“‘The whole purpose of places like Starbucks is for people with no decision-making ability whatsoever to make six decisions just to buy one cup of coffee. Short, tall, light, dark, caf, decaf, low-fat, non-fat. So, people who don’t know what … they’re doing or who on earth they are can, for only $2.95, get not just a cup of coffee but an absolutely defining sense of self: Tall. Decaf. Cappuccino,’ Joe Fox.” – You’ve Got Mail by Nora Ephron.
That Starbucks scene was one of my defining moments as a teenager. It shaped the beginning of my love affair with coffee.
From instant coffee (it was more like muddy water back then) to strong, almond milk lattes, short blacks and iced lattes, while my taste in coffee may have changed over the years, what remains the same is that familiar aroma: the smooth elixir that hits your lips, waking you out of the morning haze.
Whether it’s first thing in the morning, out with friends at brunch, or midway through a bike ride – #coffeeride – coffee culture is here to stay.
Now, with increasing quality from convenience stores, coffee is getting better, faster and more affordable.
But there are a few key elements that convenience stores need to consider, to make this space an ongoing success.
Keeping up with the trends
To attract café customers, convenience stores should be across some key trends happening in coffee at the moment.
These include:
- Sustainability
- Single-origin coffee
- Fair trade
- Plant-based milk products
- Cold brew – both canned and bottled.
Grinders Coffee Marketing Manager Burcu De La Cruz cites the sustainability trend as “a big one” that relates to all aspects of coffee production: “ethical sourcing of beans”, “a strong and sustainable supply chain” and “sustainable packaging”.
With sustainability and environmental impact among the key trends in coffee, Ms De La Cruz says it’s important for convenience retailers to be aware of “where your beans come from, the conditions of that region and partnering with the right ethical certifiers”.
Paradox Coffee Roasters Training Manager Melita Ferarro says cold brew has continued to grow and is a major player throughout the warmer months – both canned or bottled grab-and-go options.
She adds that indulgent iced coffee with an espresso base, such as Paradox Salted Caramel or Nutella bottled Iced Coffees, are also popular.
Ms Ferarro also highlights the rising popularity of plant-based options.
“Plant-based milk continues to be a growing option with more varieties introduced on the market,” she said.
How to choose the right bean
Meeting customer demand inevitably involves making the right coffee bean selection, which may seem daunting for some retailers.
Paradox Coffee Roasters Head Roaster Paul Golding says, “choosing excellent quality coffee for your customers is easy”.
“Select a quality, reputable speciality roaster as a supply partner,” he said, “and purchase high quality coffee from their range of offerings.
“These coffees will not be cheap, and mass produced. There’s a direct relationship between quality and price in coffee, so anyone serious about making a high-quality option available for their customers will be looking for a higher priced, quality coffee.”
Train your staff
While setting up a coffee store within convenience it’s important to ensure staff training – an investment that will ensure consistently quality coffee.
One place offering staff training is the Paradox Academy, which offers a wide range of training sessions.
These include:
- Barista education and hands-on skills
- Coffee theory and appreciation
- Sales and business education
- Equipment maintenance
- Train the trainer programs.
“Our goal is to support our wholesale partners in not only training them how to make an outstanding coffee each time, but also in all aspects of their business,” Ms Ferarro of Paradox Coffee Roasters said.
“Investing in your team by ensuring they’re well trained can be one of the most beneficial and rewarding investments you can make.”
