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Ultimately, coffee brands must recognize that success is not solely about selling a product but crafting an experience that profoundly resonates with customers. By creating meaningful and enjoyable interactions, brands can build long-term loyalty and ensure sustained success. Despite being one of the most crowded markets, the coffee industry still offers numerous opportunities for chains, franchises, and independent cafes to thrive. The key to success is about something other than having the latest technology or the fastest delivery times. Instead, successful coffee brands focus on creating an experience beyond the cup.
HOW FRANCHISES ARE CRAFTING A MEMORABLE COFFEE EXPERIENCE
By: Dom Hemingway – FMM Contributor
Retaining loyal customers while attracting new ones is a significant challenge for any restaurant owner. In today’s market, consumers face an overwhelming array of choices, whether looking for a quick breakfast or consulting with a stockbroker. The abundance of options makes it essential for businesses to stand out. This is particularly true in the coffee industry, where competition is fierce, and success depends on more than just serving great coffee or offering fast service. It requires a comprehensive approach to enhancing every aspect of the customer journey, from the initial greeting to the final sip.
Despite being one of the most crowded markets, the coffee industry still offers numerous opportunities for chains, franchises, and independent cafes to thrive. The key to success is about something other than having the latest technology or the fastest delivery times. Instead, successful coffee brands focus on creating an experience beyond the cup. They differentiate themselves by understanding what their customers truly value—a warm, inviting atmosphere, personalized interactions, or a sense of community. Rather than chasing fleeting trends or unsustainable deals, these brands focus on crafting moments that leave a lasting impression.
A well-designed customer experience profoundly impacts brand credibility, customer loyalty, and overall resilience. While the coffee industry provides a clear example, the principles of creating an experiential dining environment are universally applicable. Whether you run a fast-casual eatery or a full-service restaurant, the goal is to offer more than just a meal or drink. Today’s consumers crave experiences that resonate with them personally, whether through outstanding service, unique decor, or interactive elements that engage their senses. By prioritizing these experiences, restaurants can build a dedicated customer base that values the brand for more than just its products, ensuring long-term success in a competitive landscape.
Aligning Customer Expectations
Coffee is the top priority for morning commuters seeking a quick caffeine fix. To appeal to a broader audience, many coffee shops expand their menus to include items like lemonades, blended beverages, and seasonal specials. However, these extensive menus can sometimes dilute the brand’s core identity. While special promotions and seasonal items can attract new customers, they only matter if the core coffee offering is exceptional. A coffee shop’s success ultimately depends on its coffee and espresso quality. A wide-ranging menu cannot compensate for failing to meet customer expectations if the essential product doesn’t impress.
Creating a Unique Experience
Although the coffee industry’s core products may be similar, the way brands differentiate themselves can make all the difference. Establishing a unique identity begins with a clear understanding of what the brand represents. Rather than trying to emulate giants like Starbucks or Dunkin’, coffee brands should focus on serving their specific communities and creating memorable customer experiences. This approach builds a strong brand identity and fosters a loyal customer base.
One of the more innovative brands in the coffee space is Bad Ass Coffee of Hawaii, a coffee franchise with 32 open stores across the United States and nearly 100 more in development. I asked Scott Snyder, the franchise’s CEO, about the franchise’s rebranding, re-launch, and day-to-day practices to attract customers.
“At Bad Ass Coffee of Hawaii, we’ve embraced our status as an experiential brand and used that to let customers know what they can expect when they stop by one of our stores,” said Snyder. “Hawaiian coffee and a Hawaiian-inspired menu is where we came from and what we do best, and that’s why we’ve put it in our name. We want our products to fuel people’s inner badass, so our brand, products, and stores have been designed around that.”
Franchise concepts have a distinct advantage over corporate-owned chains. The presence of franchisees in the local community helps build deep-rooted connections. These owners often live in the same neighborhoods as their customers, strengthening the business and community bond. However, success requires more than being locally owned or carrying a recognizable brand name. It’s essential for the customer to feel that their visit has genuinely enhanced their day.
