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Opening a coffee shop is very exciting and something that can be very lucrative if done right. One of those key factors in getting it right is developing your USP or Unique Selling Point. Your unique selling point is what helps you stand out from the crowd and attracts customers to you despite the other coffee shop businesses that may spring up around you.
But how important is it? Is it worth spending a lot of time or can you improvise and hope for the best? Or maybe even create it on the fly?
In terms of determining the value of developing your USP by opening a coffee shop, think about your personal favorite coffee shops to visit. If you are new to the coffee scene and are entering because you see how lucrative it is to open a coffee shop, consider another type of business that can range from generic to specialty. What attracts you?
Personally, I believe that developing your own PVU is absolutely crucial for success. It’s what helps you differentiate yourself from the big giant coffee companies like Starbucks and Dunkin ‘Donuts. And if you notice, they both also have their own unique selling points. If you’re considering specialty coffee, Dunkin ‘Donuts probably isn’t the first thing that comes to mind. But if you want a donut and coffee to go, Dunkin ‘Donuts might be the one. Dunkin ‘Donuts is also a great option if you want to get in and out, and you don’t need a specialty coffee like a mocha or latte. Now if you want a mocha or a latte, Starbucks is likely one of the first places you head to, if you don’t know any better.
I know, that was not pleasant. But it’s true. Starbucks has a great coffee menu and often offers some stellar specialty drinks, but I don’t think it’s a coffee giant because they serve the best coffee, or even because their baristas are the most talented specialty coffee makers. In fact, when I lived in Portland, Oregon, Starbucks was only used as a last resort. Why? Because another coffee company, The Coffee People, had better coffee and a better USP. Their motto was “Great coffee without the conversation”. Their baristas were a bit more nervous, and although I’m a pretty conservative girl myself, I kind of liked it. Then there was their drink menu, with my favorite mocha being the velvet hammer. They also made whipped versions of their coffee drinks, using top-of-the-line ice cream and Adams peanut butter. I’d drive 25 minutes out of my way just to get one of those sweet pieces of heaven. It’s not a lie.
