Coffee is one of the most frequently purchased beverages globally, and a standout coffee program can serve as a major attraction for convenience stores.  Offering fresh, high-quality coffee can draw in commuters, early morning workers, and students. Once in the store, customers are likely to purchase other items, such as snacks, breakfast foods, or cold drinks, increasing the average transaction value. By positioning coffee as a main attraction, convenience stores can drive both impulse purchases and regular, repeat visits.

1.Brew Coffee People Look Forward To

Consistently delivering high-quality, fresh, and affordable coffee helps build a loyal customer base. People tend to return to places where they know they can enjoy a consistently great cup of coffee. This includes factors like taste, freshness, and the variety of coffee beans available. When the coffee is of high quality, consistently brewed well, and matches the customer’s taste preferences, they’re more likely to come back. Consistency plays a key role in fostering repeat business. Customers want to know that each visit will offer the same great taste and experience. If a convenience store can maintain this level of quality—whether for simple drip coffee or a more complex specialty drink—it builds trust and familiarity, encouraging customers to return.

2. Make it Easy for Employees

Creating an easy-to-manage coffee program for employees is essential to ensure it runs smoothly and delivers a great customer experience without overwhelming staff. To make the brewing process simpler, use pre-portioned coffee options like Frac-Packs or single-service sizes. These eliminate the need to measure coffee grounds and ensure consistent quality with every brew. It also reduces waste and makes inventory management easier. Ensure the self-serve coffee station is organized, with condiments like sugar, stirrers, syrups, creamers and napkins readily available. Include clear instructions, easy-to-reach supplies, and well-maintained equipment. This reduces the burden on staff and empowers customers to customize their own drinks. Training sessions on the coffee can help employees feel more comfortable with the coffee options and answering customer questions. Brisk offers training programs from proper brewing techniques, cleaning equipment, to proper product rotation. Brisk’s coffee training programs can greatly increase the success of your staff and sales.

3. Capitalize on Trends and Seasonality

People love seasonal coffee for several reasons, ranging from the flavors and traditions associated with the seasons to the limited-time availability that makes these drinks feel special. A diverse menu of seasonal drinks and unique specialty items can keep customers intrigued. Seasonal coffee offers a chance to experience flavors that aren’t available year-round. Ingredients like pumpkin spice, peppermint, cinnamon, gingerbread, and caramel apple capture the essence of a particular season. These unique and distinctive flavors give customers a sense of novelty and excitement, encouraging them to try something different from their usual order. And as seasonal coffee drinks are only available for a limited time, it makes them feel more exclusive and special, prompting people to indulge while they can.

Seasonal coffees offer a refreshing change from the usual daily routine. They provide an opportunity for customers to break away from their regular coffee choices and try something new. This change can make daily coffee habits feel more festive and fun, adding variety and anticipation to the coffee-drinking experience and ensuring repeat business.

4. Add Upselling Opportunities

Offering a variety of options, including both coffee-related and non-coffee items like snacks, can attract a wider audience and encourage repeat visits. Here are some upselling opportunities to consider:

• Larger Sizes: Suggest upgrading to a larger size for just a small price difference. For instance, recommend a larger cup for a few extra ounces of coffee or a bigger version of their favorite drink for a minimal upcharge.
• Pastries and Snacks: Encourage customers to pair their coffee or espresso with a pastry, muffin, croissant, or bagel. Offering a discount for the combo can make the upsell more appealing.
• Loyalty or Subscription Programs: Invite customers to join a loyalty program or sign up for a subscription service for regular coffee orders at a discounted rate. Offering perks like a free drink after a set number of visits can drive repeat business.
• Gift Cards: Ask if customers would like to purchase a gift card for a friend or loved one, especially around holidays or special occasions. It’s a simple way to encourage upselling.
• Bags of Coffee Beans: Sell bags of your specialty coffee beans for customers to brew at home. This is ideal for those who enjoy your coffee and want to recreate the experience at home.

A well-crafted coffee program at your convenience store creates repeat customers, encourages larger purchases, and enhances the store’s reputation as a go-to for a great cup of coffee on the go. Contact Brisk to help you create a stand-out coffee program for your convenience store.