I'd love the same info. I'm thinking of opening a coffee house in my small town (espresso based, poetry, entertainment, comfy hangout with free WiFi)

Any insights are very much appreciated!

Lisa
NH

I can't help you but..
Go and ask the people at Ritual in the mission. They just opened, they're busy in an already-caffeinated neighborhood and I LOVE IT. Went there for the first time a couple days ago. Likewise the Blue Bottle kiosk in hayes valley. Both places just make me wanna go there and I don't think it's just that they're coffeesnobs like me. They're small businesses and might have some good insight.
Also, I live in the east bay and if you guys need any help...

All I gotta say is make sure your Baristas are top notch! The bored, cooler than thou barista attitude that works for many established shops (with masochistic clientel) is not the way to start. You don't want your baristas perky or anything, but here are some house barista rules that will make customers feel like they're family (and more likely to drop $5 every morning):

Never let a customer know you're irritated with them-

You are sometimes going to get irritated with customers. They change their mind, take forever to order, have never seen a real coffee shop menu before, try to pay for a $1.50 drink with a credit card, etc. Whatever you do NEVER let on that you are irritated with a customer unless they are being a COMPLETE a$$. Always speak to customers "Pleasantly", even if you are trying to correct bad behavior (like talking on the cell phone while ordering). That customer on the cell phone might live around the corner and might drop $1000/year at your shop if you don't piss him off. Remember, if you scold a customer loudly, it makes the rest of the customers in the shop feel a little uncomfortable (unless the guy obviously deserved it).

Always acknowledge a tip -

It might seem awkward at first but it's a good idea to always smile and nod or say thanks when someone drops money in the tip jar. Even if it's just $.50 instead of the much more appreciated dollar. Remember $.50 is still 25% of a $2.00 Americano, and thats actually a pretty good tip percentage.

Along with that, don't completely turn away from a customer until they've left the counter -

It may take someone awhile to gather their wallet and goods, or they may be ultra annoying/clingy, and you may be tempted to turn around and do dishes to ignore them, but never fully turn your back on them until they've left. This not only helps to keep an eye on things, but this also gives you the chance to acknowledge the tippage. I've been a coffee customer a few times where the barista immediately turns away from me after giving change and I think "if I weren't such a responsible tipper, I'd stiff this guy because he won't know one way or the other."

Spend a little time interacting with customers while you're making their drink, especially if you're not busy -

Give a little coffee history, talk about the delicate act of getting a perfect creme, tell them how you're achieving the most velvety foam, mention how timing plays such a key role in the perfect shot, customers love this stuff. It makes them feel like a insider in the coffee world, and it also fortifies their belief that their coffee drink is worth the $4.00. You don't have to talk about coffee of course, if they seem open, ask them a question or two: what are their weekend plans, have they seen this or that movie, how's their morning been so far. People usually love talking about themselves. If you listen well, they'll get a feeling that you respect them (even if you don't really).

Also, if you're not busy, make their drink with a flourish -

If they can see you make the drink, make it seem like every bit of concentration is going to making the most perfect cup. Make an italian soda slowly so that they can see each layer go in. Dish out the wipped cream deliberately and make it look pretty. Etc.

My pet peeve barista coffee mistake - NEVER let a shot sit on the pan for longer than a couple of seconds -

The second a shot is poured, it starts to oxidize and turn bitter. The longer you let it sit there, the more bitter it becomes. For the love of whatever deity you worship, get that shot mixed with some water, syrup, milk etc. ASAP.


You can create the best look and play the best music to get customers to come in and sit down, but the baristas will really be the ones to turn your customers into loyal worshipers

you should talk to curtis and fresh (in my friends list) - they just opened a cafe in marin called the bay cafe and recently went through the whole process.