Coffee shop operation | to increase the profit of the coffee shop, the price of the coffee shop or not?

For example, in an era when many costs are rising, should cafes raise prices if they want to survive?

As a matter of fact, there is a cost to open a shop every day: Labor expenses, rent, electricity and electricity are all fixed expenses. As the operator of an independent coffee shop, the sale does not depend on the price, but entirely depends on the value. How to make use of the difference in quality to improve the profit of the coffee shop?

First of all, according to our actual situation, customers are the source of profits, long-term customer patronage and customer maintenance are inseparable, coffee shop operation, we must understand the preferences of customers:

For a moment, customers are divided into four types of customers: a-Magi, B, C and D.

Starting with'D' customers, these customers may come in just to buy a drink or change for parking.

'C' customers only come once or not often, they are not frequent customers, they may see publicity or friend introductions.

The'B 'type of customers are frequent customers who come regularly every week.

Then there are your'A 'customers, who buy a lot of your products. They are stable customers who like your cafe. They also recommend your cafe to their friends and praise it with others.

Know the character of your customers.

In the past, there were several types of customers who drank single items in the street coffee shop:

1. Guests who like the flavor of individual coffee very much: like to drink coffee from different places, like to drink coffee from different cafes, try new coffee beans, try different roasters' styles. Willing to try various styles of boutique coffee. This kind of customers can feel that they really like to drink coffee, and they often make their own coffee at home, study the taste of coffee, buy coffee beans from different stores, have their own jobs, and coffee has become their biggest hobby in their spare time. There is also a tendency to take coffee as a lifelong career.

This kind of customers can easily open their own cafes in the future. they really love coffee and sincerely love it. When they go to different cities, they will first learn about their own baked cafes in that city, try their style and chat with the owner at the first time, which is a very enjoy feeling.

These guests have been drinking coffee for a long time, and they are more and more selective about the quality of individual coffee, but it is basically proportional to the level of our store; they are generally very kind and fun; we have several customers in our store since we opened five years ago. Qianjie coffee has become a place where they must clock in on weekends, and these customers will really add a lot of color to the store. They really like coffee and drink the taste of real coffee.

2. Customers who sign in: customers who choose to sign in in cafes when nothing happens. They can accept individual coffee, but they are not very enthusiastic. They just like cafes. They are more concerned about a place to pass the time and do not like to go to busy places. So cafes have become the main places to go.

Because of this phenomenon, fortunately, Qianjie Coffee has also become a shop where some non-local coffee lovers will clock in when they come to Guangzhou.

3. Colleague: this kind is between colleagues occasionally to communicate with each other, exchange all kinds of technology, baking, of course, there are also "step on the ground", but now very few, we are more humble! There are also people who come to try beans, try all kinds of single beans, and are ready to open a shop.

4. Individual passers-by do not have much contact with coffee. They come in when they see a coffee shop, and then find that there is only coffee here, and they mainly sell boutique coffee, so they have to order. Some of these customers we will chat with him, some accept coffee, and then develop into regular customers. Slowly get used to coffee; some still can not get used to coffee, this kind of customers are more difficult to affect them.

Qianjie coffee practice, share an extra small cup of coffee to them, try to let him try different coffee, hope that through comparison so that they can choose the coffee that suits their taste.

5. People who come to find a place to chat and talk about work: this kind of people don't have much demand for coffee, so they order a single item and drink while chatting; there are also customers who regularly come over to talk about things and chat, because they are used to the taste of our coffee. will come to drink a single product every once in a while.

The narrower business model of independent cafes is that 80% of profits come from 20% of customers, and if they find that your price goes up, maybe they will understand, but also because of long-term consumption, there will be more or less more choices.

As a result, the price of our single coffee has never gone up.

There are coffee shops all over the street. What is your market position? Who are the consumer groups?

The front street coffee is in the community, not in the alley. There is a distance from the nearby office building, the general company staff is not very likely to visit, and the population of the surrounding residents is not very large, so customers often have two or three kittens on weekdays, which simply cannot reach the expected number of visitors. It is a good weekend. There are a lot of coffee lovers who come to visit the store, so we have our current market position-customers who love hand-made coffee.

When you know who the consumer group is, naturally, the business model of the store is set, so the business model of Qianjie is hand-brewed coffee, natural spaghetti, and dessert is not our selling point, even online celebrity drinks other than coffee. It is not a drink promoted by our main, we just need to do well, how to make this bean, what is the flavor of this bean, and then convey it to our customers.

How do traditional beverage stores operate drainage?

To improve the marketing planning of cafes is nothing more than the popularity and popularity of coffee shops, and people who like to drink individual coffee all pursue good beans, so we will try many different types of beans, including this year's red mark and Blue Mountain, which are all new production seasons. attract enthusiasts, of course, and through the official account to share all kinds of coffee information, coffee knowledge, coffee experiments, all in the process of development. Has a long-term stable characteristics and suitable management model, the courage to innovate, so that the competition has become a healthy competition, learn from each other, and innovate in reference.