Valentine’s Day is perhaps the biggest coffee marketing opportunity between New Year’s and Memorial Day. Economist predict Valentine’s Day spending to reach $20 billion this year, with average spending topping 2015’s high of $142 per person, according to the National Retail Federation. Here are seven easy marketing ideas that will help your store get in on Valentine’s Day revenues this year.
Try a Few Love-Themed LTOs
From a French Kiss Latte to a Love Potion Frapp, adding just one holiday LTO can boost sales. That’s because research finds that LTOs are a constant draw. Technomics reports that nearly half of all consumers try LTOs every month, and that percentage increases with Millennials and Pos-Millennials whose wallets are activated by adventure. Click here for a few LTO ideas from the baristas at Stockton Graham & Co.
Flameless votive candles. Fresh flowers. Classical music. Starlight mints. It doesn’t take much to add a hint of romance to your coffee shop. Draw hearts on your chalk board. Or better yet, put a few felt tip pens near the register and ask your staff to draw simple hearts on each customer’s paper coffee cup, Kraft bag or receipt.
Add Love to Your Lattes
A heart is perhaps the easiest-to-learn design in latte art. Taking two extra seconds to craft a heart on your lattes during Valentine’s Day is the barista’s equivalent to a chef’s artful plating—it not only demonstrates that a barista cares about the drink but it also signals that your store cares about the customer’s experience. This 2-minute video from Michael, the passionate coffee lover behind Barista Next Door, will have you and your baristas slinging hearts in no time.
Get the Word Out Early
Mid-January is not too early to start posting flyers and talking to customers about Valentine’s Day at your store. If you will have special LTOs, then definitely start announcing them by February 1. This will give you enough time to develop marketing momentum and word-of-mouth around your offers.
Sample Your Valentines Menu
Offer 4oz samples of holiday-inspired menu items to customers who make purchases of non-holiday coffee, tea, chai or sweets. Then ask for their feedback. This will allow you to perfect the flavors on your Valentine’s Day menu and help you hone your marketing message and your recipe. It’ll also give staff and customers something exciting to look forward to!
Keep Prices in Check
Although customers view Valentine’s Day as an opportunity to splurge a bit on themselves and their loved ones, over-priced menu items are a turn off. Sure, you can probably get a 10% up-charge for holiday-themed beverages and desserts—just be sure to justify this with great taste, superb service and a warm, inviting atmosphere.
One of the biggest food trends in 2016 will be “clean” foods, which contain simple and unprocessed nutrition. Think about adding a whole fruit strawberry smoothie to your menu; add a few heart-shaped ice cubes to a cup of milk for the kids or to a My Fuzzy Valentine (pink grapefruit or blood orange and seltzer) beverage for health-conscious adults.
Feel free to reach out to our Customer Care Associates at 800 835 5943 for more information on making Valentine’s Day a success for your business.