Give assurances and deliver satisfaction
The artisan café had a barista who knew how to make the perfect cup of coffee. He made sure the coffee grind was packed just right and the water was heated to the required temperature. It was a perfect cup of coffee every time. The regulars knew it and they kept coming back every day at the same time for more. It was a ritual enjoyed by both the regular customers and the barista. The customers found the confidence of the barista very reassuring. Here was a positive experience that never failed to satisfy. .
Invariably the café also enjoyed brisk sales of its pastries, especially of the “fire-cracker”. This was an extra spicy sausage baked in a flaky light pastry wrap.
The leadership kept the business team continually focused on the identity of fresh baked pastries. The high growth strategy focused on growing the bakery capacity to serve even more customers. The business mindset was based on delivering global quality while staying responsive to local taste.
Keeping the customer reassured and satisfied builds a loyal following that can spread the word and grow your business.
Define Your Product Identity
The owners of the café understood that the coffee drew in the customers but the bakery was the real money earner. The customers bought the baked products to take away for a wider consumer consumption that included family, friends and work colleagues. The primary identity of the business was shaped around fresh baked pastries with the “fire cracker” being the principle draw. The coffee complimented the pastries for the customers.
However, it was the consumers for whom the customers bought the pastries who were driving sales. “Who are your customers? “Who are your consumers? These 2 may be separate groups that need different messages to trigger a connection to your products.
Promote Your Product Benefits
The coffee was the ‘drug” that drew in the customers. But the promotion of pastries laid-out upfront with a large window offering customers a view of the bakery kitchen created a talking point that could be narrated to consumers. The stories told of pastry chefs making the delicious offerings with passion made the fresh bakes too tempting to resist. This ensured that there was always a long line of customers buying bags of pastries. The customers got to enjoy the aroma of the fresh flaky light pastry while waiting in line. This was all part of the experience that kept them coming back.
Produce Products People Want
The coffee was Italian but the pastries were made with recipes inspired by local flavours and traditions. This was done in response to local consumer taste. The café continually collected feedback from consumers and analysis was carried out of the data collected. Data crunching resulted in decisions for continual evolution of the varieties of pastries offered but the signature “fire cracker” remained a staple.
Businesses have to continually improve on their offerings but the challenge is in doing this without abandoning the passion, identity and focus of the business.
International Business Consultant
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