So you want to sell [more] coffee….?

Jeff Rogut

CEO AACS

Coffee is a hot category for Convenience stores.  From the ‘AACS 2018 State of the Industry Report we learn the following:

Hot beverage sales are in growth, are frequently purchased, are high margin, are becoming a destination driven purchase and good quality and price are the main reasons for choosing a particular store to buy from.

If you currently have a weak hot beverage offer or are looking to boost sales in this growth category, here are some thoughts that may assist you.

Make sure you have the basics attended to.

• Is the quality and taste of your coffee consistently good and fresh?
• Are staff well trained and attentive to the program 24/7, and especially focused on the coffee area during peak times to make sure machines [if self serve] are operating,  it is well signed,  kept well stocked with cups, lids, stirrers etc  and above all,  clean?
• If you offer barista coffee ensure that the hours of operation are clearly visible.
• Elements that can help operators differentiate and expand their coffee programs include elevated customer service, such as an assigned coffee staff during peak times; consistent and attentive operating practices; an expanded and well thought-out condiment bar that supports coffee customization; food combo offers with coffee and rewards/loyalty programs.

Some tips from an article in the US magazine CSNews that may also be useful:

FOODSERVICE 101

• Focus on training, process, commitment and consistency. (All operator levels should continuously focus on these areas.)
• Offer a quality cup of coffee that is hot and fresh. You must be willing to throw away coffee that is past its peak freshness.
• Find a good supplier/distributor partner to help you build a successful program.
• Focus on quality and not cost savings. If you offer a great cup of coffee that costs a little more to make, you’ll end up selling more coffee and make more profit.
• Keep your coffee station clean, neat, organized and well stocked.

FOODSERVICE 201

• Get your message out. Promote your program inside and outside the store.
• Add a fresh bakery offering to accompany your coffee program to make it a true mealtime occasion.
• Have fresh product available 24/7 — not just in the morning — if you want to become a coffee destination.
• Hold your staff accountable to deliver the programs consistently every day all day.
• Don’t be the highest-priced product in town, but don’t be the lowest either.

FOODSERVICE 301

• Be careful about adding expensive equipment that may confuse customers. It takes time to train customers on how to use new equipment.
• Consider adding barista-style beverages and other service beverages.
• Look to the fast-casual bakery/cafés and independent coffeehouse purveyors for inspiration and to keep ahead of the trends.