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Here is how to make money in coffee.
How Many Flavors or
Titles
I urge you to bring in hundreds. Even in coffee bars and cafe's
where the drink in your primary product you will add to your average
ticket and give your customer another reason to keep coming back if you
have the beans.
If you use mason jars each display jar will cost you say $9. If
you have 200 coffees or titles, then your investment in displays is
$1,800. If you purchase five pounds of each flavor you have 1,000
pounds (200 titles times 5 pounds each)
Your total investment in beans, the
prime product you are selling (lots of if you implement this strategy)
is only $5,800. And you can keep
this down by buying say 3 pounds each of decafs. If you go for 100
coffees, your investment is only $2,900.
You have to do this. The more you show, the more you sell.
Customers come in looking for variety and value. You will have
more than most stores and this means you pack value. Your
customers will come back. Add a new flavor or
origin or
organic or
fair trade
coffee each time you order. Your added investment is only $9 for
the jar and 5 pounds of coffee at say $4.50 per pound or $31.50 addition
to inventory.
Roaster Selection
Case History
You can't have more beans than you need. I started a store in
November 1990 with two four foot display's with five shelves each.
Each shelf contained 6 to 8 mason jars, so we started with 70 coffees
(five shelves times two units equals 10 shelves with an average of 7
jars per shelf).
In January I added two more four foot displays and in a few months after
that I added two more. In the end we had over 300 "titles".
I sold a lot of beans.
I sold by the 1/4 pound, by the 1/2 pound and by the pound in tin tie
bags that our staff served. We keep small jars of decaf's, larger
jars of popular flavors. We had some acrylic bins of straights.
We used mason jars that held between 2.75 pounds and 3.5 pounds and we
kept the excess stock in alphabetical order under counter directly below
the displays.
A customer would ask for a specific coffee, we would grab the jar, use a
small scoop to get enough in the bags so it would stand on its own on
the scale and then we would pour from the jar directly into the bag.
Easy and fast.
As soon as the bag was complete we would put it in the grinder and as
the coffee was grinding we would make entries in the customer club file.
We always asked if the customer was in the club. If they were not
we would have them fill out a 3 x 5 card with their name, address and
telephone number. Today we would get
the e-mail. We would then record in the file which coffee
the customer ordered.
Latter, we were up to over 6,000 names in the club file and still doing
in semi-manually. So we stopped recording the flavors. I
would make every possible effort to record flavors in a retrievable
format today and use it in my promotion plans. You know, this
month we have your favorite coffee on sale kind of things.
We kept the special's or new offerings in mason jars slightly open on
the counter next to the register. We brewed these coffees and
would sample in 1 oz portion cups (yes, we served hot stuff in these
cups because it was a small amount).
Displays & Mason Jars
Displays: We built our own four foot units out of 10 and 12" pine boards,
unstained. We used inexpensive paneling behind the units and
covered some back in burlap that we purchased in roll of 100 yards at
the local landscape supply store. We used lots of the burlap to
cover tables, create displays and so on. If it got dirty we threw
it away and redid the display.
Cut two side boards eight foot long. Cut two four footers and
attach one to both the top and bottom of the two sides. Then fill
in with shelves. At the 30 inch point put in a two foot deep piece
of plywood and run legs from the front of the plywood to the floor.
Surround this counter top with burlap to the floor and keep your extra
stock behind the burlap. Fill in the shelving using pegs or some
other moveable method from your hardware store. Build one or two
units a day and you are done in a week. Cost is probably $150
each.
We also had a local seamstress sew us fitted green table clothes so we
always had them available for new displays. This saved a
tremendous amount of money over six years as the mall rented them at $40
each use.
Mason Jars: You can see them, right. Tight fitting clamped top with a
rubber seal. The sizes come in 1 or 2 liter, and 3, 4 or 5 liter.
The jars cost between $5 and $9.
Buy 100 and your investment is tops $900. 200 jars will require
$1,800 tops.
Compare them to acrylics at $40 per unit. I like them because they
were easy to clean, showed off the coffee, were easy to label uniformly
and looked good. We broke one a year and only once in six years
did one break on its own. Compare this to the scratching, fogging
and staining of acrylics.
And they are easy and safe to display. All you need is a few pine
boards and some burlap.
Mason Jars - More Information
Promoting New
Flavors
Simple. Handouts, e-mail, telephone to your club members, mail
cards to unreachable people. Best and most effective way is to
keep a mason jar for each of two flavors, one on either side of the
register so you can talk about it as you ring people up. Leave the jars
open a bit so the aroma sneaks out. You can't miss. This is
definitely the way to do Christmas Blend and Pumpkin Spice in November
and Eggnog in December. Your customers will love it and so will
your spouse.
Club
See also clubs.
You have to do this. Sounds like trouble but it is a key source of
water for your well. Find a good
database system and be able to window back and forth from your register
system. Fill it in with names, addresses, e-mail and fax and phone
numbers, and ... what your customers are purchasing. The use this
information to promote to your customers what they like and buy.
They will like you for doing it and appreciate the service.
This is especially true if someone comes in to buy a gift for one of
your customers. Ask the person who is buying the gift who it is
for: check your files for the recipient. If you can tell the buyer
what flavors the person loves you will score hundreds of points.
And this person will tell others about your service. Your legend
is growing. This is good. And good for business.
Sip & Spit: We do this every day in our tasting room. The entire plant
stops work and everyone sits and tastes the day's coffee. Opinions
are sort and sometimes recorded. Our purpose is to train the
pallet of everyone in the business and to have a little fun.
So come sit, and ... expel the coffee. This refers to the time
honored method of coffee tasting, identical in method to wine tasting.
The expelling is done to keep the pallet clear for the next batch.
You can use tasting spoons and coffee crusted in tasting cups or you
can do it from air pots. It depend upon your objective. To
taste for quality of inbound green or delivered green, one would use the
sample roaster, grind a 7 gram portion, place it in the tasting cup and
pour 200 degree water into the cup. The crust would be broken and
the aroma inhaled strongly. Then the cup is cooled, and the crust
is clear with the tasting spoon. Then take a spoon full and with a
burst of energy, slurp as loud and fast as you can making sure the
coffee covers your tongue. This will ensure that the true flavor
is experienced. Then expel the sample.
In short, sit and spit. (Sorry Ted and George).
More Info Coming Soon:
Coffee, Hot Non-Coffee Drinks, Cold Drinks, Espresso Based, Food, Gifts
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