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Wake Up and Smell the Profit: 52 Guaranteed Ways to Make More Money in Your Coffee Business Paperback – February 15, 2009
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'A quite brilliant new book on cafe operation.' - Coffee House Magazine '...a quite exceptional new book from Ireland's Coffee Boys. In it they bring together their favourite stories and wake-up calls, from what has sometimes been hard-won experience...the most meaningful work on coffee retailing since Sahar Hashemi wrote about how she founded Coffee Republic.' - Caterer and Hotelkeeper Magazine. 'This gem of a book contains 52 motivating tips and suggestions relevant to any catering establishment that wants to be sucessful. A must have publication.' - Essentially Catering --Coffee House Magazine, Caterer and Hotelkeeper Magazine, Essentially Catering
About the Author
John Richardson has been, and still is, involved in some of the most successful sandwich and coffee bars, cafes, and turnkey consultancy projects in the UK, and is an expert in marketing and financial business modelling. He currently spends the majority of his time helping his international client base increase their profitability in their coffee related businesses. Hugh Gilmartin is well known in international coffee business circles. He speaks at conferences in Europe and the US, and is a board member of The Speciality Coffee Association of Europe.
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When I first read the title I assumed it meant 52 ways to market your coffee house. These 52 ways however, are more like tips to improve your coffee business. Some would argue “that is marketing” and broadly speaking they would be right. I just want to make sure you know what to expect.
A good way to process or to take action on this information would be to pick 2 or 3 or 4 tips, and test them for a few weeks (or months, depending). Keep the changes that work, skip those that don't. Then go back and pick a few more until you have gone through all 52.
Favorite line: “The number one issue that we deal with is clients who will not accept, either consciously or subconsciously, that they are running a business.”
Any given suggestion could take a few hours, weeks, or months to implement and get proper feedback. For example, a smaller suggestion would be to have name tags with short descriptions for all your items. A larger suggestion would be to have a training program for employees or to track your numbers on a weekly basis.
Some Other Great Tips:
- Accept you are running a business and it is all about the money.
- Don’t be a jerk boss.
- Focus on the coffee: Good margin, great taste, and proper employee training.
- Charge fair prices, to both your business and customers.
- Understand Jay Abraham’s three ways to grow a business. Increase customers, increase how often they visit, and increase how much they spend per visit.
- Use systems and processes (think The E-Myth Revisited book).
- Make a plan each year.
- Increase sales per visit.
- Know your food cost and wage costs… Each Week.
- Communicate with your employees.
- Have spotless toilets (I love that one).
- Constantly improve the sales process.
I have also read "Wake Up and Sell More Coffee" another great book.
Thank you Coffee Boys for opening our discussion and keep us on the same page before diving in. Excellent book!!!