Putting More Into Product Displays

Coffee shop product displaysFrom a customer’s standpoint, walking through a store can be tricky on most occasions. Not only do you have other customers barreling around from aisle to aisle, you also have to navigate your way around various displays of different products. There might be a cardboard cut-out of a football player that measures up to stacks of soda bottles or a new holiday cookie laid out on a random table. At the movies, you often can’t make it inside without making your way through a maze of candy, soda and popcorn promotions.

As you know, there is a method to the display layout madness in all stores. They are there because you, the shopper, will notice them. This simple reasoning is also much more effective than most could ever even imagine. In fact, in-store displays have been shown to be more effective than price discounting in a study by OgilvyAction.

Their research, conducted with over 6,000 shoppers in the United States during the first quarter of a recent year, showed that 29 percent of those sampled purchase things they didn’t anticipate on before they entered the store. Of that 29 percent of impulse buyers, 24 percent said that they were moved to make those unexpected purchases because of a secondary display set up somewhere in the store. That’s considerably higher than product demonstrations (18 percent) and special pricing/discounting (17 percent).

This group also conducted a survey concluding that special display set-ups fueled twice the number of impulse buys of snack food in convenience stores than low price promotions.

These statistics can be helpful when applied to the café industry. In the past, we’ve stressed the need for product demos and offering specials, but this kind of data is something that cannot be ignored. In terms of allied product offerings, a display rack can be a great way to help those retail items stand out, Mighty Leaf or Two Leaves and a Bud teas, for example. Setting something up directly at the register for that impulse shopper to grab on their way out would be a nice add-on sale.

One strategy would be to have your customer’s path–from where they placed their drink order to the register–stretch along the front of your bar. Lining the area with juices, chocolate covered espresso beans, biscotti, and whole bean retail bags of coffee would give those 29% of customers the opportunity to buy more and will generate more money for your shop.

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

The Organic Coffee of Chiapas, Mexico

Coffee from Chiapas, MexicoThough coffee from locales such as Colombia and Sumatra may be a little more well-known, Mexican coffees from Chiapas should certainly be regarded as some of the best in the world.

A country famous for its cuisine and sunny beaches, Mexico is also famous around the world for producing delicious specialty coffee. The country is the world’s ninth largest producer of coffee and most of that coffee is grown in Chiapas, the southernmost state.

In Chiapas, an area geographically isolated from much of Mexico until the 19th century, mountain ranges rise to elevations of up to 2000 meters and run parallel to the Pacific Ocean. The highest peak in the region and the second highest in Central America, Tacaná Volcano, rises to 4800 meters (15,700 feet) above sea level. With rich volcanic soils and ideal climate, the area is perfect for growing coffee.

Our Batch 0995 certified organic coffee from the Chiapas region originates from the Finca El Chorro. This farm, founded in the 1930s, is located at an altitude of 1000 meters above sea level. It is only a few miles from the Guatemala border and around 30 miles from the Pacific Ocean. Since 1980, coffee production at El Chorro has been organic and the farm’s coffee has been certified Shade Grown since 2002. In 2004, the output was certified as Bird Friendly Coffee by the Smithsonian Migratory Bird Center, due to the presence of more than one hundred bird varieties on the farm. (Hint: these are great selling points!)

CUPPING NOTES

AROMA: Nutmeg, Orange Blossom
BODY: Light, Juicy
FLAVOR: Black Tea, Fruity
ACIDITY: Balanced, Citric
AFTERTASTE: Clean, Refreshing

In the surrounding areas of Chiapas, coffee was first planted as a serious crop in the late 1800s, much of it by German farmers. By 1910 the state was the leading producer of coffee in the country. Today, the crop is grown primarily by small farmers, most with plots of ten acres or less, at altitudes that range from 500 to 1400 meters above sea level. Harvest takes place from November to January and the beans are sent to a co-op for wet processing. A sizable percentage of the crop from Chiapas is certified organic, meaning it adheres to strict USDA guidelines for number of things, including no use of pesticides. These sought-after coffees are often said to resemble the best high-grown coffees from neighboring Guatemalan in character and complexity. Described as silky bodied with a medium acidity, organic coffee from Mexico often gives a sense of chocolate on the palate and leave a touch of honey aftertaste.

For more information about our organic Batch 0995 Mexico Chiapas or any of our other coffees, call us at 800 835 5943 or email info@stocktongraham.com.

 

Have a Happy July 4th and Get Your Order in Early!

July 4thStockton Graham & Co. will be closed on Monday, July 3 and Tuesday, July 4 in observance of Independence Day. Please make plans to place your weekend and Monday/Tuesday orders by Thursday, June 29. All orders received after NOON ET on Thursday, June 29 may not ship until Wednesday, July 5.

FOR LOCAL CUSTOMERS:  All pick-ups must be made by 3:00 pm on Friday, June 30.

Stockton Graham & Co. wishes you a happy and safe July 4th!

