![]() Merchandise your margins - Price according to perceived customer value, not according to accounting determined markups.Every item you add to the assortment creates many multiples of management effort (costs) and mostly without adding anything to the revenue streams or customer experience. three flavors are enough, three sizes are enough, three types of food/drink are enough). So cover the necessary categories, but with limited and strategic offers. They forget that the customer is simply hungry or thirsty or both, and that a wide choice for most people creates anguish. Limit the assortment - Many newbies in the coffee shop game think that wide assortments and extensive product offers are a key competitive advantage. ![]() So make sure the traditional coffee accompaniments (muffins, cookies, cakes) are close by at the point of sale, and the coffee shop offers cold food, cold drinks, and hot food to ensure the best chance of multiple sales. As a target, coffee should be no more than 40% of your weekly sales and two item sales per customer transaction means you are getting it about right. ![]() Coffee may be the prime motivator for customers coming to the business, but they must leave with multiple sales if you are going to be successful.
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