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Tom Matzen. Start & Run a Coffee Bar
START & RUN A COFFEE BAR
Preface
Introduction. The Coffee Bar Business — What’s In It For You?
1. Coffee Worldview
2. The North American Coffee Market
3. Coffee Trends
3.1 Gourmet coffee
3.2 Organic coffee
4. Coffee Bars
1. Preparing A Business Plan
1. Why Prepare a Business Plan?
2. Your Vision for You
2.1 Your vision for your coffee bar
3. How Should I Start Out? 3.1 Should I buy a franchise?
3.2 Should I buy an existing business?
3.3 Should I start my business from scratch?
4. Customer Profiles: Finding Your Target Market
5. What Type of Coffee Bar Is Best?
5.1 Cafés
5.2 Coffee bars
5.3 Coffeehouses
5.4 Retail coffee shops
5.5 Drive thrus
5.6 Carts
5.7 Teahouses
5.8 Roaster/retailers
5.8a Lower food cost = Profit
5.8b Savings = Profit
5.8c Meeting customer needs for freshness = Profit
5.8d Competitive edge = Profit
5.8e An additional revenue stream = Profit
5.8f Long-term appeal = Profit down the road
6. Choosing Your Products and Services
6.1 Products. 6.1a Gourmet coffees
6.1b Flavored coffees
6.1c Specialty and iced coffees
6.1d Other coffee products
6.1e Baked goods
6.1f Coffee-related gift items
6.1g Breakfasts, lunches, and other foods
6.1h Whole bean coffee — retail and wholesale
6.1i Gourmet teas
6.1j Juices and smoothies
6.2 Services
6.2a Custom roasting service
6.2b Free home delivery service
6.2c Email or voicemail bean ordering service
6.2d Wholesale coffee services
6.2e Office coffee services
6.2f Free services
7. Risk Assessment
8. The Business Plan
2. Setting Up Your Business
1. Choosing a Name
1.1 Your coffee bar’s USP
1.2 Designing and trademarking your coffee bar’s logo
2. Your Business Structure
2.1 Sole proprietorship
2.1a Advantages
2.1b Disadvantages
2.2 Partnership
2.2a Advantages
2.2b Disadvantages
2.2c Kinds of partners
2.3 Corporation
2.3a Advantages
2.3b Disadvantages
2.3c Corporate purposes
2.3d Shareholders’ agreement
2.4 S corporation (United States)
2.5 Limited liability corporation (United States)
3. Start-up Costs
3.1 Personal savings
3.2 Relatives and friends
3.3 Commercial loans
3.4 Personal financing
3.5 Credit cards
3.6 Private investors
3.7 Government
4. Licensing
3. Insurance
1. Obtaining Insurance
1.1 Agencies
1.2 Insurance brokers
1.3 Clubs and associations
2. Planning Your Insurance Program
3. Types of Business and Personal Insurance
3.1 General liability
3.2 Products or completed operations liability
3.3 Errors and omissions liability
3.4 Malpractice liability
3.5 Automobile liability
3.6 Fire and theft liability
3.7 \ Business interruption insurance
3.8 Personal disability insurance
3.9 Key person insurance
3.10 Shareholder’s or partner’s insurance
3.11 Business loan insurance
3.12 Term life insurance
3.13 Medical insurance
3.14 Group insurance
3.15 Workers’ compensation insurance
4. Securing A Site For Your Coffee Bar
1. Where Are the Best Locations?
1.1 Downtown versus the suburbs
1.2 Regional shopping malls
1.3 Strip malls
1.4 Public markets
1.5 Street sites
1.6 Office towers
2. Mapping It Out
3. The Site Selection Criteria Checklist
3.1 Size
3.2 Monthly rent
3.3 Common area maintenance (CAM)
3.4 Washrooms
3.5 Tenant improvement allowances (TIS)
3.6 Term
3.7 Free rent
3.8 Ease of access
3.9 Signage
3.10 Street visibility
3.11 Proximity to coffee competitors
3.12 Closeness to target location
3.13 Potential for expansion
3.14 Ventilation for roaster
3.15 Storefront
3.16 Heating, ventilation, and air conditioning units (HVAC)
3.17 Zoning
3.18 Electrical
3.19 Neighbors
3.20 Extras
3.21 A final word
4. Evaluating the Competition. 4.1 Direct competitors
4.2 Indirect competitors
5. Evaluating the Financial Viability of the Site: The Pro Forma
5.1 Sales projections
5.2 Food and paper costs
5.3 Labor costs
5.4 Advertising and promotions
5.5 Rent and common area maintenance (CAM)
5.6 Maintenance and repair/electricity
5.7 Miscellaneous
5.8 Cost of money
5.9 Sign leases
6. Making an Offer
7. How to Negotiate Your Lease
8. The Key Consideration in Making Your Final Site Decision
5. Designing Your Own Store
1. Creating Your Business’s Identity
2. Your Coffee Bar’s Look
2.1 Interior design
2.1a Walls
2.1b Flooring
2.1c Lighting
2.1d Entrance door
2.1e Tables
2.1f Stand-up bar
2.1g Seating
2.1h Signage
2.1i Design extras
2.2 Major equipment
2.2a Food display cases
2.2b Cooler
2.2c Milk fridge
2.2d Freezer
2.2e Prep area equipment (ovens)
