Coffee Roasters: Would you like to increase your bean sales?
Some time ago Alex and Oksana ordered a "cappuccino" in the coffee bar of a large book chain store. As they watched with fascination how the "barista" proceeded to mess up their drinks by doing everything wrong, they noticed an expensive whole bean display, featuring over a dozen exotic coffees from around the world. Surely the roaster must have invested a lot of money and time to produce those beans, which he now so proudly displayed.Unfortunately, our cappuccino, made with the $8.50 a pound espresso bean and the $9000 espresso machine, was reduced to an overheated, thin, bitter brownish milk with no resemblance in taste to a "real" cappuccino. We doubt that many customers would like to repeat such an unpleasant experience.
"Espresso Business Success Program" Home
It is an unfortunate fact that most of the shops, from small "Ma & Pa" bake shops that serve espresso, to large bake/bagel franchises, and even many so called "Specialty Coffee Shops" and Food Management Companies Coffee Concepts, have very limited understanding on how to maximize their espresso potential to achieve greater revenues and customers satisfaction. What is the use of choosing and buying high grade coffee beans, taking great care in blending and roasting, only to have all that effort and quality destroyed at the point of sale by some kid that has no clue, because neither he or the owner/manager of the business has been trained on how to implement an effective marketing strategy to attract new espresso customers, and how to prepare drinks properly for better taste and speed of operation?
This results in lower revenues for the retailer, less repeat sales, and may have an adverse effect on the perceived image of the coffee supplier, for if the customer doesn’t like her "latte", he/she tends to blame the coffee and not the "barista". That is why customers ask: "What coffee are you using", when they like or dislike their espresso drink a lot.
By the way, a successful coffee shop may use 100 pounds and up per week of beans through their espresso grinder. We consistently used in our coffee bars from 125-250 pounds per week per location, and many of our direct or indirect descendants use even more!
The growth of the Specialty Coffee Industry presents tremendous opportunities - and challenges - to the traditional coffee roasters. While in the past all you had to do was to provide your accounts with one or two blends and a coffee brewer, today, in order to remain competitive and grow, your customers are demanding products and services which your company may not be fully prepared to deliver.
One of these services is a customer focused effective espresso program.
The "espresso opportunities" of the future won't be in delivering a couple of pounds of espresso to a traditional table cloth restaurant that happens to serve a few cups of espresso. Your opportunity for growth will be in developing high volume espresso accounts found in coffee bars, franchised chains, supermarket food courts, espresso drive-thrus, Food Management Companies servicing universities, hospitals, business parks and airports, as well as hundreds of bookstore chains like Barnes & Noble and Books a Million that are setting up coffee bars all over the country.
Such accounts will be seeking coffee suppliers that are able to deliver "effective and proven results" that have a positive impact on their bottom lines, instead of just products and equipment.
We believe that one of the best ways to grow a company in this highly competitive environment is by positioning it to be perceived as "espresso by the cup retail coffee experts" in their area of operations. We helped to develop such a position for one of the largest West Coast Coffee Roasters. Now this company is one of the most successful "espresso solution providers" in the country.
Having been "on the other side" of the counter as owners and operators of our own sixteen coffee bars, we am very familiar with the everyday opportunities and challenges of this business. We could be extremely beneficial to the your Coffee Company showing your major accounts on how to setup and implement effective espresso concepts - and for you to sell more beans to more satisfied accounts!
The espresso business is exploding all over the country. The coffee companies that will thrive and grow in this area will be the ones that are most able to help their customers to succeed by providing them with effective strategies to attract customers and fend off their competition. You will need experienced and dedicated people to implement those programs.
Why don't you call Oksana or Michael Fisenko right now and let's talk about your opportunity?
Alex & Associates 503-5909423 between 9am- 6 pm Pacific
ESPRESSO BUSINESS WORKSHOP FOR ROASTERS-WHOLESALERS