Coffee Eateries Success:Becoming a Successful Coffee Entrepreneur

Vincent Gabriel

Description

It is the coffee shop. It is traditional. It is on the verge of extinction. Then the young discovered the joys of coffee from the multi-national coffee chains that began to invade.

Soon tea drinking, that was the characteristic of the culture of India, Sri Lanka, Burma, Malaysia, Singapore, Taiwan, Japan and China gave way to COFFEE-drinking.

Coffee drinking was hip. Coffee was trendy. The coffee shop becomes the coffee eatery. Now you, too want to tap the huge potential of three billion people drinking coffee and living the coffee (café) lifestyle.

As an entrepreneur, the history of the coffee lifestyle should shape your strategic planning.

The oldies will stick to their old ways. The retro-chains appeal to those who long for the past, but want a "past" that fit with their expectations.

The young embrace globalisation and coffee is indeed a worldwide commodity.

The well-to-do want coffee to state their status as the consumers of chic, class and considerable wealth.

At the end of it all, the cup of coffee is a careful mix of bean, hot water, quality milk, some sugar, some cream and all coming together in wonderful aroma and soul-stirring taste.

About the Author

Vincent A. Gabriel always had tea at home for breakfast. Tea was always English Breakfast.

He went to the traditional coffee shops including the one at Lau Pa Sat, where he had the toasted slices of bread on one side with butter and the other with sweet rich egg kaya. He also enjoyed the cup cakes at the Red House, which was run by a family of a pupil. After Sunday Masses he visited Chin Mee Chin in Katong. Tong Ah in Keong Siak Street was visited when he went to invite a pupil to return to his class after the boy had been playing truant.

The multi-national coffee chains brought the world of coffee to Singapore. He was able to taste Blue Mountain (from Jamaica) Monsoonal coffee (from India) and the aromatic Arab coffee.

This book is a tribute to the coffee drinkers who keep smallholder coffee producers improving their crop and the roasters who bring out the best in coffee and tea.

Sujets

• Entrepreneuriat
• Business
• Economics
• Entrepreneurship
• Employabilité, métiers et formations

Informations

• Publié par: eBookIt.com
• Date de parution: 25 mai 2014
• Nombre de lectures: 0
• EAN13: 9789810795290
• Langue: English

Extrait

COFFEE EATERY: SUCCESS!
Vincent A. Gabriel
2014
Published And Distributed By Rank Books www.rankbooks.com
ISBN 978-981-07-9529-0 Copyright © 2014 Vincent Gabriel
Typeset and Cover Design: All rights reserved. No part of this publication may be reproduced or copied in any form or by any means - graphic, electronic or mechanical, including photocopying, recording, taping or information retrieval systems - without written permission of the copyright holder.
Condition of Sale This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, resold, hired out or otherwise circulated without the copyright holder’s prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser.
Disclaimer The author disclaim all liability and responsibility for loss caused to any person by any act or omission to act directly or indirectly as a result of material contained in this book.
Printed in Singapore
Preface
It is the coffee shop. It is traditional. It is on the verge of extinction.
Then the young discovered the joys of coffee from the multi-national coffee chains that began to invade.
Soon tea drinking, that was the characteristic of the culture of India, Sri Lanka, Burma, Malaysia, Singapore, Taiwan, Japan and China gave way to COFFEE-drinking.
Coffee drinking was hip. Coffee was trendy. The coffee shop becomes the coffee eatery. Now you, too want to tap the huge potential of three billion people drinking coffee and living the coffee (café) lifestyle.
About the author
Vincent A. Gabriel always had tea at home for breakfast. Tea was always English Breakfast.
He went to the traditional coffee shops including the one at Lau Pa Sat, where he had the toasted slices of bread on one side with butter and the other with sweet rich egg kaya. He also enjoyed the cup cakes at the Red House, which was run by a family of a pupil. After Sunday Masses he visited Chin Mee Chin in Katong. Tong Ah in Keong Siak Street was visited when he went to invite a pupil to return to his class after the boy had been playing truant.
The multi-national coffee chains brought the world of coffee to Singapore. He was able to taste Blue Mountain (from Jamaica) Monsoonal coffee (from India) and the aromatic Arab coffee.
This book is a tribute to the coffee drinkers who keep smallholder coffee producers improving their crop and the roasters who bring out the best in coffee and tea.
About the approach
As an entrepreneur, the history of the coffee lifestyle should shape your strategic planning.
The oldies will stick to their old ways. The retro-chains appeal to those who long for the past, but want a “past” that fit with their expectations.
The young embrace globalisation and coffee is indeed a worldwide commodity.
The well-to-do want coffee to state their status as the consumers of chic, class and considerable wealth.
At the end of it all, the cup of coffee is a careful mix of bean, hot water, quality milk, some sugar, some cream and all coming together in wonderful aroma and soul-stirring taste.
Table of Content
Coffee Eatery: Success!
1.      Welcome To The Café Lifestyle
2.      Coffee Eatery Business Models
3.      Know Your Customer
4.      Know Yourself
5.      The Formalities Of Starting
6.      Planning To Start
7.      Menu Planning
8.      Decorating The Coffee Place
9.      Purchasing Coffee
10.      Stocking Coffee
11.      Marketing, Promoting The Coffee Lifestyle
12.      Franchise
13.      The One Big Mistake
14.      The Future Of The Coffee Eatery
UNIT 1
Welcome To The Café Lifestyle
Synopsis
At the end of this unit you will be able to appreciate how much the coffee shop is part of the lifestyle of the different types of people who live in the urban centers of Asia.
Introduction
Before we start to examine the Café Lifestyle we need to define the terms used.
Classic refers to the traditional type of coffee blended by coffee wholesalers and sold in the coffee shops and by coffee stalls at hawker centres.
Classic chains refer to coffee shops that sell the traditional coffee and the unique kaya toast. This group includes: Ya Kun Kaya Toast Wang Café Killiney Kopitiam Toast Box
The Retro-appeal coffee eateries refer to those that try to recreate the ambience of the old coffee shop with that of the modern coffee shop by offering the blends of coffee, once popular in the period before entry of the multi-national coffee companies, like Starbucks.
Artisanal coffee chain refers to the coffee that is produced, roasted, sometimes blended for a particular coffee seller.
The appeal of the large coffee chains:
Starbucks Coffee Bean and Tea Leaf Delifrance
is their ability to offer a standard type of coffee, food and a lifestyle choice of the leisurely, relaxed coffee drinkers.
The two earlier coffee eateries were basically providers of food and drink. The artisanal chain offers a lifestyle.
The Artisanal indie shops are standalone shops where the owners pride themselves in roasting their own coffee in-house, blending the coffee themselves and then offering the customers a unique product. Some sell only coffee, others coffee and food and still others, coffee, food and a lifestyle choice.

