How to open a successful coffee shop

When the French built a railway from Hanoi, Vietnam to China in the 1880s, they brought their favorite cafe to China. Today, cafes that can be seen everywhere in the streets have become a new place for people to talk and relax, and it has really become a part of the life of the Chinese people.

Mr. Liang Mingyuan, the general manager, and his management team have successively established good cooperative relations with the owners of more than 100 cafes in Beijing over the past decade, and have also deeply realized the hardships and joys of the coffee industry. We will approach Mr. Liang to uncover the secret of a successful coffee shop.

Coffee and tea: how do you do, Mr. Liang? Now many people are optimistic about China's coffee market, more and more people are ready to invest to open a shop, but after all, it takes a lot of money to invest in a coffee shop, and there are many examples of failure. I would like to ask, with your years of experience, what conditions do you think you should have to open a successful coffee shop?

Liang Mingyuan: according to the data of our existing customers, successful cafes generally have the following characteristics:

1. Proper location and reasonable rent

2. Business objectives are clear and the characteristics are obvious.

3. there is a harmonious interpersonal relationship between the boss and the employees.

4. Strict management and considerate service.

Coffee language tea: according to the current market situation, which forms of cafes are more likely to make a profit in the market?

Liang Mingyuan: as far as Beijing is concerned, generally speaking, the following three coffee shops have a relatively high probability of success:

1. Coffee shop with superior geographical location (referred to as terrain shop for short)

2. Operate a coffee shop with characteristics (referred to as a specialty shop for short)

3. A coffee shop with both the advantages of geographical location and operating characteristics (Shuangyou shop for short).

The first kind of terrain shop is more representative of coffee shops located in airports, office lobbies and scenic areas. this kind of shop is characterized by the concentration of effective customers, large passenger flow, high customer capture rate and convenient shop transfer. as long as the rent is not too high, normal business can make a profit. However, the lease period of this kind of coffee shop is generally relatively short, the rent is also high, and there are many uncertain factors. at the same time, the investment in the early construction of the terrain shop is larger, and the daily operating expenses are also higher. therefore, the contract should be signed carefully and the plan should be rigorous. There is a way out.

The second kind of specialty store, on the one hand, is to decorate with its own characteristics, on the other hand, it deals with products other than coffee, such as antique carpets, cultural relics (handicrafts), tourism consulting services, special catering, and so on. This kind of store attracts customers by the core products of the store, not the coffee itself. The characteristic of this kind of store is that the customer base is relatively fixed, the word-of-mouth effect is obvious, and it is not affected by the store's geographical location, so the shopkeeper can choose the area where the rent is relatively cheap and the transportation is convenient. We can tide over the difficulties even if we encounter problems such as demolition and relocation.

The third kind of store has the highest probability of success, because it combines the advantages of the above two stores, therefore, it can often create business miracles.

Coffee language tea: what do you think is the gap between domestic cafes and foreign countries at present?

Liang Mingyuan: I think the main reason is the difference between Chinese and Western cultures. China is a country with a history of drinking tea for thousands of years. Although more and more people begin to drink coffee, the number of people who often patronize cafes is still relatively small.

On the other hand, the consumption in Chinese cafes is too high; for example, the price of a cup of coffee in Europe is only 0.70-1.30 euros, while in China it is generally sold for more than 25 yen (about 2.50 euros), which is equivalent to two to three times that of Europe. don't forget that the income of our citizens is only 1/10 of their income. Of course, the high price of coffee is also a helpless move, because even if the shopkeeper doubles the price of coffee, it is impossible to attract customers; therefore, the consumption habit of coffee in China needs to be developed slowly.

Coffee language tea: a successful coffee shop can not be separated from excellent baristas. As a service provider in North China of the International barista Competition (WBC), what do you think an excellent barista should have?

Liang Mingyuan: making a good cup of coffee is like cooking a good dish. First of all, the raw materials used must be carefully selected. Secondly, the stove must be easy to use, but the most important thing is the human factor. A good barista should not only be familiar with the taste of coffee, understand the characteristics of the coffee machine, and be good at all kinds of coffee making skills. more importantly, you can communicate with guests, understand the taste characteristics of each guest, and keep in mind, adjust the taste of coffee according to its characteristics to meet the personalized needs of guests to the maximum extent.

In other words, it is the barista who makes the coffee exactly the same, and it is the coffee master who makes the coffee for each guest.

Coffee language tea: how should the investment ratio of cafes be allocated?

Liang Mingyuan: generally speaking: decoration lamps and furniture 30%, this part of the investment risk is the greatest, can save; purchase kitchen electrical equipment 20%, according to the planned operating life, the number of seats, the planned product volume is determined; petty cash 5%, working capital 15%; set aside 30% rent for half a year.

Coffee and tea: what do you think of the future Chinese coffee market?

Liang Mingyuan: it will definitely get better and better, because Chinese and Western cultures are constantly merging. Chinese food is cooked in the West, and Western food is becoming more and more common. Imagine that one day, every guest in a Chinese restaurant drinks coffee as common as Coke and Sprite, and the price of coffee is lower than that in Europe.

Coffee language tea: China's domestic public understanding of coffee, no longer stay at the surface of the phenomenon, public awareness of coffee, has risen to a level of pursuit of quality. We wish you a better development in this professional freshly ground refined coffee which is beginning to form a mainstream era. Thank you for cooperating with us in the interview.