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.

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Page 34 of 51

February 2014 • www.specialty-coffee.com | 35 D ave Lanning doesn't do anything by halves. Ten years aer opening his very successful Dave's Coee in Charlestown, R.I., he's now readying to open his second location this spring, half an hour away in Providence. But the slapdash, build-it-and-they-will-come approach isn't Lanning's style. In fact, he's spent three months thinking about, researching and planning for his second store, and has even hired an architecture rm to help him. "Our rst coee shop evolved out of a space we kind of grew into," Lanning says. "ere are a lot of things that came up that we realized if we'd done it a dierent way, things could have been better. So this time around we're going deep into making everything perfect for the customer and the people who work there." GUIDE THE WAY Lanning wants the rst impression customers have of his new store to be a great one. So he's making it clear where they should go as soon as they walk through the doors, he says. "is sets the tone at the very beginning and makes them as comfortable as possible." e new Dave's Coee will have a very subtle path on the concrete oor, probably a change in color in the staining, Lanning explains. He'll also do some very simple signage in the company's standard graphics, saying "Order Here," "Pick Up Here," and so on, to show guests where to go. He has wavered over the signage. " It can be done tastefully without feeling you're in a fast food joint," Lanning says. "We want to balance aesthetics with function, which is a challenge." BOTTOMS DOWN Lanning's also thought long and hard about the seating. Along the windows of the new Dave's Coee there will be a standing bar, and Lanning's found 42 inches is the perfect height for this. Key is a footrest, he says, whether customers sit or stand. "A footrest is an ergonomic necessity; it is just a natural and comfortable posture for standing," he says. "It's one of those features you don't notice when it's present, but, realize when it's missing." D L . 34-37 sensory feature SCR0214.indd 35 2/6/2014 12:36:50 PM

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