How can you create an innovative coffee program?

Are the devices and fixtures locally designed and made? Thoughtfulness and attention to detail really matters. I love coffee :)

Make purchases for your new coffee program based on price, quality, availability, and relationship. Ask questions and seek guidance from knowledgeable suppliers. Collect information from multiple supplier and then make the best decision for your business. Suppliers may provide the same insight and advise to all their customers, including your competitors. The most popular items or most cost effective items may not be the best decision for your menu or your staff to operate. For equipment always consider the availability of expert repair and maintenance services as well as spare parts. Be sure the output of coffee machines exceeds your current production or sales capacity so you can continue to grow.

Always complete a SWOT analysis of your business and your competitors (Strengths, Weakness, Opportunities, and Threats). Identify gaps in the market and avoid too many similarities with your competitors. Always give your customers a reason to be your customer. Develop products based on customer preferences and buying habits, not your own. Test products with customers for acceptability and with employees for consistency. Remember, the best coffee is not the one that scores the highest for quality, or the one that is priced the highest at auction. Fancy, exotic, esoteric coffees are interesting but not the best. The best coffee is the one that sells!

Start off simple and work your way up. Look for ways to innovate with your current space and supplies before rushing off to try and recrearte the next new thing. As social media becomes more integral for all businesses, new ideas are always going to be popping up. Take them for inspiration, but don’t fall into the trap that your shop has to have XYZ drink on the menu to sell. Visit local stores. Look for similarities on their menus and compare them. What makes your version of your specialty drink unique? Standing out isn’t always about having a new or unique offering compared to your peers, but iterating on your menu to make the best version of your drink that fits for your store.

Consider speed of service and consistency when developing new products and your employee training program. Consider if automation or hand crafted beverages are right for your business or location. Consider your customers perception of drink preparation and service and what they will see when ordering. Don't forget to train your staff on excellent customer service. they should know the origin of the coffees (country, region, farm/coop), the processing methods, coffee grade, roast development, and flavor profile. Employees should be prepared to answer questions and explain what the details of the coffee are important. Only memorization of coffee facts without context is superficial and will not be viewed positively by consumers.

Consistency is king. Your baristas can always get better with training and time, but not having a consistent product to sell will deter customers from returning. Consider this not just when it comes to service, but also customer interactions, lobby sweeps, latte art, etc. Make those standards realistic. Set your standards for peak times and then extrapolate to slower times of the day. If you are not franchised, create standards and teach your baristas why those standards exist as part of their training. Having your whole team take ownership of the store and their products cultivates a culture of knowledge; making training easier and allowing baristas to showcase their passion for coffee to customers sooner.

Once your program is ready for launch, test it again to be sure everything is as expected. Then, tell the world. Advertise outside of your business. New programs should increase sales and draw the attention of new customers. If you are simply selling new products or different products to the same customers it will be hard to calculate any return on investment. I suggest promoting product by describing the features, advantages, and benefits. Promote your products without criticizing your competitions - stay positive. Invite the local media to try your new products/service, and issue press releases. A news story is just as good and more cost effective than paid advertising.

Take the consumer perspective and taste your coffee beverage everyday to monitor quality, speed of service, and consistency. Track consumer buying habits and sales statistics to determine if new customers are visiting, and what products are most popular. If you are not driving sales to your intended products then you should re-consider your merchandising. Always compare and contrast your improved program with your competitors. Look for messaging and reasons for consumers to become YOUR customers and not your competitors customers. Remember, merchandising and price promotion will capture the attention of consumers, but only flavor quality will keep them returning time after time.

Coffee, like many other products, is enjoyed daily by staff and consumers. When staff becomes bored with the familiarity and repetitive flavor profiles they traditionally seek creative and innovative options to modify the drinks or the menu. We must always remembers that consumers consider coffee a ritualistic product and seek similar and familiar aromas and flavors everyday. Do not alienate your customers because you are bored with your menu. Remember, you are not the consumer and what you like is not as important as the preferences and buying habits of the consumers who are willing to pay for your coffee. Ask your customers about that they like and what they are willing to purchase or interested in trying.