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

Questions for the New Coffee Shop Owner

New coffee shop questions

When starting any new business, such as a new coffee shop, there are hundreds of things to consider and questions to ask one’s self. And of course, someone taking over anexisting café location is going to have a completely different set of questions than someone building from scratch. The list can be very long but below are just a few important ones we’ve come up with to help people get through the tricky start-up period of any coffee shop.

Leasing and Health Code Questions:

new coffee shop questions

Is electrical system up to code and can it handle all equipment? With some machines that require 110V and others 220V, the electrical load requirements for a coffee shop result in a great deal of diversity in usage. Consult with an electrician early in the planning stages.

How many restrooms are required? This will depend upon the size of your space and number of employees.

What is the state of the HVAC system? The general lifespan of an HVAC system is around 15 years. If yours is close to this, consider costs you may incur. Also, make sure your system is adequate for your amount of square footage.

Do you have adequate and nearby parking? If not, it will be difficult for customers to visit.

Do you have the correct number of exits for fire code? According to OSHA: “Normally, a workplace must have at least two exit routes to permit prompt evacuation during an emergency. More than two exits are required, however, if the number of employees, size of the building, or arrangement of the workplace will not allow employees to evacuate safely.”

Do you have easy ingress and egress? Like parking, if it’s not easy for customers to get to you, they may choose to take their business elsewhere.

Is your signage visible? Signage is very important but it serves no purpose if no one can see it.

Have you considered build-out time including permits avg. (4 mo.) vs. free rent (average 2 mo.)? Permitting of new coffee shop construction can be very tedious and frustrating, leading to increased time of your business not being in operation. Negotiating a deal for a space that is functioning but not ideal at first could be a financially appealing way to start.

new coffee shop questions

Are you in compliance with the Americans With Disability Act? The ADA requires covered employers to provide reasonable accommodations to employees with disabilities, and imposes accessibility requirements on public accommodations.

 

 

Water Questions

Has your water been evaluated? Since coffee is around 98% water, its importance to the success of any café should never be overlooked. A simple test can be performed to determine whether your water is considered soft or hard.

What kind of water treatment system do you need? There are many options in functionality, size and price.

Have you planned for treatment space in your buildout? In many coffee shops, space is at a premium. Make sure you leave enough (and in the correct location) for any filtration system you might need.

Do you need an ice machine? Some ice machines can be large so consider this when planning.

Have you considered the location of a drain? A drain, preferably in the floor, should be located as close to your equipment as possible.

We hope these questions have given you some helpful food for thought as you plan your new coffee shop. Remember, local ordinances vary so always consult your inspector and building codes. As always, we are here to help so if you have more questions, don’t hesitate to contact us 800-835-5943 or email info@stocktongraham.com.

 

Featured Coffee: Our New Costa Rica Tarrazú

Costa Rica TarrazuThe coffee of Costa Rica has long been considered among the best in the world. When the last crop from the country ran out and it was time to select a new one, we tried numerous samples to find one that lived up to our standards. We are excited to share our latest discovery.

“For our new coffee from Costa Rica we selected this one from La Pastora mill in the famed Tarrazú region,” say Brad Kirby, our Director of Coffee. “Clean and sweet, it has a pleasant acidity and light body, while the aroma and flavor contain notes of fine Swiss milk chocolate. We roast it to a light-medium roast to best accentuate its delicate flavors and complexities.”

Cupping Attributes:
AROMA: Cocoa, Cherry
BODY: Silky, Well-Rounded
FLAVOR: Tart Cherry, Milk Chocolate
ACIDITY: Balanced, Bright
AFTERTASTE: Refreshing, Clean

Sourcing

This coffee originates from the region of Tarrazú, which is located in the central part of Costa Rica and just to the south of San Jose, the capital city. There, coffee trees flourish in volcanic soil on slopes facing the Pacific Ocean side of the country. Coffee is grown at altitudes of 1200-1900 meters and harvested from November to March.

This coffee is grown by a number of small farmers from eight communities in Los Santos area of Tarrazú. They bring their crops to the La Pastora coop mill, which is recognized among Costa Rican producers for its coffee of exceptional quality and has been in existence for more than 50 years. With stringent quality-control measures during processing, high-quality beans are wet-processed (washed) and achieve a standard of excellence that has few equals among Central American coffees.

Heritage

The coffee industry in Costa Rica dates back to 1779, when seedlings imported from Cuba were planted in the Meseta Central region. The industry grew slowly until the 1840s, when a British sea captain sent several hundred-pound bags of coffee beans home. This led to an appreciation of Costa Rican coffee and the British developed an interest in promoting it. They invested heavily in the country’s coffee industry and the U.K. becoming the principal customer for exports until World War II. Today, the popularity of Costa Rica coffee is evident by the country’s #15 rank among coffee countries, with nearly 1.5 million 60-kilo bags exported.

For more information about carrying our Costa Rica La Pastora Tarrazú or any of the other fine offerings from our Batch 0995 line in your store or coffee shop, call 800 835 5943 or email orders@stocktongraham.com.

 

Stockton Graham & Co. Memorial Day Schedule

Stockton Graham & Co. will be closed on Monday, May 29 in observance of Memorial Day. Please make plans to place your Memorial Day weekend and Monday/Tuesday orders by Thursday, May 25. All orders reMemorial Day Scheduleceived after NOON ET on Thursday, May 25 may not ship until Tuesday, May 30.

Additionally, please allow an additional transit day as FedEx will not pick up or deliver on Monday, May 29. We invite you to head over to FedEx.com to calculate the transit days to your area from our ’27612′ zip code.

