February 1, 2016 – Restaurant owners have know for decades that there are numerous methods to build profitability in the restaurant business. A restaurant Menu and Menu Optimization drive an overwhelming portion of profitability. My colleague Bill Main, FCSI has been delivering his Menu Magic® presentation for 30 plus years. I remember the first time I sat in Bill’s audience to hear and learn about Menu Magic®. The numerous points that Bill made in the late 1980’s for reaching or increasing profitability are still true in 2016. Those that are new to the restaurant industry make a note of this.
I’m going to focus on just one area now, Coffee and Tea Sales are a gold mine for you and your operation. When you sell more beverages particularly coffee and tea, your restaurant profitability will soar. Remembering a key thought of branding from The End of Marketing As We Know It by Zergio Zyman:
Three words – different, better and special. When you think about this, it does make sense. Guests always love and are excited to try something NEW! So let’s apply this to your menu, marketing and some next steps you can implement that will get you real results. Take some time to investigate new coffee roasters and vendors or let me help you source one.
On that course, I recently had lunch with a delightful business woman that I met last year at a San Jose Silicon Valley Chamber of Commerce and California Restaurant Association event in San Jose. This will introduce Mariana Faerron-Gutierrez the CEO and Co-Founder of Tico Coffee Roasters in Campbell, California. Over lunch we discussed how easy it was to start a Tico Coffee branded coffee program. Many coffee brands have dark roast flavor profiles that taste burnt or leave a burnt aftertaste. Mariana explained that Tico Coffee Roasters has a different flavor profile because of their roasting process. They roast coffee to a medium roast. Mariana brought me three Tico Coffees to try:
Sangre de Toro Espresso Blend– (Brazil, Costa Rica, Indonesia). This blend was specifically created to bring you a perfect Espresso using only the finest most ripe coffee cherries to create this unique experience. The creamy and juicy notes of black cherries linger combined with the dark chocolate tones and almonds for a perfect cup and create the flavors of the coffee. This coffee is rich, bold and is layered with juicy notes of black cherries and almonds that are well balanced with the dark chocolate undertones.
Tico Coffees are delicious and Tico Coffee Roasters will assist you with implementation. The real benefit in my opinion is is that you are now able to market and create excitement in your operation…..why? Because Tico Coffee, the brand you sourced, researched, tested and loved is DIFFERENT, BETTER and SPECIAL. That is something to get your #ServPoints Sequence of Service Team excited about. When that happens your sales will increase.