Archive for the ‘Marketing Tips’ Category

Coffee Snobbery Can Can Your Growth

Saturday, October 23rd, 2010

This is a great article on Coffee Consumption by a Passionate Person.

It is from the Daily Demittase.

My Reply:

This is a great story. And true. And the way I have approached coffee for the twenty years I’ve been in the trade. You must be flexible.
I’ve also urged all our coffee house and cafe customers to be above all else flexible and innovative. Innovation is the antithesis of tradition.
Let us all remember that coffee houses were undertaken in the country of tea drinkers. London.
And the Original London coffee houses were dens of financial wizardry well before the evaporation of values and traditions in Wall Street.
Which is a round about way to say that some traditions, like honesty, are fundamental and a foundation for an industry.

Starbucks was an innovation. They got lost along the way but they are big, smart and seem to be more flexible now.

I will always remember my first iced latte’ during the SCAA Seattle Show in ’90 or ’91. I’d been ‘off’ caffeine for a few years, but this was so good, I could not ignore its value, and with great luck and good timing, I got started in the coffee business.

And then the first Hazelnut Coffee, so bright and smooth. That morning I was taking my first baby steps into the business at a farmers market. Amazingly, my coffee supplier at the time came out at 3 AM to help me get set up. He made the first pot in my commercial launch. And it was perfect.

Notice: latte and hazelnut, not exactly the double espresso’s I drink today, with one packet of splendid, or, more to my liking, a half shot of vanilla or amaretto syrup. Down the hatch.

So no snobbery at my end, just good business. A coffee retailer must provide what the customer demands.
Bob Johnson

Coffee companies must attract younger drinkers, research group says

Tuesday, October 19th, 2010

With coffee drinking patterns relatively unchanged in recent years, a recent study by Mintel Intl., a leading market research and analysis firm finds that coffee companies must center their focus on younger customers.

The study shows that “Two thirds of Americans have a cup of coffee every day.  However, only 27 percent of the coveted 18-24-year-old demographic drink coffee on a regular basis.”

Attracting younger adults into coffeehouses and cafes is very important to successful long term growth.  Discussions about what could attract more of this target market could start with a coffeehouse’s employees, which in many instances are part of that demographic.

Creating a casual atmosphere with music, available wi-fi, offering Fair Trade Organic coffees as well as a food menu of items that would appeal to this group is a great starting point.  Becoming a destination for social get-togethers -  live music, open mic nights, poetry readings and movie nights could prove to be fun as well as profitable.

To read further about this article

51 Million Consumers Come Back to Specialty Food

Tuesday, October 19th, 2010

According to “Today’s Specialty Food Consumer 2010,” the NASFT’s annual report on consumer purchasing habits and trends, sixty-three percent of consumers have purchased specialty foods this year, a 37 percent increase over 2009.

The increase to 63 percent of consumers purchasing specialty food in 2010 – up from 46 percent in 2009 — means 51 million consumers have come back to specialty food after cutting their spending during 2008 and 2009, said Ron Tanner, VP, communications and education at the New York-based NASFT. That’s a return to 2006’s specialty food consumption numbers, he noted.

What are they buying?

Among specialty food consumers, natural or organic products were the most purchased in the past 12 months. The top five specialty food purchases reported were coffee, chocolate, olive oil/other specialty oils, cheese and cold beverages.

Who is buying?

Consumers age 18 to 34, especially those in the 25-to-34 age bracket with $100,000-plus household incomes, are 35 percent more likely to buy specialty food. These consumers tend to be in the Northeast or the Western United States, college educated and Hispanic.

The research was conducted in July 2010 by Mintel International and Toluna USA.

To read the full article