What every small café needs to compete with the big chains
Operating a small, independent café isn’t easy. You’ve got to deal with high operational costs, intense competition from large coffee chains and other independent cafés, and rising rent, especially on high streets.
If you own a small café in the UK and are wondering how to stand out in a crowded market, check out our guide below.
Deliver a personalised customer experience
Large coffee chains offer a standardised experience that is essentially the same whether customers are in Bournemouth or Burnley. As a small café, you have the freedom to differentiate yourself and create a more welcoming atmosphere.
Get to know your regular customers by name and remember their favourite drinks and food. This will go a long way to boosting customer retention, as they’ll feel a greater sense of community. Happy customers can lead to free word-of-mouth promotion to their family, friends, and colleagues, bringing in new people keen for a unique environment.
Invest in quality equipment and training
Offering a varied range of beverages is crucial to attract customers. You should have espressos, lattes, cappuccinos, americanos, cortados, mochas, flat whites, and iced coffees with a mix of milk options.
Some customers may struggle to digest cow’s milk, so stock a few alternatives, including goat, soy, and oat milk. Decaf options are increasingly popular, as are naturally caffeine-free teas like rooibos. Ensure your staff are well-trained with all the machines and equipment needed to prepare drinks to a high standard without dropping them into busy shifts with inadequate experience.
Investing in a high-quality commercial coffee machine can significantly improve the consistency and speed of service, and reduce the need for costly repairs and replacement parts. Customers will notice the difference in taste that comes from modern equipment.
Leverage community engagement and local partnerships
By teaming up with local start-ups and businesses, you can draw from each other’s customer base for a mutually beneficial partnership. Cross-promotion strategies with an independent bookstore may involve you displaying their books on shelves throughout the café, while they give their customers coffee and cake coupons.
You can also host events like art exhibitions by a local painter or photographer, or live music nights by an up-and-coming band. Invite influencers and food bloggers to try your menu and source ingredients from local farmers and bakeries.
Implement effective marketing strategies
Using digital marketing strategies is crucial for reaching a larger audience. Maintain an active online presence, with regular posts on Instagram, TikTok, and Facebook, and engage with comments. Look for software that facilitates compiling your accounts and scheduling regular posts.
You should also offer your customers loyalty programs, through a traditional stamped card or digital loyalty app with features like in-app messaging and personalised rewards. Make it easy to use, with a clear sign-up prominently displayed in the café, and on your social media, with a simple sign-up process. Pick enticing rewards directly relevant to what is popular with your customers, like free decaf lattes or slices of cheesecake.
