Background
We've been open for about 9 months. We roast everything in-house with our Diedrich IR-7 roaster, which is the center of attention in the shop. It's amazing how many people have never seen a green coffee bean. We feel as if a lot of our time is spent educating the customers about coffee beans, fair trade, organic and the gambit of the coffee experience. This has been a 4 year process for us and the headaches have been many but the reward is well worth it...We have a great product, pleasant surroundings and laughter.
Keys to Success
Our key has been educating our customers about the difference in Fresh Roasted coffees versus store bought bags. We also have about 65 years of retail experience between my wife and myself so we have a good idea about how to treat our customers and get them to come back. Once our customers see the roaster their eyes light up and want to know all about the process. Currently we roast about three times a week on an as needed basis but I always try to do something during the weekend. We also have a "now roasting"neon sign in the window that we turn on when roasting.
Special Events
We usually have entertainment on the weekends from "open mics", to guitarist, songwriters, poetry readings. health and wellness evenings.
Target Customers
We have several-initially the commuter, which being on the outskirts of Chicago we have quite a few. High School students in the afternoon (we're the only coffee shop around that gives them a discount) and evenings is for studying or knitting groups, etc. The shop seats about 40 people from the formal side to informal side.
Challenges Faced
Getting open. How to get the word out that you that now you are open. Work of mouth has been excellent for us and we've been able to do a little advertising. Keeping payroll down but still being able to service the customer. Barb and I are great believers in superior customer service and we hire only those that share our ideas. During our busy times we always have someone on the floor talking to our customers making sure their experience is a good one.
Where We're Headed
Right now we want to make it through the first year. We have ambitions of opening a second shop but that might not be until '09.
Other Info
I think we have the niche that makes us a target destination because of our fresh coffee, awesome service, casual almost homey setting with antiques abound, marble tables, alabaster lamps, leather chairs, and how could we have made it without IKEA.
