In hospitality, it’s hard to please everyone. What do you want from your customers? Excellent coffee? Absolutely. What is good food? The most likely. The lowest price? Maybe.
According to the Australian Cafe Market Report by Cafepulse coffee is the most popular beverage outside of home. How can you ensure that you are doing all you can to attract coffee drinkers as customers?
What do weekend brunchers and mid-week coffee lovers really want from their favourite cafe? We’ve listed the top five factors influencing the choice of cafes (both independent and structured) based on responses from 1,370 cafes.
1. Coffee Taste/Strength – 88%
The taste and strength are the most important factors. When we examine the evolution of Australian coffee, we can say that our palates have become more sophisticated. Les Schriato, National Coffee Competition judge, once called our cappuccinos a “pavlova”.
2. Coffee Quality – 87%
Consumers are also now considering how consistent the coffee is and its quality. Cafe Pulse’s Australian Cafe Market Report revealed that independent cafes encourage third-wave constant coffee changes. To maintain consistency, coffee franchises conduct ongoing quality control and barista training. Barista training, as well as the quality of the beans, aren’t the only factors that influence the coffee quality.
Marty explains that to produce the best coffee, you need top-quality equipment. The best equipment for coffee is expensive – my coffee machine rented cost $12,500. Marty Richards is the owner of Blackstar Coffee Roasters
Eugene explains, “We insist that cafe owners using Campos Coffee purchase the same machine we use in our flagship store at Fortitude Valley. This can cost up to $15,000 with the grinder.” We want to ensure that the coffee is consistent every time. Eugene Phua is a part-owner at Campos, Queensland
3. Convenient Location – 84%
It should not be a surprise, given that the location was a major factor in your decision to open a café. Prepare to lose the war with mid-week commuters who are on their way to office. It would be a waste of time to drive 30 minutes the opposite way to work in the morning. If you are able to meet the other factors that influence their decision, your cafe will still be in the running for the weekend meeting place.
4. Pleasant atmosphere – 76%
Visits to a café involve all the senses, not just taste. If you can please all the senses, customers will be happy and return for more. It’s important to play the right music, keep the cafe clean and encourage your staff to look presentable. Make sure that everything is insta-friendly, as eating with the eyes is important.
5. Quick Service – 73%
We rarely have time to stop for a leisurely cup of coffee …’, especially when we are on our way to the office. While people who meet up with family or friends to catch up may be more tolerant, the results show that they want fast service. Cafes must ensure that their processes are as efficient and effective as possible. Consider automating your coffee process to ensure that everything runs smoothly in your cafe without compromising quality.
You can keep your coffee machine going by focusing on how to continue to attract your customers.
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