FEATURES
IN THIS ISSUE
14 Hot or Cold?
Oatmeal and granola products are delicious either way.
By Brenda Porter-Rockwell
18 Paper or Plastic?
The latest in cups, sleeves and other coffee shop supplies.
By Brenda G. Russell
August
2013
Volume 20
Number 8
20 Reaching the Target Audience
Using effective branding and advertising to
find customers.
By Brenda G. Russell
23 Regional Update: Seaside Hangouts
Beachfront and lakeside coffee shops.
By Maura Keller
18
14
FROM THE EDITOR
23
What's Your Competitive Advantage?
Y
our business isn't just competing against the handful of local chain and independent coffee
shops—customers have a growing number of choices from home-brew devices to kiosks
(see CoffeeBreak Q&A, page 6), juice bars to sandwich shops. So what makes your shop stand
out from the crowd?
Jack Groot explores the emotional connection customers make with their favorite coffee shop
Jeremy Nedelka, editor
(see Jack's Blend, page 8). Service and pricing are important, but Groot advises paying attention
to how customers feel before, during and after their transaction as well.
The emotional connection approach can work well for some shops. For others, appealing to customers' sense of charity and
responsibility is key to success. Like Curt's Café (see Shop Secrets, page 10), which employs young people in need of a second
chance after run-ins with the law. Many coffee houses, especially in urban areas, emphasize recycling and environmentally
responsible materials and ingredients. If your shop is among them, be sure to enter our first annual Greenest Coffee Shop
Awards (see details on page 27).
Some owners take advantage of unique surroundings to draw in customers, like seaside coffee shops that appeal to
seasonal tourists who are seeking a great view with their brew (see Regional Update, page 23).
No matter what your unique selling proposition is, own it and get the word out to customers. Advertising and branding
are the most effective means of standing out in a crowded marketplace (see Reaching the Target Audience, page 20).
Understanding what makes your shop different from competitors is the first step to exploiting those differences and turning
them to your advantage.
Jeremy Nedelka, Editor
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