Sponsored feature, brought to you by Ferrari

With more than 85 years of experience in running thousands of cafés and coffee shops, Ferrari’s brings much more to the table than you’d expect from a fine coffee roaster. Giancarlo Ferrari shares his invaluable experience in roasting coffee and running commercial cafés to help you maximise your coffee sales:

“Markets are more competitive than ever so getting it wrong is very costly,” says Giancarlo. “It’s important to strive for perfection but that can only come from experience, which is why so many of our trade customers take up our consultancy service.

“Ferrari’s Consultancy has proved invaluable to countless start-up and long-established cafés and coffee shops. While we always tailor our consultancy to individual circumstances, there are eight commonly reoccurring areas most businesses could improve to help increase sales:

1. Don’t ignore the time of day

So many coffee shops have just one menu when several menus would actually help boost sales with very little effort or investment. For example, why not have a morning coffee menu, an afternoon coffee menu and an after dinner coffee menu? Certain blends suit these various times of the day better than others, so not only can you boost your sales, but you can enhance your customer experience too.

2. Make the most of special occasions

Aside from offering the right blends for the time of day, you should make sure your menus take advantage of special annual occasions. For example, to capitalise on the romance of Valentine’s Day, make a Venice-originating blend, such as Ferrari’s Café Crema, the ‘Special of the Day’. This will encourage customers to get in the romantic spirit, try a new blend and of course, buy that extra cup.

3. Go with the seasons

Going with the seasons is an old trick and one Ferrari’s first started more than 80 years ago with its iced coffees. The real seasonal winners are the café bars that use the opportunity to find something extra ordinary. Consumers are always looking for something new and exciting so keep your menu fresh and work with your supplier to offer a seasonal special they simply can’t resist.

4. Get the dine-in/take-away balance right

Both dine-in and take-away sales are important. Getting the balance right however is not always easy. Take-away sales should be fast and accessible for people on the move. At the same time, dine-in sales should be relaxed and enjoyable. The layout of seating and bar positioning have a major role to play so it’s critical to get these right.

5. Don’t forget the bakery

Good coffee is essential. Many business owners however overlook the importance of having a genuinely mouth-watering selection of cakes and pastries too, which not only boosts sales but also keeps customers coming back for more!

Most importantly, your choice of cakes and pastries must suit your coffees and beverages.  For example, we would look into choosing the right blend for the flavouring fondant in the production of fresh cream for Coffee Puffs, Choux Buns and fresh cream Coffee Walnuts. It’s the fine attention to detail that gives customers a perfected experience.

6. Choose the right blend for your menu

Selecting the right blends to match your coffee menu is definitely the best-kept trade secret and an area where many cafés and coffee shops struggle to get right. The point of the matter is that if you’re using the wrong blend for your espresso for example, it simply won’t sell! Having served all our blends in cafés for more than 45 years, we know exactly what works and what doesn’t – and so many clients are grateful for our guidance in this area.

7. Don’t overlook retail

There’s nothing better than serving a coffee and then allowing the customer to purchase a retail pack to take home. Not only does their purchase act as a warm reminder of their experience at your coffee shop, but it also creates an additional revenue stream.

8. Choose blends for milk

Using the wrong blend for the immensely popular strong milky drinks like lattes, cappuccinos and flat whites is a reoccurring mistake that we see all too many coffee shops making.  If your not sure about what will work best with your milk, or what milk you should be using with which blend make sure you seek expert advice from your supplier.

For more information about choosing the right blends and/or Ferrari’s Consultancy service, please call 01656 840020 and ask to speak to Giancarlo Ferrari. To discover Ferrari’s full product range, go to www.ferrariscoffee.co.uk

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