June 13, 2019
This might surprise you but around 95% of prospective wholesale customers with whom we speak, when describing their biggest fear in changing coffee suppliers, say they are frightened of losing their regular customers who have become accustomed to the brand and the flavour that they provide. It comes back to human nature. People are often frightened of change they say.
Well I'm here to tell you, that this isn't exactly right. In my opinion anyway. Being a creature of habit and being frightened of change are two very different things. People love change. They love seeing businesses evolve and they particularly love seeing cafe owners working to improve their business by trying new things, offering new products and trying new ideas. It's what sets one cafe apart from
The move to change coffee suppliers can either be seen as positive or negative. The initial concern of disenfranchising your current customer base is the negative outlook. We prefer to go down the positive route. In a nutshell. Changing your coffee brand should be done in conjunction with other minor changes and should be seen as a good thing. A great thing. It simply depends on how you put the change into action and following that it's about how you, the cafe owner, sell it to your customers.
Your coffee brand doesn't sell coffee. You sell coffee. And if I can be blunt, if the size of your customer base was such that you couldn't improve your coffee sales then you've got one of the worlds great businesses.
Someone said to me recently. 'My cafe can only do 20-25kg a week. It can't do anymore than that. It's all its ever done'. We hear this kind of thing all the time. It's as if the four walls of the cafe determine the success or failure of the business within.
There are a range of things that can be done to ensure larger coffee sales and it doesn't matter whether your business is doing 5kg a week or 50kg a week, it can always do more. But remember that simply changing your coffee supplier accomplishes nothing. If this change is done with thought, method and positivity and if you, as the cafe owner, sell this as part of an overall change, as something positive, then the results will take care of themselves.
Remember, you're the expert. Your loyal customers trust you. If you show your customers that you're evolving and show a willingness to stay ahead of the rest then your customer base can and will grow. A change in coffee brand then becomes just a small piece of the puzzle.
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