Most large providers Starbucks, Gloria Jean, Hudsons, Coffee Bean & Tea Leave & Coffee HQ look to create a consistent product that offer the same level of value no matter which venue you purchase from. They can automate much of the coffee process and knock out a cost efficient product that delivers fat profits on every sale. But could they be doing more?
I was walking through the city the other day when I saw a great pre-work sales technique. A small coffee shop near Southern Cross station have a girl propped out the front with a tray of coffee ready to go for only $2 each. The strategy offers a discount cup of java to compensate for a slightly cold product, but hits the convenience market head on. Those making their way to work find it all too easy not only to satisfy it as a need, but to acknowledge the need itself as they hurry past.
Josh Strawczynski's Opinion
I'm sure the bigger players like Coffee HQ could increase their value offer and make more sales if they followed this strategy. Parliament station is a prime example, Coffee HQ have a barrister set up to one side of the escalator catching anyone with enough time to dilly dally, but this could be so much more if they were prepared.
Sam Berringer's Opinion
I also think Coffee HQ could sell more Red Bull by doing a similar thing, in the afternoon people are more likely to drink a cool Bull. The convenience marketing is booming and offering consumers a faster solution to their need is the way of the future. This is exemplified in the USA Starbucks have started making drive through coffee shops and claim there is even further they could go!
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