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/35520
EDITORIAL OFFICE 1030 W. Higgins Road, Suite 230 Park Ridge, IL 60068 • (847) 720-5600 Visit us online: www.specialty-coff ee.com E-mail: specialtycoffee@m2media360.com Voices of Coffee Fest T his year’s Coff ee Fest San Diego had a good educational program. So good that I’m going to turn over this month’s Insight to the voices of three of the speakers. From Prepaid, Giſt and Credit Cards: Plastic Payments and your Coff ee Shop, by David Reuland of Coff ee Shop Manager: “Th e coff ee world still is a ‘buy 10, get one free’ world.” “If [a customer] has got money loaded on his card, it’s going to be hard for him to drive past your shop.” “Th e big hackers are going aſt er Best Buy [for credit information], but the guy in the street is going aſt er you.” “If you still have [an old terminal that prints customers’ entire credit card numbers], you need to throw that in the garbage, hard, so it breaks on the way in.” From Espresso or Coff ee: More Diff erent Th an You Th ink, by Joseph John, president of Josuma Coff ee Co.: “Th ere is a belief that anything made on an espresso machine is an espresso. Th at’s not true.” “Espresso is a superior beverage. If you have spent $8,000, $10,000, $12,000, $14,000 on an espresso machine, for God’s sake, make espresso on it.” “We start with the wrong coff ee and then try to fi x the problem. Why not start with the right coff ee?” “Th e whole idea of making espresso is not to make it as fast as you can.” From Real Numbers From Someone Who Operates a Successful Coff ee Company, by Wes Herman, president of Th e Woods Coff ee: “Always get a bigger [piece of equipment] than you need at the time.” “Th e most eff ective place where you can make money is on your espresso- based drinks, and the least eff ective place you can make money is on food.” “If you’ve got an extra staff member on, and you have to split those tips four ways rather than three, your staff will hate you.” “If you want to put a ton of eff ort into [training], hire people who are skilled. You want people who are unskilled, that will learn your system.” If these quotes have whetted your appetite, tapes of these and all the other sessions are available. Visit www.allstartapes.com and click on the link for Coff ee Fest San Diego. —Pan Demetrakakes, editor Specialty Coff ee Retailer (ISSN 1077-3460) is published monthly by Bev-Al Communications, 1030 W. Higgins Road, Suite 230, Park Ridge, IL 60068. Copyright© 2010 by Bev-Al Communications Inc. Postmaster please send address corrections to: Specialty Coff ee Retailer, P.O. Box 2121, Skokie, IL 60076-7821. Periodicals postage paid at Park Ridge, IL and additional mailing offi ces. 4 | July 2011 • www.specialty-coffee.com EDITORIAL STAFF Editor-in-Chief PRODUCTION STAFF Art Director Production Manager CIRCULATION STAFF Vice President of Circulation & Collateral Services SALES STAFF Sales Manager List Rental & Reprint Services EXECUTIVE STAFF Group Publisher CONTRIBUTING EDITORS Dan Bolton, Maura Keller, Ann Meyer, Brenda Russell EDITORIAL ADVISORY BOARD Jason Burton, lab5702 Desiree Farden, Big Train, Inc. Jack Groot, JP’s Coff ee And Espresso Bar Wes Herman, Th e Woods Coff ee Meghan Hubbs, Equal Exchange Rob Jeffries, North Atlantic Specialty Bag Craig Min, LAMIL Coff ee Lon LaFlamme, Dillanos Coff ee Roasters Kate LaPoint, Sound Provisions, Inc. Joe Monaghan, La Marzocco Tom Palm, Design & Layout Services Steve Schnitzler, Port City Java® Andi C. Trindle, Atlantic Specialty Coff ee Bill Waddington, TeaSource Corporate Offi ce: 1030 W. Higgins Road, Suite 230 Park Ridge, IL 60068 PRESIDENT/CEO VP FINANCE & OPERATIONS VP OF CIRCULATION & COLLATERAL SERVICES PRODUCTION & OPERATIONS DIRECTOR SUBSCRIPTION INFORMATION AND REQUESTS Phone (847) 763-9565 Marion Minor Gerald Winkel Joanne Juda-Prainito Mary Jo Tomei Fax (847) 763-9569 Subscriptions: $39 for one year, $61 for two years, U.S.; $48 for one year, $72 for two years, Canada; $110 for one year, all other countries (includes airmail postage). Single copies $10 each; Annual Buyers Guide $25. Payable in U.S. funds only. Customer Service: (847) 763-9565 PRESS RELEASES: Press releases on supplies, services and new products are welcomed and encouraged. Direct them to Specialty Coff ee Retailer. Color print photography is preferred, slides and transparencies are accepted. Specialty Coff ee Retailer reserves the right to edit all submissions. Pan Demetrakakes pan@m2media360.com Britt Menendez Robin Walton Joanne Juda-Prainito Brian Grau (314) 487-6568 Cheryl Naughton (678) 292-6054 Charlie Forman cforman@m2media360.com