Name: 問答卷2--創建一個成功的咖啡館，銷售策略等。 (Q&A Volume #2 - Creating a successful cafe, sales tactics and more)
Uploaded: 2021-01-14T09:20:14.000Z
Duration: 13 min 17 s
Description: 【看影片學英語】數萬部 YouTube 影片，搭配英漢字典即點即查，輕鬆掌握單字發音與用法，長久累積看電影不必再看字幕。

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I threw up a little photo on Instagram and asked people to comment below it, asking me a question and you asked a lot of questions.

You ask more than 50 questions, and I don't think America chance to answer all of them.

Andi, I think there was an interesting little theme to some of those questions which I'm gonna start with now.

So interesting question from coffee by Joe, How would you open a specialty third wave shop in a city that hasn't been introduced to it yet?

A city with coffee culture but not specialty.

This is a really good question on an intimate question.

First and foremost, you can look at things to wait.

You can say there's no demand or you can see there's no competition, and I would definitely see the latter there.

So how would I introduce it to people? 00:00:57.290 --> 00:01:0.290  Well, I would make sure I start by speaking their language. 00:01:0.590 --> 00:01:7.960  If you just come in and start talking about specialty in a way that makes you seem very abstract and strange and confusing and difficult. 00:01:8.300 --> 00:01:13.550  Then it's gonna be hard for people who aren't used to what you do to get interested in get involved in it.

So I think the key to this is kind of two things separately.

Firstly, I would want to look at what is driving people to buy coffee in that particular city.

What are the successful cafes in that city doing?

Well, If it's not quality, what else are they doing?

Well, so try and understand a little bit of demand in the area and then, secondly, approachability that might be in how you talk about coffee.

That might be the drinks that you serve that might be considering price a little bit more carefully, though I don't think that's the thing you should worry about the most.

Could someone come in, buy a drink and leave and not really have known they were in a specialty shop?

They've just gone to a captain that they're like they got a delicious cup of coffee.

They enjoyed going there, and they want to go back.

The challenges. 00:01:58.740 --> 00:02:2.210  Every customer when you open it's really already buying coffee somewhere else. 00:02:2.270 --> 00:02:7.130  What are you gonna offer that's gonna change their life is gonna change their route to work. 00:02:7.130 --> 00:02:8.520  It's going to change how much they spend. 00:02:8.520 --> 00:02:10.590  It's gonna change me with their morning routine.

You're asking someone to make a big change.

Is switching to your business what's your value proposition?

And if it's just this coffee is more traceable.

Or if it's just this coffee is a little bit sweeter.

That may not be enough, so you can't just focus on the one thing you can't just focus on cup quality.

That has to be an overall experience that's very compelling and have the cup quality and have the coffee that you serve be a piece of that puzzle.

Zach Atkinson asks UK Cafe that specializes in pour over.

Is it too soon for this to be desirable enough to make a profit?

What is it about four of you you think makes it particularly valuable?

Is it that it's somehow theatrical? 00:03:0.140 --> 00:03:2.230  What is it that makes this a compelling offering? 00:03:2.460 --> 00:03:7.930  If it's just a cup of coffee, then why is it better than batch brew, and frankly, often it's not. 00:03:8.030 --> 00:03:8.970  What is it about? 00:03:8.970 --> 00:03:10.920  Pour over that makes you want to do this thing.

Pour over is incredibly difficult to make profitable very quickly.

Your labor costs involved in having one person stand and brew coffee and frankly, do very little else means that you're your cup price.

Convey easily become disconnected from the experience the customer ultimately gets those eight ounces.

Let's say off delicious coffee become unnecessarily expensive by adding an enormous amount of labor to it.

If you could achieve that same Cup quality with much lower labor costs and therefore provide a more accessible price and more accessible drink to the consumer.

Why is that not a better idea? 00:03:47.340 --> 00:04:0.480  I don't think a pore over bar in the UK will ever be financially viable because I don't think the premium that we add by the labor that we add really returns on it. 00:04:0.490 --> 00:04:4.380  With an improvement in the Cup quality head, Bourgeois asks the question. 00:04:5.100 --> 00:04:12.740  In many cafes, there are a couple of choices of brood, yet there may be 5 to 10 plus bags of coffee of different copies on the shelf.

