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Background Coffeeby Brian Martell Some industries have made a niche for themselves in promoting the secondary. Muzak in elevators, white noise in new automobiles, or sherbet between courses in fancy restaurants all are there to promote the main-event in a supporting role. Music is a common co-star in many environments, especially at the office and in the car. We listen passively to the oldies channel or sometimes to talk radio as we are busy doing something else…and then our attention is drawn sharply to the radio for that brief moment when we become active listeners of our favourite song. This usually leads to the embarrassing moment when you realize that someone in the next car at the red light is amused by your head banging rendition of Steppenwolf’s “Born to be Wild.” In many work environments, coffee has become the background actor in support of getting a job done or the trusty companion along for the drive. Like music, it is there; pleasant, or at the very least, not offensive - but never the main focus. This of course changes when you take that inspiring sip of a truly great coffee and your focus is drawn from the main event to the supporting lead. For those of us in the coffee business, this is the moment we strive for, recognition of a great cup of coffee when we know most customers in an OCS environment hardly notice our product at all (that is until they decide they don’t like it). Perhaps this is what sets the OCS and the foodservice industries apart the most. OCS is providing a service to a client who wants to keep the people at their desks and working by providing hot liquid Muzak, while the savvy foodservice operator should know that the coffee has to be exceptional to keep the customers coming back, it is surprising how many still don't get that concept! The question that must be asked is: Does background coffee really work in keeping the ultimate consumers at their desks? All statistics indicate that the success is partial with a tendency toward employees bringing in more coffee into the offices from, guess who…foodservice operators. Now here’s the rub: foodservice establishments are preparing the coffee in equipment not unlike what most OCS providers put in their customers offices, and good OCS providers are selling coffee every bit as good (and in many cases better) than the foodservice coffee. So why the migration at break time? Many theories have been offered for this phenomenon, most revolving around perception or habit. Some would even argue that the foodservice coffee is part of the background at the office as well. I think the biggest differences between the two coffee divides are knowledge and motivation, and I don’t necessarily mean on the part of the operator. The fact is, operators cannot be there to monitor every single brew that goes through their equipment at each customer’s location. Many of these locations will produce a background coffee that may inspire the drinkers to “change the channel”. If this happens, then the coffee sales diminish and the reason for having OCS is lost on the customer altogether. The secret can be quite simple: give the customer the knowledge on how to consistently make good coffee, and the motivation to do it. While this is still easier said than done, it is the most crucial step in helping your customer after he agrees to take on your service. If your coffee is going to be more than just background, you need your customers to buy into the idea of a true Office Coffee Service. This means selling them again after you have already sold them once. But this time sell them on the importance of participating in the service rather than just being passive receivers. You probably have customers who love your service, have very few of their workers bringing coffee in from outside, and are satisfied with the price. They probably do instinctively what you wish all your customers to do, and that is follow the strict but simple rules in preparing a great cup of coffee all the time. Some of you are probably saying to yourselves, "yeah, right, Martell, no one wants to take the time to do it properly, and it's the rare exception that will". And you are probably correct, but then again, the customers went with your service because you sold them on the advantages, so why not sell them something that will make the service all worth while, how to do their part. Often it is assumed that the customer knows how to properly brew coffee, an assumption that may not be entirely correct. More and more, HR departments are getting involved in OCS provider decisions with an eye to improving employee benefits and by extension productivity. As this becomes a key ingredient in closing the sale, the next logical step would be to appeal to their desire to keep their people in the office by showing them how a little effort can pay big dividends. Good service, a chart topping coffee and getting the conviction from the customer about his necessary part in the service can all lead to bringing your coffee to the foreground. Questions or comments? Reach Brian at Brian@heritage-coffee.com Copyright 2004 Brian Martell
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