‘I want to wake up to a cup of hot coffee every day.’
‘Whenever I walk into a coffee store and order a cup of my favorite “Fu Rui Bai”, I’m in a good mood all day.’
‘On a busy morning, I went to a coffee store near the company with my colleagues to have a cup of coffee. I felt the afternoon sun shining on the bar. The barista was making coffee carefully. Very relaxed, chatting about their own stories, satisfying their taste buds, smiling…’
‘Cafe, I want to find a place for myself and “him” to rest their souls.’
I think this is the feeling and original intention of many people who want to open a cafe. Because this is the ideal life that people yearn for.
“If a city doesn’t have people willing to open coffee stores, no matter how rich the city is, it’s just a city with an empty heart.” – Haruki Murakami
Some people open cafes just for their dreams, to make money, low threshold, because of love, maybe more, but the question is, is it really that simple to open a cafe? Do you want to be a popular cafe that everyone loves?
Because it is easy to open a coffee store, but it is very difficult to run a coffee store well and make money. Coffee is a slow business, and most people bet on making profits before the capital chain is broken. Unless you really have spare money and can afford to lose money, I really don’t recommend you to open a coffee store.
In order to achieve this, then, a complete plan needs to be developed to ideally close the gap between ideal and reality:
01) Clear positioning
First of all, it is clear that when opening a coffee store, our focus can only be on a certain group of people. There is no coffee store that earns everyone’s money. There is no coffee store for all ages. The strategy is to determine the brand image and store style positioning, which will affect the impression and status of the brand cafe in everyone’s heart.
If there is no clear positioning before opening the store, it will affect the development of subsequent operations. For example, the space design of the brand image, products, and pricing. When setting target consumer groups, focus on long-term repurchase. If it is lacking, it will cause the brand to lack the ip core, not making an impression and the urge to buy again.
02) Business Form
Understand the business model of the coffee market track brand, trends, advantages and disadvantages after analysis of competing products, and the difference between your own coffee store and other peers. Thinking about how to open an independent cafe, or join a brand, how to carry out operations, style, business scale and other dimensions.
For example, from the perspective of business form, as a company that makes money by selling coffee, MANNER has achieved three things at the same time: chain, cheap, and delicious. The brand location is exquisite, the product pricing has advantages, and the coffee taste has a variety. These are also the advantages that capital takes a fancy to, and now the momentum is rising.
03) Target Crowd
Before entering the market, clearly define the target customer group, analyze the consumption habits and purchasing power of the group, and use this as the price of their own coffee series products, and only the appropriate price can be recognized and accepted by the group. for example:
As the positioning of “boutique coffee store”, it highlights the unique space style and high-quality environment. Several core single-product coffee beans and the main hand-brewed coffee provide everyone with a different experience than the conventional one. Only a good experience and a higher price can be easily accepted .
The main business model is “packing and take-away”. The price of a single cup of coffee needs to be based on the strategy of parity, because it does not provide sedentary services, that is, buy and go. Such locations are mostly commercial areas, and office workers are the main consumers. , pay more attention to price and speed.
04) Product Design
After the target group is positioned, the product list is designed according to the business form of the brand.
For example, the brand is a composite type, and the product structure is coffee + peripheral products. In addition to coffee series drinks, there are other peripheral products. The brand peripherals include cups, co-branded bags, hanging ears, and live performances and other services.
The diversification of products, there are many choices that will attract more people, and at the same time, there will be more opportunities for brands to be exposed, and risks can also be reduced.
05) Brand Operation
After the brand is established, the marketing department will plan and carry out short, medium and long-term target plans, clarify the brand strategic plan, and set the final goal. Pay attention to the trends of mainstream brands in the market and understand the needs of consumers from time to time, and make activities with user stickiness to achieve long-term relationships.
Including brand day linkage activities, ordinary festivals, large-scale theme activities, etc., to allow more consumers to participate, coffee is not only the main body, but also a media effect.
For example, in June this year, Manner Coffee cooperated with HR Helena beauty brand, which not only realized the rapid spread of the brand, but also greatly increased the popularity and traffic of the coffee brand, and the two brands achieved two-way success.
Write At The End
Zhonghe Fashion Coffee Academy has set up professional coffee courses, barista training, professional brewing, one-stop business start-up counseling, and post-opening operations. Teaching raw materials, imported equipment, decorative utensils, etc., are readily available, and the situational teaching mode not only learns to make professional coffee, but also provides coffee resource support and docking, and successfully enters the coffee track.
