the outside (Front of the house or FOH and from the counter to the inside (Back of the house or BOH), each of them serves customers and operational needs, and ideally, both should be balanced to generate the best possible experience for both parties. Yes, you read that right, “the best experience”, customers do not buy services or products, but the emotion it provokes in them.

OPERATION AND BOH

Workflow, zones and stations, storage, security, accessibility... All the literature on these technicalities is there, optimization of the steps to be taken from the moment of order to payment, all aimed at optimizing the efficiency of the operation.

What matters is how this affects the customer experience, how long waiting in line, employee friendliness, time for the order to come out, whether the order meets my expectations, etc. A well-operated business will generate profits as long as the customer is well impacted.

Any decision made in the first paragraph must comply with the technical requirements, dimension of the counter, location of the stations to promote smooth operation; The difference arises when these decisions are made thinking about how they affect the customer experience.

FOH

Entrance and waiting line, seats, natural and ambient lighting, visualization of the

menu, bathroom, acoustics, visibility of coffee preparation, vegetation and decoration, technology integration, aromas. All of the above is considered a point of contact where the customer has the opportunity to interact; We must focus on creating a positive impact on the greatest number of them.

ENTRY, WAITING AND DISPLAY OF THE MENU.

By entering a properly scented environment, customers are willing to pay 10 to 20% more, and to purchase items they have not decided on beforehand. Smell has a strong link with emotions that activate specific areas of our brain when making decisions. You only have one chance to make a good first impression, make the most of that opportunity.

Once there are waiting lines, sometimes unavoidable at peak times, it is a good opportunity to direct the customer's attention to the products and information that facilitates the purchase decision, product options to take along the row, display of the menu in analog or multimedia version in a clear and intuitive way, multimedia always gives the possibility of showing offers and highlighting particular products.

COFFEE PREPARATION.

Coffee is the main character, the protagonist. We have the opportunity to celebrate it by showing its preparation that expresses the love for it and the richness of a historical natural product consumed throughout the world.

Today, the way of serving coffee has become an art, the well-known term barista coffee serves as a container for all the knowledge and techniques necessary to get the most out of this product rich in tones and flavors. Also the exhibition of artifacts and utensils necessary for its preparation can help us create an atmosphere similar to the art of serving coffee, in addition to giving us the opportunity to cross-sell these products for the coffee lover.

SEATING.

When giving options for where to sit, we need to know in advance if we are interested in promoting a longer or shorter stay.

Studies reveal that the longer the customer stays, the greater the chances of consuming more, a double-edged sword in some cases. The more comfortable the seats, the longer the stay, and vice versa, it's your decision.

Linked to the seat is the type and size of table that must facilitate and adapt to the needs of the service, size of cutlery, plating, etc... It is always desirable that it be small and flexible in size to unite groups and optimize the available space.

NATURAL LIGHT AND AMBIANCE.

This particular aspect is directly related to how our body functions, our biology is affected by the amount of light and the “temperature” of it, the temperature in this case related to the color of the light, white, yellow or orange, The higher the temperature, the more inclined we are to be active and awake.

Mainly three types of lighting can be considered: indirect light, accent light and decorative light.

Indirect light. It will help create space boundary effects so that the light highlights the container and its features.

Accent light. It will highlight particular elements worth highlighting, such as menus, artwork, etc.

Decorative light. Elements that usually provide ambient lighting in addition to being lighting fixtures to decorate and create a particular style in the interior design.

SOUND AND ACOUSTICS.

The type and volume will promote a more active or calm energy, causing the customer to stay longer or leave the cafe in less time. In this sense, retailers know perfectly well how a certain level of music and beats per minute promote greater purchasing action and greater commitment to their target customer.

Music can help us create our own “soundtrack”, so that a certain style of music can be identified with our brand and the type of atmosphere we want in our space. Select your songs to create the perfect atmosphere.

TECHNOLOGY INTEGRATION.

Entering a cafeteria today and having a WI-FI service is essential, it allows the customer to have an extra service for the same price, although it also allows some furtive customers to stay working online or hanging out over a connection. almost free, staying longer and not consuming. One way to avoid this is by limiting connection time to avoid abuse, promote consumption and reward more WI-FI time.

Nowadays, there are many options to apply technology to how a business is operated, especially in the restaurant business, there are already tools on the market that are capable of coordinating control of the number of customers in the cafe, what time they arrived and left. , what days of the week are the most in demand, the weather outside and the influx of clients, and a long etc...

W.C. The impact that a grooming can leave on the customer's mind can make a big difference in the way your business is presented. Three main factors to consider, Smell, Cleanliness and Lighting, I would dare say that in that particular order, remember “smell has a strong link with emotion”, do not miss the opportunity to get it right in that particular situation.

Of course, the issue of accessibility, it is essential to have adequate maneuvering space, toilets and adapted accessories.

INTERIOR DESIGN

“FOOD IS THE FOURTH REASON TO GO TO A RESTAURANT PLACE”

The first is the reception; the second the environment; the third the INTERIOR DESIGN.

“The thing is, there has to be someone very good in the room because if not,

We are dead” These words are from Ferran Adriá, Chef of "El Bulli", 3 Michelin stars and five times named best restaurant in the world.

When choosing a restaurant, most customers value design as a relevant factor above food, but an aesthetically appealing space is not enough. By designing a space dedicated to catering, you are making an important strategic decision for your business that can determine its success.

Without good interior design in a business like a cafeteria, everything previously developed has less impact and less chance of success, and don't get me wrong, it is not a question of good taste or if it is "pretty", in the end that tends to be subjective and an open door to debate.

Good interior design is guaranteed in aesthetic terms by hiring a professional interior designer, apart from that it will be a matter of aligning tastes and aesthetic trends.

Otherwise, in this section I am not going to review the different possible styles, Industrial, Vintage, Wabi Saby, Shabby Chic, Minimalist or Maximalist, and an endless list that grows over the years, all of them are good options. A good design of interiors goes further, takes into account all aspects and more than what has been explained so far. Choose the style that suits your brand, the one that speaks to your business and its positioning.

Create a space from a holistic point of view, putting the success of the business at the center of all the decisions to be made.

Developing a unique and personalized design is not enough, it is necessary to create a design of differentiated value and aligned with your strategic interests that will promote the success of your business.

SUMMARIZING

BRAND IDENTITY"

“Customers typically trust brands that have the ability to stand out from the rest.”

“CREATE A DIFFERENTIATED OFFER”

DISTRIBUTION AND FUNCTIONALITY“

“Perfect distribution does not exist, what matters is how it affects the customer experience”

“A WELL-OPERATED BUSINESS WILL PROFIT AS LONG AS THE CUSTOMER IS WELL IMPACTED”

INTERIOR DESIGN"

“Food is the fourth reason to go to a restaurant”

“CHOOSE THE STYLE THAT SUITS YOUR BRAND IDENTITY, PUTTING BUSINESS SUCCESS AT THE CENTER”

AND REMEMBER....INNOVATE, QUESTION AND SEE DIFFERENT ALTERNATIVES.

“YOUR CUSTOMER SHOULD BE YOUR FOCUS”

I hope these key points help you clear up your doubts before creating your business, helping you identify the room for improvement and the potential of your business. It goes without saying that all the conclusions and proposals presented are not all possible. Consider what matters most......TAKE ACTION.