Keep Cafe alive Cafe Survival Information

As long as it is delicious coffee, coffee consumers are willing to pay a high price; as long as delicious coffee is provided, consumers will not abandon coffee and the market will grow. "High-quality coffee represented by boutique coffee is a big business." Coffee producers and consumers have discovered this simple fact.

In recent years, coffee producing countries no longer blindly pursue high output while neglecting quality. Many countries have begun to introduce a new coffee evaluation system in order to arouse the enthusiasm of producers and promote the production of fine coffee. For example, Brazil began to implement the Cup of excellence coffee rating system in 1999 in order to better subdivide boutique coffee. And boutique coffee has become one of the fastest growing markets in the catering service industry, reaching 12.5 billion US dollars in the United States alone in 2007. All these can see the potential of the boutique coffee market, and the boutique coffee market will certainly grow stronger and stronger in the future.

First, site selection

The location of cafes is as important as real estate investment. There are two kinds of voices often heard, "close to the core business circle" and "far away from the core business circle".

More and more new independent coffee shops are located in alleys away from the main roads. This runs counter to the traditional location of cafes. Location is considered to be the most critical factor in attracting traffic-you have to make sure that enough people pay attention to the existence of your coffee shop, which is a prerequisite for them to come in.

Pick a place: determine the crowd and flow

First of all, you have to know where people are going, not just there, such as breakfast restaurants where office workers go, and video rental shops on their way home. You can take the time to calculate the number of people in the morning, afternoon and evening in the target area where you are interested, count the number of people entering nearby stores, and see the proportion of office workers, students and housewives who pass by. and at least once on weekdays and weekends to know the exact distribution of the crowd. In addition to where people are going, you also have to consider how long it will take people to get to your store. The cheaper the product, the less willing customers are to spend time. For example, convenience stores define the main business area in terms of 3 minutes, and coffee shops take about 5 minutes. Unless you plan to sell cars, which is a high unit price item, generally speaking, customers can only bear a maximum of 7 minutes of travel time.

Find a place: visit the surroundings

With a pre-selected pocket site, the second step is to inspect its surroundings first, which should be viewed from two angles: one is from the perspective of businessmen: what are the signs that the site can generate performance? Secondly, from the customer's point of view: will you go shopping at this place? The prime location has an unpopular corner, and the secondary business district also has a popular stronghold. Looking for a place is the most taboo only to see others succeed and want to copy a store next door, unless you are sure to make your own differentiation. In addition, pay attention to whether competitors located on the opposite corner or not far away will steal your business? Can you intercept customers one step ahead of others on the customer's action route? Always pay attention to your opponent's position and look for places that can compete. You must maintain your lead, otherwise, you will always be at a disadvantage if you are in the downwind of a store of the same nature.

Look at the storefront: architecture is equal to live advertising.

Please look at the store in the mood of a first date, care and doubt. First look at the distance, and then look closer, imagine what your store feels like in this space. Once the store name is put on the sign, will it be very conspicuous? Can anyone who drives by see it? Can pedestrians notice from the sidewalk? A good storefront is like a live advertisement, which not only makes it easy for people to find you, but also shows itself to potential customers on the road. In addition, architectural design is also a key point. is this location suitable for retail? Is it attractive? Even in similar shopping streets in design, the quality can be quite different. Is the quality of the building as good as yours? Remember, be sure to think about buildings in terms of brand building.

Second, service

Starbucks encourages consumers to make quick purchases as soon as they buy coffee, while in independent cafes, you can order a cup of coffee and make it all day. Service is one of the keys to the success or failure of independent cafes. Really become friends with customers. More than 30% of the customers in independent cafes are repeat customers, and they will bring their own friends to spend over and over again.

Coffee has two temperaments, one as fanatical as wine, the other as introverted as tea, thick but not thick, fragrant and slightly bitter. The temperament and service of your cafe determine your customers' turnaround rate and reputation.

Full of poetry, sports, literature and art, electronic, fashion, classical can become the characteristics of the cafe, and then around these features to do some extended products and product stories to attract consumption. such as,

Camera Cafe Camera Cafe

For many photography lovers, the camera Cafe brings together many photographers and artists. As soon as I entered the door, I was attracted by all kinds of cameras. Go further, order a cup of coffee and sit down, where you can exchange photography skills, matting, and color. The owner of the cafe, who is from Hong Kong, is committed to providing a platform for artists to communicate. Photography courses are held regularly and exhibition space is provided for young artists.

Kafka's Coffee

Many of the interior designs of the coffee shop reflect the boss's personal style. The contrast between the maroon wood floor and the white wall produces the texture of contemporary art. "We also focus on art." Kafka said. The cafe is also a gallery, changing a batch of different works of art every six weeks. Kafka is a super admirer of art, and his enthusiasm also extends to the art of coffee.

Third, products

The appeal of coffee to the most dynamic parts of China's economy: developed cities and young people have made independent cafe operators see the third wave of coffee-the hope of boutique coffee: emphasizing the regional flavor of coffee, no longer defective beans, and advocating shallow roasting. Practices such as highlighting the personality of coffee itself are increasingly being advocated in independent cafes and boutique coffee farms are beginning to emerge.

"Starbucks" keywords are: large chain coffee shops, espresso, lattes, while independent cafes are: hand-brewed coffee, sugar-free and milk-free coffee.

In a sense, an excellent barista in the future will be more like a salesman, introducing the boutique coffee in the store to customers and letting them understand the cultural connotation and value. This is also the charm of independent coffee shops in the future.