Creating a unique experience involves more than just serving a great cup of coffee. The ambiance, the service, and the small details all contribute to making the customer feel valued and appreciated. For example, a cozy, welcoming atmosphere can make a significant difference. Personal touches, such as remembering a regular customer’s favorite drink or greeting them by name, can also enhance the experience.
Moreover, engaging with the community through events, promotions, and collaborations with local businesses can strengthen the connection. Hosting events like coffee tastings, book readings, or local artist showcases can turn a coffee shop into a community hub. These activities draw in customers and create a sense of belonging and loyalty.
Snyder added, “Every brand has key differentiators that it needs to lean into. There are definable, ownable truths that are specific to Bad Ass Coffee of Hawaii that no other coffee company, let alone franchise, could compete with. As the business operator, you know what those truths are. Still, you will build your brand by committing to modeling and communicating those truths to consumers.”
Another newly launched franchise brand- MoKafe is blendng the coffee and community aspects with the excitement and entertainment value of a “nightclub” environment. Youssef Mubarez the CEO of Mokafe Franchising stated: “Our customers have been eager for a unique and engaging place where they feel excited to visit. We’ve created a cool and vibrant hub where the community can gather in the evenings with friends and family, offering an inviting alternative to the typical bars and nightclubs. With our dynamic atmosphere, exceptional service, and unforgettable experiences, Mokafe has become the go-to spot for those looking to enjoy quality time in an exciting and lively environment.”
Building Brand Awareness Through Consistent Quality and Unique Experiences
Creating brand awareness has always been and will continue to be a top marketing priority for businesses. The most effective way to achieve this is by delivering a consistently high-quality experience to each customer. Once a customer has a memorable first experience, the goal is to encourage them to return and have an even better experience the next time. Success is ultimately measured by your ability to “steal” consumer habits from other brands by offering a unique experience that can’t be found elsewhere—an experience that customers didn’t know they were missing until your brand introduced them to it.
Regarding the importance of consistent, high-quality coffee and its proper preparation, we sought out Bernie Rosenstein, the President of the New Jersey Coffee School, who offered his insights into the topic. “Given that the majority of sales in a coffee shop will come from repeatable loyal customers, excellent customer service is essential to the business’s success. The New Jersey Coffee School’s training emphasizes that baristas are one of the most important marketing factors for cafe ownership and that they have discernable command of the science of coffee and how optimal taste is obtained throughout a bean’s life cycle.” He continued, saying, “The brand and customer experience of a coffee shop should be based on and consistent with the owner’s concept, core values, and demographics of their target market.”
Enhancing Brand Presence with Retail Merchandise
Branded retail merchandise is a versatile tool that drives awareness and enhances the customer experience. It allows customers to engage with your brand inside and outside the store. For instance, at Bad Ass Coffee, the system-wide average for retail sales, including coffee and merchandise, is over 15% of total sales. The top third of the system even achieves 20-35% of their total sales from retail items. This shows the significant impact that branded merchandise can have on reinforcing brand loyalty and increasing overall sales.
Creating a Preferred Destination for Customers
In a market filled with choices, it is crucial to develop a concept that captivates customers and encourages them to spend their time and money at your establishment. This means crafting a welcoming environment, delivering outstanding service, and ensuring every visit leaves a lasting positive impression. By focusing on these elements, you can create a loyal customer base that consistently chooses your brand over others, securing long-term success in a competitive landscape.
“Experiential brands like Bad Ass Coffee of Hawaii have a leg up for the fact that they’ve been their customer’s neighborhood coffee spot for decades,” said Snyder. “After its rebranding, though, we had some work to do to reassure loyal customers we were staying true to our roots. Maintaining relationships with longtime customers is as important as reaching new customers.”
Ultimately, coffee brands must recognize that success is not solely about selling a product but crafting an experience that profoundly resonates with customers. By creating meaningful and enjoyable interactions, brands can build long-term loyalty and ensure sustained success.