This is really a case of SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis. I suggest taking a very close look at everything your cafe does and then compare it to the competition in your area before launching any marketing campaign. This way you will know how to leverage what might be a strength or opportunity. First step is perform a diagnostic review to ensure things are working in your cafe - I continue to be surprised how many owners/operators have a different view to customers. Best way is to enlist the help of 2 or 3 experienced coffee people, tell them to be quite critical and observant and play the role of the mystery shopper with 3 types of orders. Walk in and sit down coffee, a takeaway coffee and a coffee with some food and/or cakes. This will give you some parameters on how your establishment is performing across the various offerings. The sorts of criteria you need to judge are...... Is the coffee correct and consistent (perhaps most important) Is the service prompt and pleasant Was the food OK (muffins/cake dry, small portions, bland taste, etc.) These are the 3 main areas that if not all working perfectly at the same time may cause a person to try somewhere else after they have experienced your place. Secondary concerns (also important) are...... Can I get a table when I want to sit down. Is it overly noisy from sounds bouncing off harsh surfaces. Once you have a good understanding of your cafe's performance, then you need to closely inspect the competition - how busy are they at different times of the day (especially when you are not busy), what is on their menu, etc. Ask some of your regular customers if they have tried places nearby and why they like to come into your cafe. Look for opportunities to differentiate and take a bold step to promote an idea in a fun way to get the punter inside your cafe. Unfortunately, the cafe coffee game is primarily about stealing customers from your competition, not converting non-drinkers. It's rarely about price as this is easily matched and undercut. More often than not it's about true performance and the customer experience that determines whether someone becomes a regular. Most coffee drinkers dont understand who or what is specialty coffee and brands mean very little these days in saturated markets. It's all down to the barista and the service..........human factors. People will come for your coffee if you make it special - the 200+ coffee outlets in the Melbourne CBD mean nothing, if someone wants a memorable cup, they will cross many street or the town for it.
