Here’s some Small Businessman thoughts that apply to more than just coffee shops.
Politics - It is wise not to advertise your politics. This could affect your business success. For example, at one coffee shop, the bakery that supplies it uses a vehicle with a Bush-Cheney ’04 bumper sticker and two huge American flags on either side. Is the big 10 by 15 inch flag there to inform others where he lives in case he gets lost? Does the driver realize that Bush has the lowest presidential rating and that he is offending most voters right now? This can’t be good for business, even in his case, in the most Republican County in California.
Plastic-wear - There’s nothing like trying to use a plastic fork and knife on your croissant. Make sure that regular silverware is available to your customers, at least upon request.
When staff has nothing better to do - DELIVER your products to the customers if they stay to eat on the premises. Nowadays, if you’re asking for tips, you’d better be earning them.
Pretty girls - Pretty girls are very nice. However, when pretty “want to be movie stars” without class are arrogant or the least bit snobbish, it can turn against your business. Gabbing behind the counter while customers are not being served or tables and restrooms need cleaning, is a definite customer turn off. I’d rather have someone less pretty and more conscientious. Their idle conversation is not more important than attention to customer comfort.
Computer Use - We’re in a desperate economy. You need to make the rent. Learn from the Hard Rock Cafe motto. “Serve all!” Wireless computer users are everywhere. I’ve known folks that will stay at your establishment through breakfast, lunch and dinner and many purchase accordingly. Sure, free wireless does not mean free decaf, but wireless users are finding a wealth of business and information at the local coffee houses. You can capitalize on this rather than fight against it. Remember, if folks like your place, they are likely to tell only two other people. If they don’t like it, they’re likely to tell eight. Try not to offend your computer users. Their business is not always direct.
Try to build permanent clientele through incentives - Some incentives are:
- Buy 10 and get one free cards.
- Volume discounts
- Bring a new customer and get a free drink.
- Free refills on water for tea or coffee.
Add-on Sales - This is one of Starbucks strongest points in that they have plenty to offer and one of their weakest points in that employees don’t “sell the shoelaces with the shoes.” If it’s only 10 cents more for the extra large, make sure customers know that, especially the “to go” ones. Encourage customers to try popular upgrades. We are creatures of habit and that’s fine. Simply introduce us to additional reasons to come to your particular coffee house. People burn out. I love ham and cheese croissants at one particular place. However, I only go there when I’m in the mood for one. What if you sold something different so that I come their again when I’m in the mood for the second item?
Helping the Environment - This is another Starbucks biggie. Studies have shown that people do pay more if they think they are supporting a cleaner environment. This is one more strike against plastic-ware. If you’re doing something to benefit the environment, wear it on your sleeve so that people know about it.
Pricing - One coffee shop has smaller baked goods for the same or less money. They may sell things for what I call “99 cent” pricing. i.e. $4.99, etc. This offends me. Hey, it’s five dollars, so show me. If someone’s trying to trick me on the first thing I see, what does that say about my doing deeper business with them? Never try to trick the customer. it does not establish loyalty.
Clean - Clean restrooms is of paramount importance. Hire from outside. I don’t like to know that my barista was just cleaning the men’s room before serving me. I stop at one Starbucks on my way to L.A. just because I can expect it to have somewhat clean restrooms (not always their strong point). I don’t like to find out there’s crumbs under the seat cushions while I’m digging for me pen that just slipped down there. Nor do I like to see dirt, especially old dirt in the nooks and crannies of the rooms. Dust bunnies around ceiling fixtures such as air conditioning and lamps leaves much to my imagination. This also helps to prevent flies, another big coffee shop no no. On vacation in Carlsbad, there was a pizza place that made great pizza and seemed pretty crowded every night. However, seeing all the trash on the ground and watching staff wipe their faces and run their hands through their hair while making my pizza definitely kept me from ever going back for the rest of my vacation. Believe me when I say people don’t go there for that and how much more business could they have done if they paid a little more attention to that.
Marketing and Principles - Good ethical principles last longer than cheap off the cuff marketing. The Small Businessman’s basic premise is that you give “perceived” value and then some. It seems simple, but it’s a lost art. Folks are tired of government like big corporations that over promise and under deliver. Don’t be one of them. Do market your strong points and never discount the Internet. As gas prices and other costs of living rise, they’ll be letting their fingers do the walking - on the Internet.
Laziness - Small Businesses that go up against the corporate and franchise giants have no time for laziness. Staff reading books or watching movies are not going to grow their business. Sometimes, merchants offer lower pay to staff in exchange for the okay to watch and read. This is the fastest road to closing your business, especially when you haven’t completed your business tasks. And you know something? You’re business tasks are never complete.
To hell with role models - Just because the other coffee shop breaks all the “good business sense” rules, does not justify you’re matching the lowest common denominator. The advantage of small business is that you can move quickly and do something unique. Small business is all about niche marketing and uniqueness. If you are trying to be just like Starbucks, you might as well simply buy their stock and be done with it.
Hopefully, at least one thought will sink in with your business. As you become more experienced and grow your expertise, you’ll find that new ideas become more and more expensive and require more sifting on your part.
Try the following sources:
- Your competition - Be sure to visit and buy from ALL your local “and while away from home” competition. Bring their best ideas home with you. Know why yours is the better coffee shop.
- The Internet Schools