All About Coffee Part 78

[Ill.u.s.tration: ROYAL GAS COFFEE ROASTER FOR RETAIL STORES]

Retail coffee roasting is similar to the wholesale operation. When the cylinder has become heated, the green coffee is run in and allowed to roast in the revolving cylinder for about half an hour. If the coffee is the average green kind, the full heat may be applied at once; but if old and dry, a lesser degree is used. When the roast begins to snap, the flame is turned lower to allow the beans to cook through evenly; and when nearly done, it is almost extinguished. During the operation, the roasterman, who may be the proprietor or a clerk delegated to the work, frequently "samples" the coffee by taking out a small quant.i.ty with his "trier" and comparing the color of the roast with a type sample. When the colors match exactly, the coffee is dumped automatically into the cooler box just below the cylinder opening; and when sufficiently cooled off, is ready for grinding to order.

A large number of retailers roast coffee in their stores; and the most successful find that besides being able to make a feature of freshly roasted coffee, they can save money and increase their sales. One progressive grocer found that he was able to get eighty-eight pounds of roasted coffee out of one hundred pounds of green coffee, as compared with the wholesaler's eighty-four pounds; that he could buy green coffee at a closer price than roasted; and that it cost him less for labor, fuel, overhead, and similar items, than it did the wholesale roaster to turn out a roast.[340]

[Ill.u.s.tration: BURNS HALF-BAG GAS ROASTING, COOLING, AND STONING OUTFIT]

[Ill.u.s.tration: LAMBERT JUNIOR GAS ROASTING, COOLING, AND STONING OUTFIT FOR RETAIL STORES (Capacity fifty pounds)]

A chain of coffee specialty stores in which the coffee is roasted fresh every day was started in California about the year 1916; and according to reports, it met with almost instant success. In this system, the proprietor buys the green coffee in large quant.i.ties, and it is roasted in each of his specialty stores, which are located in public markets, store windows, and alongside heavily traveled highways. The roasting machinery is invariably set up in front of the store where pa.s.sers-by can easily see it in operation--and also smell the coffee roasting. Four years after starting the first store, there were fifty in operation along the Pacific Coast, doing an annual business of about $600,000, some units taking in more than $7,000 a month.

_Model Coffee Departments_

Authorities generally agree that a well laid out coffee department not only increases a grocer's coffee business, but speeds up sales in other departments as well. Coffee lovers, and they are legion in the United States, are inclined to "shop around" for a coffee that suits their taste; and when they have found the store that sells it, they buy their other groceries there also. Another argument advanced in favor of a coffee department is that coffee pays more money into the retailer's cash drawer than any other grocery item.[341]

Most successful retail coffee merchandisers establish the coffee department near the entrance to the store, where it can be seen through a window by pa.s.sers-by, especially if there is an ornamental roasting and grinding equipment. It has been found that a department situated at the left of the entrance is almost certain to draw attention because people are inclined to glance in that direction first. Some merchants, having the s.p.a.ce, erect attractive booths, designed somewhat like the familiar food-show booths, directly in front of the door, after the fas.h.i.+on of department stores when holding a special sale on a certain article. Such a booth is generally used for demonstration purposes, and is decorated with signs and possibly with bunting. A permanent department is usually less ornamental, but still attractive. In telling how he made a success of his department, one American grocer said that he was careful that his fixtures were not so ornamental as to draw attention from the goods. While the decorations were always attractive, they were subordinated sufficiently to form a background for his coffee display.

[Ill.u.s.tration: FAULDER AND SIMPLEX GAS ROASTERS IN AN ENGLISH FACTORY

The Faulder (on the left) is a 28-lb. indirect machine and the Simplex (also 28 lbs. capacity) is of the direct-flame, quick-roaster type]

The most popular layout is the conventional counter system behind which the clerk stands to serve the customer on the other side. There are many advocates of the counter that is built into the shelving, believing that the closer the customers are brought to the coffee, the more they will be inclined to buy. This system also makes for cleanliness, doing away with the possibility of the runway behind the counter becoming a catch-all for dirt, torn paper, bits of wood, and the like.

