Five secrets of coffee shop survival. To open a coffee shop, you should not only sell coffee, but also manage people's relationships.

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Opening a coffee shop is the dream of many young people, and an important reason is that the rapid growth of China's coffee consumption market in recent years has led to fierce competition among chain coffee brands, thus leading to an upsurge of Chinese people drinking coffee.

Many people want to open coffee shops, but the rate of closure is also very high. the main reason for the failure of many coffee shops is that they think that they have bought coffee beans, brewed coffee, and decorated in fashionable fashion. This is only the premise, more importantly, "enthusiasm" and "execution". "enthusiasm" is to make great efforts to manage regular customer relationships, so that regular customers are willing to take the initiative to buy coffee. "execution" is whether entrepreneurs can thoroughly carry out their original intention of starting a business, not in half a tone. There is this service today, but there is no such product tomorrow.

Tip 1: the coffee shop owner has to be likable

What are the basic elements for a coffee shop to survive?

Most people think that they can run a coffee shop by making a good cup of coffee, but in fact it is very risky. In recent years, the competition in China's coffee market is very fierce. Starbucks claims to open a new store in China every 15 hours, and Luckin Coffee says that it will open 10000 stores by the end of 2021, plus convenience stores to sell coffee and fast food restaurants to sell coffee. These are strong competitors. If you only love to sell coffee, or if you are interested in opening a coffee shop, you need a considerable amount of money to survive.

And according to experience, Chinese people's expectation of coffee shop is not only to drink a good cup of coffee, but also to the requirements of space and environment. For example, cheerful people can come to the store in groups for fun, or if a person wants to be alone and meditate, you can find a quiet corner, and you can choose any definition to provide service.

In addition to a good cup of coffee, what is more important is whether the cafe owner can be loved by customers and make them feel that he is sincerely treated, popular and has a sense of belonging. And running a coffee shop is to provide customers with "daily" service, that is, the quality of service should be consistent every day. In short, the basic elements of a good coffee shop are enthusiastic coffee shopkeepers, professional coffee, friendly environment and comfortable space.

Are the above conditions enough? Of course not. You have to define your coffee shop and provide services from the definition. Boutique coffee or affordable coffee, alone space or fun place, the definition is different, the service is different.

The second is differentiation. For example, Starbucks, known as Zhenxuan Coffee, uses only 10% of the world's rare top coffee beans, regardless of whether the taste is really top, but its stores pay special attention to experience, resulting in service differentiation. For example, the music (hearing), space design (vision), coffee bean aroma (smell) and coffee taste (taste) all have their own unique style.

The third is customized service. According to the needs of customers to prepare a special taste of coffee, whether it is a double espresso latte, coffee with vanilla syrup, add low-fat or skim fresh milk, use soy milk instead of fresh milk. Each cup of coffee can create customer characteristics.

This is especially true for regular customers. As soon as the regular customers enter the door, the barista immediately greets them warmly, calls out their names, and asks them directly: "would you like to order your favorite low fat today?" This feeling of being remembered and valued by people makes it easy for customers to go back and enjoy the service.

Trick 3: 5 tips learn to operate regular customers

The biggest problem for many people to open a coffee shop is that they have no customers. What should I do?

Regular customers are the key to a stable source of customers in coffee shops. More than 50% of Starbucks are regular customers. "people" are the most difficult to deal with. Other technical problems, such as coffee beans, coffee brewing, and hardware space, can be overcome as long as they are willing to work hard. Only customer relationship management takes the most time and is the most difficult to control.

In short, the operation of regular customers is to give full play to their enthusiasm, recognize regular customers and make them feel honored to enjoy their private custom-made drinks. For example, a 20-yuan cup of American coffee can make all baristas remember you and take the initiative to shout the name of your favorite drink. Many customers will be very happy and willing to visit again.

The first step of regular customer management is "greeting", which seems very simple, but it is easy to be ignored. Don't let the guest feel that no one pays attention to him when he enters the store. No matter how busy or how many guests are, say hello, nod and smile, and let the guest know that he has been noticed.

The second step is "pleasantries": miss Wang, did you come to the store earlier than usual? Mr. Chen, you don't look well today? Miss Lin, how do you switch to chocolate today? These greetings not only mean that baristas recognize regular customers, but also show concern. The important function of "greetings" is not to let the guests feel that I am just one of your many customers. I have my name, I know you, and you know me and have a relationship with each other.

When one person, two people. In doing so, you can create a friendly atmosphere, and once customers are gradually infected, they are naturally willing to make friends with you. Otherwise, in a cold coffee shop, the boss suddenly asks you: what's your name? It is difficult for most people to relax, and the warm atmosphere should be deliberately created.

The third step is to "share". For example, the store holds a regular coffee tasting (coffee tasting) to invite customers to participate. Coffee tasting has four steps: smelling coffee, sipping, distinguishing acidity and concentration, creating its own description, describing this cup of coffee, for example, I think this cup of coffee tastes like a raining prairie, this cup of coffee tastes like soil, I like its acidity, I don't like its astringency. Through "sharing" to get closer, so as to know the customer's taste, but also create another kind of hot atmosphere.

The fourth step is "customer opinion survey", the shopkeeper must pay attention to this link, because this is the most true voice of customers. In fact, customers are willing to take the time to write opinions and comments, indicating that regular customers have achieved preliminary results, and customers no longer think that they do not feel right and leave, but sincerely hope that you can do better. It is not a bad thing to receive good or bad comments. Once the service quality is improved, nine times out of ten, the guest will visit again.

The fifth step is "service training". Baristas should have the concept of regular customers, including eyes, smiles, conversation skills, interactive situations, and so on.

Step 4: Personnel Management

Coffee shop owners are important, but what about other staffing?

There are several considerations for the number of manpower allocation: different store attributes, crowds, high and low turnover, we must allocate different manpower. Also estimate the turnover and cost of each store, and then calculate the turnover contribution of each person, the average number of cups of coffee per person per hour, the above figures should be in line with the efficiency, coffee shops can make money, and then calculate from it, how many manpower each store needs to allocate.

Staffing is the same as playing ball, everyone has a fixed defensive position, different positions do not work together, and to confirm each other's work status. For example, after the counter orders, the bar staff repeats it again, so that both the counter and the customer confirm the order. Or when there is a long queue, someone walks to the seating area to greet the customer first, ask the customer to try a new drink, don't let the customer feel left out, the first greeting and the first impression of the customer entering the door are important to retain the customer.

Move 5: fight with employees

How do coffee shops make their employees treat customers enthusiastically?

The skills of enthusiasm are positive thinking, trust in people, love of work, willingness to share, and feelings come naturally from the heart.

How to make everyone full of enthusiasm? Leadership motivation is important, both materially and spiritually. Why would you say that? Because only when the boss makes the employees feel concerned, can they treat their customers with the same care. Similarly, when the boss is enthusiastic to the employee, the employee is enthusiastic to the customer. And vice versa.

In short, "contact, discover, and give back" is an important skill in interpersonal interaction. In just six words, it is the link that coffee shop customers care about most. If you want to run coffee successfully, you should start from here.

It is not easy to open a good shop and make a good cup of coffee, but with details and quality insistence, this cup of high unit price coffee becomes inexpensive. Opening a coffee shop should not only know how to sell coffee, but also manage human relations. As a matter of fact, many people feel the same way when drinking a cup of coffee, but the attitude of the boss is different, the experience of coffee is different, and only the industry of the operator can survive for a long time.

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