Coffee Cuppa’: Differentiation Through To-Go Orders

With the rise in independent coffee shops in nearly every city, every shop is looking for a way to differentiate itself from competitors. As we talked about last time, many do it in the presentation of beautifully poured espresso drinks, creating delicate shapes using milk foam and technique. But what about your on-the-go customers? The key to making an impression starts with quality service and branding using your to-go drinkware.

When it comes to customer service, it’s the little things that prove the most delightful to customers. Remembering someone’s “usual”, serving each drink exactly as ordered, and making the customer feel like they aren’t just another transaction are actions to take that create a lasting impression.

Choosing your drinkware can be a different story, however. Just as you would shop for your house mugs, you want a to-go cup that is both functional and aesthetically pleasing. The goal of any cup and lid combination is to maintain the drink’s temperature, but many options exist, and it’s up to the shop owner to choose what best represents the establishment.

Many use the common paper cup with travel lid, but other coffee shops choose eco-friendly options that are made of recycled materials or materials that can be recycled. Coffee shops with reusable cup programs exist, offering specials or discounts to customers that purchase and reuse the coffee shop’s travel cup (you can see more shops like this at www.responsiblecafes.org).

Once the ideal cup has been chosen, a shop owner can focus on branding. A Baltimore-based café, Atwater’s, is a prime example: the cup sleeve adds a splash of color to each to-go presentation, with their logo elegantly on display. Other shops may go for a more rustic appeal, creating a shop logo hand stamp for goodie bags and cup sleeves.

The coffee industry continues to grow as the methods for brewing and branding are seemingly endless. Whether it’s latte art in shop, or a to-go cup with a statement, there are many creative ways to differentiate your coffee shops from competitors.

Morning Wake-Up Call: ECO Evolution World Hot Cup

-G. Stegall