Could This Be the Best Marketing You Can Do?
By Darrel Vecchio | BIZMATRIX

Over the past few articles we have discussed espresso, the best coffee beans and the equipment to produce the perfect coffee. What is the best way to take advantage of the Black Gold? Some of the question you need to answer first.
• What type of pizza shop do you own?
• Are you a takeaway, pick-up or delivery style shop?
• Is the shop more than just a pizza restaurant, as in a full menu and licensed for liquor?

There are very few pizza joints that have coffee and cappuccino as an option for their customers. The sit-down restaurants seem to have coffee/ cappuccino as it is an expected compliment to the desert menu.

The major pizza chains like Domino's, Pizza Hut and Eagle Boys don't serve coffee or cappuccino in any of their stores. Approximately 12 years ago, McDonalds in Australia set up the McCafe sections in their stores where the McDonalds Family Restaurant brand has catered for a big section of the market, the Coffee Latte set. Mum or Dad can grab a quality coffee/cappuccino and cake while the kids have burgers and fries. The McCafe is set up like an up-market coffee shop and has a great ambiance. The McCafe espresso coffee and cake is of a very high quality. McDonalds has attracted a whole new set of customers, making use of their existing sites they have created a meeting point that caters for the business person, mothers, and kids... to the whole family. The concept was so successful in Australia it is now a permanent feature of all new stores. What does this tell you about the profitability and marketing power of coffee?

Let's not forget your pizza product is still your number profit center, but wouldn't you like to get a few more dollars out of each customer, as well as making you different from your competitors?

So how do we go about introducing coffee/ cappuccino to your menu? Let's choose the ‘pick-up only' style pizza shop as an example to demonstrate a few suggestions on how to get espresso coffee and cappuccino as a value added product for your customers and your bottom line profits.

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