So, you’ve found your premises, picked a coffee machine and are all set.
The only slight problem is now what coffee to use? How do you pick a coffee which is suitable for your customers, your budget and your business model?
There are hundreds of coffee suppliers in the UK, each offering different blends and roasts for the coffee market. Picking the one for you can seem overwhelming, so this blog offers some advice for choosing the right coffee – and the right supplier – for you.
I have been a coffee consumer, café owner, coffee roaster and barista trainer as owner of York Coffee Emporium, so this post offers you advice from all angle possible!
It is wise to identify your suppliers and what you can get from them before deciding on (and printing) your menu choices. With your coffee menu, this is especially crucial, as you can use your menu to point out what makes your coffee special. For example, if you are using a brand known for its Fairtrade credentials, its important to include this on your printed menus so your customers know this.
1. Narrow down your coffee requirements
When searching for a coffee supplier, do not be afraid to ask for samples
It can be that when talking to suppliers, you find new options for your menu which you had not previously thought of. Some smaller, more specialist coffee suppliers now offer specialist single origins alongside their regular blends.
It may be that you can add a USP to your coffee menu by offering a wider coffee selection, such as cafetiere or filter options. Use the experts – ask their advice about current trends in coffee, and utilise this knowledge to make your coffee menu stand out from the crowd.
2. Buy local
Much is currently being made of the sourcing of local produce in restaurants and cafes. Just because your coffee isn’t grown locally, that doesn’t mean you cannot reduce the food miles involved. Examine your local area for coffee roasters, and ask around.
Coffee already has a huge carbon footprint; so buying from a local roaster who imports, roasts, bags and sells themselves reduces any further food miles being added. This also is a great selling point, and must be communicated to your customers if this is what you do.
Even if you do not have any coffee roasters in your area, look for local coffee specialists and ask their advice. The coffee industry as a whole is dedicated to providing knowledge and education, and most baristas or professionals will be only too glad to offer their advice if you are stuck.
3. Sample, sample, sample
When searching for a coffee supplier, do not be afraid to ask for samples. Coffee can only be judged by the cup, don’t make the mistake of judging it by branding, logos or price. Choose your coffee based on what you think is a good cup of coffee.
Most coffee suppliers will be only too happy to either invite you to their warehouse to taste a variety of their coffees, or will post samples out to you. Don’t be afraid to ask for samples, and if a coffee company will not give you samples when asked, strike them from your list.
4. Ask about additional services
Although I would not recommend choosing a coffee supplier based on the freebies you can get, I would however advise asking about additional services offered to you as a coffee customer. Check they give (preferably free) barista training, and query any ongoing support. It is also a good idea to request point of sale items, to help your customers identify the coffee you are using.
If you are using a good quality, local coffee roaster, shout about it! Coffee sales are often based on relationship building, from the farmers and importers, the roaster and the café owner, the barista and customer. It is important you feel you can have a relationship with your coffee supplier, and if you do not gel with one company it may be worth continuing the hunt.
5. Keep one eye on your business model
Don’t forget throughout all this however, that you must make sure your coffee matches your business model and your target market. If, for example, your potential market is mainly tourists in a busy city or town, a smooth, easy drinking on uncomplicated coffee may be in order, which they can enjoy easily.
If you are targeting the early morning commuter and office worker market, a full bodied and robust “wake up” coffee may be more in order. Try to make sure your coffee blend compliments your menu too – if you are serving mainly sweet treats and cakes, head for a sweet, flavoursome blend. For an Italian style croissant and ciabatta café, nod more towards a robust, full bodied espresso.
Hopefully this post has helped you think a little more about the importance of the coffee you serve in your café. Many cafes open and serve their coffee as an afterthought, rather than placing it as it should be, at the forefront of their business.
