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Sell the Store...Not the Coffee

 
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Would You Pay to Enter a Coffee Clubhouse?
No
100%
 100%  [ 1 ]
Up to $3
0%
 0%  [ 0 ]
Up to $7
0%
 0%  [ 0 ]
Any price if what they have there is good enough
0%
 0%  [ 0 ]
Total Votes : 1

Author Message
jabailo



Joined: 20 Mar 2006
Posts: 1273
Location: Kent (East Hill), WA

PostPosted: Sun Nov 30, 2008 1:17 pm    Post subject: Sell the Store...Not the Coffee Reply with quote

This is a followup to a comment I recently wrote in Business Week about how high prices could be good for business.

http://app.businessweek.com/UserComments/combo_review?action=all&style=wide&productId=30016&pageIndex=1

I agreed. One thought for chain coffee stores is to sell the store, not the coffee. Let's face it, you can get good coffee at any supermarket. You can buy an espresso maker at Amazon for under $100 (that's 20 lattes...less than a month's worth!)

So what's unique about a store? People! Coffee houses should be club houses, where there things to do besides sit and read the newspaper. How about gaming? Board and computer? How about conversation? How about mediated conversation areas where people can have discussions like they do in online fora?

How about coffee houses for the Beautiful People...Studio 54's of coffee? Or for intellectuals? Or athletes. One of the coolest coffee houses I miss is at the University of Washington Bookstore. Two things make it cool: It's open to midnight, and you can take any book from the bookstore and read it there without having to pay for the book!

As an adult, I often want to go someplace at night to hang out...but the options are limited if I don't want to go to a "bar" or anyplace where alcohol is the only reason to be there. Maybe people would willingly pay a "cover charge" for a late night hangout that offered entertainment and gaming and discussion...oh, and add in some good coffee...it could even be drip...just dark and rich, please.
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jabailo



Joined: 20 Mar 2006
Posts: 1273
Location: Kent (East Hill), WA

PostPosted: Mon Dec 01, 2008 5:43 pm    Post subject: Reply with quote

Well, I threw my hat into the ring, and offered up my idea to the source:

http://mystarbucksidea.force.com/ideaView?id=087500000005C8kAAE
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