What is a coffee shop?
The coffee shop concept is enjoying rapid growth in France. Let's take a look at its key elements, so you can adapt and integrate them effectively into your business model.
A definition of the coffee shop: everything you need to know about a concept made in the USA
A coffee shop is a fast-food concept centered on coffee, originating in the United States. It has become particularly popular thanks to world leader Starbucks.
Howard Schultz shaped this concept by aiming to make each coffee lounge a veritable oasis for his customers, a "third place" between home and work.
A coffee shop offers both takeaway and on-site sales. If you choose to eat in, you can enjoy a drink and a pastry in a cosy atmosphere. A team of baristas, coffee specialists, carefully craft your order to deliver a tasty experience.
What products are sold in a coffee shop?
We find the same product categories in all coffee shops :
- Coffee specialties: espresso, américano, macchiato, latte, cappuccino, mocha, flat white, etc.
- Hot drinks: hot chocolate, tea, matcha, etc.
- Cold drinks: milkshakes, smoothies, bubble teas, etc.
- Pastries: muffins, donuts, cakes, cheesecakes, cookies, etc.
To boost sales and build brand loyalty, companies rely on merchandising: mugs, tumblers, tote bags and more. Accessories are your brand's best ambassadors outside the point of sale.
The new dimension of the coffee shop: the artisan roaster
Crafts and skilled trades are back in the hearts of the French. Consuming locally is a central concern. Artisan coffee roasters are back in vogue in cities and the countryside. This is excellent news for coffee-lovers' taste buds.
Product quality is important to consumers. France is one of the world's biggest consumers of coffee.
However, the French are less and less willing to drink mass-market coffee of mediocre or even disastrous quality. Coffee obeys tasting codes similar to those for wine.
To develop your coffee shop, it may be strategic to roast your own coffee on site. Your brand's reputation will benefit. Developing your knowledge of coffee and your roasting know-how is a way of responding to the aspirations of the French: to consume local, quality products.
Create your own brand or opt for a franchise: that's the question
When planning toopen a coffee shop, you need to ask yourself a number of strategic questions, such as: should you set up a coffee shop from scratch, or opt for a franchise? SeDomicilier presents the advantages of both options.
Why create an independent brand?
Creating your own brand of coffee shop allows you to design an entrepreneurial adventure that's just like you. You are free to choose the beverages and pastries you wish to serve your customers. Find your own suppliers and develop a special relationship with them. If your values are proximity and CSR commitments, you can develop short-distance partnerships.
Launching your own independent coffee shop gives you the opportunity to create a unique brand image.
You build the story of your business from the ground up. You develop your own business strategy with the resources you deem necessary to launch your coffee shop/tea room adventure.
What is a franchise?
A franchise is the reproduction of the success of a pilot unit or concept developed by one or more independent entrepreneurs. We refer to this as a franchisor. The entrepreneur who chooses to operate a franchise on his own account is called a franchisee.
The franchisor and franchisee sign a contract for a fixed term. The document sets out the conditions for transferring the rights to operate the brand. The franchisee incurs costs in exploiting the brand:
- entrance fees ;
- periodic royalties ;
- marketing contributions, etc.
Creating a franchise also enables you to benefit from the transmission of know-how. This is part of the intangible rights transmitted by the contract. This transfer of know-how represents a competitive advantage.
For example, it can take the form of :
- delivery of an operating manual incorporating the franchise processes;
- initial theoretical and practical training.
The franchisor ensures compliance with standards and the company's image through the deployment of a network coordinator.
What are the advantages of a franchise?
Opting for a franchise network offers a number of advantages for launching your coffee shop:
- exploit a proven concept;
- benefit from brand awareness;
- operational resources and comprehensive initial training;
- integrate a structured network and centralize marketing campaigns;
- benefit from personalized support.
The franchisor can support you at every stage of your project. They can provide you with a solid business plan to present to investors. Depending on the franchisor, you may be able to get help with your market study and financing plan, to increase your chances of success.
What are the steps involved in setting up a coffee shop?
Toopen your own coffee shop, there are a number of steps to follow, which we'll explain in detail here.
Defining your concept
It's important to define the concept of your future coffee shop. If you choose to operate through a franchise, you'll benefit from a wide range of operational tools.
The path ofindependent entrepreneurship invites you to develop your own brand image with its own visual identity and values. From the outset of your business plan, you need to develop your strategy.
Designing a business plan
The business plan is the first step in validating the viability of your project. It helps define the following orientations:
- the target market ;
- sales strategy ;
- marketing plan ;
- costs and revenue forecasts ;
- the necessary financing.
Identify a location
Finding the right premises for your coffee shop is essential. There are several things to consider:
- sufficient sales space to accommodate your customers;
- preparation and storage area ;
- budgeted commercial rent ;
- strategic location.
Coffee shops are usually located in city centers or shopping malls. In the latter case, rents can be much higher, depending on the dynamism of the area.
Finding equipment and service providers
Opening a coffee shop means ordering a wide range of electrical equipment: coffee roasters, coffee machines, coffee grinders, blenders, refrigerated display cabinets, refrigerators and freezers, etc. Furniture is also important: counter, tables, chairs, decoration.
Care must be taken when sourcing suppliers for your products. Customers are very attentive to the quality of the ingredients they consume. Give preference to short supply chains.
Hire a team of baristas and develop their skills
Depending on your project, you may need tohire employees. A franchise includes training to develop your employees' skills. The network coordinator can help you manage your payroll, which has an impact on your income statement.
If you decide to open your own brand, it's a good idea to develop your knowledge of coffee. Some organizations offer training courses to acquire world-renowned certifications.
As an entrepreneur, you'll have the opportunity to work on your skills in outlet management, accounting, planning, etc. You can also take a diploma, such as a CAP in pastry-making. You can also take a diploma, such as a CAP in pastry-making.
Coffee shops are on a roll! The French are big consumers of high-quality coffee and pastries. Opening a coffee shop is an excellent idea. You can be supported by a franchise network, or go it alone to create your own concept.