2.2f Automatic dishwasher
2.2g Espresso machine
2.2h Brewing system
2.2i Batch grinders
2.2j Scales
2.3 Layout. 2.3a Main serving counter
2.3b Counter area exit/entrance areas
2.3c Money exchange station
2.3d Baking areas and prep areas
2.3e Juice station
2.3f Roasted coffee service area
2.3g Cream and sugar station
2.3h Roasting station/green bean display
2.3i Merchandising areas
2.3j Storage areas
2.3k Dishwashing area
2.3l Sinks
2.3m Bathrooms
2.3n Electrical panels
2.3o Patio
2.3p Office area
2.3q General security
3. Your Staff’s Look
3.1 Aprons
3.1a Washing tips
3.2 Apron logos
3.2a Embroidery
3.2b Crests
3.2c Silk screening
3.2d Buttons
3.3 Name tags
3.4 Shirts
3.4a Collar
3.4b Sleeves
3.4c T-shirts
3.5 Pants/skirts
3.6 Shoes
3.7 Neckwear
3.7a Ties
3.7b Bolos
3.7c Bow ties
3.7d Scarves
6. Getting To Your Opening
1. How to Do Cost-Effective Plans
1.1 Doing it on the cheap
1.2 Hiring a draftsperson
1.3 Hiring an architect
2. How to Get Permits and Licenses
3. Putting the Job out to Tender
3.1 Choosing the best bid
3.2 Should I use a general contractor?
3.3 Getting your coffee bar built — while saving money and time. 3.3a Things you can do yourself to save money
3.3b Things you can do yourself to save time
4. Things to Do and Buy
4.1 Food display
4.2 Coffee dispensers
4.3 Variable grinder
4.4 Espresso grinders
4.5 Small prep-area equipment
4.6 Baking supplies
4.7 Juicing equipment
4.8 Glasses and cups
4.9 Cream and milk containers
4.10 Bulk sugar dispenser
4.11 Condiment holders
4.12 Napkin dispensers
4.13 Straws and dispenser
4.14 Garbage cans
4.15 Hand towels and soap
4.16 Menu boards, daily roasts sign, and specials boards
4.17 Educational material
4.18 Sound system
5. Supplier Considerations
5.1 Meeting your sales rep
5.2 Build supplier relationships that pay off
5.3 Credit applications
5.3a Asking for credit
5.3b Credit references
5.4 Ordering inventory. 5.4a Preparing your opening order
5.4b Getting the best price
5.4c Recording your order
5.5 Receiving your opening order
6. Storing Your Order. 6.1 Plan ahead
6.1a Label stock areas
6.2 FIFO — first in, first out
6.3 Disposable goods
6.4 Frozen goods
6.5 Dairy and produce
6.6 Baked goods
6.7 Beans
6.8 Canned goods
6.9 Condiments
6.10 Cleaning products
6.11 The customer comes first
7. How and When to Open Your Doors
7.1 The purpose of a grand opening
7.2 The format of a grand opening
7.3 The first steps in planning your grand opening
7.4 Who will attend?
7.5 How to let people know about the event
7.6 Sixteen steps to planning your grand opening
7. Building A Winning Team
1. How to Find Great Staff
1.1 Finding staff through paid advertising
1.1a Tips for writing a great ad
1.1b Interviewing
1.2 Finding staff by word of mouth
1.3 Finding staff through in-store advertising
2. Employment Standards
3. How to Interview
3.1 Qualifications
3.2 Qualifying questions
3.3 Job details
3.4 Information for successful applicants
3.5 Questions
3.6 Conclusion
4. How to Make Hiring Decisions You Won’t Regret
5. Deciding How Many People to Hire
6. How to Train Your Staff
6.1 Pre-opening training
6.1a Step 1
6.1b Step 2
6.1c Step 3
6.1d Step 4
6.1e Step 5
6.1f Step 6
6.2 Training once you’re open
6.3 The importance of a training checklist
6.4 Training certificates
6.5 Training follow-up
