Keys for Success
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Starbucks and Giants

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Here are my observations.  They are not in a particular order right now, as I travel.  I'll wait for Key West to put them in some rational order.

bulletNew Stuff: surprises, unexpected events like the dessert tray at Creative Catering and Deli in Woodbine, Georgia.
bulletPurists: I am not one to recommend that you only do what starbucks does, only straights and origins and no flavored coffees.  People want to dring good coffee at home, and how will they get a grand Hazelnut or Jamaican Me Crazy if you don't sell flavored coffee?  
bulletEnergy and Drive
bulletFlexibility heads the list.  Things change very fast in this world.  Be flexible to meet head on the new situation.  Like if sales are not what you want for two or three weeks, it won't change unless you do.  If you think you need to do something, you do.
bulletIf you want to sell whole bean coffee, locate near a supermarket.  Food shopping is prime time to sell beans.  And if you are next to a food store and not selling whole bean, get with it and get the beans.
bulletHot Spots are a must.  Clearly there is a correlation between computers and coffee customers.
bulletIf you want to run a coffee bar you need a great location with lots of traffic.  Our average ticket is low, so you have to have the volume.
bulletListen, and respond and act upon what  your customer says.
bulletGive your customer what they want.  Give your customer what they want.
bulletDowntown locations are prevalent among successful independent coffee houses
bulletGood roadside directional signs are very good for visitors in a tourist area
bulletHappy staff who smile and make conversation and know when to back off
bulletCooperation among stores in a regional area (see Eastern Shore of Virginia) helps all the participants
bulletIntegrated operations.  Like a bookstore with a coffee bar.
bulletKnow your real competition
bulletPlease pull down signs that start or end with 'for customers only'.  Like, 'Bathrooms are for Customers Only'.  We are all human and have the same needs.  This sign tells prospects and customers alike about your attitude.  How much money do you spend on marketing?  The object is to get people into your store.  If they come for a bathroom, let them in and see if your store merchandising works on a new face. 


This site is sponsored by Kaffe Magnum Opus, the coffee roaster.  To contact Bob please call his cell 609-247-9683 or e-mail or  Or call the office at 800-652-5282 and the folks there will find me.