Are you currently a coffee business? Or are you considering entering this business field? If yes, how much do you understand about the ins and outs of the coffee shop business?
The rise of the coffee business in recent years has brought encouraging news, especially for coffee fans. If previously you could only get good coffee in coffee shops from big brands, now you can also enjoy a variety of coffee drinks from a number of small coffee shops. As buyers, we can choose the coffee menu that best suits our taste buds and pockets. As a business actor, this phenomenon presents interesting and promising business opportunities.
The Data and Information Systems Center of the Ministry of Agriculture noted that in 2018 alone, national coffee consumption reached 314,000 tons and increased by 13.83% compared to the previous year. Tirto also commented that as of August 2019, the number of coffee shops in Indonesia reached more than 2,950 outlets. This figure has almost tripled compared to the figure in 2016, when there were only around 1,000 outlets nationally. This increase is marked by contemporary coffee shops which seem to be mushrooming and becoming an integral part of the daily lives of today's generation, both as a place to relax and socialize and as a comfortable space to carry out various activities. It's no longer the big coffee shop brands that dominate the market's attention, simple coffee shops seem to be increasingly attracting hearts.
Seeing these figures, business people who are already running a coffee shop business or are currently planning one may become more optimistic, but may also become doubtful. There are already so many players, that apart from quite large market interest, competition also looks fierce. What actually differentiates the attractiveness of a coffee shop among young people? How can the coffee business that we build stand out and successfully attract the market?
Small survey conducted by IDN The Times provides information that adequately illustrates the great interest in coffee shops today. First, coffee drinker respondents aged 18 to 18 years old. The 25 year old stated that he chose the modern milk coffee because the price was affordable and the product quality was maintained. With such a diverse choice of contemporary coffee shops, respondents also tried this type of coffee shop for reasons of curiosity and practicality for activities or just doing activities. It is clear that this option is able to persist and develop rapidly because the position and value offered are so close to the lifestyle of young people.
Apart from low prices and a unique and varied menu, one of the typical business strategies today that you can apply to your coffee shop is an effective promotional strategy through various relevant and interesting promos.
5 Tips to Make Coffee Shops More Sought After and Popular Today
The business developments that have occurred have undoubtedly made competition in the coffee business increasingly fierce. Even so, there is no need to be too afraid of losing the "market share" in the coffee business sector. There are ways you can try to keep your coffee business with a large turnover amidst competition, namely the right promotional strategy.
Promo, or promotion, is considered a crucial strategy in business. With good and well-targeted promotion, businesses in any form or type can attract market attention more effectively. When the promotional strategy used is able to inform the product and influence target consumers to make purchases, business actors will feel a visible difference in their business.
Come on, check out the following tips to make your coffee shop even more popular!
Tip #1: Leverage Social Media
Almost everyone has a social media account these days. So, it is not surprising that many business people are making great use of this platform. With social media, you can increase brand awareness as well as increase engagement with customers, so that your coffee shop business can become better known. After creating a social media account for your business, what needs to be done so that the results have an impact on your business? The key is, you have to be diligent in making postsand updating your coffee business social media accounts. Also invite people closest to you to follow this account. If you have an excess budget, you can also take further steps, namely advertising via Instagram Ads or Facebook Ads. The costs required are quite cheap, starting from IDR 10,000 per day, and you can set your own criteria and characteristics of the people who are your target market.
Some other practical tips from Entrepreneur that we can apply are producing social media content sufficiently and relevant to the needs of the audience. Uploading too much content, especially overly salesy content, can actually "turn off" social media and make the audience tend not to care. Instead, create social media content that your audience can enjoy and understand, for example explaining your superior coffee products, providing applicable promotional information, documenting daily activities that occur in coffee shops, or even general knowledge needed about various types of coffee drinks. Apart from that, you can dedicate about an hour per day on social media to maintain communication with your audience, so you can build good relationships with loyal customers or build a community. Lastly, make sure this social media account includes business contact information such as a web address, email address and telephone number. Try to pay attention to what is happening around you. Every payday, many food shops display cashback banners from several e-wallet companies, such as OVO and GoPay, and the promos offered can even reach 50%! If you are on the customer side, this promo looks tempting, right? Therefore, you can also apply this method in your coffee shop. The existence of discount promotions and cashback which are now increasingly popular will certainly attract more customers to buy your coffee. They feel satisfied because they have benefited and you can see an increase in sales volume and more pronounced visits to coffee shops. ShopBack survey of five major cities in Indonesia reviewed by CNBC Indonesia shows that discounts or discounts are the promotions most liked and trusted by the Indonesian people with a percentage of 41%, followed by cashback (37%), buy 1 get 1 (13%), and immediate rewards (8%). So, you can try out several types of these yourself in your coffee shop to ensure the most effective choice, okay? Do you enjoy reading reviews of influencers and bloggers on social media? With today's generation spending so much time on social media, it is often an effective way to market various businesses. You can also start a similar promotional strategy by inviting them to review your coffee shop and letting them take photos and taste the coffee. In this way, influencers can upload posts about their experiences visiting your coffee shop on their respective social media, while bloggers can write reviews and publish them through their blog. What is the real key to successful promotions using the services of influencers and bloggers? One case study MarketingCraft reveals the success story of the food brand Prosana which used the services of influencers as a promotional strategy for its newest product variant. As a result, one of the influencers managed to get views 73% higher than the predetermined KPI. Three of the four influencers who collaborated with Prosana managed to get views 200% higher than the set KPI. This success is supported by good quality content as well as the suitability of the profile and content produced by the influencer with the target audience of the business. So, look for influencers and bloggers who are followed by people who are similar to your coffee shop customers, OK! Promos can not only be done through cashback on payday. You can also take advantage of certain moments to carry out appropriate promotions. Various special moments from time to time present various customer interests and needs which can then be utilized for sales of your business. For example, take advantage of Valentine's Day by offering a buy 1 get 1 free promo for those who buy coffee with their partner. Another example that can be done is to provide a 25% discount for students who visit the coffee shop on weekdays. A strategy like this can be an effective way to attract more customers, as long as it can be packaged well. The most important principle is to always take into account all the promotional strategies used so that you don't lose money. This method is no less important! Simply put, it's useless if you have a coffee shop with a good concept, but its placement is in an area that is difficult to reach. By choosing a strategic business location, you increase your coffee shop's chances of being noticed by potential customers. Choose an area that is busy, easy to reach, and has sufficient parking space. Another tip from Jurnal that can be used to market your coffee business more optimally is to register it in the restaurant search service application, in collaboration with online delivery service, participating in culinary festival events, and displaying reviews or testimonials from consumers. Remember, promotions are not just price discounts, but also our active role in making our business closer to our customers. In this way, you can make the position of this coffee shop easy to reach, both physically and via online services. Hopefully with these tips your coffee shop turnover will increase, BossQ!Tip #2: Provide a Variety of Discount Promos and Cashback
Tip #3: Invite Influencers and Bloggers for Product Reviews
Tip #4: Take advantage of special moments for promotions
Tip #5: Choose a Strategic Coffee Shop Location and Placement