Harvest Roasting
August, 2008 Newsletter
Starbucks is closing stores. Is that good news or bad news? Probably, neither. Some in the industry (and many outside the industry) believe that the “magic” of specialty coffee may be showing signs of aging. And, the closing of stores by the industry giant is proof of that assessment. Baloney!
Others are saying that it is clearly over-reaching by Starbucks, which has caused their problems. Saturation, or lack of focus, or greed, are the problem(s) which needs to be fixed. I’m always amused when I see a business writer, somewhere in the world, beating up on Starbucks, for previous Starbucks corporate decisions, which the writer may have issues with. IS THERE ANYTHING WRITERS DON’T KNOW?
I like to tell my kids…”I don’t know everything, but, I do know this (they love it when I say that). Here is the point…Starbucks’ setback is probably VERY temporary. I’m reminded of the attack on Pearl Harbor, during World War II. While Japanese sailors were celebrating the whipping they had just put on the United States, a naval commander, wondered aloud if (and I’m paraphrasing here) they had just awakened a “sleeping giant”.
It turned out that they had!
This is a great industry. And, there is still HUGE potential in the years ahead. More people are drinking specialty coffee than ever before. You see signs of it everywhere. Convenience stores are featuring specialty coffee (or, so they say), fast food giants are offering their “premium” coffees; office coffee services are offering upgraded coffees. People love great coffee, and the world is catching on (build a better mousetrap, baby).
As much as gas stations and fast food joints are hoping to take advantage of the thirst for great coffee, we all know that it can’t be done, half way. Specialty grade coffee beans are the “best of the best”. They are hand selected, properly stored and shipped, and gently roasted for optimum flavor. They are sold immediately or packaged in a gas release package, then, consumed within 2 -3 weeks of being roasted. Specialty grade coffee should never be pre-ground (ick, office coffee people), and, it’s brewed with clean equipment, and pure, filtered water. It’s brewed into an airpot or thermal container. Great coffee never sits on a heating element. And finally, it’s sold within 2 hours of brewing, or, it’s poured out, and a new pot is brewed.
We don’t win or lose by beating Starbucks. We win or lose by making the customer experience memorable. By having a clean, comfortable environment, and fast, friendly service. By making better drinks than anybody…and that means, ANYBODY. By giving better customer service than anyone else. By marketing your store effectively, and regularly. By staying on top of an ever-changing industry. By not losing your focus on “what’s important” to your success.
You can’t do everything well, but, if you make great drinks, and smile at people, and get them through the line, quickly…you will probably win. If you’re not doing those things, learning to do them may keep you from failure.
At Harvest Roasting, we believe that success starts with you. However, it quickly spreads to the cup. We firmly believe that a great drink has to start with great products, in the drink. It’s our belief that, if you use great ingredients in your drinks, even mistakes will taste good.
So, that means GREAT espresso. They don’t call them espresso drinks, for nothing. A truly amazing espresso drink, starts with world class espresso. Rich and velvety, and very flavorful…never burnt or bitter. Our Harvest Blend espresso is, (we think) the best espresso available. It is a European style espresso…gently roasted for a wonderfully smooth taste. And, it’s always fresh. We roast it and ship it, daily. And, because of our huge volume, our price is only $5.95 per lb. in the 5 lb. bag.
The very best flavored latte calls for the very best flavoring syrups. In out opinion…that’s Monin. We offer others as well, but Monin is the best. And, if you check out our website www.harvestroasting.com , you’ll find that we sell Monin syrups and sauces for less than most other suppliers.
Are you looking for an amazing caramel sauce, or white chocolate sauce? Try Mont Blanc. We have never tasted any that is better. If you make a drink using Mont Blanc’s caramel sauce, your customer will never forgive your competitors, for charging them for their nasty old caramel drink. Mont Blanc caramel or white chocolate sauce is only $13.25 for the 64 oz. bottle.
And, a great smoothie starts with real fruit. Maui is a fruit smoothie concentrate, which will have your customers coming back, again and again. It is shelf stable (until it’s opened), and is always consistent. It doesn’t matter whether fruit is in season or not…you’ll always make a great fruit smoothie, using Maui fruit smoothie concentrates.
The Roaster’s Minute.
Why is cupping important? In a phrase, it’s all about quality control. Cupping, on our end, ensures that we buy beans of the highest quality and consistency. Cupping, on your end, ensures that your customers are getting what you’re paying for. It’s also a great way to teach your barista’s (and yourself) about the different flavor profiles of coffees from different regions and, of varying roasts. This one step will make you and your staff better prepared to help your customers with their buying decisions. That may be the single biggest reason to cup.
In next month’s newsletter, we will discuss cost of goods.
Whether you make money, or not, depends largely on controlling cost of goods. Please join us, as we look at cost of goods targets, and discuss ways to achieve them.
Did You Know?
Did you know that we consult, and the cost is almost FREE! Wherever you are in the country…we offer consulting, for the cost of expenses, plus $500.00 per day. Then, we’ll give you a credit at coffeehouseinabox.com, equal to the amount you paid for consulting…minus expenses. WOW! We can help you with start-up, training, marketing, strategy, etc. Call us anytime.