From Stockton Graham Coffees to Dilworth Coffee

New Dilworth Coffee bagsThis is an exciting time in the world of specialty coffee. Starting in late May, Stockton Graham Coffees will be sold under the brand name Dilworth Coffee.

Those who know Dilworth Coffee, know that it is Charlotte’s Original Specialty Coffee brand and a leader in specialty coffee in North Carolina.

Why the change?

Stockton Graham & Co. previously sourced, roasted, blend and packaged specialty coffee under two brands: Stockton Graham Coffees and Dilworth Coffee. After extensive market research and customer feedback, we have decided to consolidate our specialty coffee under our single strongest brand: Dilworth Coffee. This will allow us to streamline our business and improve our customer experience. Customers will receive the same high-quality coffees and outstanding service they have come to expect from Stockton Graham & Co. Plus, wholesale customer get the added benefit of offering a Top 3 coffee brand with a growing retail presence.*

In addition to an entirely new look and packaging, all of our coffees, both wholesale and retail, will soon carry the prestigious Dilworth Coffee name. Retail coffee orders will now be handled exclusively through the Dilworth Coffee website. There will be no change to how wholesale coffee orders are handled.

What does this change mean for me, a wholesale customer of Stockton Graham & Co. Coffees and allied products?
All our wholesale coffee buyers now have access to a leading specialty coffee brand with a strong retail presence. Our new curated coffee list includes 60+ coffees, including USDA-Certified Organic, Rainforest Alliance Certified, single-farm microlots, rare harvests, Swiss Water® Processed decaffeinated and flavored coffees. The coffees are designed to appeal to a broad array of consumer palates from casual coffee drinkers to coffee connoisseurs.

What’s the history of Dilworth Coffee?Dilworth Coffee
While visiting Italy in 1989, Charlotte NC resident and Dilworth Coffee founder Don Keen had a memorable coffee experience. He wanted to share that wonderful coffee and outstanding service with the residents of his hometown so he returned home to Charlotte and opened the first Dilworth Coffee. Stockton Graham & Co. began a relationship with Dilworth Coffee in the 1990s and eventually became the exclusive roaster for the company in 2010; in 2016 Dilworth fully became a part of Stockton Graham & Co.

As we’ve mentioned, the brand refresh includes a new logo but if you really want to get a feel for all the changes, visit the new Dilworth Coffee in Charlotte’s Fifth Third Center or one of our other locations. You’ll find a new menu focused on espresso and other hand-crafted coffee preparations, a new in-store design and, of course, personalized service based on old-fashioned Southern hospitality. For one of the changes we are most excited about, check out the Shop section of the site to see our new retail packaging. Our coffee already sets us apart from the competition but now our look will do the same. In addition, we are expanding our licensed store program to help spread the Dilworth Coffee name and experience to new markets.

“The new Dilworth Coffee is a modern interpretation of the brand’s original mission of providing exceptional quality and service in a comfortable neighborhood coffee shop,” said Lane Mitchell, Director of Creative, Brand & Marketing at Dilworth Coffee.

“In creating the new logo, we wanted to retain the equities of the old logo, especially in the representation of the coffee bean; but we also wanted to bring it into today’s 4D world by making the logo more iconographic,” Ms. Mitchell said. “In fact, the entire logo centers around the iconic coffee bean, which reinforces the bean as the company’s focus: its heart and soul.”

The new brand visuals include a signature pattern rooted in the natural colors and textures of the Piedmont region of North Carolina. This pattern is integrated into the new store through signage, menus and wearables. It is also now appearing throughout the company’s brand assets.

For more information about the Dilworth Coffee brand or how Stockton Graham & Co. can make your coffee experiences better, please call 800 835 5943 or email info@stocktongraham.com.

How well do you know your customers?

 

Know your customers' needsMarshall Fields, a retailing pioneer, often told his staff: Give the lady what she wants!” That sounds very simple, but you need to understand your customers and what they really want, then offer it. To do this, think about who they are, what they like to buy, when they come into your shop, how they found your shop, etc. And, of course, you must always remember the customer is always king or queen and what they want or need will change over time. You need to stay abreast of these changes while still providing quality coffee, great service and maintaining the very things that make your store unique.

So, how did your current customers find your shop? Where are they coming from when they visit and where are they going when they leave? What do they buy when they are in your store? The best way to find out the answers to these questions is to ask your customers. Many will be grateful that you even asked. Understanding how they found your store (signage, location, marketing, word of mouth, Twitter, etc.) will help you direct your efforts to finding more of them, if they are profitable. Another way is just to observe them to determine how their purchase patterns change on given days or times.

Understanding where customers are coming from and where they are going should help you direct marketing efforts to those areas (e.g. maybe it’s an office building, a school or church), tailoring the products and pricing to meet their needs. It will also help you determine which community activities and promotions might better meet their needs. Perhaps there are events that are popular in your community, such as a festival. Maybe you should have a presence or sponsor on some level. Or maybe your shop is near a popular bike trail or youth soccer fields. Think about creative ways to reach those potential customers.

