What are the skills of coffee shop management?

In terms of site selection, this leisure cafe does not need to choose places where bars are concentrated, but can choose some pedestrian streets. There are all kinds of shops on the pedestrian street, and coffee shops can be their "rest stops" after shopping.

The investment scale of leisure coffee shops is relatively small. The size of the store is about 80 square meters, and there are 2 to 3 clerks in the store. The drinks provided are mainly coffee, in addition to a small amount of desserts and pizza. The initial investment is about 300,000 to 400,000. So for investors, coffee shops don't have to follow a fixed pattern, and casual coffee shops may be a good choice. Of course, the key lies in site selection and finding your target customers.

Humanistic coffee shop

The style of humanistic coffee shop is doomed to have a unique positioning. According to Zhuangzi, general manager of Carving Time Coffee Shop, humanistic coffee shops will not be selected in downtown areas or busy areas like fast food restaurants, and their target groups are not those who want to spend quickly. Therefore, humanistic coffee shops will choose college circles and even campuses, places where foreigners live, and some scenic spots with strong popularity and cultural atmosphere, which should conform to the simple and elegant style positioning.

"Carving Time" is a typical representative of humanistic coffee shop. Here, you can listen to music, read books or watch movies. The quaint wooden floor, jujube red curtains and some wooden furniture are its main elements. In such a coffee shop, you enjoy a calm mind and simple feelings. There is no noise, only peace, only faint music and soft lights. If you choose a window by the mountain or a window by the tree, it will be a different artistic conception.

Rubin Phil, former vice president of Starbucks, has four steps to improve the site selection.

Step 1 Pick the location: determine the crowd and flow.

First of all, you should know where people are going, not just there, such as the breakfast shop where office workers will go, and the video shop on the way home. You can spend some time to count the crowds in the morning, afternoon and evening in the target area of the scenic spot, count the number of people entering the nearby shops, see the proportion of office workers, students and housewives passing by, and go at least once on weekdays and weekends to understand the actual distribution of the crowd.

Besides where people go, you should also consider how long it will take people to get to your store. The cheaper the product, the less willing customers are to spend time. For example, convenience stores define major business districts and coffee shops as 3 minutes, which is about 5 minutes. Unless you plan to sell high-priced goods such as cars, generally speaking, customers can only tolerate 7 minutes at most.

Find a place: visit the surrounding environment

With the pre-selected pocket position, the second step is to investigate its surrounding environment first. At this time, we should observe it from two angles. One is the merchant's point of view: what is the sign that lots can create performance? Secondly, from the customer's point of view: will you go shopping in this place? There are unpopular corners in prime locations and popular strongholds in secondary business districts. The most taboo to find a position is to copy the next store when others succeed, unless you are sure to make your own differentiation.

In addition, pay attention to whether competitors located diagonally opposite or not far away will take away your business. Can you stop customers before others on the customer action route? Always pay attention to the opponent's position and find a place to play. You must stay ahead, otherwise, if you are at the disadvantage of similar stores, you will always be at a disadvantage.

Look at the storefront: architecture equals living advertising.

Please look at the store on the first date, pay attention to it, and be suspicious. Look at it from a distance first, and then look carefully. Imagine how your store feels in this space. Once the store name is put on the signboard, will it stand out? Can people who drive by see it? Can pedestrians notice from the sidewalk? A good storefront is like a living advertisement, which not only makes it easy for people to find you, but also shows themselves to potential customers passing by on the road.

In addition, architectural design is also a key point. Is this lot suitable for retail? Is it attractive? Even shopping streets with similar designs may have different qualities. Is the building quality as good as your products? Remember, we must think about architecture from the perspective of brand building.

Choose a neighbor: A good neighbor will make you struggle less.

Customers will think that the quality of goods in adjacent stores is quite similar, so it is very important to be in the same place and have similar brands, because some location strategies are just "parasitic". Open a clothing store next to a big department store and a vibrant restaurant next to a high-end supermarket. Customers attracted by big brands will also be attracted to you.

In addition, it will be better to meet some high-quality neighbors like video stores or dry cleaners, because these stores have the opportunity to "patronize twice". People send their clothes to the laundry and will definitely come back for them every few days. Post offices and supermarkets are also good darts. If you can touch their light, it will definitely add points to your business?