6 ways cafes can cash in on their indie status

With the British consumers’ appetite for great quality coffee growing apace, and a strong desire for experiential over transactional in fine food retail, 2024 brings a wealth of opportunities for independent cafe owners to not only provide their customers with precisely what they want – but to bring new ones into the fold, too.

There are plenty of crossovers between running a high quality cafe and the food and drink industry as a whole, so the good news is that your existing philosophy of shopping small and high quality, and nurturing relationships with producers, is a steady bedrock from which to develop your cafe offering.

Know what you’re selling

“It is similar to high-quality food, we are dealing with smaller batches and a higher-quality product. This allows for more traceability and a unique experience,” begins Douglas Conde, head of coffee at Day Trip. “Bigger coffee chains need to ensure a standard product and need bigger quantities. Dealing with smaller quantities allows for a closer relationship with the suppliers and the barista can have a more intimate link to the product and farmer.”

Invest in the details

In today’s experience economy, with consumers looking for a transaction which creates memories and connections, it’s important to invest in the details – but this doesn’t need to cost the world. “Everything together makes the experience,” says Douglas. “Obviously, the place helps, the type of glasses, the decor, the quality of your machinery and product. But if you can’t invest that much money, you should really focus on customer service.”

Build connections

Building a connection with your customers and linking them to the story behind the product you’re selling will reap rewards. “You should be able to give a lot of attention and care to your customers, giving more information about the coffee beans, the methods, adding more details and creating a narrative. You should share your experience, talk about what is special about that coffee, talk about how you prepare it at home, about the farm, the farmer or the notes they will taste when they drink it – visit the producer if you can.”

Make it memorable

That’s not to say that every customer will want bells and whistles; some may appreciate a quiet, quality coffee with subtle points of difference. “You need to understand what the customer wants,” says Douglas, “not necessarily all your customers will want the most expensive coffee. Many people prefer simple flavours and you should give them that. Focus on making the experience memorable, for example, don’t offer a glass of water, already hand the glass over to your customer with their drink. And remember: a good smile goes a long way!”

To stand out from the chains, think quality, quality, quality. “Ensure you have great quality in the brewing (good machinery and great people behind them),” says Douglas, and investing in your staff will pay dividends too. “You should invest in knowledge for your staff, the more they know, the better the product they will deliver. Offer closer and more real contact with customers whenever possible.”

Keep pricing smart

“We have a vibrant growing speciality market in the UK and quality independent operators have amazing opportunities to grow their customer base,” says Andy Wells, founder of Press Coffee. For Andy, pricing is key – and indies have the upper hand when it comes to maneuverability. “Whilst the chains hold similar pricing to speciality independents, these opportunities include introducing many customers to the new tastes and profiles of speciality coffee at a comparable price and whilst supporting small businesses.”

Of course, with prices rising and other challenges on the horizon it’s not always easy to keep hikes away from customer wallets, “but smaller operators have the flexibility to adapt quickly and change structure,” says Andy – the price of the coffee you serve may flux, but by being smart about the costs elsewhere in your business you can react without causing large-scale impact and reducing the quality of the coffee you sell to minimise disruption.

For Henry Ayers, co-founder of All Things Bloom, selling coffee at a fair price goes beyond industry increases – it’s about celebrating the quality of what you’re selling and giving deserved acknowledgment to its credentials and the people who made it great; something which Cafe Buyer readers and their customers are hardwired to do. “Everything in the hospitality sector has increased in price, so why should coffee have to take a back seat?”, he asks. “Why should we sell coffee cheaper by the kilo than say wine by the bottle? Quality has improved over the last decade and continues to do so, so it’s a very exciting time to be within the industry.”
Pullquote “Everything in the hospitality sector has increased in price, so why should coffee have to take a back seat?”

Think sustainably

With sustainability one of the biggest influences shaping the food and drink industry as a whole in 2024, it’s a particularly pertinent topic for independent cafe owners keen to support their customers’ desire to consume sustainably. “The conversation around sustainability and ethically-sourced coffee is nothing new, but it’s becoming increasingly important to consider as more people become aware of social issues they had been previously ignorant about,” says Henry.

As well as sourcing coffee from ecologically-sound suppliers, there are simple switch-outs you can make to quickly – and not expensively – boost your sustainability credentials and stand out from the chains. “We expect to see more coffee shops using eco-friendly practices such as compostable cups and utensils,” he continues.

Ultimately, and in keeping with the fine food and drink sector as a whole, “the story behind where the coffee comes from, who farms it, and its environmental impact is now even more firmly at the forefront of the mindful coffee consumer’s mind.”