Fig 1.1 COFFEE CHOICES OF SIX DIFFERENT SPENDERS
Fig 1.1 represents the coffee choices of six different types of spenders of coffee and related products.
The veterans
who are above 60 years old, use the traditional coffee shop to meet and spend time with a group of friends. They buy a sip of traditional coffee, the type that is served with condensed milk and sugar. Their priority is to pass time, as pleasantly, as possible.
In hawker centres, they occupy tables for a long time and occasionally eat what is sold. They cannot eat at the hawker centre often as they have to keep to a low salt, low sugar, less oil, no MSG, no trans fat diet. If they do buy hawker or street food it is a bowl of noodles or a plate of rice with vegetables.
The oldies
who have retired from working recently. They have their savings and they want to enjoy the leisurely café lifestyle but they do not want to venture into the artisanal coffee world as that appears to be alien. They enjoy the retro-type coffee blends with a toast of kaya and butter. To them these shops:
Killiney Kopitiam
Toast Box
Wang Café
are their haunts of choice
Gen X
is the group with the widest choice of coffee tastes. Like the veterans they enjoy the traditional blended local coffee for its taste, the classic chains for their offering of kaya toast and poached eggs and the retro-appeal of the sellers who want to push a particular coffee taste. They have the purchasing POWER. They are known to enjoy the offerings of the artisanal chains and the indie cafes.
Gen Y
the professionals who are everyone’s target customer but yet misunderstood by so many vendors. They are aware of the power of their affluence, they are aware of what everybody calls “stress”, but they need to get ahead in their careers, love life and social life.
To relax they adopt the café lifestyle. They go to the cafés to read their i-pads/tablets, magazines and newspapers.
Like the veterans they spend much time in the coffee shop. Unlike the oldies they do not fancy the classics or the retro-appeal.
They like the artisanal chains for the coffee and the food. They want something not too heavy, hence many chains sell sandwiches, pastry and all-day breakfasts.
Lately some cafes have taken up this food choice by offering interesting menu items of chicken, burgers priced at $25 (the price similar to that of lower end restaurants). Such cafés are called Coffee Eateries to cover their two main areas of products.
Gen Z
or those born in the 1990s. They have fewer commitments and want to enjoy the good life that they see in the café lifestyle. At the same time, they seek recognition for their achievements and the artisanal indie coffee shop is one of the best places to meet people of similar backgrounds, to spend time talking, checking their smart phones/ i-pads/ tablets or reading the newspapers and magazines.
The coffee shop is only for relaxing. They move to the restaurant for a proper dinner.
The coffee shop is a place for a social gathering, the coffee is the background and the atmosphere is the indie setting of being exclusive and yet affordable.
The indie café is small enough to give each customer due recognition.
The Young Spender
depends on what he earns on a regular job or a part-time job. He is trying to imitate those he considers as role models the Gen Z who goes to the indies, the Gen Y who go to the chains to “distress”. His choice is the artisanal chain, where he can read, talk, and check his smart phone/ tablet and spend less.
Importance to the Customer
Only in this coffee business is the newbie reminded so CLEARLY of the importance of the relationship between the:

people
(the customer)
product
(coffee, coffee and food)
prices
(what is the perception of a reasonable price of a cup of coffee)
place
(what being in a particular location says about you, the coffee you sell and most importantly the lifestyle choice that you offer your customer)
promotion
(how being in your eatery, drinking your coffee paying your prices the customer is defined as the veteran, the oldie, Gen Y, Gen Z or the Young Spender)
In one sense, this is an easy business to start if you need to know your 5Ps.
A wrong combination of the 5Ps can lead to upset people. When old buildings are sold, or converted to other uses and old coffee shops are replaced, there is a huge row that gets into the media. The old people, their customers, have lost a hangout.
When the price of a cup of coffee goes up by 10 cents there is a row. The old, living on fixed income cannot afford that extra 10 cents for 30 days or an extra three dollars for t