While the saying is coffee and doughnuts, we have found that they are not often purchased at the same place.
I figured that we would sell tons of coffee in our brick and mortar doughnut shop. It turns out, at least for us and in our location people need coffee before they get doughnuts. Occasionally people will buy coffee with their doughnuts. But as a general rule most of our customers come to the shop, coffee cup in hand, looking to get the best doughnuts.
I can appreciate their decision.
After almost 4 years in our current space, we have yet to come close to moving the needle on selling coffee. I’m pretty sure we drink more coffee as an internal business than we actually sell.
Coffee gear and its accessories take up a lot of space and financial inventory. The question is how long should we continue to try with the hopes of change but no signs of change? We were quick to realize our investment in an incredible espresso machine was futile and we were able to find it a new home and recoup most of our initial investment. But, the belief that doughnuts must have coffee has weighed upon me. In our early years in Stockton and the Whole Foods we had no choice and coffee was not an option for us to pursue. But in our own space we had all the opportunity. For me it’s been a struggle for years. I wanted coffee to succeed. I wanted it to compliment the doughnuts. But, I have come to realize it is actually slowing us down and maybe holding us back.
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