How to Sell Coffee: 5 Marketing Tips

Having the best coffee is not enough, you've got to know how to sell it!

Specialty coffee has really made its way to the heart of the coffee industry since the so-called third wave started. Nowadays, many people are looking to buy coffee products with knowable origins and characteristics. They can get seriously picky about what they desire to buy. Most of the time, however, customers simply want to drink a cup of coffee. They’re not looking for exotic flavors or special processing methods. They just want to spend some good-quality time with friends or sip their way through the mornings before work.  That’s why, when it comes to selling coffee, understanding who your customers are and what they want is so important.

It’s also essential to understand the kind of product you’re selling. Some roasters might have unique roasts that don’t go well with most people’s usual taste, but that doesn’t mean that you can’t sell it so your customers can start appreciating the different sensations that come with each cup. Here are some tips to get better at selling coffee, both for coffee shop's owners and roasters alike!

Lay down your ego

For us, who really, really love coffee and all there is to know about it, sometimes it can be hard to look past ourselves and realize that not everyone is as interested in coffee culture as we are. If you dive into the market acting like your specialty coffee is better than everyone else’s because it was grown at very specific temperatures in the mountains of… no one cares. Seriously, very few people care about the characteristics behind every cup of coffee. They see coffee as a simple commodity that keeps them up during that eternal meeting at 8:00 a.m.

So putting your ego first will only stop you from being flexible to the market’s demands. You don’t have to sell low-quality coffee. You definitely shouldn’t, actually, but you’ll find out that by listening to what people have to say about your product, you’ll understand more about what they want, and you’ll even be able to spot new opportunities to explore within the market. Whatever you’re selling, always make sure that it’s good-quality, well-processed, well-roasted and well-brewed. People will be bound to like it, beyond the origins.

Educate about coffee through subtlety

Nevertheless, a good part of selling specialty coffee is making sure that people understand what makes your coffee special. Coffee education can be boring, and if people are not interested in it, to begin with, it can easily become a hard market for small businesses. So what can you do about it? Teach your customers about coffee culture without them realizing they’re actually learning. You could train your most passionate and charismatic baristas to talk about the brew they’re serving, or you could put little hard, sharp facts directly in the coffee mugs or cups so your customers can take the information with them.

Listen to your customers and make your products approachable

Don’t expect people to buy your coffee just because it’s very expensive and comes from Ethiopia. Give samples to true potential customers, listen to their opinions, and learn from their experience trying your product. Make it approachable so that they can give it a shot. The coffee industry tends to be a business that’s built upon customer trust. Consumers will most likely stay in their safe lane (trying classic flavors and brews) if they don’t know your brand very well. However, once you’ve gained their trust, you can start offering new and exciting products coming from all parts of the world. It’s all a matter of how you first introduce it to the market.

Understand your value

Now more than ever, people are aware of what they’re consuming. You can always work on people’s necessity to feel they’re contributing to a good cause or a good story. Words like “organic” or “fair trade” capture customers’ attention. Be sure to understand how you can differentiate yourself from your competition and exploit that. If you have a special edition, give it a name, market it as something completely unique, something only your brand can offer. At the end of the day, you’re not only selling a beverage, but also the opportunity to accompany people on their everyday activities and moments.

Use storytelling

After you’ve understood your value, the next thing you need to figure out is a way to communicate it. Storytelling is perfect for it. As we said before, coffee is sold thanks to customers’ trust, so you should definitely do what you can to connect with your consumers. Tell the story of how your brand came to be, of its values, and what makes you different from others. Communicate the same story all across your platforms, social media and advertisements.

Understand your customer's needs.

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That Coffee Roasters

Phone Number: (305) 821-8811

2697 W. 76 Street, Hialeah, Florida 33016

Facebook: That Coffee Roasters

Instagram: thatcoffeeroasters

Learn How to Make Your Coffee Healthier with these Tips

Take good care of your body.

For years, scientists and physicians have wondered just how healthy coffee really is for our body. When it was first discovered, caffeine was used for its healing properties. Ever since then, many studies have been conducted to test coffee's benefits to our health. However, you must remember that, as with everything else in life, if you have too much of it, you’ll feel more negative consequences than positive ones.

