How to Use International Coffee Day to Boost Sales
As International Coffee Day approaches on 1 October, smart cafe owners and baristas are brewing up different ways to celebrate the world’s most popular beverage. This is a great opportunity to connect with customers, showcase your coffee expertise, and boost sales. From creative in-store experiences to community activities, these suggestions are designed to delight regulars and attract new enthusiasts.
In-Store Experiences and Promotions
Elevate your cafe’s atmosphere and engage customers with interactive and tasting activities.
– Hold a tasting of a special blend supplied (free) by your roaster. What about a ‘Roast Roulette’ challenge where customers can test their palates by identifying mystery brews? – Promote iced coffee samples to hot coffee drinkers – give them one for the road. Launch a limited-edition ‘Chilled Coffee Flight’ featuring three unique cold brew blends. – Serve a coffee-flavoured dessert or sauce for a savoury dish. Throw a challenge to the chef and see what they can come up with. – Cakes and desserts! There are so many possibilities for coffee cakes, coffee slices, coffee fudge brownies, and coffee ice cream! – Lots of espresso martinis if that’s your jam! Introduce a ‘DIY Espresso Martini Kit’ for customers to recreate the magic at home. – Feature your coffee equipment – the main machine, grinder, tamper, and milk dispensers. Offer a ‘Tech and Taste’ workshop where coffee enthusiasts can learn about the science behind the perfect cup – this is way beyond being a home barista. Explain how your beans are great for what you make and for brewing at home. – Host a ‘Latte Art Throwdown’ competition for your baristas and trainees. Invite coffee enthusiasts to watch the spectacle and vote for their favourite latte art designs. The winner will receive a trophy and bragging rights for the year. – Want to promote App Ordering? Add an extra-special coffee deal for the day, that’s only available if people order through the app. This is a common tactic used by large chains.
Coffee Retail and Take-Home Offerings
Extend the coffee experience beyond your cafe – it’s time to give a big boost to your retail sales.
– Promote bean sales with a special deal, or small sample packs for regulars. Borrow a retail grinder for those who want it ground. Offer a complimentary brewing guide with each purchase to help customers perfect their at-home coffee experience – easy to create with guidance from your roaster and AI. – Update your retail space – pile packs on the front counter with gift wrap for birthday and early Christmas presents. For everyone who buys one as a gift, don’t forget to ask them ‘who else is on your list?’ – Give away small packs of coffee hand scrub, made from the grounds – there are many simple recipes online.
Grow your cafe’s connection with the locals – your venue is much more than just eat, drink and go.
– Share information about where your beans come from – gather information from your roasters. Host a virtual ‘Meet the Farmer’ session where customers can learn directly from coffee growers – there’s a huge amount of information on YouTube. Plant a coffee tree in the backyard or footpath for next year! Share its growth and fruiting on social media – everyone can be a proud partner. – Raise funds for a local non-profit – $2 donated for every coffee purchase, with beans and milk donated by your suppliers. Use your noticeboard to promote the non-profit you’re supporting – CafeSmart is an excellent choice in Australia, supporting the homeless. – Run non-stop coffee promo and crazy reels on your social channels. Launch a ‘Coffee Creativity Contest’ challenging followers to submit their most innovative coffee-related content – and what can your staff come up with? – Share coffee quotes from famous people on your socials – some quick Google searches will come up with a list, starting with US President Ronald Reagan: ‘I never drink coffee at lunch. I find it keeps me awake for the afternoon’. 😂 – Feature the baristas as your stars of the week. In the off-peak, invite students from hospitality classes at a local school to have some real-life work experience. – A story about your roaster – what makes their product so special? Share their names, photos of the roasting setup, how they got started… and how many coffees they consume daily! – Quote online reviews of your coffee. Launch a ‘Review and Brew’ campaign, where customers who leave thoughtful reviews receive a unique code for a free speciality drink on their next visit.
Add Coffee Content to Your Digital Screens…
Screens give you a dynamic way to reach and educate customers, and promote the event. Content could include…
– A countdown timer to International Coffee Day, creating anticipation. – Rotating facts about coffee, its history, and global impact. – Short video clips showcasing your baristas’ latte art skills. – Infographics about different brewing methods and their unique characteristics. – ‘Bean of the Day’ feature, highlighting a different origin each day with tasting notes. – Animated graphics of your special International Coffee Day promotions and events. – A ‘Customer Coffee of the Week’ spotlight featuring a regular’s favourite order. – Time-lapse videos of coffee plants growing or beans being roasted. – A world map showing the origins of your various coffee beans. – ‘Coffee Personality Quiz’ questions, with answers revealed throughout the day. – Rotating customer reviews and testimonials about your coffee. – A ‘Coffee Tip of the Hour’, sharing brewing tips and tricks. – Profiles of the farmers and communities who produce your coffee beans. – Trivia questions about coffee, with answers revealed later in the day.
International Coffee Day is more than just a date on the calendar; it’s a chance to celebrate the community and culture that coffee creates. Authenticity and enthusiasm are key to a successful promotion, two qualities that run deep in every successful cafe. So, raise your cup and prepare for a great day!
