Target market: People who already own, are in the process of buying, or want to buy/open a drive-thru coffee stand and make it profitable beyond just paying the bills. This is from a personal project of mine.
The problem: Most franchisees and new owners self-destruct because they don’t know coffee, basic marketing, or how to run a business.
“The coffee industry is tough,” they say.
I don’t know who they are, but they’re dead wrong.
The coffee industry isn’t tough.
Riding a unicycle up Mount Everest is tough…
Getting your two year old to stop kicking off their shoes in the middle of the mall is tough…
Coffee? Coffee’s a piece of cake served alamode!
Crack The Coffee Code And Start Earning
The Income You Need To Retire Even If You’ve
Never Brewed A Cup Of Coffee In Your Life!
Right now, I’m sipping on a giant cup of freshly brewed dark roast coffee infused with heavy cream. I was a barista for more than a decade, and if there’s one thing I know how to do it’s brew a damn good cup of coffee.
But I didn’t learn this critical life skill from any of my jobs. In fact, every coffee shop I’ve worked for served terrible coffee – the kind you graciously accept at the window from an overly-happy barista and flush down the toilet when you get home.
You might be wondering if I’m about to tell you that great coffee is what you need to make your drive-thru coffee shop successful.
Nope.
Not even close.
In the drive-thru coffee industry, bad coffee sells and customers can’t get enough.
Look, the first drive-thru I worked for served coffee that tasted like dirt dissolved in lukewarm milk. It was awful, but they still managed to pull in more than $300 per hour with a constant line of cars from 6:30am until 11am, nailing each order in under a minute.
After those four and a half hours, each of our five baristas (yes, five baristas) walked away with a cool $50 in cash tips every single day.
Regular customers would literally throw $10 and $20 bills through the window as they sped away because we brought them their drink while they were waiting in line.
Despite the poor quality (is dirt an acquired taste?), this coffee chain had more than 25 thriving corporate locations and at one point, began to franchise while serving the worst coffee ever.
When I say it was bad, I mean it was awful.
This drive-thru committed every coffee sin known to man…
Espresso shots sat out until they turned black (and got served anyway)…
Iced drinks were made with 3-day old espresso chilled in the fridge…
Customers who wanted fresh shots were seen as “picky” and given decaf…
Brewed coffee was pre-ground the day before and left out on the counter in the open air…
Milk was re-steamed indefinitely to avoid waste…
When cups fell into what we called “floor juice,” we were instructed to use them anyway…
And since our thermometers were usually broken, hot drinks were sometimes made with 2-hour-old room temperature milk, slipping a bonus slimy “milk skin” into some lucky sap’s drink.
By now, you’re probably wondering how the heck this kind of coffee shop thrived.
And who in their right mind would line up day after day to get terrible coffee?
The shocking reality is that you don’t need to serve good coffee to run a successful drive-thru coffee shop.
It almost seems like bad coffee drives higher profits.
How is this possible?
This company did something no other drive-thru café or restaurant was doing…
They guaranteed service in 60 seconds or less…
And they met that promise 9 times out of 10.
Whether someone ordered one hot drink, a few iced drinks, or five smoothies, they got their drinks in under a minute.
And that’s why the coffee was so bad.
You can’t serve quality coffee that fast…
But the customers didn’t care…
They didn’t want “good coffee”…
All they wanted was a cup of hot coffee on their way to work without having to wait in a long line.
It was a genius marketing move that earned the company slick profits for years…
Selling Coffee Isn’t About Selling Coffee
If you own a drive-thru café and think you’re in the coffee business, think again.
Your customers drive away with a cup of coffee in their cupholder, but what you’re actually giving them is a friendly interaction every morning before they have to work a job they hate.
Each interaction releases serotonin, dopamine, and endorphins – all three of which make your customers addicted to you (and you thought coffee was the addiction!)
And according to science, you’re virtually guaranteeing they’ll return simply by giving them something warm to hold in their hands (did you know that simply handing someone a warm beverage will make them feel warmly towards you?)
So if you think you can get rich by selling coffee, it’s time to revisit that assumption. If you try to sell coffee, you probably won’t be in business long.
Coffee Is Just The Delivery Method For
What Your Customers Really Want
I’ve had the privilege of watching the rise and fall of several different coffee shops, including popular chains.
I’ve seen what generates success and failure…
And it’s not what you think.
It’s not about upsells or having a big menu selection.
And it’s not about product quality, either.
Your customers don’t really want amazing coffee, and the sooner you realize this, the faster you’ll increase profits.
But what do they want?
Convenience…
Speed…
A friendly face to start their day…
You ever watch that old T.V. show Cheers?
The intro says it all:
“Taking a break from all your worriesSure would help a lotWouldn’t you like to get away?
Sometimes you wanna goWhere everybody knows your nameAnd they’re always glad you came…“
See, you can serve the worst coffee in the world and it won’t matter if you’re fast and friendly, greet everyone by their first name, and remember to ask about their kid’s soccer practice or broken leg.
Your customers want connection, not coffee.
Think about it.
Why else would anyone pay $7-$10 per day, leave the house early, and drive out of their way to wait in line to get coffee they could make at home for next to nothing?
Drive-Thru Coffee Profits
Aren’t Driven By Amazing Coffee
This is one of the secrets corporate won’t tell you when you buy a franchise. They don’t want you to do better than their corporate locations.
They’re hoping you’ll be satisfied with average success.
And that’s why I’m sharing my insider secrets with you today.
You don’t have to settle for average.
And you don’t have to serve bad coffee, unless you really want to.
If you want to create outrageous cash flow from your drive-thru coffee shop, it won’t be because you’re serving the finest organic, ethically-sourced coffee beans on the planet…
And you won’t get rich brewing espresso shots with perfect crema…
As I’ve just demonstrated, fast and friendly service can render quality completely irrelevant.
If you want to transform your drive-thru coffee shop into an ATM for your retirement, get my Crack The Coffee Code report and uncover the wickedly effective strategies you need to be successful in the drive-thru coffee industry!
It’s so easy, you’ll be implementing my strategies faster than you can brew your next pot of coffee.
Disclaimer: Beans is a fictional drive-thru coffee shop. However, the details relayed in this letter are real.