cafe tour presentation by charles manners november 2013

Café Tour 20th November 2013

Presented By Charles Manners

Agenda

• Buying with your eyes - playing on the

senses

• Product – ingredients, source, display

• Humour, atmosphere & design and

environment

• Companies to watch!

Café Context

• Total of 15,723 stores, 5225 branded coffee shops in UK, up from 4,600; grew by 7.5% in 2012 to £5.8billion

• Market has doubled in the past 6 years

• 1 in 5 visit a coffee shop daily

• Potential for 7,000 branded units in 2017, potentially 10,000 beyond

Source Allegra Strategies

Buying with Your Eyes

Playing on the Senses

• Ambient sandwiches on display (Spianata)

• Herb plants for garnish for customer use (Chop’d)

• Move product on display at the entrance around

depending on what time of day it is (Carluccio’s)

• Fresh fruit, vegetables and bread on display outside

inviting you inside (Albion)

• Cakes displayed on slates

• Ovens on display with pastries coming straight out

(Princi)

• Buy with your eyes cake displays (Konditor and Cook –

images below)

Smell of freshly baked bread (Albion)

Display & Playing

on the Senses

• Big trend in personalisation – make it your own

(Starbucks, Vital, Chop’d)

• ‘Great jobs for great people’ (Pret)

• ‘Looking for cool people’ (Jo and the Juice)

• Deliveries (Pret)

• Huge opportunity in takeaway cakes

(Hummingbird)

People & Service

• Using humour in POS and marketing to create a

personality for the brand and a sense of humour. On

the outside of the breakfast club are the words ‘Today

is going to be a good day’ and inside ‘Sex, drugs and

bacon rolls’

• Table tennis tables outside Leon

• ‘Lovingly hand made’ (Pret)

• Xmas themed pasta in Carluccios

• ‘Provenance – customers want to know and see

pictures of where the ingredients in their food have

come from (Chop’d, Pod, Abokado, Starbucks)

Marketing & Personality

Product – Ingredients, Source, Display

Product

• Mini bites and cake pops are the next big dessert trend. Suitable for those on a diet as well as those in need of a quick sweet fix removing the need to indulge in a oversized and often intimidating piece of cake (Starbucks)

• Luxury fruit bread with berries and lightly toasted (Starbucks)

• Giant versions – giant bourbon and custard creams (Costa)

• Loose leaf teas are becoming increasingly popular

• Afghan biscuit (Liberty Norton Folgate)

• Red Velvet Cake (Hummingbird Bakery)

• Hot broth pot to hot noodles (Eat)

• Savoury muffins – parmesan and spinach (Ozone)

• Fresh juices - people will pay a premium for fresh juice (although expensive to produce)

• Gluten free demand increasingly growing

• Billionaires shortbread (Paul A Young)

Product

• Giant macaroons (Pauls)

• Gourmet pork pies

• Porridge (Pret)

Sandwiches

• Triangle sandwiches in a box are few are far

between, the modern day sandwich needs to be

something different and more exciting

• Flat breads are increasingly popular

• Giant sandwich in a loaf that you can portion off

(Slate)

• Open sandwich (Fernandez and Wells Café)

Cakes & Traybakes

The most important menu segment for mid-morning, lunchtime and mid-

afternoon

16

Cakes & Traybakes

Great display (and taste) is what it is all about

17

Humour, Atmosphere &

Design and Environment

Design & Environment

• Kitchen cloths as napkins and bone handle cutlery

(Bishopsgate Kitchen)

• Tea cosies on tea pots (Albion)

• Cutlery in golden syrup pots (Albion)

• Rustic feel was very common, and wood was used

a lot in the furniture and design

• Exposed Brick (Pret)

• Milk in mini milk bottles

• Objects hanging from ceiling (Pizza East)

• Use of reclaimed furniture (Foxcroft and Ginger)

• Interesting menu displays – some on brown paper

and others on old cinema boards

• Vintage tableware

Design & Environment

• Open displays with products on show so that customers

can buy with their eyes

• Open kitchens that invite customers in for visibility and

transparency (Bishopsgate Kitchen)

• Toasters to ‘do it yourself’ at breakfast time (Bishopsgate

Kitchen)

Design

• Store as many quality looking raw food ingredients

• out front to evidence your foodie credentials

• Technology

• Trayslides encourage queuing so keep to minimum

• by hot food, hot drink and till stations

• Retro is in

• Staff Uniform to have fun message on back

28

Story

Storyboard at or near café entrance so that customers

are aware of ‘mission’ and quality prior to purchasing

food and drink

Key elements to stress

Local sourcing with specific details of ingredients

Personality, emotion and distinctiveness

29

Special Interest Groups

Cater for every known group

WiFi

Babies

Gluten-free

Lactose intolerant

Dogs

Cyclists

Smokers

30

Menu Signage

Menu Signage

Waste & Recycling

Customers recycle at home and want to support those businesses with a

conscience

33

Companies to watch!

Giraffe Stop

Peyton & Byrne

Benugo

Apostrophe

Tesco Watford

Yum Charr

Pod

abokado

26

Wahacio

Leon

Yorks Bakery Café Newall St

Birmingham

Now the Tour! –

www. greatcafes.blogspot.co.uk

Polo Café

Taylor Street

Bishopsgate Kitchen

Starbucks

Go

A Gold

EAT

Spianata

Costa

Leon

Giraffe

Carluccios

Liberty of Norton Folgate

Boxpark

Maison de Garcon Cafe

Allpress Espresso

Albion Caff

Itsu

Pod

Pret

Ozone

Thai

Salvation Jane café

Café Nero

Subway

Charles Manners – Director Turpin Smale Charles.manners@turpinsmale.co.uk 07836550356