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    BONUS CONTENT: Next-Level Coffee Offers to Consider

    By Maureen Azzato,

    NATIONAL REPORT -- Enhancing an existing coffee program requires attention to detail and can include multiple components.

    Below are a few factors to consider, as well as key disciplines that should be part of the program, according to Maurice Minno, principal of foodservice consultancy MPM Group. Minno is also a member of the Convenience Store News How To Crew, a panel of leading foodservice experts.

    • On a scheduled multi-year basis, bid your coffee program to recognized quality coffee roasters. Do the same with your coffee cup program to recognized quality cup suppliers.
    • Create a branded coffee store within your convenience store and include new branding, ambiance, sensory environmental messaging and merchandising elements, brewing and merchandising equipment, among many other program elements.
    • Consider testing drive-thru coffee service.
    • Develop, test, prove and expand (if feasible) a full-service, barista-served coffee program.
    • Explore developing frozen blended coffee drinks and other service beverage offerings.
    • Refresh your coffee training program to include all of the new program’s operating standards, as well as “simple sound bites” for the staff to use when describing the coffee offering to customers.

    Editor's note: Check out the July issue of Convenience Store News for our full report on how to take your coffee program to the next level, including special tips for beginner, intermediate and advanced operators. A digital edition of the issue can be accessed by clicking here.

    By Maureen Azzato,
    • About Maureen Azzato Maureen Azzato is a freelance content developer and editor with more than 20 years of business publishing experience, with a primary focus on foodservice and retailing. Most recently, she was the founding publisher and editorial director of On-the-Go Foodservice, a publication for cross-channel retail foodservice executives. Azzato was also previously publisher and editorial director of Convenience Store News, where she worked for 17 years.
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