Extracting More Business with Your Brew Bar

Extracting More Business with Your Brew Bar

In 2012, do you expect your brew bar sales to... Brewbar mangagers 12 10 8 6 4 2 0 a -increase b -decrease c -remain the same

Advantages Low set-up cost / low maintenance / minimal waste $ Higher premium / can boost whole bean and equipment sales Freshness / variety Creates opportunity for dialogue & education Cultivates specialty coffee culture

Low Cost & Low Maintenance Can have a full functioning brew bar set up (minus hot water tower and grinder) for about $200 Consider whether stand is necessary Do you really need a drain? Can brew straight in to cup or carafe and makes use of scales easier Replacement parts are simple/inexpensive

Reduce/Eliminate Waste

Charge a Higher Premium How much do you upcharge for small pourover? 4.5 Brewbar Managers 4 3.5 3 2.5 2 1.5 1 0.5 0 a - 25 b - 50 c - 75 d - $1+

Grow Whole Bean Sales

Brew Bar Whole Bean A retail/whole bean offering should include your brew bar coffees. In fact, it might prove wise to source beans from your retail inventory to manage freshness (if just starting a brew bar) A well-run brew bar will generate interest in and increase sales of fresh, single-origin whole beans and vice-versa bean purchases brewed well at home will direct interest back to the source.

Grow Equipment Sales

Brew Bar Equipment A brew bar producing quality also opens up opportunities to retail equipment used on the brew bar from filters and grinders to kettles and brewers As baristas and customers interact over the bar, opportunities are available to discuss brewing techniques, brewing ratios, and how to brew better at home.

Variety and Choice Most Common Comment Heard from Customers 5 Brew bar managers 4 3 2 1 0 takes too long love being able to choose just want to get my coffee and go worth the wait

Iced Coffee on a Brew Bar? Brew iced pourovers or Japanese iced coffee with your brew bar to generate sales and (re)new interest in your coffee offering during hotter/slower months. This brewing method produces lighter bodied, refreshing, delicious coffee brewed directly over ice.

Customer Interaction: Differentiate, Educate, and Build Loyalty Well-informed baristas can articulate coffee details and suggest selections Opportunity to share passion and coffee knowledge Shows customer that process can be repeated at home with high success Opportunity to suggest/tailor whole bean sales to customer preference

Positioning for Efficiency Total height of brew bar should be ~4 ft. All stages/elements of preparation should be within 5 feet of each other with as many elements grouped together as possible on the front or back line: whole bean coffee, scale, filters, cups, kettle/hot water, grinder, brew bar, and trash can

Brew Bar Front

Brew Bar Back

What is the worst/hardest thing about your brew bar 8 7 Brew bar managers 6 5 4 3 2 1 0 a -time it takes to serve b -consistency of brews c -lack of customer interest d -space it takes up e -managing rushes

Maximizing Efficiency Total brew time: +/- 2:30 Total time: +/- 3:30 Limit coffees available on menu Limit offering to one size (e.g.,12 oz) Pre-portion whole beans (e.g., 20 g) Pre-rinse filters during/prior to peak times Maintain equipment, filter stock, bean inventory, backup scale/batteries

Menus Wall-mounted, A-frame, paper take-away Limit coffees available to 4 max and update frequently to cultivate interest Offer a spectrum of flavor/acid profiles (e.g., Peru, Kenya, Panama) Include relevant details on menu: prices, size options, descriptors, and whole bean availability

Menus and Signboards

Education Opportunity to share new information with customers (if they are open it) Efficient mode of sampling Staff development: understanding terroir, varietals, processing methods, roast profiles, brewing ratios and pouring techniques/errors Fostering a coffee culture in and around your location

Feedback from Survey When asked, What one thing would you recommend to boost sales with your brew bar? Maximize efficiency Limit or eliminate bulk brews Make it attractive and a centerpiece Train your staff, educate your customer

Aaron Lahey Ceremony Coffee - Efficiency - Minimize the hassle of waiting without sacrificing quality. Measure beans beforehand, have a hot water tower that can quickly heat and quickly fills kettle, and preset filters

Jason Dominy Batdorf and Bronson - Efficiency - The Baratza Vario-W. Saves time in weighing and grinding.

Rasheed Jabr Filter Coffeehouse - Limit or Eliminate Bulk brew - Once you become comfortable and quick with brewing coffee on the bar, you can also limit bulk brewing to your busiest times only. We stop brewing bulk coffees after 12 PM, and ONLY offer coffee via the brew bar.

Greg Suekoff Aina Gourmet Market - Positioning - Make it attractive, attention getting and promote it.

Trevor Corlett Madcap - Educate - offering tasting sessions for your customers and highlighting different brew methods will encourage them to order them the next time they are in.

Tony Velazquez Baked & Wired - Educate - Offer free customer education classes in which you teach them pouring techniques.