by Peter Kelsch

While we encourage you to keep your menu simple, don’t be afraid to offer new items or run seasonal specials. Look over your product lines and consider adding special or select items within a category. We offer free samples of products and would be happy to send you some to compare with your current product lines or just to add something new and fresh to your menu. Overall, be honest with yourself and make sure that you’re offering the best drinks that you can. When the next fast food chain begins to offer specialty coffee drinks, it will be the independents who are continuously evaluating quality, consistency and costs that are sure to survive the storm and prosper when the economy picks up. 

The most important thing is to take a fresh, open-minded and factual approach to reviewing your menu and selections. Taste drinks at known successful competitors and see if they’re doing things better. Then Ask yourself–can I do better?

Having a higher quality drink is half the battle. Continuing to offer this drink every day for every customer is crucial.When a customer stops at your shop on the way to work for a vanilla latte, that latte should taste the same as it does when the same customer brings their family on Saturday afternoon.

Time after time, we hear owners tell us that customers won’t order a drink unless the owner or manager is there to make it. This is not a compliment! You need every member of your staff to make exceptional drinks, using the same recipe. Often, there are upgrades that will both save money and improve profit. Sometimes you need to look deeper than the actual cost of an item. For example, we sell three syrup lines. Our highest volume seller costs the least per bottle; however, it has the highest cost per serving. Our most expensive bottle of syrup has exceptional taste, quality AND the lowest serving cost. This is often true with many products.

Evaluating Coffeeshop Menus & Pricing

The coffee business has slowed down, and consumers are not purchasing as many expensive coffee drinks as they were at this time last year. Even in challenging times, there are positive outcomes and opportunities. All of us in business for ourselves can use some housecleaning once in a while, and this is a good time to look over inventory, sales numbers and cost structure. For coffee shop owners, this means looking over the menu, making sure you are actually selling the items on it, and maximizing every menu item.

Don’t assume that offering an encyclopedia of items will result in you making more money. Simplifying menu offerings will minimize customer decision-making time, staff training, consistency problems and product inventory. This can also be a good time to evaluate the real costs related to the products you are serving and adjust your menu and pricing. It may also be a great time to review recipes and upgrade the quality and presentation of every item.