Caffeine alone won’t do you harm. The problem comes when we add too many extra ingredients to our cups. Over the years, people have been experimenting with new and different ways to have their daily cups of coffee, and a lot of sugar has usually been involved in the process, hence all the crazy and extravagant Starbucks recipes. If you want to enjoy all the best coffee can offer in all its presentations, but still want to take good care of your body, follow these simple tips to make your coffee time both delicious and healthy!

Pure and black is always a better choice

When in doubt, a simple black coffee is always the healthiest alternative. You take away all sweeteners and creamers and enjoy all the true benefits of coffee beans. Make sure you’re buying organic and high-quality coffee as well. This will prevent you from ingesting products that have been heavily subjected to pesticides and artificial fertilizers.

Forget about sugar and artificial sweeteners

If you love the sweet flavor of your coffee too much to let it go, you better pick stevia or other natural sweeteners. Most coffee products out there come with a lot of artificial sweeteners, so be sure to avoid those like the plague. It might be hard to get used to it at first, but your body will definitely thank you in the long run.

Don’t worry! You can still have fun with your coffee. Add natural ingredients such as cinnamon and organic cocoa to give it an extra delicious flavor! Cinnamon is known for lowering glucose, cholesterol, and triglycerides levels; and cocoa is a famous source of antioxidants!

Low fat and artificial creamers are also a big no if you want to make your coffee extra healthy. Most of the time, they come with harmful ingredients such as corn syrup solids or hydrogenated oils. You can use just a little of full-fat cream, as it's actually known to be associated with a reduced risk of obesity.

No caffeine after 3:00 p.m.

We know, we know. It’s not that we want to take the bless of coffee afternoons away from you, it’s just that they can be harmful to your sleeping patterns. You see, the effects of caffeine in our bodies can last up to six hours after we ingest it. That means that you can have trouble falling asleep if you drank coffee after 3:00 p.m. Just leave it for the mornings, it’ll help you stay active and productive over the course of the day!

Are you willing to take this advice to heart and make your coffee time as healthy as it can be? The good thing is that if you get rid of all those extra ingredients and flavors, you’ll be able to taste all different qualities and nuances that come with a good-quality cup of coffee. Don’t believe us? Try any of That Coffee Roasters’ products without any additives and be ready to get lost in the sensations…

How do you have your coffee every day?

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That Coffee Roasters

Phone Number: (305) 821-8811

2697 W. 76 Street, Hialeah, Florida 33016

Facebook: That Coffee Roasters

Instagram: thatcoffeeroasters

Mix Coffee With the Best Christmassy Ingredients and Try these Recipes!

Only a few days to try these recipes before the year is over.

Nothing’s pulling us out of our Christmas mood. We’ll carry on until the winds of January get heard over the sound of our Christmas albums. However, it is a good thing that there are still many winter days to endure, because that means that we’ll have to use coffee to keep us warm. Some ingredients prove to be better than others for these cold days, but caffeine is always a perfect option. That’s why today we’ve brought the best Christmas recipes so you can stay in your pajamas all day and watch your favorite movies with a coffee mug to keep you company!

Slow Cooker Gingerbread Latte

This recipe, perfect for Christmas mornings, is bound to make you fall in love with its sweet flavors and chocolate tones. You can try it with coconut milk and whipped cream for an extra healthy version! Here’s what you’ll need:

Ingredients

• 1 1/2 cups almond milk
• 2 tbsp cocoa powder
• 1/4 cup mint syrup see below
• 4 espresso shots

Whipped cream

• 1 Candy cane crushed
• Mint syrup
• 1 cup boiling water
• 1 cup sugar
• 1 tsp mint extract

Instructions

1. Make the mint syrup by mixing together boiling water, sugar, and mint extract. Set aside. This syrup will last up to a month in the fridge so you can enjoy peppermint mochas all December long!

2. In a large glass mixing cup, microwave milk for 2 minutes and 30 seconds. Add cocoa powder, mint syrup, chocolate chips, and fresh espresso shots, whisking well to combine.

