Business Basics
by Ch ris Le gl er
NICOLE O'BANION
NICOLE O'BANION
NICOLE O'BANION
NICOLE O'BANION
A
mbiance is the first thing a customer observes upon
entering a coffee shop. As such, your décor sets the
stage for what visitors can expect from your café.
However, it's virtually impossible to measure your return on
investment for new furniture and other items that help create the
ambiance of your shop. Who's to say exactly how much of a role
that new couch played in a customer buying a cappuccino?
There is a general rule about business spending that says you
should only pull the trigger if you can answer "yes" to one of the
following three questions: Will spending the money drive more
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Fresh Cup Magazine freshcup.com
NICOLE O'BANION
CYNTHIA MEADORS
CHRIS RYAN
CYNTHIA MEADORS
How do I put a price on my shop's furniture?
sales? Will spending the money save money in the long run? Will
spending the money make my life easier? But pointing these questions toward ambiance provides a dilemma because there are no
definitive answers.
One thing we can say definitively, though, is that maintaining
a brand presence is a very important part of building sales, and
your ambiance is one of the key ways to establish that brand
presence. So before proceeding with buying furniture, think long
and hard about the image you want to create, and then stick to
purchases that help convey that image.