In a down economy, people don’t have a
discretionary income to spend at high-end
restaurants, which makes the lower price
points of coffeehouses more appealing.
Cup of the Day Coffeehouse & Deli
be a microcosm for what he believes the
world will be, “in the spirit of unity, all of one
family,” he says. It is founded on the Baha’i
faith, which emphasizes the spiritual unity of
all humankind.
“When you walk in here, you feel
something different—a blessedness,” he
says. Some of his customers come two
or three times a day to hang out, talk and
solve the problems of the world. “We’re not
gourmet, just good, down-to-earth, homey,
simple food,” he adds.
Coffee and pastry pairing sessions provide
an opportunity for coffeehouses to educate
and entertain guests. It’s something coffee
roaster/distributor Boyd Coffee Co., Portland,
has done for foodservice operators. “Dark,
rich coffee goes great with chocolate,” says
director of marketing Katy Boyd Dutt. “Make
sure there’s nothing too tangy/sweet in coffee
when pairing with a sweet and fruity dessert.”
subsidizing the hours of the wait staff,”
Dutt says. The average ticket in a coffee
shop may only be $3.50 to $5.50, “so you
need a rapid turn of customers.” Some
have upped the average ticket by bringing
in beer and wine.
Besides baked goods such as pies, tarts,
layer cakes, cheesecakes, brownies and
cookies, Macy’s has an all-vegetarian
menu of soups, salads and sandwiches
with an assortment of wheat-free and
dairy-free vegan options.
Though traditional easy grab-and-go
coffeehouse fare is still popular, there is a
consumer calling for more healthful offerings,
Dutt says, adding that it’s important to offer
a balance of parfaits, bran muffins and
whole-wheat products with indulgent scones,
cookies and brownies.
Another way to bring in more customers
is to invite groups in as part of a public
outreach. For example, invite civic groups
or the police or fire departments to use the
space for meetings.
COMMUNITY BENEFITS
Coffeehouses are natural gathering places
to foster community. That was the dream of
Tim Macy, who opened Macy’s European
Coffeehouse, Bakery & Vegetarian
Restaurant in Flagstaff, Ariz., in 1980.
Coming from a professional golf background,
he wanted to open a coffeehouse that would
A culinary professional who loves coffee
might find fulfillment in a coffeehouse
career. “You’re the front and back of the
house. You design your own experience. It’s
your muse,” Rosenblum says. “You create
the ideal experience and share that with
other people. I think it’s a wonderful thing.”
“Running a coffee shop is more difficult
than a restaurant. The restaurant has
higher ticket sales, and customers are
Jody Shee, an Olathe, Kan.-based
freelance writer and editor, previously was
editor of a foodservice magazine. She has
20 years of food-writing experience and
writes the blog www.sheefood.com.