3. Top with whipped cream and crushed candy canes, then serve and enjoy!

Recipe by: The Girl on Bloor

White Chocolate Peppermint Mochas

Give the classic peppermint mocha a twist by brewing it with white chocolate! Snuggle under the blankets with one of these and let us know how it goes.

Ingredients

• Brewed coffee
• 1/2 cup white chocolate chips
• 1/2 cup milk
• 1/8 tbsp peppermint extract
• Whipped cream
• Candy canes, crushed (optional)

Instructions

1. Brew coffee to your preference.
2. Place chocolate chips in glass measuring cup.
3. Microwave in 30-seconds increments until they are melted, stirring until smooth, add in milk & peppermint extract.
4. Stir until well combined.
5. Fill coffee cups 1/2 way with coffee, pour in 1/2 cup of white chocolate mixture, stir to combine.
6. Garnish with whipped cream & candy cane pieces. Yield is 2 large cups.

Recipe by: Lori from Who Needs a Cape

Baked Peppermint Mocha Donuts

Finally, take your passion for Christmas coffee to a whole new level with these delicious donuts. They’re easy to make, and they’re topped with an irresistible chocolate peppermint glaze. You’ll need:

Ingredients

Donut

• 1 cup all-purpose flour
• 1/4 cup cocoa powder
• 1/2 cup brown sugar
• 1/4 cup granulated sugar
• 1/2 tsp baking soda
• 1/4 tsp salt
• 1/2 tsp espresso powder
• 1 egg
• 3 Tbsp Dunkin' Donuts® Bakery Series Chocolate Glazed Donut Pre-pack Bag, brewed (and cooled to room temperature)
• 1/4 cup half & half
• 3 Tbsp sour cream
• 1 tsp vanilla extract
• 1 Tbsp canola oil

Peppermint Mocha Glaze

• 1 1/2 cups powdered sugar
• 1/4 cup cocoa powder
• 2 Tbsp Dunkin' Donuts® Bakery Series Chocolate Glazed Donut Pre-pack Bag, brewed
• 2-4 Tbsp Dunkin Donuts® Extra Extra Creamer
• 1/8 tsp peppermint extract (it's very strong, and a little goes a long way)

Topping

• Crushed Peppermint Candies

Instructions

Donuts

1. Preheat the oven to 400 degrees. Grease a donut pan with baking spray and set aside.
2. In a bowl, mix flour, cocoa powder, brown sugar, granulated sugar, baking soda, salt, and espresso powder together until well combined. Set aside.
3. Whisk the egg, coffee, and half & half together. Make a well in the center of the dry ingredients, and add the wet ingredients. Mix until combined (batter will be fairly thick).
4. Add the sour cream, vanilla extract, and canola oil; mix until well combined.
5. Pour batter into greased donut pan, filling each donut cavity about 3/4 of the way full (this batter can make about 7-8 donuts).
6. Bake for 8-9 minutes, or until the donut 'springs' back when touched. Allow it to cool a few minutes before removing from the pan.

Glaze

7. In a bowl, mix powdered sugar and cocoa powder together. Add in coffee, and 2 Tbsp of creamer, and whisk until combined. If the glaze feels too thick, add in remaining creamer, 1 Tbsp at a time (I used 3 Tbsp, but I do prefer a thicker glaze).
8. Add in peppermint extract, and mix until well combined.
9. Dip each donut into the glaze, and top with crushed peppermint candies. Allow the glaze to set (about 10 minutes).
10. Enjoy!

Recipe by: Michelle from A Latte Food

Make this winter truly memorable with the sweetest flavors! If you never want to leave the comfort of your home and blankets, we can’t say we’ll blame you. We’d probably be doing the same, but we’ve got too many coffee beans to keep roasting. Follow That Coffee Roasters on social media to get more recipes and content!

Are you trying these recipes at home?

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That Coffee Roasters

Phone Number: (305) 821-8811

2697 W. 76 Street, Hialeah, Florida 33016

Facebook: That Coffee Roasters

Instagram: thatcoffeeroasters

What If Coffee Beans Didn’t Exist? This is How Caffeine Changed History

Many works of art and events wouldn't have happened if it weren't for coffee.

