Coffee shop owners' deep feelings about brand culture

The coffee shop opened by the landlord and his friends has been a year and a half. It is harder than I imagined. When I am short of manpower, I have to do all kinds of chores. I feel my bones creaking when I lie in bed every day. Fortunately, there was a return on the effort. The business was on the right track very quickly. Moreover, it was quite famous in our small county town. When it came to coffee shops, the first one would mention our home. After doing it for so long, what I feel most deeply is brand culture.

In our small county town, there are not as many people drinking coffee as in big cities, and they are sensitive to prices, so the market still needs us to cultivate slowly. We are a franchised store called Black Coffee Knight. When we first opened, there was a supervisor who came from the headquarters to guide us. Small county town business, word of mouth accounts for a large part. So we started with a 12-point effort. The best part was that most of the guests were white-collar and business people who knew coffee. Very few of them thought that the price was high. They all felt that there was finally a coffee shop in the county town, which was a relatively high-grade thing. After a period of time, our customers are more stable, mostly young white-collar workers, leisure ladies, and nearby middle school students.

From the beginning, we positioned ourselves relatively high. We spent a lot of effort on the decoration. Tables, chairs, lighting, tableware, etc. were all based on the standards of the headquarters. Some classical music would be played in the store. Hygiene was also very important. It had become an occupational disease to wipe the table and mop the floor when we were free. Therefore, the gap between the restaurant and the average restaurant was quickly widened. Although the county town is not big, there are more rich and tasteful people than expected. They all like our black coffee knight style very much.

In terms of brand culture, first of all, we made a unified VI design. The posters and graffiti in the store all carry the logo of our black coffee knight, including the cup plate, napkin, and even the cocoa powder on the coffee is also the head of the knight. Many details have been unified.

Then there was the environment. In fact, while selling coffee, the coffee shop also sold a good environment and a good seat, a leisure time that was not disturbed, a symbol of identity, a free Wi-Fi... We also made a small book to write some opinions and suggestions for guests, or to say what they thought, and many people were willing to participate.

There is also service. When I train with the shop assistants, I always emphasize affinity. Guests are God and friends. When I see old customers, I will greet them more. I will pour hot water for students who stay up late to do homework, etc. Good service is like spring rain, moistening things silently, and our reputation is slowly accumulated in these details.

On the anniversary celebration, we did a promotion campaign to exchange cups. Our cartoon knight was printed on the mug. As a result, many customers liked it very much and asked if they could buy it directly. At that time, we deeply felt that our store was very important in the hearts of customers.

Now we have three coffee shops in our county, and ours is the best one. At present, there are freshly ground coffee and desserts in the shop. Summer is coming soon. We are going to make some shaved ice, ice cream and the like to let more people know us and slowly guide them to know coffee and drink coffee.