7. Station Designation
7.1 Pros
7.2 Cons
8. How to Find a Great Manager
8. How To Keep Your Coffee Bar Clean
1. Keeping Your Coffee Bar Clean
2. Cleaning Tips. 2.1 Floors
2.2 Dusting
2.3 Washrooms
2.4 Linen supplies
2.5 Roaster and bean display
2.6 Hygiene
3. The Importance of Dishwashing
3.1 Dishwashers
3.2 The three-step method of dishwashing
3.3 Putting dishes away
3.4 Dish handling
4. Specific Dishwashing Instructions. 4.1 Baking pans
4.2 Milk steaming pitchers and foaming spoons
4.3 Espresso machine group handles
4.4 Thermal carafes
4.5 Cream and milk containers
4.6 Sugar and toppings containers
4.7 Display case and serving platters
5. Keeping Your Coffee Bar Well Stocked
9. Roasting Coffee
1. Coffee. 1.1 What is coffee?
1.2 Growing coffee
1.3 Harvesting
1.4 Environmental & social impact
1.5 Fair Trade coffee
1.6 Processing
1.7 Grading
2. Decaffeinating
2.1 Methylene chloride (dcm)
2.2 Ethyl acetate
2.3 Supercritical carbon dioxide
2.4 Swiss water process
3. Roasting. 3.1 What is roasting?
3.2 History of roasting machines
3.3 Small-batch roasters
3.4 Eight simple steps to roasting
3.5 Results of the roasting process
3.5a Weight loss
3.5b Caramelization
3.5c Cell wall destruction
3.5d Revelation of chaff
3.5e Acid formation/depletion
3.5f Decrease in acidity
3.5g Oils come to the surface
3.5h Caffeine burns off
3.6 The cooling process
4. The Different Roasts
4.1 The three roasts. 4.1a Milds
4.1b Mediums
4.1c Darks
4.2 The ideal roast
5. Roast Samples
6. Coffee Flavoring. 6.1 The art of flavoring
6.2 The easiest way to flavor
7. Storing Beans. 7.1 Storing green beans
7.2 Storing roasted beans
8. Cupping. 8.1 The best part of the job
8.2 The cupping method
8.3 Glossary of cupping terms
9. Selling Roasted Beans to Your Customers
9.1 The Bean Club
9.2 Seven steps to selling roasted beans to new customers. 9.2a Opening question
9.2b Offer a complimentary sample
9.2c Find out if the coffee should be ground
9.2d Encourage customers to become Bean Club members
9.2e Give customers the sample with brewing instructions
9.2f Encourage customers to come back
9.2g Follow up
9.3 Seven steps to selling roasted beans to existing customers. 9.3a Ask opening question
9.3b Ask customers whether they want the same roast/bean
9.3c Ask if customers will wait while roasting
9.3d Roast the beans
9.3e Give customers their order
9.3f Encourage customers to come back
9.3g Enter the order on the customer’s Bean Club record
9.4 Packaging and labeling
9.5 Closing the sale
10. Making And Serving Coffee
1. Which Coffee Should You Serve?
2. Grinding
3. Measuring — How Much Coffee for How Much Brew?
4. Brewing Equipment. 4.1 Which brewing system should you use?
4.2 Carafes
4.2a Carafe differentiation
4.2b Backup carafes
4.2c Brew records
4.2d Taste test for temperature
4.3 Cleaning guidelines. 4.3a Brewer
4.3b Carafes
5. The Steps to Brewing Success. 5.1 Preparing to brew. 5.1a Step 1: The carafes
5.1b Step 2: The brew basket
5.1c Step 3: Weighing/measuring
5.1d Step 4: Grinding
5.1e Step 5: Brewing
Seven Steps To Brewing A Cup Of Coffee Your Customers Will Love
5.2 Post-brewing
5.3 Troubleshooting
6. How to Serve Your Coffee. 6.1 Three steps to serving coffee. 6.1a Step 1: Take the order
6.1b Step 2: Prepare the order
6.1c Step 3: Serve the order
