As lockdowns began, baristas, roasters, and coffee shop owners were among the first to close their doors. Some were never reopened.
The coffee industry is rapidly evolving, but when Covid-19 disrupted the status quo, producers and retailers had to think quickly on their feet. With 25 million coffee bean farmers producing 80 percent of the world’s coffee, 125 million employees depended on coffee consumption for their livelihood.
So, why, how, and what did producers and retailers do to continue supplying consumers with their daily caffeine fix?
As consumers were confined to working from home and had limited options for leaving the house, they needed to boost their spirits and began to recognise and reward themselves for their daily achievements.
During lockdown, people gravitated towards learning new skills, and making coffee was one of them. 45 percent of people tested a new method for brewing coffee at home in 2019, according to a survey. Consumers quickly began to learn and experiment at home after discovering the technique and skill required to make the perfect cup.
33% of consumers experimented with new coffee techniques and recipes at home in 2020, compared to 22% who invested in simple and basic machines to satisfy their coffee cravings. Infected with the coffee bug, 46% of consumers wanted to learn more about how to brew better coffee at home. This was a way for baristas, roasters, and coffee shop owners to continue cultivating relationships and sparking new conversations.
As everyone’s priorities and behaviours shifted, consumer demographics were thrown out the window, as was the case in nearly every industry. From out-of-home to in-home consumption, takeout service, social media, mobile pop-ups, and e-commerce saved the day.
During the lockdown, one thing became evident: coffee consumption is not going away any time soon. However, the pandemic has revealed the enormous impact a lack of social outings can have on the market.
In order to adapt to a changing market, brands were given a natural period of time to research how and where consumers obtained their coffee while simultaneously learning how to best implement new strategies to meet them in the middle.
Baristas, roasters, and coffee shop owners were left in the eye of the storm, searching for strategies to keep their businesses and bills afloat. It is fair to say that coffee providers have become innovative in order to remain at the forefront of the coffee conversation.
However, attracting consumers is only half the battle; retaining them is the other half. Gaggia is the ideal solution if you’re looking to improve the quality of your business. Gaggia can help your coffee become the most sought-after on the block by implementing four simple changes.
Alter your menu and prioritise consistency
Consider your menu if you are the one serving barista coffee. Consider your market positioning and the coffee blends and brands that will appeal to your target audience.
If you need assistance, contact your roaster; they can help you refresh your offering. However, remember that consistency is crucial. In addition to advising you on new menu additions, they can help you partner with a supplier known for providing consistent quality to help differentiate your brand and gain market share.
Maintain, modify, or replace your equipment
With a Gaggia machine capable of transporting your customers to the streets of Milano, it is imperative that you keep your finely tuned instruments sparkling. Owners can avoid altering the cup profile of their coffee and keep an eye out for any equipment that requires replacement by cleaning and maintaining their machine for only ten minutes.
Consider your plan
It is true that we judge books by their covers. Therefore, no one will enter a store, shop, or event space that appears dated and unappealing. Refine your brand identity, stand out from the competition, and flaunt Gaggia’s La Reale, which is shaped to capture and reflect light, in order to attract consumers’ attention.
Retraining or refreshing employees and baristas
Retraining and refreshing your staff is never a bad idea. As a simple way to ensure that you and your staff are up-to-date on the latest techniques, it can also be a useful session to ensure that everyone is on the same page in terms of food preparation, quality control, and clean-up.
Gaggia’s craftsmanship combines superior machine quality with irresistible artistic flair. Gaggia leaves a lasting impression by operating with elegance and grace, providing serenity to both machine and owner.