For many cafés, cold weather can mean business that’s as slow as molasses (or peppermint syrup). Read on to find out what drives this downturn, and how you can dial up revenue.
The over-shopped business drop.
‘Tis the season for shopping. And spending. And rushing around from store to store. The result: tighter budgets and less time for customers to make coffee shop stops.
Underground tip:
Position your food and beverage offerings as affordable, flavorful indulgences.
By reminding customers that sometimes self-care comes by the cup, you’re inviting them to take time–and make budgetary room–for themselves.
You can make that self-care even more caring by serving up seasonal favorites that make drinks feel even more special. Stock up on flavors like gingerbread, peppermint mocha, or eggnog lattes to create excitement. Seasonal menus make customers feel like they’re getting a unique experience and offer a great reprieve to holiday craziness.
Looking for a little winter drink inspo? Check out our latest (not to mention greatest) recipes. Ready to make some winter magic?
Sunsetting traffic.
Shorter days can mean revenue shortages. When the sun sets early, people tend to head to the comfort of hearth and home before dark, reducing evening traffic that many coffee shops rely on.
Underground tip:
Create a cozy winter atmosphere.
Think warm lighting, soft blankets, comfortable seating–even a fireplace if possible. Encouraging a "stay awhile" vibe can make your coffee shop feel like a winter retreat, and customers may stay longer, ordering more as they work, read, or socialize.
Chilly challenges.
Cold temps and flurries can put a chill on business as customers stay home or stay inside, reducing café foot traffic.
Underground tip:
Nip Jack Frost’s influence in the bud by offering more ways (and more reasons) to visit.
If you have a drive-thru, display signage that lets customers know of this convenient way to stay warm while grabbing a hot cup. Also, make sure your staff is trained on drive-thru best practices. You can also partner with food delivery services, promote in-house delivery options, or create an efficient takeout window or curbside pick-up option to enable customers to grab a coffee without braving the cold for too long. Stock up on to-go cups, and advertise how easy it is to pop in and perk up with hot drinks to go.
Decreased tourism.
For coffee shops located in tourist-heavy areas that invite summertime visits, the winter months may bring fewer customers, especially in non-tropical climates. This drop in tourism significantly reduces foot traffic, impacting coffee shop revenue.
Underground tip:
Host winter events and classes, like coffee-tasting workshops, latte art classes, or winter trivia nights.
These events give customers a reason to visit outside of their regular routines. You can even ticket events or offer discounts on items like pastries and drinks to attendees.
Seasonal busy-ness.
With a focus on family, cooking, decorating, and gatherings, visits to coffee shops may fall by the wayside, taking profits along for the ride.
Underground tip:
Bundle up incentives with convenience.
Offer promotions like “Buy One Get One Half Off" or package deals for people who might bring friends. You could also introduce loyalty cards specifically for winter, rewarding customers who come in frequently during these colder months with a special bonus (like a free drink or pastry after a certain number of purchases). Have plenty of gift cards on-hand. This makes it easy for busy patrons to pass along warm wishes (and warm drinks) to teachers, coworkers, hairdressers, mail carriers, and more. Win. And win.