People sleeping across desks during work hours, parents half-listening to what their children say, the whole world probably falling asleep by 9:00 p.m. In a world without coffee beans, there would be very few ways to stay awake and productive during those long working hours. More like zombies, less like humans. A coffeeless landscape doesn’t look very promising for humanity.

Alright, we could be exaggerating a little. One thing’s for sure though: the world really wouldn’t be the same without coffee. Beyond its wonderful effects on our brain, coffee has had a huge impact on our culture and society. From its discovery in the mountains of Ethiopia and Yemen to the coffeehouses where it thrived in Europe, coffee has come a long way to become one of the most traded commodities on Earth.

It’s not only about its consequences in the world economy, but it’s also about the impact it’s had on our culture, politics, and technological progress. It’s surprising what a little bean can do. But when you give humans a chance to search for a new potential, and they’ll find meaning in the apparently most insignificant things.

Coffee, imperialism, and slavery

Not everything was good and positive when it comes to coffee's history. In the early modern era, Europe emerged as an imperial power. The Spanish, French, Portuguese, and Dutch empires established coffee estates all across America and the Caribbean. The struggle for territories brought war, death, and destruction that were deeply suffered by African slaves and indigenous folks.

Coffee plantations also destroyed rainforests and deprived soils of its natural nutrients. Coffee fueled slave trade to supply the empires’ coffee production, and it quickly became a symbol of imperialism.

No Enlightenment without coffee

We don’t think the Dutch knew how they would change the entire world when they brought coffee from Arabia to Europe. The beverage already was part of social interactions, practices, and rituals in Mecca, but we got to meet its true potential in the European continent. During the XVII century, coffeehouses became the place where politicians, artists, writers, thinkers, philosophers, and scientists came to discuss their ideas. We really doubt that the era of Enlightenment and the French Revolution would have ever come to be if it wasn’t for our beloved drink (or at least it would have probably taken longer).

Thanks to coffee, Europeans sobered up. Before they used to drink mostly beer, so they were drunk half of the time. Coffee favored more stimulated debates and the creation of new ideas that would radically transform society. One of the best things about coffeehouses was that both rich and poor would mingle, as it was a space open for everyone.

Even though coffee consumed in Europe was largely produced by slaves in America, the French Revolution would deeply influence the American independence movements. In the United States, however, coffee would also symbolize patriotism.

Tea is British, so we drink coffee

After the Boston Tea Party in 1773, when American colonists raided British tea ships and threw crates of tea into the harbor, drinking coffee became a symbol of patriotism in America. John Adams actually wrote a letter to his wife in which he said that even though he loved tea, he would have to learn to embrace coffee, as drinking tea had become unpatriotic.

Just like in Europe, ideas of American Revolution thrived in the coffeehouses of Boston, Philadelphia and New York. There, coffee became a perfect companion to conspire against the British crown.

After the independence, coffee will also play a huge role during the Civil War. It split the country in two: the Union (north) and the Confederacy (south). As you must know, the Union came victorious. In some way, it was actually thanks to coffee. Both sides of the war craved caffeine, but the beans were a precious commodity in the south due to a blockage made by the Union. Because of that, northern soldiers were often more energized and active than southern ones. It also provided solace in the midst of so much violence and destruction. That way, having access to coffee clearly became an advantage in battles.

Over time, coffee went on to fuel the workers of the Industrial Revolution. Coffee has become such a huge part of our daily lives that it’s difficult to imagine a world without caffeine. At That Coffee Roasters, we know coffee hides hundreds of years of history and our Colombian predecessors' work, and we’re proud to preserve and honor that legacy. Want to learn more about coffee? Follow us on our social media and stay updated with our new content!

Source: Elite Daily, Foods that changed history

What would your life be like without coffee?

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That Coffee Roasters

Phone Number: (305) 821-8811

2697 W. 76 Street, Hialeah, Florida 33016

Facebook: That Coffee Roasters

Instagram: thatcoffeeroasters