I am writing this while having a cup of coffee and a toasted sandwich in Costa Coffee, in Pool. It is just after 11 am and the cafe is busy with only a few tables free. The customers are diverse; a group of young mothers with toddlers meeting up for a catch up, a retired couple enjoying a coffee while they do the crossword together, a man of about my age reading a book, two men in their thirties having a businesses meeting, two women who appear to be having a regular catch up over coffee, an older couple chatting away, a young guy working on his notebook, a family enjoying a break in their journey (I eavesdropped for a bit) and a few other couples where I was unable to guess the reason for their visit. There was also one other person who, like me, was having a coffee while their electric car was on charge.
All this at a time while people are reducing their discretionary spend due to the rising cost of mortgage interest, fuel bills and food. They are still choosing to spend money in Costa for a simple reason: Costa is providing them with what they want.
There is a range of drinks so there is something for everyone, whether that is a flat white or a Maple Hazel Hot Chocolate. There is also an impressive range if you want something cold; a Tango Mango Bubble Frappe, a Fuze Tea Peach Hibiscus Iced Tea or perhaps just an Iced Flat white. Then there is a wide range of food from porridge to a Steak & Mexicana Cheese Toastie with sandwiches and cakes as well. All dietary requirements are catered for.
Having sorted out the product range Costa has then looked at delivery. You can have your coffee and food in the cafe or have it served to takeaway and this location, like many others, also has a drive through option. The drive through is very busy in the early morning catering for the commute to work. When it comes to being in the cafe there is a good variety of seating, tables that can sit two, four and six, comfy armchairs and sofas as well as outdoor seating. There is good Wi-Fi and places to plug in laptops and to charge phones.
The final part of the mix is the staff; they are always welcoming and friendly. I know that Costa does not pay the highest wages in the area, some nearby fast food outlets pay more; however, Costa has no problem attracting and retaining staff. They must be doing something right.
So the secret to surviving in hard economic times is to offer the customer what they want with sufficient choice to cater for a wide range without making it burdensome on the business and to treat staff well.
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Honesty Box
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Business Thoughts 