With a new year comes new opportunities for taking care of you, our valued Customers. See what’s in store….
A new face. Our Facebook page has moved. Why? It’s a long story, but it has something to do with a little apostrophe. Whether you have ‘friended’ us in the past or new to facebook, please follow Cravens Coffee on our new page so we may better serve you. New upgrades provide you the latest coffee news, crop announcements, special promotions, events and the occasional element of surprise. Friend us, like us, share us and we will deliver!
New to Twitter! Yep, old dogs apparently can learn new tricks. We dared to venture into the world of tweeting and live to tell about it. We promise to share with you helpful and insightful tweets. Thank you for following us.
A new venture into videos. Given we prefer preparing your coffee each and every day to producing videos, we won’t promise genius behind the camera but we will promise good coffee fun. Find our YouTube tab on our new Facebook page for short video clips we hope are useful and entertaining. Who could resist Simon slurping and spitting at the cupping table or his latest adventures to the coffee farm? We look forward to hearing from you!
Let’s not forget new crop coffees. Our recently popular Tabu Jamu coffee will continue as we just got word the fine farmers in Sumatra have produced a second year crop, which we have secured for shipment. What was intended to be a one-off coffee treat was so well received by a select few specialty coffee roasters, including yours truly, the coffee has turned into a longer term relationship. Learn more about this unique coffee on our recent blog here. At stores now!
Here’s wishing you a prosperous and happy new year!
The softening of the economy has created a fork in the road for restaurants, cafes and drive-thru’s. They are asking themselves – do I take the path of quality at a value and retain my business, positioning myself for the future, or do I “cut and run” sacrificing quality, going with price and hoping I survive. Those are the two paths at the fork in the road.
Interestingly, the consumer is not seeing the same fork in the road. Our deduction, evident through sales, is that Specialty Coffee, at its very best, is a great value, therefore the choice it is not an issue. The informed consumer is seeking, purchasing and enjoying high quality coffee at a reasonable price despite a recessionary environment.
When I see so called “fine dining” and supposedly “high quality casual dining” establishments buying low quality, low price coffee, it makes no sense. They are terribly out of touch with the consumer.
People are still eating out, just maybe not as often. But when they do it has to be spot-on. And if they finish with a lousy cup of coffee, these days there is minimal forgiveness for preaching quality, yet brazenly having bought on price, which sadly many establishments have done.
The businesses who are committed to quality, and take that path when the road forks, are being rewarded with loyalty. And customer loyalty is priceless.
The current economic conditions are defining for the coffee business. In recent years (known unofficially as the “good times”!) there was a wide gray area for coffee categorization. The designations of Specialty, Gourmet, and combinations of the two, were banded around without any real meaning. We even had “super-specialty” at one time.
This has been followed by roaster-created designations such as farm-direct, farm-friendly, eco-friendly and many others. While some are genuine, many are false and frivolous designed to mislead the customer into believing the roaster is buying direct while visiting the farm and shaking the farmer’s hand. Not so.
The reality is customers are knowledgeable, informed and discriminating with their evaluations. With money a little tighter, the customer is activating their discretion.
In the “good times” a customer would try out a new place, resulting in the purchase of an espresso beverage. If it was sub-standard, no big deal. Pitch the beverage and seek a replacement from a proven retailer. No longer.
The differences between Specialty (we will keep this one) and Commodity coffee are clear. Basic Commodity coffee has always been presented in a can. In the gray area there is what can be called “pseudo-specialty”. It is Commodity coffee masquerading as specialty, usually in a bag as opposed to a can. It is amazing these roasters think the consumer is that gullible.
In tighter economic conditions, pseudo-specialty should be called what it is – Commodity coffee. This is coffee purchased on price NOT quality, even if the “marketing messages” tout otherwise. This is bad karma and they are heaping it upon themselves. Quick side-note – when farm families have to sell worthy, quality coffee at a commodity price, they do not eat, nor come close to having access to any form of medical care.
Customers are making their choices. They know Specialty (it is the taste – consistent high quality) and they know Commodity (it is the taste – raspy, low quality). And they know good companies – Coffee Roasters who operate within a set of values and standards, who value the human component of coffee farming and whom are involved in their communities.
Trust the Customer – they know their coffee. Convey your position of quality, service and community and your regulars will continue to support you…and new customers will find you.
Yes! The last several months have confirmed that quality still matters. While customers may be careful and diligent in their buying decisions, their actions speak of wanting value. Cravens Coffee thanks each of you for the opportunity to prove the value of our fine coffees every day. Let us work for you. (509) 747-6424 or firstname.lastname@example.org