February 2014 • www.specialty-coffee.com | 3
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2014
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o ee shops are facing increased competition from all sides—chains are growing larger,
home-brew machine sales are taking o (more on that in March), consumers are trading
down to less expensive options (see By the Numbers, page 10), and restaurants are encroaching
more and more into the co ee business.
So what can owners do to ensure continued success for their shops? One component is
positioning, or creating a certain perception among customers (see Piquet's Principles, page 17).
Another option is to branch out from co ee and sell ancillary products like branded merchandise,
(see page 38) or hit back against restaurants by o ering alcoholic beverages (see page 30).
Whether your shop has extra space to rent out for charitable events (see page 26) or you can shu e furniture and
menu options to cater to children (see Regional Update, page 45), there are choices you can make to stand out from the
competition.
How are you adapting your store, menu, training or processes to attract customers in today's competitive marketplace?
Share your story with us; we'd love to hear it.
Jeremy Nedelka, Editor
S C
J N,
FROM
THE
EDITOR
FEATURES
20 W ' O
inking outside the box on packaging.
By Brenda G. Russell
26 C G M S C
Giving back helps customers and business.
By Brenda Porter-Rockwell
30 W Y L B T?
Selling alcoholic beverages alongside co ee.
By Melissa Niksic
34 D' D D
Appealing to all of customers' senses.
By Amanda Baltazar
38 F H P
Branded merchandise is more than just t-shirts.
By Nicholas Upton
45 R U
Four family-friendly co ee shops.
By Maura Keller
30
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