Why would you want to sell more espresso based drinks?
Two Reasons:
- Make More Money
- Give More of Your Customers that "Aha!" Coffee Moment
If you follow the menu and the techniques in Alex Fisenko's Espresso Business Success Program, you will sell mostly espresso based drinks and not regular coffee. This will put more money in your pocket! While the average independent coffee shops sell only 15-30% of espresso based drinks and the rest in brewed coffee. All our clients manage to sell over 75% in espresso-based drinks from their total sales. Who do you think makes more money, someone selling 300 cups of regular coffee a day at $1.25, or 300 cups of espresso based drinks at an average price of $2.97? The difference may be more than $50,000 a year extra in your pocket!
Though the choice of a location is the single most important element for the success of a retail coffee business, there are many other reasons why one coffee shop may be serving over 500 espresso based drinks a day, while another just a few doors down, barely manages to serve 50 drinks.
Simply put, a coffee shop that does not generate at least 50% of its coffee revenues from espresso based drinks does not position itself with an "espresso friendly" concept.
If a prospective new customer finds an extensive, confusing menu, slow service, poor tasting drinks and high prices, he or she won't return, and the vast majority of drinks sold will be brewed coffee. This may have very little to do with the equipment or coffee beans used, and everything with effective marketing and proper preparation techniques.
The other reasons why a coffee shop does not sell enough espresso based drinks, besides a poor location, are:
- The owner or the manager does not drink espresso or believe in the espresso potential. It is very hard to convince your customers to try your espresso based drinks if you do not like them yourself, and I don't mean a "latte" drowned in some flavored syrup.
- Because of a non-existent or ineffective marketing strategy, the business does not know how to attract new, non "espresso educated" customers, or how to capture existing espresso drinkers from the nearby competition.
- The work area is designed improperly, making it awkward and time consuming to prepare drinks efficiently and promptly.
- A menu that does not make any sense to a new customer.
- Prices that have no relation to the perceived value of the product or what the market will bear.
- Employees without proper Barista training in drink preparation and efficiency.
- Slow service.
- Bad tasting drinks due to improper preparation techniques, wrong coffee or grind or poor equipment maintenance.
- Poor, non-existent or confusing "Espresso Image" and marketing. To increase your sales, start attracting more customers and increase your edge on the competition, you must enhance your "Espresso Image."
All of the above, except a poor location, can be corrected.
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