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When Café management reviewed the sales figures for last financial year, they were not happy. Together with customer complaints about slow coffee service, sales had remained static, leading management to conclude that major physical changes & a significant capital investment would be required to improve the Cafes performance.
Expert assistance was required - enter Food Consultants Australia. FCA were called in to firstly listen to management objectives, then to assess the potential for capital investment & long term plans for the upgrading of the Cafe.
Some of the major issues to be addressed were:
- Customer numbers had decreased.
- Existing customers going elsewhere.
- Customer confusion regarding where to purchase from & where to pay.
- Poor traffic flow resulting in customer congestion at service counter.
- Increasing customer complaints about slow coffee service.
FCA worked in close consultation with Café Manager. ‘The Café’ already had the framework for a successful food operation, so we could not justify major capital investment. Instead, we proposed a budget ‘merchandising makeover’, which provided the outcomes required by management without excessive major capital expenditure.’
The makeover plan included:
- Develop a new brand identity & colour scheme.
- Introduce a new look, & easy to follow menu boards, counter signs, point of sale & product tickets based on the new brand identity.
- Create dedicated service sections along the counter with new signs, display stands & equipment.
- Add individual product ticketing – with price & portion in new style on all products.
- Introduce an automatic coffee machine.
- Introduce better quality products.
- Introduce a range of add on sales items.
As a result of all of the above being implemented, creating a new look for the Cafe, old customers returned & new customers were quickly attracted.
Sales jumped in the first week!
It proves how professional assistance can minimize expenditure & maximize results.
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