Winning Customer Loyalty

Win Customer Loyalty
The growing demand for specialty coffee has made the food service industry fiercely competitive. As store owners, we often focus too much on consumer acquisition: that is, getting more people in the door. Although that’s undeniably important, customer loyalty has a substantial impact on profitability; that is, getting customers to come back.

Here at Stockton Graham, we understand the importance of customer loyalty. We recently asked Consumer Research firm Mintel to help us study what keeps customers coming back.

Their answer? Coffee drinkers are not only looking for a great tasting cup but the right atmosphere, service, and convenience. By focusing on these four key drivers of customer loyalty, you will be closer to creating a distinctive coffee experience that builds customer loyalty.

Coffee Customer Loyalty

Taste

The most important aspect of any coffee shop is the coffee. Our Mintel study found forty-five percent (45%) of out-of-home coffee drinkers listed “taste” as the top reason they frequent their favorite coffee shop. With that in mind, it is very important to pick high-quality coffee beans.

Service

Having properly trained staff is invaluable. After all, a cup of coffee is only as good as the barista making it. The Mintel study found that barista expertise can make or break a customer’s experience. Eighty-two percent (82%) of coffee drinkers surveyed said “artistry of coffee preparation” was an essential part of their coffee experience and a key driver of customer loyalty.

To help your baristas advance their coffee artistry, Stockton Graham’s specialty coffee brand Dilworth Coffee offers beginner and certified barista training as part of the  Specialty Coffee Association Coffee Skills Program. This includes Barista Foundation, Brewing Foundation and Brewing Intermediate courses, all of which allow participants to earn credits toward an SCA Coffee Certificate.

Great service is hospitality that wows and delights customers. Team members are your brand ambassadors and can have a huge influence on whether or not customers return. Promoting a customer-centric culture will make your customers feel valued and appreciated, increasing the likelihood they come back.

Convenience

In today’s always-on-the-go coffee-drinking culture, convenience is important. That means consumers will expect a great tasting cup of coffee wherever they buy it. Yet, even if your shop has the best coffee in town, consumers will go elsewhere if your baristas aren’t efficient in building drinks and moving customers from order to pick up quickly.

There are simple ways to streamline your staff’s workflow to help them work efficiently. And most often, this begins with the layout of your coffee bar and workspace. An effective coffee bar layout will group equipment, storage and cleaning tasks by drink type, which will eliminate unnecessary steps while preparing drinks and also make the workspace safer for everyone.

On the consumer side of the coffee bar, offering mobile payments and operating separate “express lanes” for simple coffee drinks during rush times will get customers in-and-out quicker. This not only creates a positive experience for your customers, but also allows your staff to increase productivity and improves the number of customers your staff can handle each day.

Atmosphere

The Mintel study found that atmosphere vital to building customer loyalty. Your coffee shop’s atmosphere affects how customers perceive your service and quality.

Floorplan and decor have a big impact on customer experience. Leaving clear paths to registers reduces clutter, making your shop appear airy or spacious. Lighting, color scheme, and even background music can be the difference between an environment that feels warm and relaxing or one that feels cold and sterile.

When considering your store’s atmosphere, it is essential to understand your target audience and store’s location. For example, if your store is located on a university campus, you’ll want to consider modern tech elements like touch screens and charging stations as part of your design. Whereas, if your store is located in a financial center, you’ll want to include communal tables for business meetings and televisions so your patrons can keep up with market news.

Atmosphere is one of the few elements of a great coffee experience that can, and should, change over time. Always keep an eye on consumer trends. Visit competitor shops, and regularly talk to your customers about ways to improve their environmental experience.

At Stockton Graham & Co., we blend the art and business of coffee. We are committed to empowering all of our partners to maximize their customer loyalty. For more information about our Batch 0995 coffee or the Specialty Coffee Association Coffee Skills Program, email us or call us at 800 835 5943

Honduras Finca Cual Bicicleta

Honduras Finca Cual Bicicleta

We are pleased to announce a very limited rare harvest of Honduran coffee from the famous Finca Cual Bicicleta, which will be sold under our Dilworth Coffee brand. Founded by Oscar Omar Alonzo, Finca Cual Bicicleta produces some of the most sought-after coffee in the region, if not the world.

Oscar Omar Alonzo is a celebrated coffee farmer known for his passionate approach to producing high-quality, sustainable organic coffee. While many neighboring farms have experienced reduced production due to coffee rust, Finca Cual Bicicleta, which means “which bicycle” keeps pedaling to successful harvests.

Oscar Omar Alonzo follows a holistic approach to farming that has produced some of the best tasting coffee in the world. As part of his farm’s sustainability efforts, he utilizes old coconut husk from nearby lakes and buries them next to his coffee plants. The coconut husks soak up water and provide much-needed moisture and nutrients to the growing coffee trees.

Honduras is a leader in Central American coffee production. Known for its wide variety of flavor profiles, coffee from Honduras is usually very balanced with sweet and mild tasting notes. Although much of the Finca Caul Bicicleta coffee is either full natural or wash processed, Dilworth Coffee’s Finca Cual Bicicleta beans are honey processed.

Honey processing is a drying method that’s gaining popularity in the coffee world. Using this method, farmers remove the skin of the coffee cherry and various amounts of fruit pulp before drying. This allows extra fruitiness and sweetness to transfer to the beans as they dry.

As a result, our Finca Cual Bicicleta features sweet notes of honey, florals, and lemon-raspberry.

TASTING NOTES:

AROMA: Nutty – Honey – Floral
BODY: Medium – Silky
FLAVOR: Lemon-Raspberry – Honey – Caramel
ACIDITY: Balanced – Lively
AFTERTASTE: Floral – Clean – Smooth

To order Dilworth Coffee Honduras Finca Cual Bicicleta, please call a Customer Care Associate at 800 835 5943 or email us. Or if you are a retail consumer looking for beans to brew at home, you can order online at here!