The most important reason to know information about your customers is that you need to have new customers coming into your shop every week. There are not standard answers or responses to any of the questions, but understanding some of the customer behavioral dynamics will help you tailor your product, price, promotions and ultimately, profit. Customers’ patterns will change over time. Attrition is part of business and you need to keep searching and to find new customers.

To learn more about ways to succeed in your store or coffee shop, call 800 835 5943 or email orders@stocktongraham.com.

Coffee Ergonomics

Ergonomics are important in coffee shop design.So you’ve chosen a space for a new coffee shop, what next? You’re not just going to put your new espresso machine on a counter in the corner and call it done. A lot of thought needs to go into figuring out the best workflow to create an outstanding environment for both customers and baristas. When planning the work stations of a new coffee shop, one thing to always take into consideration is ergonomics. The study of people’s efficiency in their working environment, ergonomics is crucial when it comes to organizing a coffee shop. Every location has a different shape so each will have unique requirements.

You want your shop to be busy so assume it will be when you plan the work area. You certainly don’t want employees running into each other as they try to serve customers. A well-designed work station will allow each barista to do most of their work while barely moving his or her feet. The barista should have easy access to everything they might need, especially milk, cups, grinder and beans. In addition, the countertop should be the correct height and it should have the proper amount of workspace (in other words, don’t over crowd it). Think about sink and trash location so clean up can be easy and ongoing throughout the work day. If you serve food is it easy to access for barista or cashier? If you position the cash register close to the barista it will also help with efficiency. During busy times it will allow the barista to overhear orders and perhaps get a head start on preparation. During slow times, it would easily allow a barista to work alone. If you put some thought into making your employees’ tasks easier to perform, they will be happier and everyone will benefit!

For more information about opening a coffee shop, Stockton Graham & Co. is here to help. Just call 800-835-5943 or email info@stocktongraham.com.

Iced Coffee for Summer

Iced coffeeWith the rising temperatures, it’s that time of year to start offering iced coffee and iced specialty drinks. Iced drinks can be an integral part of coffee sales during the warm summer seasons, allowing customers to have an opportunity to escape intense heat and cool off while getting caffeinated, especially in the South!

There are several different ways to offer iced coffee these days, and many cafes have decided to utilize the “toddy” method of cold-brewing coffee.  However, there are other methods available that can be utilized using equipment you already own in your shop.

Making concentrates is a popular way of offering iced coffee, having ultimately a concoction that is twice as potent as you would normally brew, then adding ice. Keep in mind that dark roasted coffee tends to yield a smoother and more enjoyable flavor than lightly roasted coffee.

The Toddy brewing process creates a concentrate that you can add to frappes, iced lattes, iced mochas, or just create iced coffee. In this method, which features reusable filters, you add cold water to coarsely ground coffee and allow it to steep for 12-24 hours. Watch our video on the Toddy method here.

The Japanese method is rapidly gaining popularity throughout cafes as the way to serve iced coffee.  This consists of any pour over device (Chemex, Hario V60, etc.) or batch brewers in a shop and takes only a couple of minutes to prepare. This process produces an extremely smooth and flavorful cup of iced coffee, brewing right onto ice so it is only hot for a couple of seconds.  You can also incorporate your drip brewer to produce larger quantities of iced coffee by using the amount of coffee that yields a full pot but only running the half-pot water cycle. Of course, you will still brew on top of a container that has the correct proportion of ice (the same ratio as for the pour-over method).

Iced Vietnamese-style coffee is another great method which requires a Phin filter and condensed milk. Start by pouring a small amount of condensed milk into the vessel you wish to brew into and add coffee (1 rounded tablespoon per 6 ounces at a coarse grind) to the Phin filter. Brew on top of the condensed milk, stir, and add ice. The later two methods are not concentrations, so it is important to get the right proportions every time so you do not water down the coffee.

Iced Americanos will also help increase coffee sales during the warmer months by adding a cool refreshing version of a classic coffee beverage. Simply pull the shots of espresso directly into cool water and then add ice.

From a cost perspective, Toddy produces a larger quantity of iced coffee, running at about .21 cents an ounce. The Japanese method is brewed by the cup which requires a little bit more time and skill, but runs at only about .04 cents per ounce. While the Japanese-method costs less, it does call for more time per cup whereas the toddy is already made and ready to be used.

Iced signature or specialty beverages can also help increase your profit margins during the warmer seasons while standard coffee sales tend to slow down, and also increase efficiency by adding profitable and sought after items. The best way to prepare iced lattes or signature drinks involving milk is to add the ingredients and milk into a cup and pull the shots on top of the milk, leaving room for ice. This keeps the espresso shots from melting the ice and becoming watery, thereby diminishing the full flavor of the espresso. Then all that is left is to stir, add ice and serve.

Here at Stockton Graham & Company we are always happy to share our knowledge about everything coffee related. To learn more about ways to succeed in your store or coffee shop, call 800 835 5943 or email orders@stocktongraham.com.