[Ill.u.s.tration: ILl.u.s.tRATING THE COFFEE ROASTERS USED BY THE SHOP-KEEPERS OF FRANCE

These machines are of the ball-cylinder type, and use gas as fuel; the cylinder is revolved by electric power. Invariably they stand where they can be seen from the street]

The modern coffee department has counters divided into compartments having gla.s.s fronts. This type serves both as a storage place for coffee and for display purposes. The top of the counter is used for wrapping up parcels, etc., and also for displaying bulk and package coffees. In the well regulated store, the counter top is never used for storage, all stock being kept on shelves or in the counter's compartments. Good merchants find that cleanliness pays; and that a "littered up" store drives away desirable custom. The wise proprietor never allows a clerk to weigh out coffee after handling cheese, onions, and other odorous articles, without first thoroughly was.h.i.+ng his hands. He knows that few food products in his store will more quickly absorb undesirable odors and flavors than coffee; and consequently he is careful to protect his coffee from contamination. In the better stores, the proprietor will either take charge of the coffee department himself, or will delegate a competent man who will do nothing else.

The wide-awake retail coffee roaster always features his roasting machine, which is generally highly ornamental and draws attention even when not in use. Some progressive merchants plan to roast coffee at noon time and at night, when homeward-bound pa.s.sers-by are hungry and are particularly susceptible to the pungent aroma of roasting coffee. It is a quite common plan for the retail roaster to arrange the exhaust of the machine so that the full strength of the odor is blown into the street.

_Creating a Coffee Trade_

Because of steady sales and quick profits, there is keener compet.i.tion in retail coffee-merchandising than in other food products. But, all things being equal, any intelligent person can create and hold a profitable trade if he follows approved business methods--and works. The best practise among coffee merchants shows that the prime essential is good coffee, freshly roasted and ground. After that comes intelligent and unremitting sales-promotion work.

[Ill.u.s.tration: SMALL GERMAN ROASTERS

On the left is a hand roaster for wood or coal fuel; on the right is a gas machine.]

The many ingenious trade-building plans worked out successfully by grocers in all parts of the country are too numerous to describe in a book of this character; but the methods cited in the following, all of which have been tested in actual working conditions, will serve to indicate the fundamentals of good retail coffee-sales promotion.

Among the chief sales-winning methods are demonstrations in the store, at local food shows, and at church socials, picnics or functions, judicious sampling either in person or by mail, personal canva.s.sing from house to house, circularizing by mail, linking up window displays with current happenings, local newspaper and outdoor poster advertising, and selling coffee by telephone. Most of the foregoing plans are worked intermittently. The telephone, however, is a most important sales factor and should be employed constantly and consistently.[342] Many successful stores consider the telephone, properly used, the greatest single sales-help in retail coffee-merchandising.

[Ill.u.s.tration: POPULAR FRENCH RETAIL ROASTER

Employing coal, charcoal, or wood fuel]

One grocer had such faith in this method that he paid half the annual telephone rental for a large number of his best-paying customers.

Another large merchandiser put in an individual telephone for each of his salesmen, who called up his regular customers each day to suggest articles for that day's order, always of course mentioning their "superior brand of coffee." Telephoning is the next step to personal contact; and if tactfully done, is considered to be even more advantageous, because of the time it saves both the customer and the store keeper.

[Ill.u.s.tration: UNO CABINET GAS ROASTER WITH COOLING UNIT

A popular English type]

Coffee demonstrations in stores are easily arranged, in most cases. The main consideration is fresh coffee of good quality served daintily and hot. Lacking a coffee urn, some grocers make their brews in large-size home-service coffee-making devices. Those most advanced in the correct method of brewing use the drip process. It is generally agreed that demonstrations should not be held too often. They not only cut into profits, but lose much of their advertising value. Food-show demonstrations require more elaborate equipment, consisting of a decorated booth, educational booklets, posters, and exhibits of different kinds of coffee, both green and roasted, whole bean and ground. Generally, coffee packers co-operate with retail demonstrators by supplying gratis the coffee to be brewed, if the names of their brands are suitably displayed. They supply also posters, signs, samples, and booklets for free distribution.

Window displays form one of the best means of advertising at the command of the average grocer, and one of the least expensive. A popular coffee display consists of a series of educational "windows," starting with green beans in the bags in which they are s.h.i.+pped from the growing country. Generally the bags, mats, or bundles are obtained from the wholesale house, and are filled almost to the top with some inexpensive stuffing, the green coffee being spread over the top to give the appearance of a full bag. Pictures showing how the coffee is grown, harvested, prepared, and s.h.i.+pped, are frequently used in such a display.