As International Coffee Day approaches on 1 October, smart cafe owners and baristas are brewing up different ways to celebrate the world’s most popular beverage. This is a great opportunity to connect with customers, showcase your coffee expertise, and boost sales. From creative in-store experiences to community activities, these suggestions are designed to delight regulars and attract new enthusiasts.
In-Store Experiences and Promotions
Elevate your cafe’s atmosphere and engage customers with interactive and tasting activities.
– Hold a tasting of a special blend supplied (free) by your roaster. What about a ‘Roast Roulette’ challenge where customers can test their palates by identifying mystery brews?
– Promote iced coffee samples to hot coffee drinkers – give them one for the road. Launch a limited-edition ‘Chilled Coffee Flight’ featuring three unique cold brew blends.
– Serve a coffee-flavoured dessert or sauce for a savoury dish. Throw a challenge to the chef and see what they can come up with.
– Cakes and desserts! There are so many possibilities for coffee cakes, coffee slices, coffee fudge brownies, and coffee ice cream!
– Lots of espresso martinis if that’s your jam! Introduce a ‘DIY Espresso Martini Kit’ for customers to recreate the magic at home.
– Feature your coffee equipment – the main machine, grinder, tamper, and milk dispensers. Offer a ‘Tech and Taste’ workshop where coffee enthusiasts can learn about the science behind the perfect cup – this is way beyond being a home barista. Explain how your beans are great for what you make and for brewing at home.
– Host a ‘Latte Art Throwdown’ competition for your baristas and trainees. Invite coffee enthusiasts to watch the spectacle and vote for their favourite latte art designs. The winner will receive a trophy and bragging rights for the year.
– Want to promote App Ordering? Add an extra-special coffee deal for the day, that’s only available if people order through the app. This is a common tactic used by large chains.
Coffee Retail and Take-Home Offerings
Extend the coffee experience beyond your cafe – it’s time to give a big boost to your retail sales.
– Promote bean sales with a special deal, or small sample packs for regulars. Borrow a retail grinder for those who want it ground. Offer a complimentary brewing guide with each purchase to help customers perfect their at-home coffee experience – easy to create with guidance from your roaster and AI.
– Update your retail space – pile packs on the front counter with gift wrap for birthday and early Christmas presents. For everyone who buys one as a gift, don’t forget to ask them ‘who else is on your list?’
– Give away small packs of coffee hand scrub, made from the grounds – there are many simple recipes online.
See also: How to Get More Value From Your Coffee Supplier
Community Engagement and Brand Building
Grow your cafe’s connection with the locals – your venue is much more than just eat, drink and go.
– Share information about where your beans come from – gather information from your roasters. Host a virtual ‘Meet the Farmer’ session where customers can learn directly from coffee growers – there’s a huge amount of information on YouTube. Plant a coffee tree in the backyard or footpath for next year! Share its growth and fruiting on social media – everyone can be a proud partner.
– Raise funds for a local non-profit – $2 donated for every coffee purchase, with beans and milk donated by your suppliers. Use your noticeboard to promote the non-profit you’re supporting – CafeSmart is an excellent choice in Australia, supporting the homeless.
– Run non-stop coffee promo and crazy reels on your social channels. Launch a ‘Coffee Creativity Contest’ challenging followers to submit their most innovative coffee-related content – and what can your staff come up with?
– Share coffee quotes from famous people on your socials – some quick Google searches will come up with a list, starting with US President Ronald Reagan: ‘I never drink coffee at lunch. I find it keeps me awake for the afternoon’. 😂
– Feature the baristas as your stars of the week. In the off-peak, invite students from hospitality classes at a local school to have some real-life work experience.
– A story about your roaster – what makes their product so special? Share their names, photos of the roasting setup, how they got started… and how many coffees they consume daily!
– Quote online reviews of your coffee. Launch a ‘Review and Brew’ campaign, where customers who leave thoughtful reviews receive a unique code for a free speciality drink on their next visit.
Add Coffee Content to Your Digital Screens…
Screens give you a dynamic way to reach and educate customers, and promote the event. Content could include…
– A countdown timer to International Coffee Day, creating anticipation.
– Rotating facts about coffee, its history, and global impact.
– Short video clips showcasing your baristas’ latte art skills.
– Infographics about different brewing methods and their unique characteristics.
– ‘Bean of the Day’ feature, highlighting a different origin each day with tasting notes.
– Animated graphics of your special International Coffee Day promotions and events.
– A ‘Customer Coffee of the Week’ spotlight featuring a regular’s favourite order.
– Time-lapse videos of coffee plants growing or beans being roasted.
– A world map showing the origins of your various coffee beans.
– ‘Coffee Personality Quiz’ questions, with answers revealed throughout the day.
– Rotating customer reviews and testimonials about your coffee.
– A ‘Coffee Tip of the Hour’, sharing brewing tips and tricks.
– Profiles of the farmers and communities who produce your coffee beans.
– Trivia questions about coffee, with answers revealed later in the day.
International Coffee Day is more than just a date on the calendar; it’s a chance to celebrate the community and culture that coffee creates. Authenticity and enthusiasm are key to a successful promotion, two qualities that run deep in every successful cafe. So, raise your cup and prepare for a great day!
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