There are nearly 8,000 cafés and coffee shops in the UK, making competition for customers tougher than ever. Independent cafés are not only vying against other independents but also battling high-street giants and chains with strong brand recognition.
Yet, attracting and retaining loyal customers isn’t a lost cause.
The key to retaining customers lies in crafting an exceptional coffee experience.
One that builds loyalty, enhances profitability, and sets your business apart.
At Bridge Coffee Roasters, we’ve helped over 500 brands including names like Salesforce, Notcutts Garden Centres, and Four Seasons Hotels elevate their coffee game through quality beans, advanced equipment, and tailored consultation services.
With almost 40 years of experience working as a coffee partner, supplier and consultant to some of the biggest brands, this article includes our top strategies for attracting and retaining customers by offering a better coffee experience.
Gather Customer Feedback
When it comes to improving the customer experience, your best source of knowledge is your existing customers. They hold the key to improving your offering, knowing exactly what they would do to improve the experience if they were in your shoes.
Whether through direct feedback, online reviews, or surveys, listening to what customers say – especially paying attention to negative feedback – can transform your business.
Every business makes honest mistakes, negative reviews are to be expected. However, recurring themes and comments in negative reviews are a red flag that there are areas of improvement.
Instead of viewing criticism as a setback, see it as an opportunity for growth.
For instance, if reviews often mention inconsistent coffee quality or long wait times, these insights help you identify specific areas to address.
Now you can improve the experience with the guidance of your coffee partner.
How Salesforce Tower used customer feedback to improve their coffee experience
One such business that utilised feedback was Salesforce Tower in London.
After receiving criticism about the quality of their coffee, they set out to make improvements with the help of a new specialty coffee roaster to find a coffee that visitors would remember for the right reasons.
Pro Tip: Create a system for collecting and rewarding anonymous feedback. Public platforms such as Google reviews are excellent options for detailed reviews, but a simple suggestion box or online questionnaire can let your customers provide their suggestions and help them feel more connected to your brand.
Prioritise Better Quality Coffee
At the heart of any great coffee experience is the coffee itself.
If your current coffee beans don’t meet your standards, or your supplier isn’t providing the support you need, it’s time to look elsewhere.
The world of coffee is vast and the preferences of your customers may have evolved, meaning you could be at risk of losing footfall to your nearby competitors.
At Bridge Coffee Roasters, we specialise in sourcing high-quality beans tailored to your brand’s needs, whether it’s consistent blends for grab-and-go options or single-origin coffees for a more artisanal approach.
Better coffee equals happier customers who are more likely to return.
Refresh Your Branding and Marketing
Your coffee experience should align with your branding.
If your visual identity, messaging, or marketing strategy feels outdated or doesn’t reflect your coffee’s quality, it might be time for a refresh.
Digital marketing tools such as social media and Google My Business can help grow your visibility, while cohesive branding creates a memorable impression. Customers associate the quality of your branding with the quality of your product, so make it count.
Building a cohesive brand should tap into every area of your business, and may even extend into building your own private label coffee blend to further engage customers.
Using your marketing to showcase what makes your coffee experience unique, whether it’s the story behind your beans, your eco-friendly practices, or your seasonal specials, helps customers feel connected to your business on a much deeper level than just the pure transaction.
Implement Loyalty Schemes
Loyalty schemes can significantly impact customer retention.
Research shows that 60% of loyalty programmes make shoppers more devoted to a brand, and are a fantastic and easy-to-implement tool to both attract and retain customers.
Consider simple ideas like “buy four cups, get the fifth free” or digital loyalty programmes that allow customers to collect points for every purchase.
Adding sign-ups for exclusive discounts and offers keeps your café top-of-mind year-round, whilst providing a new route to upsell and make your coffee more profitable.
Invest in Customer Service
Great coffee is only part of the equation.
Exceptional customer service is what truly makes a coffee experience memorable.
Quality coffee can be found everywhere these days. But truly exceptional customer service that can brighten your day is a rare quality to find.
Whilst this largely comes down to the experiences and personalities of your team, customer service is something that can be taught with a little bit of training.
Investing in staff or barista training ensures your team delivers a consistently excellent experience. Skilled baristas can recommend drinks, accommodate preferences, and create personal connections with customers.
Remember, 64% of customers are likely to switch brands after a bad experience, so ensuring quality interactions is crucial.
Keep Your Menu Fresh with Specialty Drinks
Seasonal specials and unique drinks are a fantastic way to keep customers interested. Whether it’s a pumpkin spice latte in the autumn or a refreshing cold brew in the summer, offering novelty items keeps your menu dynamic and exciting.
The businesses we work with are able to subscribe to our yearly seasonal drinks calendar, offering four new specialty drinks every season complete with holiday specials.
These recipes allow them to attract new customers, capitalise on trends, offer something new to regulars, and increase customer spend per head.
Incorporating options like dairy alternatives or drinks with trending flavours ensures you’re catering to a broad audience. These offerings can also position your business as innovative and customer-focused.
Upgrade Your Equipment
If your current coffee equipment is unreliable or failing to deliver consistent quality, it might be time for an upgrade.
Modern commercial coffee machines not only enhance coffee quality by aiding your baristas in all aspects of the drink creation process. They improve efficiency and reduce downtime through superior build quality and materials.
If you’re experiencing repeat breakdowns, inconsistency in drinks or even low quality coffees, Bridge Coffee Roasters can guide you through choosing the best machine for your business.
Whether it’s a super-automatic system for high-volume cafés or a traditional espresso machine for a barista-led experience.
Provide Alternative Options
Modern consumers require a flexible hot drinks menu that can cater to their preferences and requirements.
Flexibility in your offerings can make your coffee shop more appealing to diverse customer bases.
Making sure to offer plant-based milk alternatives, decaf and non-coffee options can help you tap into a wider net of customers, whilst adding alternative brewing styles like filter coffee or manual pour-over coffees can cater to enthusiasts looking for a specific style.
Is your coffee experience delivering for your customers?
Building a better coffee experience isn’t just about serving a great cup of coffee.
It’s about creating an environment and experience that customers want to revisit.
Setting yourself apart from the competition by offering an all round superior coffee experience is a certified way of increasing the number of customers coming through your door.
By prioritising quality, listening to feedback, and investing in branding, marketing, and equipment, you can attract new customers and keep your loyal ones coming back.
At Bridge Coffee Roasters, we’re here to help you every step of the way, from sourcing the finest beans and consulting on equipment, to providing tailored advice on how to elevate your business.