If you currently own a cafe, you have no doubt noticed that your customers overall spend is down. What I hear often is 'everyone will buy a coffee but they are not sitting down for breakfast anymore.' Given the current climate of high interest rates and economic uncertainty, our customers have less disposable income so this is not surprising. We have seen it historically through something termed the "Lipstick Effect". This is where consumers still spend money on the small indulgences during recessions, economic downturns, or when they personally have little cash, but forgo the larger ones.
So, how do we keep our cashflow moving without sacrificing quality?
- Use your front of house staff!
- Retail shelves
- Grab and go
- Keep it Fresh
- Front and centre!
- Bonus content
Use your Front of House staff
There are several physical things you can do, that are simply a matter of product placement, but the first thing that I want to talk about is the power of suggestion – put your front of house staff to work!
Many of us have an order at the counter policy, but if you have a sit down area where food or coffee are delivered, put the staff that are running food or clearing tables to work. The simple act of asking if someone would like a second drink or a small sweet treat after a meal is a surprisingly effective way of boosting revenue.
If just 10 people a day purchase a second item worth $5, at the end of the week you have $350 that you did not have before.
The way that the question is phrased however needs to be considered. Just asking ‘Do you want another drink’ is unlikely to produce a positive response. However, paying attention to what the customer was drinking and inquiring as a statement is far more likely to get a ‘yes’.
‘Can I get you another Flat White?’
Retail shelves
Another easy win as an add on to the total bill. The easiest way to do this is to order a small amount of coffee in retail bags that you are going to use anyway. If you have not sold them towards the end of the week, pop them into the hopper with your other coffee, make cold brew or use at batch brew if it is filter coffee. Then order some more the next week. This will make sure your retail shelf is always full of fresh coffee for people to buy. Put some home brewing kit up there as well. Like our coffee? Grab some for home or as a present for a friend whilst you are here. Make sure it is always looks full and it in a spot where customers have the space to stand and consider what they might like to purchase.
Grab and go
Sometimes customers are just in a rush, they need to be able to grab something directly in front of them. Position your grab and go items as close to the cash register as you can. Make it a mix of sweet treats as well as healthy offerings. Keep it well stocked and clean so that it looks colorful and appetising. I know it sounds a bit ‘would you like fries with that?’ but asking a customer that is purchasing a takeaway coffee if a croissant wouldn’t brighten their day is still another couple of dollars.
Keep it fresh
Make small changes to your menu to suit the seasons. Filter and Batch Brew sales way down in Summer? Start making some Cold Brew to keep the caffeinated masses cool. Salads not selling in winter? Up your warm comfort food game.
Front and center!
If you have an espresso machine, don’t hide it. If the layout of your café permits or if it is inexpensive to do so, get that coffee machine in the front window. You will attract impulse coffee purchases from passers by as well as potential customers can see clearly that you have coffee available. This goes for Batch Brew if you offer it. Make sure it is as close to eye level as possible and at the very front where customers can see what is on offer – after all, you can’t order something if you don’t know it exists.
Investing in Staff
The best way to sell more coffee is to have staff that are passionate and knowledgeable about the product they are selling. The Barista is the last gatekeeper on the specialty coffee supply chain and truly great baristas take the time to understand their craft. Get your team of baristas in for further development training to ensure that they are consistently making the best darn cup that they can! At Five Senses Coffee, we offer training for baristas at all skill levels. Our Fundamentals: Espresso & Milk course is the perfect introduction to Specialty Coffee and assumed coffee knowledge if you are entering the industry as well as a refresher if you are not up to speed with current best practice techniques. We also offer advanced classes for experienced and Head Baristas. Join us for Espresso Extraction or Latte Art to really wow your customers.
Bonus content!
Light it up!
Walk outside your café, cross the road and look in. Is it dark and do you look like you are closed? A simple change to your lighting can get customers through the door.
Shoe shine
You see your café every day, so sometimes you don’t notice when things are starting to look at bit shabby. Customers love to spend time (and money) in a café that looks like it is taken care of. Once a year, set aside a couple of days to close your doors. Maybe it’s over Easter for example when it is expensive to operate anyway. Pull everything out, give everything a deep clean, get rid of any clutter and start fresh. If you have the time and money a fresh lick of paint can also do wonders.
Take a holiday
If you are in a fortunate position to do so, take a few days off. Customers for coffee will generally come to you in the morning. If you are revitalised and full of energy – they will be too 😊.