How can more choices be offered in the future?

Or is it even important, increasing choices now given in all other beverages served?

This is a great question from head, and it's absolutely right.

You walk into a cafe that generally have way more coffees on retail than they will be offering you to drink.

So how do you necessarily connect what you're drinking with what you want to buy, or how do you understand what it is that you're buying?

First and foremost, I think cafes need to be a little bit more thoughtful about what they're offering.

There are a spectrum of experiences that should be reflected on their brewed coffee menu as well as in their retail war.

And I think connecting those two things could be and should be done a lot better.

I think what a row so it comes down to is that we probably need to be doing a better job in how we merchandise bags of retail coffee.

We need to do a better job of communicating what it is, the customers buying on how it meets their particular needs, and I would argue we don't know enough about what's driving consumers to take the bags that they pick on the kind of experiences that they're looking for.

I think this huge opportunities for learning to do retail better, that Greek fella asks.

The customer walks into your coffee shop, especially one, and asks you what sets you apart from the other regular places where he drinks coffee.

How do you communicate what you do to someone who's not familiar and not really interested in specialty coffee or whatsoever again?

This comes back to something I touched on earlier, which is, you know, how we get people engaged with our coffee shop businesses.

And frankly, if it's not gonna be about the coffee on the menu, then we have to look at everything else there.

I don't believe a great Catholic and get away with Just being about great coffee has to be about great design as to be about great aesthetic. 00:05:58.750 --> 00:06:4.470  It has to be about great experience that has to be thoughtful from start to finish on. 00:06:4.470 --> 00:06:14.450  If someone walks in and gets all the way up to the register all the way up to ordering and they have a worked out something is different or something is compelling or something is unique about your business.

Then you still have a lot of work to do and actually talking to them about coffee or anything else.

You've already lost the game before this point.

They need to understand that this isn't a Starbucks.

This isn't a typical run of the mill space.

For a long time, I've used the example of restaurants.

When you walk into a restaurant, you've got a pretty good idea of whether or not you can ask for catch up with your food on that.

That's gonna be a different kind of experience to somewhere where you're gonna bust your own tray cafes All look, in many ways, very, very, very similar the way that you walk in the way that you order, the way that you are greeted the way that you wait for a drink before you leave the way that in some cases you are expected to clean up after yourself. 00:06:58.810 --> 00:07:0.630  All of this stuff sends a message. 00:07:0.640 --> 00:07:4.490  If you want to send a different message, you've gotta understand those touchpoints better. 00:07:4.900 --> 00:07:7.200  Finally, I guess that there has to be a conversation. 00:07:7.210 --> 00:07:17.210  You can't find something that resonates with a consumer without asking them a little bit about what's important to them, to just tell them What's important to you is a one sided monologue.

You would need to talk to a coffee drinker to understand what drives them to choose the coffee they choose, why they go to the places they go to give some context to your answer.

If I have any plants, release a ho, bring Beginner's guide.

It looks like Boris the Hustler doing some interesting stuff with education, I would recommend checking out.

When you're not drinking coffee, what do you enjoy?

I think cocktails in cocktail bars often suck.

I love wine, particularly natural wines, though I hate funky, badly made natural wines are like well made wines with low interventions and Thirdly, in terms of beer, I've gotten to be like a boring old man, and I really love interesting beers, but I have really almost no interest in anything above 56% alcohol.

And so those are the kind of three things I'm interested in the world of alcohol and booze.

T There's a company in the UK called postcard tease who just Tim sources Amazing tea.

And every time I go, I just have the best tea experience.

If you come to London, please go on drink tea there.

I'm scared to learn too much about T, though I can't I can't cope with going down another rabbit hole and Tony Ramana I have that answers your question to camera thin drink asked the question.

When will we see a domestic filter brew with Maura adjustable features like precise temperature control or flow rate brew time?

Now I'm kind of testing it at home. 00:08:58.490 --> 00:09:3.530  It is from revel or SAGES, that precision brewer, you have you know, one degree. 00:09:3.530 --> 00:09:7.600  See increments control tons of variation on brew time on bloom time. 00:09:7.910 --> 00:09:10.150  I will probably do a review of that in the future.

I am really enjoying that particular brewer, Archie Boles asked.

The gym seven podcast in a slightly different format will be coming back.