case study café opening
Not long ago I spoke to a café owner, let's call her Heike, who complained bitterly that she was not making enough sales even during the opening phase.
" At the opening, all the tables inside and outside were occupied, but people only drank the one coffee for the voucher, didn't eat anything and then left immediately."
So what exactly did Heike do wrong? Handing out a voucher for a free coffee in the pedestrian zone around the café was a good idea! People became aware of the belgium telegram screening new opening and often came straight to the café a few minutes later.
Heike designed the vouchers herself - and they didn't look bad at all. All the important information was included. But she hadn't foreseen that many people are really penny pinchers and bargain hunters. She might as well have put a crier outside the café who shouts "Free coffee today!" all day long. In this way, Heike has created the expectation among people that she always has something free. She has, so to speak, not got them used to having to buy something from her first.
The addition: "The second coffee is on the house" or "Every breakfast includes a free orange juice" would have brought in more revenue and, above all, the right customers - namely those who are willing to pay for a well-made coffee in an attractive environment.