The industry is not the same as it was in 1994. Starbucks was not a household name, “cappuccinos” came from machines at the gas stations, and espresso was something only serious coffee drinkers would attempt. Today, you can get reasonable facsimiles of true espresso beverages almost anywhere. Even novices say “espresso” without an “x.” As the industry has changed, so have the standards and the trends.
Staying on top of the newest trends, and training your staff accordingly, helps keep you relevant and up-to-date. Anticipating customer desires before they ask is one of the highest levels of customer service you can provide. Use your new found knowledge to educate your customers, thus raising the bar for your competition who may not be so savvy. For example, do you offer a featured espresso such as a single-origin option? Do you offer single-cup brews? Does your menu include tea lattes? Your Stockton Graham & Co. support team is a great resource for suggestions and guidance on these and many other topics.
While trends are important, updating and ensuring consistent standards is paramount. Staff calibration, or “retraining,” is a great way to ensure that your customers enjoy the same drink no matter who makes it. We found this to be a particular problem for a client with several locations. After some intensive “Train the Trainer” sessions, followed by in-store recalibrations, this client reported a substantial growth in beverage sales at the end of the fiscal year. Consider sending your trainer to our Coffee College to get updated, recalibrated and refreshed. Coffee College is offered several times a year and is conducted by our own industry professionals who bring many decades of combined experience to the table for you.
Our industry continues to grow and evolve with new innovations emerging all the time. To remain on the cutting edge, know that you can rely on Stockton Graham & Co. keeping up with the newest products and keeping your staff well-trained is just aspect to ensuring great customer service and the vitality of your business.
Give us a call at 800.835.5943 today to schedule your staff recalibration or click here to view our Coffee College event calendar!