Specialty Coffee Retailer

Specialty Coffee Retailer February 2014

Specialty Coffee Retailer is a publication for owners, managers and employees of retail outlets that sell specialty coffee. Its scope includes best sales practices, supplies, business trends and anything else to assist the small coffee retailer.

Issue link: https://read.dmtmag.com/i/258589

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Page 30 of 51

February 2014 • www.specialty-coffee.com | 31 P astries. Sandwiches. Bottled water. ese are just a few of the add-on items you'd expect to see in any coee retail shop. ese days, it's considered unusual for a retailer not to oer something in addition to traditional coee options in an attempt to increase sales and appeal to a broader customer base. So what about adding alcohol to the mix? ALCOHOL AS AN ADDON For most coee retailers, oering beer and wine at their locations is seen as a natural extension of their business. e intention isn't to become a leader in a new industry; it's to give existing customers another reason to visit the store, and to potentially attract new customers in the process. e idea of coee retailers adding beer and wine to their menus isn't exactly new. Starbucks rolled out its Starbucks Evenings program back in 2010. e concept has evolved since then, and is currently being piloted at 22 locations in six test markets across the country. At participating Starbucks locations, the Starbucks Evening menu is made available aer 4 p.m., and features a selection of wine and beer, along with several small plates and dessert items. e Starbucks Evenings menu is oered as an additional option for customers, who can also purchase items from Starbucks' regular menu during that time. Other retailers have featured beer and wine on their menus even longer that Starbucks has. Ross Beamish is the Head of Training with Cae Vita, a specialty coee chain founded in 1995 with 11 retail locations spread across Washington, California, and New York. In addition to add-on items such as atbread sandwiches, juices, yogurt, and cookies, Cae Vita has oered beer and wine across all locations for many years- -so many, in fact, that Beamish can't quite remember exactly when it started. Beamish reports that alcoholic beverages currently make up less than 10 percent of Cae Vita's total sales, although the company is hoping to increase that prot margin slightly with some additional in-store marketing materials to raise awareness of the alcoholic beverage options. Each Cae Vita location has dierent beer and wine oerings, which are oen C . 30-33 beer and wine SCR0214.indd 31 2/6/2014 12:32:50 PM

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