Coffee shops are quite growing and establishing themselves in every part of the country mainly in the popular streets of Nairobi. These shops do not serve people looking to grab a quick cup of cheap coffee. They chose an upscale neighborhood and serve those who share the same love of coffee and tea. They execute these desires by introducing upscale experience which can be challenging and expensive. However, coffee shops have been able to emerge at the top in comparison with other kind of businesses in town. The main reasons why they have been able to stand out and establish their business niche are;
Coffee Pricing
A regular cup of coffee at Java house goes for about Ksh 200. By charging such a premium, they’re making a statement. Their tea prices are even more outrageous. They craft their own proprietary blend. You cannot get it anywhere else. That’s supply and demand at work.
Detail
During my visit yesterday, I noticed the owner training a new employee. She demonstrated how to do a perfect pour over coffee. Her attention to detail astounded me. Every little degree flaunted her passion for her work. They prepare their drinks with care and take their time. Customers who spend this kind of money on coffee and tea expect that level of attention.
Sourcing
The coffee shops use proprietary blends for their tea. They source their coffee from small growers. It’s hard to find these beans outside of this store. This makes them to stand out against other business ventures in town.
Experience
Here is where they really set themselves apart. When you buy coffee or a cup of tea, they don’t serve it to you in a cup — unless you get it to go. They provide you a small tray, a pot, strainer and a small ceramic cup and serve their coffee in a similar fashion. This appeals to those who wish to experience their beverages, not just consume them.
You can win against a larger competitor. You just can’t beat them at their own game. Instead, play a different game. Find a slice of the market ignored by the big players.
