Читать книгу Wake Up and Sell the Coffee! - Martyn Dawes - Страница 37

To achieve success with major retailers I needed to be in the sweet spot with my message. Part of this was getting the language right and communicating it concisely. I put together a set of notes – a presentation to myself really – on Coffee Nation.

I worked out my simple core idea:

“Smart urban gourmet coffee stations – a way of life in 21st-century Britain.”

This could then be expanded to:

 An exciting new category

 Wherever people are, 24/7

 Self-serve

 Playing to a long-term trend

In my mind I purposely downplayed talking about the coffee; I knew that as soon as people heard coffee I would be categorised in their mind either as a vending company or as a coffee supplier. I had to keep the dialogue focused on how we were building a new, high-growth category that happens to sell takeaway coffee.

I then built on what we were doing for the consumer by asking the question: “Why should you have to go to a coffee bar or cafe for a good coffee? People love coffee, not the staff that serve it.”

In others areas of retail similar things were happening, with the old way of doing things being overturned. This included interactive multimedia kiosks (just appearing at that time), self-scanning in supermarkets, and food served on conveyors in YO! Sushi.

I then thought about the coffee market. The coffee bars were the vanguard of the revolution, awakening people to great coffee. Of course, there would be many high street locations for coffee bars, but I saw us as the evolution, putting gourmet coffee in tiny spaces, for example inside other retailers – only the largest of which could accommodate a full coffee bar offer. We were creating mass access – taking great coffee to the people, wherever they were in their day.

The final piece of the jigsaw was how this would work for the host location. Having come a long way in developing the concept I realised that we could never offer the highest margin to the retailer, which is what people looked at traditionally. I would set out that as creators of this new, self-serve gourmet coffee category, we would maximise the cash profits generated for the host site, not by giving them the highest margin but by actually maximising sales of coffee. Our focus was on real cash profits, not paper margins.