6.2 Serving tips
11. The Secrets Of Espresso Success
1. ESSSSSpresso. 1.1 What is espresso?
1.2 The best roast for the best brew
1.3 The best bean for the best brew
1.4 The best grind for the best brew
2. The Espresso Grinder. 2.1 Types
2.2 Grinder adjustments
2.3 Troubleshooting
3. The Espresso Machine. 3.1 Types
3.2 Features. 3.2a Standard features
3.2b Brass eagle
3.2c Group handles
3.2d Steaming wand
3.3 General cleaning
3.4 Troubleshooting
4. Six Steps to a Terrific Espresso. 4.1 Step 1
4.2 Step 2
4.3 Step 3
4.4 Step 4
4.5 Step 5
4.6 Step 6
5. Crema
6. Espresso Troubleshooting
7. Training Tips
8. Espresso Menu Items
12. Specialty Coffees
1. \ What Are Specialty Coffees?
2. Foaming versus Steaming
3. Six Steps to Steaming Milk. 3.1 Step 1
3.2 Step 2
CAPPUCCINO
FOR LARGE CAPPUCCINO:
3.3 Step 3
3.4 Step 4
3.5 Step 5
3.6 Step 6
4. Six Steps to Foaming Milk. 4.1 Step 1
CAFFE LATTE
FOR LARGE LATTE:
CAFÉ AU LAIT:
4.2 Step 2
4.3 Step 3
CAFFE MOCHA
FOR LARGE CAFFE MOCHA:
4.4 Step 4
4.5 Step 5
4.6 Step 6
THE ULTIMATE FOAM TEST
5. Specialty Coffee Menu Items
FLAVORED LATTE
FOR LARGE FLAVORED LATTE:
SPECIAL NON-COFFEE DRINKS. HOT CHOCOLATE
FLAVORED MILK
13. Teas
1. The Contemplative Beverage
2. A Brief History of Tea
3. Growing Tea
4. Types Of Teas
4.1 Green
4.2 Oolong
4.3 Black
5. Market Potential
6. Tea “Brands”
7. Five Keys to Great Tea
7.1 Water
7.2 Temperature of water
7.3 Amount of dry leaf
7.4 Steeping time
7.5 The quality of the tea
8. Cupping Tea
8.1 Tea tasting terms
8.2 Appearance and smell of the dried leaf
8.3 Color and odor of a weak infusion
8.4 Flavor characteristics of the drinking infusion
9. Serving Tea
10. Selling Tea to Your Customers
11. Teahouses — to Build or Not to Build
14. The Money Exchange Station
1. The Money Exchange Station — Where It All Happens
2. The Till: Policies and Procedures. 2.1 Purpose of the till
2.2 Till policies
2.3 Keeping the till in order
2.4 Refunding
2.5 Payouts
3. Eleven Steps to Customer Service at the Counter That Will Wow! Your Customers. 3.1 Greet your customer
3.2 Find out if the customer is a first-time customer
3.2a Script tips
3.3 Ask great questions
3.3a First-time customers
3.3b Repeat customers
3.4 Take the order
3.4a Tips for taking orders
3.5 Take the sale one step further — suggestive sell
3.6 Ring in the order
3.6a Other forms of payment
3.7 Stamp the preferred-customer card
3.8 Relay the order to the appropriate station
3.8a Relaying to the gourmet coffee station
3.8b Relaying to the specialty coffee station
3.8c Relaying to the baked goods/food items prep station
3.9 Hand your customer the receipt
3.10 Ready and/or waiting
3.11 Thank the customer
4. Special Requests
5. Long Lineups
15. How To Manage A Successful Coffee Bar Business
1. Business Management
1.1 Daily
1.2 Weekly
1.3 Monthly
1.4 Annually
2. Employee Management. 2.1 Staff perks
2.2 Breaks, shifts, and scheduling
2.3 Common scheduling challenges and how to overcome them. 2.3a Challenge 1: Figuring out how many people you need in what hours
2.3b Challenge 2: Figuring out which people to schedule
2.3c Challenge 3: Accommodating staff who want to switch shifts
2.3d Challenge 4: Not enough hours to go around
2.3e Challenge 5: Too many hours and not enough staff
2.4 How to hold staff meetings