FOR LOCAL CUSTOMERS:  All pick-ups must be made by 3:00 pm on Friday, May 26.

Stockton Graham & Co. hope you enjoy a happy and safe Memorial Day!

Store it Properly and Say Yes to Fresh Coffee

Fresh Coffee is the Beast CoffeeHave you ever wondered how fresh coffee can go stale? It is actually a complex process that involves a fair amount of science. It all begins when heat is introduced to the green beans. Inside the roaster the sugars and amino acids in the beans combine to begin what is known as the Maillard Reaction. This is what gives browned or toasted food its distinctive flavor and it was first described in 1912 by French chemist Louis-Camille Maillard. Many types of foods, such as cookies, breads, caramel and chocolate undergo this reaction. And, of course, it is what leads to the wonderful smell, taste, and color of coffee.

During roasting, carbon dioxide also forms inside the beans. As soon as the beans are dumped into the cooling of tray of the roaster, however, the release of this gas begins. In this process, which is called degassing and can last over a week, the carbon dioxide is slowly replaced by oxygen. Though oxygen is a very good thing in many situations, it can also be one of nature’s most destructive forces. When it comes into contact with some materials, such as organic matter and some metals, oxygen alters their molecular makeup. Known as oxidation, it is a process in which oxygen actually pulls electrons away from another molecule, making it unstable. The results are things like rusting, browning or staling. So, the processes that make a bright copper penny turn dark, a cut apple become brown or–yes–coffee become stale, are all related. In coffee, oxygen reacts with the oils and solubles that give the coffee its unique taste. As time passes, flavors become less pronounced, resulting coffee that tastes flat and stale. There is no getting around this natural process but it can be slowed; if at all possible, store your fresh coffee in an airtight container to prolong its taste. It will remain fresh until your next order arrives and allow you to serve customers the best beverage possible.

To learn more about the best ways to store your coffee, call 800-835-5943 or email orders@stocktongraham.com.

Three Easy (and Cheap) Ways to Increase Sales

Three Easy (and Cheap) Ways to Increase Sales

Even if you don’t have extra cash to advertise, there are always other things you can do inside your café’s walls to make things happen for your business. In addition to old fashioned elbow grease, try these simple (and cheap) ways to increase sales.

Be there

Equate your business to a child needing a parent. It can’t grow and thrive without your steady hand to guide it. Being there behind the counter also lets you build instant relationships with regular customers. They will feel connected with you (and dedicated) in a way they would never feel in a more corporate store.

But while being there is very important, a good owner will also know when not to be there. If you need a break, take one. If you need a day off, take one. A stressed-out owner is not going to provide the incredible customer service that is needed. The staff will thank you, too. Trust them to handle things. A mental health day will go a long way in keeping the head clear and can actually benefit the business.

easy way to increase sales in your cafeBus the tables

You can learn an amazing amount while cleaning up. Getting out in the store is a great way to start conversations with customers but it can also be a way to get vital feedback. Find a couple full cups? Maybe there is a problem with the coffee or equipment you were not aware of. If you aren’t lucky enough to be able to ask the customer, have the barista make the same drink especially for you and pinpoint what might be wrong.

Chatting up customers as you clean is the key. Have a guest set up a small office and not buy a single thing? Go over and make a sale. Start the dialogue: “Can I get you anything? We have a great new mocha.”

Sample, sample, sample

Want to increase sales on higher ticket drinks? Sampling is the most effective method, by far. In almost every instance, if you give away samples and make one sale from your efforts, you’ve covered the cost of the sample and possibly made an exclusive drip coffee customer an occasional $4.50 smoothie customer.

Diversifying your menu is almost always a good idea, but many times after new additions are made, owners wonder why new drinks don’t move. Chances are, the customer hasn’t been made to want the drink at all, much less know that it has been added to the menu. New products, no matter how appealing in both concept and flavor, must be sampled to prospective customers if a business expects to sell them in higher volumes.

For more information about successfully running your café, call us at 800-835-5943 or email orders@stocktongraham.com.

 

A Simple Money Saving Tip: Barista Training Equals Reduced Milk Waste

Try an experiment: have your barista save all of their leftover milk during a shift (with the goal of reducing milk waste). You’ll probably be shocked at how much it is–then think about how much that milk cost you!

Coffee shops waste a lot of milk. No one should re-steam old milk, which tastes burnt, doesn’t foam right, and is just plain disgusting. Therefore, you need to use fresh milk.  The key is to manage its usage through proper training of each barista. A good one should be able to steam a perfect latte with zero waste.

Sometimes milk wastage stems from overstretching the milk, sometimes it is as simple as overfilling or using a steaming pitcher that is too large.

Says Alex Jeans, Stockton Graham & Co.’s resident barista trainer, “Always be sure to use the right pitcher for the job. Knowing which pitcher corresponds to which size drinks is always extremely helpful.”

Barista Pouring MilkTo prevent that problem, don’t let baristas use the same pitcher for a 6 oz. cappuccino that they would for a 20 oz. latte. Pouring milk and making beautiful and elaborate designs on top of coffee drinks is always an appreciated skill, but a barista should also focus on consistently stretching the right amount of milk to the exact amount needed. It makes them much more efficient as they work and no time is spent trying to figure out what to do with leftover milk.

From a training perspective, if you or your baristas are not starting and ending with the right amount of milk, it’s just not being done correctly. Training for it from the very beginning is the best. If baristas need help hitting the mark with milk, have them join you for an extra training session. Milk waste and the associated costs can definitely be greatly reduced with just a little practice!