Upper Midwest Gourmet

Heard the latest? Seems like the “Big Guys” are slugging it out to see who can stay on top by offering “low priced” coffee (i.e. Starbucks bottom-less 8 ounce $1.00 cup of coffee testing), or calling there new coffee offerings “Premium Blends” (i.e. McDonald’s Dark Roast). Now even major Donut chains are jumping in the mix. Who next, Mercedes Benz? 

Come on now! Do they really think that the “True” coffee enthusiast is that unintelligent? Don’t get me wrong, there is nothing wrong with getting a cup of coffee out of sheer convenience, but when you truly need a GOOD cup of coffee, who better to trust then your locally owned independent coffee shop?

 So if the Big Guys want to become known as “convenience store” coffee sources, I say let them go for it! It only strengthens the mission of what the independent café (THAT’S YOU!) stands for.  As the Specialty Coffee Industry has aged over the last decade or so, we have seen a great movement of coffee enthusiast (both employee and drinker) rise up out of the mountain of information and offerings. The customer is much more knowledgeable about what is in their cup then most of us give them credit for. With this in mind, that’s why I believe that this new marketing strategy from the Big Guys will only cheapen their reputations within the market itself and not pull any of your current customers into their nets. In fact, this is a good time for you to pull them into your café instead, show them a little respect and love! (not to mention a good cup of coffee) 

So why is it good to be an independent café? How about because you control your own destiny, your own success and your own enjoyment out of life. You work for no one and no one sets your policies but you!

What does this mean to your customers?

- You offer the ability to customize “every” drink.  

- You can change your menu offerings at will.

- You can even change  your furniture (or décor) at will if you want.

-You can actually build report with “every” one of your customers.

- You can share your wealth of coffee knowledge with your customers so they continue to believe in your mission and patronize your business.

- You can involve yourself in your local community, with real sincerity, not just for marketing  purposes.

- You can offer your products or volunteer for any number of local events in your community, as often as you wish.

- You can work with other local independent business (including other coffee shops) to offer the customers in your area a pleasant, convenient shopping experience.

 - You can choose what products to offer and whom to purchase them from.

- You can use any coffee roaster you wish, go with any coffee programs you choose, and change those as often as you feel necessary.

 -You can custom train your staff to fit your café style. You can offer discounts or rewards for  repeat customers.                          

-You can train your staff on-site with the intention of actually “keeping” them on board with you for some time.

Need more reasons to be proud and excited to be independent? The list can go on and on but I think you get the point. Now that you have all the inspiration needed, get out there and do what you do best and love to do. Sell great coffee to some of the greatest customers on earth. The coffee enthusiast! Remember “Every Drink Matters!” 

Below is a copy of an article from “Coffee Talk” magazine that recently sent out a pole for readers to vote on what they thought about the Starbucks $1.00 coffee offering. I think they have some good points to consider. The voting has been closed now. 

This week, Starbuck’s Coffee Company announced that they are test marketing a $1 bottomless cup of coffee. According to national press reports, the company is leading this direction in reaction to core market intrusion from Dunkin’ Brands and McDonald’s Restaurants. 

There are two potential directions this story can go…      

1.    Starbuck’s is amazingly brilliant. Drip coffee represents only 5% of their total sales. They can be assured that existing customers are not going to change their espresso based beverages of choice simply because they can now purchase inexpensive drip coffee! The payoff is that new customers may be induced to come through the door and the public perception of Starbuck’s as elitist and unresponsive may change.  

2.   Starbuck’s is causing permanent damage to the hard-won core values of Specialty Coffee. By bowing to the general public’s perception that it shouldn’t cost so much to buy a “simple” cup of coffee, Starbuck’s is reversing the idea that specialty coffee should be more expensive than commercial coffee. The core value of Specialty Coffee that growers must be rewarded for taking the extra care necessary to produce extraordinary coffees and that consumers should be willing to pay more for quality may be permanently discredited.   

If you want to keep up on current industry trends and news, subscribe to the email version of Coffee Talk magazine. Go to www.fgcoffeetalk.com to get started. It’s FREE! 

If you still are in need of a little boost of inspiration, please give us a call of drop us an email. We would love to talk and/or visit your café to show you how valuable your position is to the success of the Independent Coffee Café industry. We would also love to show you some more tricks of the trade that can help you improve your customer traffic. 

Upper Midwest Gourmet is dedicated to the success of our independent café customers and the proper representation of what the Specialty Coffee industry is all about. We thank you for your patronage and support in our efforts.