But how do you assure that your coffee shop concept resonates with people who live or work near your location? The answer: know your customers first and build your coffee shop strategy around their preferences.
If you’re right next to a high school or college, you’re probably going to sell more cold and blended drinks than anything else. Next to a yoga studio or other fitness facility, you might sell more tea or natural, low-sugar items. Focus on items that will appeal to your target demographics.
Price thoughtfully — will your customer base accept higher-priced gourmet or house-made items, or does your target demographic require more accessible product cost levels?
Prioritize uniqueness and be ready to be flexible. Compare your menu to your competitors to ensure that you're offering items your customers can't get elsewhere. Be ready to pivot if some things don’t sell and others take off.
The art on your walls, the music you play, and your employee dress code all make an impression on customers. These things can seem like window dressing when you're psyched to offer your customers great coffee, but they're integral to creating an emotional experience that draws customers back in.
Remember you're creating your coffee shop design and layout to express your vision and make your customers comfortable. Refer back to local demographics on age, income, extracurricular interests, and appeal to your base while staying true to your own preferences.
Depending on how many other businesses you're competing with, this can be as simple as being the only upscale French café option or the only smoothie-bar option. In a truly dense market with lots of competition (say, like the thousands of coffeehouses in Seattle) you may have to move into a much more specific niche such as specializing in super-high-end single-origin coffees, a unique pastry selection, or being incredibly kid friendly.
Maybe your smoothies involve the most creative flavor combos imaginable, or your outdoor seating is to-die-for. Use digital and face-to-face feedback to understand the overall perception customers have of your establishment and guide that perception toward appreciation and loyalty.
Every year, check in on what other shops are selling, and what’s trending in the specialty coffee industry overall. While attending industry events and keeping up on your industry reading is one way to do this, most coffee shop owners are too busy managing their shop to stay thoroughly on top of trends. This is where building a relationship with the vendor that sells you coffee shop supplies can offer you access to trend and industry knowledge that you might otherwise miss.
(Social media groups for coffee shop business owners can also be useful places to find community, ask questions and brainstorm ideas with other coffee shop owners.)
Don't assume your initial research about your customer base will hold true as the neighborhood and customer expectations for their coffee shop changes.
We think that might be us. If you're looking for a wholesale coffee shop supplies vendor that's more than just a catalog and a customer service line, we're here for you. Our decades of experience in the industry and passionate sales experts (who all come directly from the coffee and restaurant industry themselves) are here to assist you in getting your coffee shop strategy right the first time. Get in touch with us to learn how we can help you take your next step.