What does it take to turn a single coffee shop into a thriving multi-location brand?
Hey folks, I’m Jonna. For the past ten years, I’ve been living and breathing all things coffee. From leading BRASH Coffee Roasters as COO—a bustling multi-location café and wholesale roastery in Atlanta, to now helping grow businesses as a Mid Market Sales Executive at Dripos, my journey has been nothing short of exhilarating. My passion lies in building and scaling coffee businesses, turning great ideas into thriving community hubs. Along the way, I’ve picked up some valuable lessons that I’m excited to share with you. Here are the 8 things I learned as COO:
1. Build Your Brand
Your brand is the heartbeat of your business. It’s what sets you apart in a crowded market and creates a loyal customer base.
- Create a Following: Implementing a loyalty or rewards program can significantly enhance customer retention. People love feeling appreciated, and rewards programs are a great way to show that appreciation while encouraging repeat business.
- Visual Identity: From your logo and bag design to your coffee types and menu offerings, every visual element should reflect your brand’s essence. Consistency in design helps in building brand recognition and trust.
- Marketing Strategies: How you get the word out about your coffee shop is crucial. Whether it’s through social media, local advertising, or community events, effective marketing ensures that your brand reaches the right audience.
- Quality of Service: The way you serve your drinks speaks volumes about your brand. Attention to detail in presentation and service can elevate the customer experience and reinforce your brand’s commitment to quality.
2. Train Your Team (and Take Care of Them)
Your employees are the face of your brand. Investing in their training and well-being is essential for maintaining high standards and fostering a positive work environment.
- Brand Ambassadors: Employees embody your brand. From their appearance in aprons to their commitment to cleanliness, every detail matters in creating a cohesive brand image.
- Social Media Presence: Encourage your team to engage with your brand on social media. Their authentic interactions can enhance your online presence and attract more customers.
- Hiring Practices: Hiring the right people is foundational. Look for individuals who align with your brand values and are passionate about coffee.
- Compensation and Titles: Give your team members clear titles, pay them fairly, and ensure they are paid on time. A transparent and respectful compensation structure boosts morale and loyalty.
- Payroll Management: Streamline your payroll processes to avoid delays and errors, ensuring your team feels valued and secure.
- Flexible Scheduling: Make scheduling easy and accommodating. Flexible work hours can improve job satisfaction and reduce turnover.
- Efficient Workflows: Optimize workflows to handle orders swiftly, enhancing both employee efficiency and customer satisfaction.
- Checklists: Implement checklists to ensure consistency and efficiency in daily operations.
3. Know Your Audience/Customer Base
Understanding your customers is key to tailoring your offerings and creating a memorable experience.
- Flexibility in Branding: While it’s important to have a strong brand identity, being open to changes based on customer feedback can drive growth and loyalty.
- Space Utilization: Ensure your space is designed to accommodate your target audience. At BRASH, we focused on creating a welcoming environment that catered specifically to our coffee-loving community.
- Menu Adaptability: Listen to your customers’ requests. At a former shop, we realized the demand for vanilla syrup through reviews, prompting us to adjust our menu to meet their preferences.
- Customer Surveys: Utilize text or email marketing to conduct surveys and gather insights about your customer base. Understanding their needs and preferences helps in making informed decisions.
4. Build Partnerships/Network
Collaborating with other businesses can open up new opportunities and strengthen your presence in the community.
- Local Collaborations: Partner with local breweries, chocolate suppliers, and other businesses to create unique offerings, like our flash brew ready-to-drink plan with a local brewery.
- Support Systems: Having a network of reliable technicians and suppliers ensures you’re prepared for any emergencies, keeping your operations running smoothly.
- Community Engagement: Engaging with the local community through collaborations and partnerships fosters a supportive network that benefits everyone involved.
5. Real Estate Matters
Choosing the right location is pivotal to your coffee shop’s success.
- Negotiation Skills: Be prepared to negotiate Letters of Intent (LOIs) and protect your interests during lease agreements.
- Accessibility: Consider factors like foot traffic and parking availability. How your customers access your shop can significantly impact your business.
6. Know Your Numbers
Financial literacy is crucial for sustainable growth and profitability.
- Reporting: Maintain accurate reporting and regularly review your financial statements to make informed decisions.
- Cost Management: Understand your Costs of Goods Sold (COGS) to manage expenses effectively.
- Accounting Basics: Familiarize yourself with balance sheets and profit & loss statements to keep track of your financial health.
7. Reliable Equipment
Investing in dependable equipment ensures smooth operations and minimizes downtime.
- Maintenance Skills: While you don’t need to become an expert plumber or electrician, understanding basic maintenance and knowing who to call for emergencies is essential.
- Preventative Maintenance: Regularly clean and maintain equipment like ice machines, AC units, and kegerators to prevent breakdowns and extend their lifespan.
- Health Code Compliance: Stay organized with health code requirements by scheduling maintenance and setting reminders for tasks like grease trap cleaning.
8. Protect Yourself and Always Have an Out
Safeguarding your business is essential for long-term stability.
- Warranties and Insurance: Ensure all your equipment comes with warranties and invest in comprehensive business insurance to protect against unforeseen events.
- Contract Awareness: Avoid getting stuck in unfavorable contracts by thoroughly reviewing terms and seeking legal advice when necessary.
- Profitability Knowledge: Knowing your numbers empowers you to make profitable decisions and ensures your business remains viable.
Throughout my career, I've been passionate about improving the coffee industry and helping businesses thrive. Whether it's scaling operations, enhancing brand presence, or optimizing workflows, my goal has always been to support coffee shops in delivering exceptional experiences to their customers.
If you’d like to chat about the industry or grab a coffee together, feel free to reach out to me at jonna@dripos.com. Let’s continue to elevate the coffee experience together!
Thank you for joining me on this journey. Stay tuned for more insights and tips from The Dripos Edit, your go-to resource for everything coffee and business operations.
