Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
Issue link: http://freshcup.epubxp.com/i/59523
there is to know, from keg changing to beer pouring. Hold weekly one-on-one meetings with staff members to discuss processes that may have changed or new beers that have gone on tap. If you are like us and have a fairly large staff, it can be difficult to work this into your already busy sched- ule. It might be a good idea then to set up a communication board that has all the information your employees need to know. This technique allows you to make sure the same information gets to everyone, even if you can't hold a single meeting for all employees. Having a mastery of all the beverages you offer allows your staff to answer ques- tions from ever-inquisitive customers. Avoid the dreaded "I dunno" syndrome. Customers are curious about everything. They want to know why your shots must pull between 23 and 28 seconds, and they want to know why nitro beers pour slow- er than others. If an employee responds with "I dunno," then that customer might just be thinking, "I dunno if I'll come back." One of the most rewarding feelings is showing your customers something they didn't know before. They feel good because their understanding of the bev- erage in question expands, and you feel good because you're developing a rela- tionship with a potential regular. MANAGING THE ENVIRONMENT At the Brew Station, we've been diligent about trying to distin- guish between our "coffee times" and our "beer times." The last thing you want to do is add messaging that turns off your coffee customers, but at the same time you want to promote your new draft selection. A solution is the "split-advertising" method that we have adopted, where we equally promote both facets of the business while never favoring one or the other. In our windows, we have neon signs promoting our favorite beers, but we also have signs proclaiming our Stumptown service. During the coffee-and-breakfast morning hours, you want to have a vibrant look, showing customers you're open, awake and ready with great beans. When you walk into the Brew Station, the smell of freshly brewed coffee and baking pastries is the first thing you notice. We have some mellow music playing in the back- ground and CNN playing on TV. Anything related to the pub side of the business is downplayed. This mood lasts until about 2 p.m., when we start getting more and more beer-and-burger-type customers. At this time we start creating an energetic atmosphere. The music changes to a more '80s, rock 'n' roll flavor, and the TVs switch to ESPN. When happy hour hits, we dim the lights. Cleaning also can be an issue. It's not easy to switch from a bar to a café overnight—and the last thing a coffee customer wants to see is beer rings and coasters all over the shop. We've worked to make sure our staff at the end of the night is dedicated to cleanli- ness. Those employees stay on an hour or more after the business shuts down just to clean up and get things ready for morning. Trust me: Transforming your coffee shop into a café/pub hybrid is a tough job. But it is a fun and rewarding experience if you do it right. When you see your coffee regulars come in for a pint after work, you discover how deep customer loyalty can run—and how beneficial that behavior is for your bottom line. freshcup.com April 2012 63 COURTESY OF THE BREW STATION