When opening your own coffee shop, think deeply about the specific neighborhood you are in and methods that might work for you to reach customers. Some of these may be methods other coffee shops, bars, and restaurants have used, and others may occur to you by thinking from the perspective of your customers. Here are two examples of common marketing methods to consider.
Street Visibility
Since purchasing a cup of coffee, other beverage, or a snack at a coffee shop is often an impulse purchase, your street presence must be attractive and compelling to passersby. Your shop signage must display your business name clearly and leave no question about what you sell, whether through words or images (for example, image of a coffee mug).
Free Samples
Offering free samples on the street or at a separate station within the store can be a simple way to generate excitement and interest in your shop soon after it opens. If you have an exciting signature coffee or drink you can find a way to offer sample size cups, although offering small food items may be simpler.
Will the fast food restaurant merely use this to store paper cups? It’s not as if you’re going to dig out 2 feet of concrete reinforced steel and a giant fault with high tech stainless steel.
When a coffee shop goes out of business, it can be converted into something else for instance a Chinese restaurant, but generally the kitchen area is very small so it will require a lot of tenant improvement work, which makes it more difficult to get a tenant to replace them due to the cost of the TI work. This means that the commercial property owner will have to make an extremely good deal to get that building leased.
Make sure to have an employee assigned to the free samples, both to ensure that they are properly looked after and replenished and to be able to discuss the story behind the new shop with customers. This kind of staff-customer interaction is just as important to a successful free sample campaign as the ability for customers to try your products without commitment.
Resource Author Francisco R. Higueras
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