From Hidden Corner to Front Door: How Strategic Placement Skyrocketed Coffee Sales at The Jetty Pavilion
Ever walked into a venue and completely missed the fact they even served coffee? That was the reality for The Jetty Pavilion, a beautiful establishment with a stunning bar setup. However, their coffee machine was tucked away in a corner, almost an afterthought. The result? A mere 1-2 kilos of coffee sold per week.
But things have changed dramatically. Come with us and discover the simple yet powerful transformation that Artisti Coffee Roasters implemented, taking The Jetty Pavilion's coffee sales from a trickle to an impressive 15 kilos per week!
The "Coffee in the Bar is Horrible" Truth
Let's be honest, when you approach a bar, your mind is likely on beers, wines, and spirits – not a perfectly brewed espresso. A lonely coffee machine lurking amidst the bottles and taps simply doesn't scream "quality coffee." For The Jetty Pavilion, their coffee setup was exactly that: hidden in the back, lost in the noise of the bar. This lack of visibility and dedicated space was a major barrier to coffee sales.
The Transformation: Coffee Front and Center
The solution was surprisingly straightforward: bring the coffee to the forefront. As you now approach The Jetty Pavilion, you're greeted by a beautifully built espresso bar right at the front door. This strategic relocation has had a monumental impact for several key reasons:
1. Increased Visibility = Increased Sales: Placing the coffee offering front and center immediately grabs the attention of customers. It's no longer a hidden option but a prominent feature of the venue.
2. Dedicated Staff & Efficiency: A front-door coffee bar allows for a dedicated staff member focused solely on coffee service. They aren't stuck at the end of the main bar, juggling drink orders. This improves efficiency and allows for better customer interaction.
3. The Power of Takeaway Trade: Think about it – how often do people just want a quick coffee to go without navigating the entire venue? A front-door coffee station caters perfectly to this takeaway market. Even if your cafe has ample seating, many customers prefer the convenience of a grab-and-go option. This simple change significantly broadens your potential customer base.
4. Efficient Use of Space: You might be surprised at what you can achieve in a small area. The Jetty Pavilion's setup includes an Anfim SP2 grinder, a Cinoart PT2 auto tamp, a two-group La Marzocco Linea Classic espresso machine, and essential bench equipment – all within a compact space of approximately 600mm deep by 2 meters wide. This proves that even venues with limited space can create a high-impact coffee station. We've seen similar setups in receptions and small cafes achieving incredible volumes of 70-80 kilos a week!
5. Workflow Optimization: While space might be tight, a dedicated coffee bench allows for a more streamlined workflow, crucial for efficient service and consistent quality.
6. Attracting Better Suppliers & Support: When your coffee sales volume increases, you become a more attractive partner for quality coffee suppliers. This can lead to better equipment supply, training opportunities, and ongoing support services that might not have been accessible when doing lower volumes.
7. Enhanced Staff Engagement & Quality: A dedicated coffee bar fosters a sense of pride and ownership among staff. At The Jetty Pavilion, skilled baristas are now pouring beautiful latte art, contributing to a positive coffee experience. Furthermore, implementing good processes like weighing shots ensures consistent and delicious coffee every time.
8. Leveraging Breakfast Opportunities: Don't underestimate the power of pairing coffee with a breakfast offering. The Jetty Pavilion has a great breakfast menu, and their prominent coffee service perfectly complements this, capturing both dine-in and takeaway morning trade.
The Takeaway: Put Your Coffee Front and Center!
The success story of The Jetty Pavilion highlights a crucial lesson for restaurants, bars, and any venue looking to boost their coffee sales: make your coffee offering a focal point.
If you're not happy with your current coffee volume, take a critical look at your space. Is there an opportunity to build a simple coffee bench near the entrance? Could you transform your coffee setup from a hidden corner to a welcoming first impression?
Here's our advice:
- Get your coffee machine out of the bar! Create a dedicated espresso bar.
- Prioritize front-door or highly visible placement.
- Invest in essential, quality coffee equipment.
- Focus on workflow and efficient service.
- Train your staff to deliver a great coffee experience.
- Consider pairing coffee with breakfast or other relevant offerings.
This simple yet strategic shift can unlock significant growth in your coffee sales and elevate the overall customer experience.
Ready to transform your coffee sales?
- Visit artisti.com.au
- Reach out to us via DM.
- Get in touch – we'd love to help!
Business owners and baristas, be sure to follow our channel for daily insights and tips on all things coffee!
