Whether you are the owner of a restaurant, café, bakery, or coffee house, keeping your brand fresh is crucial to its success. To keep up with the ever-changing consumer behavior and influence of digital media in foodservice, a brand refresh is an important strategy to consider for growth, especially now as COVID-19 restrictions are being lifted and more people are looking to dine out once again.
What A Refresh Can Do For Your Brand
Coffee is a commodity and competition is high. Therefore, businesses should strive to adopt and set trends that give them the opportunity to showcase their brand in innovative ways. This provides an opportunity for new consumers to learn who you are while keeping your brand relevant and up-to-date.
For example, when Gaviña recently introduced a new look for the 5 lb. Whole Bean Packaging, we modernized the color palette and the graphic design style to reflect the current trends of the marketplace while staying true to the foundation of our branding.
“With this new beautiful packaging, we are representing our origins and the people that grew, harvested, and roasted the coffee beans… We want to showcase that our Gaviña roots are planted in the coffee fields,” says Lisette Gaviña Lopez, Executive Marketing Director of F. Gaviña and Sons, Inc. and a 4th generation family member.
Our new packaging brings to life an important aspect of our history and represents the people that have put hard work into harvesting the coffee, from seed to cup. With this redesign, we are modernizing the brand and continuing to tell our story in a way that still captures our values, sustainability efforts, and coffee origins.
A significant benefit to a brand refresh is that it allows consumers to enjoy a whole new experience with your product. It can be an impactful way to stand out from the competition and generate excitement for your brand as a whole, among your staff and your customers. As a result, your business can benefit from increased long-term sales as consumers will recognize your brand as one that provides more value than that of your competitors.
How To Refresh Your Brand
Change can be intimidating, but it can also bring about new possibilities and promise. With all the changes that have taken place in the past year due to COVID-19, we have all had to adapt to a new normal, both at home and in business. However, this presents a good opportunity to reevaluate what your brand offers, the consumers you target, and–more importantly–the business as a whole. With this in mind, we have put together some ideas to refresh your brand for better business and exposure.
Selling Coffee By The Pound
Businesses should consider selling coffee by the pound, in addition to selling coffee by the cup. This allows customers to bring your brand’s coffee experience to their homes for a prolonged experience. With many people working from home, you can retail your coffee in larger quantities and give your customers the option to make coffee in the comfort of their own home or visit your establishment.
Diversify Your Menu
The morning coffee routine has changed as coffee is no longer just tied to breakfast. Many consumers have been drinking coffee throughout the day, especially in the afternoon, to help pick them up while working from home. Cold coffee seems to be the preferred choice for afternoon drinks. To accommodate consumers who enjoy having midday coffee, it is a good idea for businesses to add iced coffee, cold brew, and alternative coffee drinks to their menus to capture this market.
At-Home Coffee Solutions
As previously mentioned, consumers are spending more time at home – whether it be working from home or attending virtual school. Coffee retailers should consider selling products that entire families can enjoy, beyond just coffee drinks. Some ideas include offering cold brew kits, barista kits, and meal kits that are easy to make at home for the whole family. This way, families can create new and exciting experiences together and keep your brand top-of-mind.
Online Ordering and Delivery
Delivery and online ordering are on the rise as consumers seek out easy and convenient ways to try new restaurants and coffee shops. Businesses can capitalize on this opportunity by leveraging delivery apps like Postmates, Uber Eats, or Doordash to raise awareness of their brand and bring in new customers. When using third-party delivery apps, make sure to include high-quality photos of your beverage and food selections to peak consumer interest. Coffee retailers should also think about providing easy ordering and delivery via their own eCommerce website. By offering your own delivery service, your business can keep costs at a minimum while keeping your customers happy.
Social Media Presence
Social media is an important aspect of your overall brand presence. Having an active social media strategy within your online community allows your business to stay relevant and stay top-of-mind to your loyal customer base and potential customers. When your brand utilizes popular platforms like Facebook, Instagram, Twitter, and LinkedIn, you can easily stay connected with your community by keeping them up-to-date on your business operations, your brand story, and your promotional deals and discounts.
Bring New Value to Your Business
Your company’s brand represents who you are and is a defining factor in what separates you from your competition. As businesses start to reopen and people eat out more, this is a great opportunity to showcase your brand with a fresh new look that has the potential to delight your current customers, as well as those who have yet to be introduced to your product.
With decades of experience in the coffee industry, Gaviña Coffee is equipped to help you reach your branding and profit goals. Contact us today to start your journey to finding the right equipment, products, and merchandise needed to serve the best coffee experience to your customers.