Winner's Cafe recommendation of the Community Cafe of Qunqing Cafe

[1]

Cursed Community Coffee: how hard is the "neighbor" business?

Sister Fang found this cafe very accidental.

Visit an industry veteran, the other person named to meet in this place called "Quanqing Cafe", and did not hesitate to praise.

Of course we have to come and see it again.

The owner, nina, is a beautiful girl with a beautiful smile. She majored in hotel management and has 2 years experience as a barista.

"I define this community cafe as a 'neighbor'." Nina told Sister Fang.

To tell you the truth, when I heard the word "community coffee", Sister Brown was sweating.

At present, there is an uproar of "community commerce", such as integration of different industries, collaborative procurement, multi-channel landing, and so on.

But for cafes, the target customer base is misplaced, impulse consumption is less, and repeat customers are highly dependent. The pain points are not obvious.

Even Seesaw coffee, a community-based store that once opened in Shanghai, quickly closed because of location problems.

"at the current stage of the coffee market, the customer base is a problem. People in the community go to work during the day and go home at night, so business is not good. " Zong Xinkang, founder of Seesaw, said.

[2]

Nina's incomplete Guide to Community Cafe Survival

This is not a decision made by nina in a hot-headed way.

She told Sister Fang that it was unrealistic to position herself as a community cafe to discuss how to improve the turnaround rate. Especially when "space consumption" still occupies the mainstream of the market.

What shall I do? Reverse thinking--

Aim at the "maximum common divisor" of the customer group and keep them here for a long time.

1. Environment: "maximum common divisor" resident rule

Or an old printer, or a romantic immortal flower. Usually the decoration tone of an independent cafe reflects the shopkeeper's personalized aesthetic taste.

This is also one of the most fascinating things about independent cafes.

But this is not nina's choice.

In her view, the clientele of community cafes determines the "retention rule" of community cafes-to make more ordinary customers feel comfortable, rather than just young men and women in literature and art.

Her storefront is about 100 years old, and the decoration is fresh, but it is not a personality or a literary style.

But the community office workers, students, freelancers, small businesses. In terms of environment, it contains a variety of "neighbors" to the maximum extent, so as to capture more customers.

Hue: cyan is the theme color (also the name of this cafe), matching with the same color system. It is said that from a psychological point of view, this color is the most likely to calm people's emotions.

-- Lighting: using warm light with clearer chromaticity, it is easy to guide customers into the store, and at the same time, promote the "warm" impression to be retained in customers' hearts and fit with the positioning of the community.

Seats: ignore the "turn-over rate", use a lot of sofa seats, with two boxes with better privacy, how to get comfortable.

In addition, in the matter of decoration, nina told a little tip: the overall sense of atmosphere is the most important, pay more attention to the choice of large areas of color, such as floor and wall tone grasp. Don't dwell on the details.

2. It is necessary to increase the meal, but there must be a way!

"you have to believe that for a community cafe, the need to eat is rigid."

Many independent cafes, when in operational difficulties, usually choose "extra meals: steak, baked rice, pizza, spaghetti."

What about a community cafe?

To be exact, the meal in the cafe nina is not "plus". She made enough preparations for the "meal" before opening the shop.

She took the chef to the Beishang-Guangzhou compound cafe and light food restaurant for a round, constantly trying to improve and establishing her own food staple--

Salad and sandwiches.

In my opinion, on the one hand, under the premise of ensuring the quality and taste, it is relatively easy to operate, which may improve the utilization rate of the kitchen; at the same time, the "light food" attribute coincides with the tonality of the cafe.

A menu exquisite enough to satisfy customers to the meal point, but do not want to leave the scene to experience pain points.

Forget who you are as a barista.

People who like coffee to open a shop, easy to fall into a problem: find their favorite coffee beans, they can't wait to share it.

It takes time, but the market may not buy it.

Nina, who used to be a barista, will also be happy to get a rare bean.

While running the coffee shop, she deliberately avoided her preferences--

Only one bean with stable supply and suitable price is selected for customers to choose from in each producing area, not scarce beans.

Nina puts traditional espresso at the top of the menu.

If it is up to her temper, she won't even buy a coffee machine, just hand-flush it. But "60% of consumers, 70% of consumers will choose Italian sugar milk."

Open a community cafe, blindly emphasis on mellow, contrary to the management.

"it's all drinks." Putting the identity of the barista behind, nina is very open.

[3]

Community Coffee: no longer the passenger flow is in the hearts of the people

Nina challenges the unpopular format of community cafes in a traditional way.

More than half a year after opening, the revenue and customer base of this "zero publicity" cafe basically met the expectations of nina. According to Sister Fang's observation on two working days, passenger flow has been quite optimistic since lunch time.

"it would be nice for the coffee shop to go back to the capital in two years." It seems that nina has this confidence.

Community cafes, to "experience + convenience", to capture the hearts of neighbors, to meet their "third space" needs, their dependence on you and stickiness will make you happy.

The key is whether you dare to adjust your business posture and really consider the customer and the market.

Author: sister Fang (Editor: CA sir)

This article is original, please do not reprint it without permission.