Beyond BreakfastAdding wine, beer, and food to your

coffee concept.

Wednesday, October 1, 2014

Coffee Shop

Originally from Buffalo, NY

June 2008 - Bought Roche Coffee, a previously failing coffee shop in Winston-Salem, NC

The only thing we kept: Coffee Shop Manager, Our point of Sale System

Changed the name to Cafe Roche Espresso Bar. Wednesday, October 1, 2014

Before

Wednesday, October 1, 2014

after

.

Wednesday, October 1, 2014

The Great Plateau

Sales doubled first year

plateaued, by yr. 3

Not worth staying open after 2 pm

Customers asked for beer, wine, and sustainable house prepared food.

Not functional in existing spaceWednesday, October 1, 2014

transitionJustin accepted Firefighter position on Fort Bragg.

Sarah accepted GM position for a hotel in Raleigh, NC.

Promoted lead Barista to Manager, and ran Roche remotely

Moved to Fuquay - Varina, NC (1/2 between Raleigh and Fort Bragg)

1 year plan: open a 2nd location closer to us.

Must have room to growWednesday, October 1, 2014

DemographicTarget Market - Must be well traveled and educated, with an appreciation for quality and willingness to pay a little more for it

Pop- doubled in 5 yrs. Expect 51% in 10 yrs

Financially stable - Med. household income of $92,539 & 70% own their homes

Age range - Median age 34, 70% young couples with children

Educated - 98% Graduated High School, 73% College degree or higher.

Wednesday, October 1, 2014

5 year - 5 month planNew location- previously a coffee shop

Planned for immediate opening

Water damaged espresso area

Coffee bar needed re-build

Built for long term

Gave up Cafe Roche

Wednesday, October 1, 2014

UnexpectedPlanned for people to come for the drinks and stay for the food.

Customers came for the food stayed for the drinks.

Set up kitchen for shared charcuterie, Customers wanted individual hot sandwiches

Customers viewed us as quick-serve and expected Fast Food speed

Customers tipped as if we were counter service even though they received full table service.

Wednesday, October 1, 2014

Identity CrisisWhat are we? coffee shop,sandwich shop, wine bar, restaurant?

We had to pick one - We chose “Restaurant”

Took down the menu boards

Strict about seating “For Here” orders

Only let “To Go” order at the counter

Wednesday, October 1, 2014

BistroWhat kind of restaurant are we?

bis·tro - A small restaurant using fresh, local ingredients to produce simple, yet creative, and nutritionally healthy meals, specialty coffee, fine wine, and craft beer in a modest setting

Cited slow food movement and communicated to customers in house, on website and Sarah’s Blog.

Wednesday, October 1, 2014

StaffingCan’t hire just anyone

Harder to train

The average Barista won’t cut it anymore

Adjusted our policies based on new concept

Must be interested and understand concept & the products served

had to hire hostesses, servers & bussers

Wednesday, October 1, 2014

1 year laterMet budgeted revenue for the yr. by the Q1.

Booked 2 rehearsal dinners

increased catering opportunities

Voted Best Coffee, Breakfast, Lunch, Sandwich and Atmosphere in Holly Springs, NC by Suburban Living Magazine.

Plan to expand kitchen

Seeking a 2nd locationWednesday, October 1, 2014

Things to think aboutHow will you set yourself apart?

Functionality

Ideal Demographic

Local laws, health codes & permits

Zoning Requirements

State Alcohol laws, Alcohol Permit and laws

Contractor - understand your vision / unique concept

Wednesday, October 1, 2014

Decisions to MakeCoffee shop that serves food / Restaurant that serves great coffee

Gradual expansion / all at once

Hire a Chef / DIY

Table service / Counter service

Menu board / printed menus

pay at the counter / at the table

High payroll / or tipped servers

Wednesday, October 1, 2014

New opportunities

Private Events

Pairing dinners

Corporate events

Rehearsal dinners

morning - evening balance

weekend - mid week balance

Wednesday, October 1, 2014

Q & A

Any Questions?

Wednesday, October 1, 2014