2.5 Pay periods, raises, bonuses, and profit sharing
2.6 Performance reviews
3. Product Management. 3.1 Proper product management
3.1a Maintaining efficient inventory levels
3.1b Managing your inventory
3.2 Product preparation
3.2a How to determine preparation levels
4. Financial Management. 4.1 Computers versus cash registers
4.2 Daily record keeping
4.3 Weekly record keeping
4.4 Monthly record keeping
4.4a Preparing monthly records
4.4b Analyzing your monthly records
4.5 Reducing expenses
4.6 Reducing your food costs
4.7 Annual record keeping
4.8 Bookkeeping and accounting
5. Facilities Management. 5.1 Preventative maintenance
5.2 Security
5.2a General security measures
5.2b Robberies
5.2c Burglaries
5.2d Con artists
5.2e Employee theft
5.2f Cash theft
5.2g Information theft
16. Building Sales
1. Sales Objectives
2. Marketing Objectives and Strategies
3. Getting New Customers. 3.1 Strategy 1: Cross-promotions
3.2 Strategy 2: Seek and develop strategic alliances
3.3 Strategy 3: Barter
3.4 Strategy 4: Coupon decks
3.4a The disadvantage of coupon decks
3.4b Designing your coupon flier
3.4c Write a catchy headline
3.4d Back up your marketing statements
3.4e Make irresistible offers
3.4f Offer a guarantee
3.5 Strategy 5: Banners
3.6 Strategy 6: Flier distribution
3.7 Strategy 7: Customer referrals
3.8 Strategy 8: Radio remotes
3.9 Strategy 9: Publicity
3.9a Press releases
3.9b Promotions to get media attention
3.9c Seven ways to create news:
4. Keeping Your Customers. 4.1 Strategy 1: Use an honored guest greeting procedure
4.2 Strategy 2: Create a WOW! experience
4.2a Six things you can do to create a WOW! experience in your coffee bar
4.3 Strategy 3: Make customers feel important
4.4 Strategy 4: Have good telephone etiquette
4.5 Other strategies for building customer loyalty
5. Getting Your Customers to Spend More. 5.1 Strategy 1: Sample, sample, sample
5.2 Strategy 2: Create a “what’s new” section in your coffee bar
5.3 Strategy 3: Sell through suggestion
5.4 Strategy 4: Sell through information
6. Getting Your Customers to Come Back More Often. 6.1 Strategy 1: Preferred-customer cards (PCCs)
6.1a The “free” time
6.1b Card tips
6.2 Strategy 2: Use bottom-of-receipt specials
6.3 Strategy 3: Run in-store contests
7. Marketing Plan. 7.1 Marketing time
7.2 Marketing calendar
7.3 Marketing budget
17. Expanding And Franchising
1. Expanding: When and Why
2. Franchising
2.1 Do you really want to become a franchisor?
2.2 Do you have a franchisable concept?
Appendix 1: Coffee and the Environment
1. Steps to Environmental Responsibility
2. Commitment to Social Issues
Appendix 2: Coffee Organizations And Suppliers
a. Associations
b. Coffee Equipment
c. Coffee Products. 1. Decaf, Swiss Water
2. Flavor concentrates
3. Flavor syrups
4. Green bean importers
5. Organic coffee developers
6. Tea
d. Consultants
e. Publications
Appendix 3: Seven Characteristics of a Successful Coffee Bar Owner
1. You As a Great Leader
2. You As a Great Manager
3. You As a Great Communicator
4. You As a Great Goal Setter
5. You As a Great Problem Solver
6. You As a Great Sales Builder
7. Commitment to Customer Service
Afterword
Dedication
About The Author
Other Titles in the Start & Run Series
Notice To Readers
Self-Counsel Press thanks you for purchasing this ebook
Contents
