New Year’s can be an easily overlooked holiday with all of the excitement of Christmas ending. As a coffee shop owner, it is very important to stay on top of promotions this time of year, so you don’t see post holiday sales drop. Drops in sales can be related to the annual influx of dieting or personal financial budgets brought on by New Year’s resolutions. This year, most holiday sales may also be impacted by the expiration of the payroll tax credit, which may put further pressure on customer spending. By having New Year’s events and promotions, you can keep your sales level up until the time when resolutions take affect.
Offering more health conscious menu items is a profitable idea to help your customers keep their resolutions. Read our blog on adding these products to your store. It can be as easy as supplementing your normal syrups for sugar-free and offering soy or almond milk choices. If you do make these little changes, always let your customers know about them by having signage promoting your new options, and don’t forget social media. Stockton Graham & Co’s Thom Swain says, “Keeping your barista in the know can go even further than signage, discounts or coupons. They know the customers and can suggest sugar-options to save upwards of 200 calories, to those wishing to “cut back” this time of year.” You will be helping your customer keep their resolution and drawing in new customers interested in your healthier options. It’s also a great idea to plan an open house night where you showcase your new menu items and let customers sample them.
Try targeting local gyms with your new healthier items. Gym-goers love smoothies after their workouts to replenish their electrolytes, so let your shop be the place they refuel. Talk to the manager about hanging signs or flyers where their customers can see or having special discounts for their members. They will enjoy being able to give their members something special, and you will enjoy their members becoming patrons of your shop! If they have an open house or special event, see if you can set up a sampling table for your coffee or smoothies. You could do a raffle for 4 months free gym membership from your shop, every time they purchase a specialty beverage their name goes into the pot. Also, consider adding supplements to your smoothies or Frappes. Whey protein and energy boosts are just a few of the options you can include for an extra price to help the healthy conscious get their energy back.
Another idea is to have a special “happy hour” on December 31st with promotions on coffee to help people make it to midnight for the ball drop. For example buy one latte get an extra espresso shot for free, doubling the caffeine so they can celebrate the New Year right!
It’s another year to sell and promote specialty coffee and beverages, so have fun with your ideas, and we at Stockton Graham & Co. will keep offering more tips! We wish you and your business the best in the New Year!