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cents are being appreciated by your average are in your café, you’ll probably find the to project a business image of being clean,
customer, try establishing a questionnaire music may be too loud, so turn it down. organized, and in good repair.
for your customers to fill out and submit And, when your café is bustling, you prob- Because you probably work in your
anonymously. It can be printed on a small ably need to turn the volume up slightly. own business numerous hours and days
card, and your surveys and pencils placed You can actually control crowd noise with each week, inevitably you become “store
in a glass on each table. Establish a “com- music. If there seems to be excessive noise blind.” After walking by that hole in the
ments box” so your customers will have a from customer conversations, music, and wall, stain on the carpet, and the tear in
place to deposit their completed surveys. drink making, turn down the music ever the chair upholstery for 3-weeks, suddenly
Your survey can not only address question so slightly. Then after about 2 or 3 min- you don’t even see those things anymore.
related to your ambiance, i.e. “Is there utes, turn it down again. You’ll find that They’ve simply become part of the land-
anything you would like to see changed in customers will actually lower the volume scape; they’re no longer “novel,” so you
our café décor or decorations?” – but can of their conversations, now that they don’t don’t notice them. If you are lucky enough
also ask questions about your menu, prices, have to compete with the music volume. to get away for a couple of weeks of vaca-
product quality, and customer service. Proper room temperature will be tion, when you return is when you might
Customer comment cards can be hard to necessary in creating a comfortable ambi- once again notice these blemishes. Or, ask a
read if they’re not complementary of your ance. When I was a young and inexpe- trusted “neat-nick” friend to come in, have
business, but they might reveal reasons why rienced restaurant manager, my district a cup of coffee and pastry on you, and write
you haven’t hit the level of success you manager would lead me on a tour around down their honest opinion of things that
originally envisioned. My general rule when my customer seating area and then ask need to be cleaned, repaired, rearranged,
it comes to art and décor, is that it should me what I had seen. When I was unable to or eliminated. And remember, you asked,
be tasteful, clean, and in good condition. A identify what he was trying to show me, so don’t become upset if they point out
poster of a beautiful cappuccino that is torn he said, “everyone is wearing their jackets, things you don’t agree with, or hurt your
and soiled won’t enhance your business’s why are they wearing their jackets? It’s cold feelings. If they considered certain things to
appearance. in here, turn up the thermostat!” When I be negative enough to put on their list, then
Lighting is an important part of set- commented that I was actually hot, he said, undoubtedly some of your other customers
ting a comfortable atmosphere. The idea “that because you are running around, we probably feel the same way.
is to create as little contrast as possible in pay you to be hot, but your customers are
the light from outdoors to indoors. In other obviously cold!” Look at your customers.
words, during the day, café light levels Are they wearing jackets? Or, are their
should be up, and in the evening, they beads of sweat on their foreheads? Adjust
should be dimmed. We’ve all walked out your room temperature to create a comfort-
of a dark theater into bright sunlight after able atmosphere for your customers.
a movie. Finally, and extremely important,

Those types of lighting extremes is the cleanliness of your business. I’ve Remember, a large part of the reason
are uncomfortable and disorienting. Music, seen well- worn, 100-year old coffee bars people go to coffee cafes is for the atmo-
once again, is a subjective decision; (and, that were well maintained and immaculate. sphere. They want to go to a place where
another good question for your customer I’ve also seen 6-month old million-dollar they can refresh, relax, visit friends, have
survey!) Upbeat selections can be used coffee bars that were already in disrepair, a meeting, study, read, and recharge. They
during peak business hours when things are and filthy. want to feel like your place is there place,
busy and you want to promote table-turns. Which one do you think was more and you should want them to!
More relaxing selection should be chosen appealing? Are your corners, baseboards,
for slow time of day or in the evenings. and chair and table legs clean? Do they
Proper volume is very important. You want need repainting? Do your walls and ceilings Ed Arvidson has been a consultant to the
the music loud enough that you can actu- need cleaning, patching, or repainting? Are Specialty Coffee Industry for 23-years,
ally hear the song if your listening, but not your heat and air-conditioning vents free of and is the instructor of the industry’s first
so loud as to make it difficult to conduct a lint, fuzz, and dirt? Are your seat cushions and premier online coffee business school.
conversation. Also, when only a few people torn, or repaired with duct tape? You need www.coffeebusinessschool.com
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