The next exhibit consists of whole roasted coffee spread thickly over the window floor to create the impression of bulk, accompanied by a few pans of green coffee by way of contrast, and with pictures showing scenes in coffee roasting plants. A barrel, lined with blue paper, and lying on its side with roasted coffee beans spilling out, serves as a centerpiece for such a display. Following this, comes a coffee package window, accompanied by pictures showing how coffee is roasted, ground, and packed. This completes the series; but there are many variations that have proved successful as trade builders.

[Ill.u.s.tration: EDUCATIONAL WINDOW EXHIBIT

This window won first prize for the western district in the $2,000 window-tr.i.m.m.i.n.g contest of National Coffee Week in 1920. Action was furnished by a small electric pump, which kept a steady stream of coffee flowing from a coffee pot into the coffee cup]

_Meeting Compet.i.tion_

Since the advent of the wagon-route distributer and the chain store, the independent retail grocer has been faced with the problem of how to regain at least a fair measure of the coffee trade he has lost. The grocer is not only concerned about his profits on coffee sales, but on other goods as well; for a trade investigation has shown that a large percentage of the regular customers of the retailer are held to the store by their purchases of coffee and tea. This means that if coffees and teas are bought from the wagon-route distributer and the chain store, the balance of a family's order is "shopped around."

To meet this compet.i.tion, the best authorities agree that the independent grocer should feature coffee in every practical way, such as soliciting coffee trade from each customer that enters the store; give up offering coffee on a price basis, and make up his own blends from good quality growths; perhaps make up his own brand and push it at every opportunity; display coffee artistically, with frequent changes of layouts; and have occasional store demonstrations. He should see that the coffee is roasted properly, and that it is always fresh; that the selling effort is not expended on the lowest-priced blend, but on a grade that can be recommended for cup merit. This should be a leader, but a lower-price coffee could be carried to suit the trade that buys on price. Persistent efforts should be made to educate the last-named cla.s.s of customers to use the better grades, which in the end are cheaper and give better satisfaction. In short, the grocer should work consistently to establish a vogue for his leader blend on the basis of merit.

[Ill.u.s.tration: A BETTER-CLa.s.s AMERICAN GROCERY INTERIOR

Showing the coffee bins in orderly array, and the electric coffee grinder]

_Profits and Costs_

Because of its influence on other grocery items, coffee can often be sold at a close margin of profit, particularly if a compet.i.tor's store or wagons are cutting into a grocer's neighborhood trade. Twenty-five percent is recommended as a reasonable gross profit on coffee in most cases, although some grocers make less, and not a few make more; the range being usually from twenty to thirty-nine percent. The independent dealer should meet chain-store compet.i.tion in coffee on a price basis, making a special on a superior grade and figuring to get not more than three cents profit per pound, like his compet.i.tor. A bag of roasted coffee will bring back three dollars gain, and the cash to pay for another--and the grocer has kept his customers, ninety percent of whom, theoretically, will have bought their other food supplies from him. As a matter of fact, in the last year of the World War retailers showed a tendency to demand cash on sales of all grocery items. This practise reduces the cost of operation and allows the storekeeper to reduce his prices. A large number of grocers charge a small percentage of the total sale for credit privileges, and five or ten cents for each delivery below a certain total value of the purchase price of the articles to be delivered. As a result, they have been able to meet chain-store compet.i.tion. Collective buying has also been a factor in offsetting the inroads of the "chains."

[Ill.u.s.tration: A PRIZE-WINNING WINDOW DISPLAY

This unusual display of coffee-flavored eatables won first prize for the southern district in the National Coffee Week window-tr.i.m.m.i.n.g contest.

The cakes, pies, tarts, and other pastries which const.i.tuted the main feature rested in a bed of green coffee. The customer's interest was cleverly attracted to the dealer's brand by a pyramid of large coffee cans in the center background and by two miniature dining-room sets.]

_Splitting Nickels_

One of the reasons advanced for the loss of coffee trade by retail grocers is that they price their blends in "round numbers", that is 20, 25, 30, or 40 cents; while their compet.i.tors "split nickels", selling their product at 18, 23, 28, or 38 cents.

Most of the retail enterprises in other lines of trade have built up their business on the penny-change plan; and many coffee men believe this should become the universal merchandising method among retail distributers of coffee.[343]

One of the leading advocates of "splitting nickels" has worked out a chart to show how coffee should be priced to make predetermined profits.

(See next page.)

TABLE SHOWING PROFIT PERCENTAGE ON SALES

If Your Coffee And You Sell At Costs 25c. 26c. 27c. 28c. 29c. 30c. 31c. 32c. 33c.