Open a coffee shop how to maintain a steady flow of customers, how to retain old customers?

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

-Segmentation line-

At present, the situation of the domestic coffee industry is getting better and better, but it is still difficult for the formed cafes to gain a stable foothold. Today, let's analyze why your coffee shop can't attract enough stable passenger flow from three aspects.

1. You want to do everything

Many coffee shops will make this mistake in the early operation process, strive for perfection, want to do everything. Do your best in all aspects, but it's obviously impossible, and it will make the boss feel particularly tired over time.

So what are we gonna do?

Find out what you do best, such as homemade specialty coffee, homemade desserts, etc.

This is what customers want to see, they will see your efforts and will be willing to pay for your hard work. Also, don't peddle your products at a low price just because you just started business, which will make life very difficult in the future.

All in all, you need to make what you do best become your unique selling point! Customers will flock to it!

2. Do not know the value of products and services

What can it bring to customers? Of course it's my product! Who knows their products better than I do?

But what I want to say is, do you know what your customers can get from your products and services?

In other words, what is the value of your products and services to customers? Can they really meet the different needs of customers?

Customers come to the coffee shop to consume not only coffee, but also the environment here, a place to reunite with three or two friends and families.

Only by understanding the needs of customers, your products and services are truly valuable and meaningful!

I don't know who your customer is.

Of course I know! He / she comes to the coffee shop for coffee every day and drinks Flat White every time.

But what I'm asking is, do you know his / her routine? Do you know what habits he / she has?

What time does he / she come to the coffee shop every day? Why are you here?

Is it a takeout latte before going to work every day? Or do you patronize here at lunchtime?

Only when you really know your customers can you adjust your products, services, prices and marketing strategies.

In the final analysis, serving customers is your real purpose in opening this cafe, isn't it?

Seize the opportunity to chat with them and get to know each other better.

To strive for every new customer to become your regular customers, these regulars are the cornerstone of your long-term business!

In short, to open a coffee shop, we should have a specific plan, what is the positioning of the coffee shop, which products can attract customers, and how to communicate with customers in the later stage. Just like we make career plans, some people lack workplace planning, have no goals in daily practice, and become confused over time. The same is true of opening a coffee shop. You must have a general operation plan and master the major aspects in order to accumulate the target customers in the daily operation.

Customers generally have two demands when they go to a coffee shop, one is to spend money on a place to sit, and the other is to drink a good cup of coffee. We can divide the guests into four categories according to these two demands and analyze their mindset:

The first kind of ▷: pay for a seat, do not care about the environment, do not care about the quality of coffee

Such guests will never be regular customers in cafes. They may drink little or no coffee at all. The characteristics of these people are that they basically don't order coffee and drink more other drinks. Even if you order coffee, you can only taste it or stir it in the milky coffee with a stirring stick.

For them, even twenty yuan for a cup of coffee is not cost-effective, because they can buy fifteen yuan in the nearby teahouse and keep drinking tea for a day.

So if you want to attract this part of the guests, then in the coffee shop menu, coffee must not be the main, and the meal should not be dessert and western food, but beef noodles and covered rice.

Then the coffee shop is no longer a coffee shop. Can you imagine a coffee shop filled with the smell of rice covered with meat?

The second kind of ▷: pay for a seat, care about the environment, and don't care about the quality of coffee.

I know that there are coffee shops with a lot of such customers, and such coffee shops must meet two conditions if they want to survive.

The first condition: open in the business circle.

If you have mainly done passers-by business in places such as Chunxi Road, you do not need repeat customers. If you have to make sure that there are no competitors around in the CBD business circle, the business people around you can only choose to come here to talk about business or work, but if you open a store with the same or better environmental quality nearby, then a large number of customers will be lost immediately, because such stores do not have any core competitiveness.

The second condition: investors are super rich.

If you want to start such a store, you need to pay expensive decoration costs and high rent in the early stage. Don't even think about it without millions.

The third kind of ▷: pay for a seat, care about the environment, but also care about the quality of coffee

Most of these guests are high-income groups, and they have long been accustomed to the per capita consumption of more than 100 yuan. For them, if they are willing to spend more than 30 yuan on a cup of latte, they must be willing to spend 40 to 50 yuan to drink a cup of COE-grade hand-made coffee.

But they are by no means idiots with a lot of money, and if they want to keep them, the cafe must have a corresponding level of environment, service and product quality. Such guests are absolutely high-quality customers, the rate of turning back will be very high, if you can attract them, then it is not impossible for them to spend every day.

The fourth kind of ▷: do not need a seat, do not care about the environment, only care about the quality of coffee

For such guests, coffee is their rigid demand, and they may not care much about what they eat, but a cup of espresso or hand-brewed coffee is necessary every day. Such guests don't blink when they pay 100 yuan for the sun red label geisha on No. 1 250ml Jade Manor.

For such a guest, as long as your coffee can conquer his taste buds, it doesn't matter if you decorate the location, he will come even if you are in a private house outside the third Ring Road.

But. How many such coffee gluttons can there be in China? Anyway, I've only seen no more than five in my long time.

"there are all sparrows and Phoenix in the coffee community."

The first kind of guests: discerning people should be able to see that they are not high-quality customers, even if you lower the price of coffee again and again, it is not worth it for them, because they are not at all! Drink! Coffee! Coffee! For them, it's not worth ten yuan per half pound for a thousand yuan geisha, because instant solution only costs three yuan a cup. Why should such guests try to keep them? why should they cater to them? Are you full?!

The second kind of guests: not very good guests, because they are very low dependence on the coffee shop, as long as there is a better and more convenient place, they will not hesitate to turn around and leave. And most people who want to open a coffee shop do not have the financial strength to build such an expensive coffee shop.

The third kind of guest: is the best quality customer, the turning back rate is high, the friend circle wide promotion force is strong. For them, if you give him a 20-yuan cup of coffee, he will even seriously question your professionalism and coffee quality. If your coffee shop is a little flirtatious and the coffee is great, they will certainly become your regular customers and bring you a lot of new customers. Such guests have two characteristics: they are not short of money, they know a little or know a lot about coffee.

The fourth kind of guest: it is impossible to meet, just think about it.

After doing the above analysis, I decisively made an additional investment to upgrade the decoration of the cafe and constantly refine the coffee technology, and then raised the price of a cup of coffee from 28 to 35. Then after a cold sales winter of about three months (almost all the non-quality customers lost, and the high-quality customers didn't know us yet), then one day I found that my turnover exceeded 1000 that day, and then a few months later exceeded 2,000, then 3,000, then 4,000, while my store turnover was still growing at a rate of 16% per month, and I finally led the cafe through the most difficult period. It took us two years to go from 600 to 4000 +.