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How to create a queue on the opening day of a new coffee shop: Coffee Like experience

Alexey Gusakov shares tips on offline and online preparation for the opening of a new coffee shop, gives successful and unsuccessful examples of marketing and PR receptions
The disappointing trend of the HoReCa market is observed: coffee houses opened without a clear business model quickly close, having been defeated at the start. To minimize such situations among Coffee Like franchisees, we use the algorithm to successfully launch a new point. As a result – 600 coffee bars in 134 cities of Russia and the CIS.

In this article I’ll talk in detail about the “Launch” system in our company, which allows you to create a queue for a coffee house on the opening day. “Launch” covers both offline channels and digital space.

Launch Offline System

We start working on attracting the potential audience of the coffee bar in advance – at the stage of choosing a location. It is necessary to gradually warm up people’s interest in a new point, so that guests are ready to visit it at the opening.

Building a habit with potential guests

We place signs about the imminent opening, while the coffee bar is preparing to launch. So the audience has a habit of associating a specific place with our brand.

We analyze neighboring locations and create collaborations.

In attracting guests, you can’t stay within your own location, you need to capture the territory. To do this, we analyze traffic attraction points, such as shopping centers, business centers, and educational institutions located next to the future coffee bar. If their target audience is the same as ours, then we will present the coffee bar to the leadership of neighboring establishments. We offer cooperation in the form of special conditions for staff, barter arrangements, exchange of handouts, and so on.

We prepare location and personnel for federal actions

In the Coffee Like network, there are regular promotions to increase loyalty, such as “Warm greetings” and “6th glass as a gift”. Each opening coffee bar should be equipped with printed materials informing guests about these actions, and staff should be trained in the mechanics of their conduct.

We work out promotions and bonus programs for opening a point

To attract an audience on the opening day, we recommend holding special events. For example, the “2nd glass as a gift” promotion works well. According to statistics, of all the guests who visited the coffee bar on the opening day and took part in the action, an average of 18% are regular guests of the network. Drawings, tastings and master classes are very popular on opening days.

Making location for the festive opening

Festive decoration, of course, increases people’s interest in a new place. We use balloons for this. You can put a photozone, this will cause additional excitement.

We provide point recognition and ease of navigation

Potential visitors should know in advance how to find us. For this, a system of navigation tools has been developed. But before you install them, it is important to study the transport infrastructure of the district, the scheme of movement of public transport and pedestrians, interchanges and a road work plan. This will help to plan the channels of communication with the guest.

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