Douglas Brown - How to Open a Financially Successful Coffee, Espresso & Tea Shop

How to Open a Financially Successful

Coffee, Espresso & Tea Shop

Elizabeth Godsmark, Lora Arduser and
Douglas R. Brown

This Atlantic Publishing eBook was professionally written, edited, fact checked, proofed and designed. Over the years our books have won dozens of book awards for content, cover design and interior design including the prestigious Benjamin Franklin award for excellence in publishing. We are proud of the high quality of our books and hope you will enjoy this eBook version, which is the same content as the print version.

How to Open a Financially Successful Coffee, Espresso & Tea Shop

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No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be sent to Atlantic Publishing Group, Inc., 1405 SW 6th Avenue, Ocala, Florida 34471.

Library of Congress Cataloging-in-Publication Data

Brown, Douglas R.

How to open and operate a financially successful coffee, espresso and tea shop : with companion CD-ROM / by Douglas R. Brown. -- Revised 2nd edition.

pages cm

Includes bibliographical references and index.

ISBN-13: 978-1-60138-905-3 (alk. paper)

ISBN-10: 1-60138-905-1 (alk. paper)

1. Coffeehouses--Management. 2. Coffeehouses--Finance. I. Godsmark, Elizabeth. How to open a financially successful coffee, espresso & tea shop. II. Title. III. Title: How to open and operate a financially successful coffee, espresso & tea shop.

TX911.3.M3G63 2014

647.95068--dc23

2013045801

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A few years back we lost our beloved pet dog Bear, who was not only our best and dearest friend but also the Vice President of Sunshine here at Atlantic Publishing. He did not receive a salary but worked tirelessly 24 hours a day to please his parents.

Bear was a rescue dog who turned around and showered myself, my wife, Sherri, his grandparents Jean, Bob, and Nancy, and every person and animal he met (well, maybe not rabbits) with friendship and love. He made a lot of people smile every day.

We wanted you to know a portion of the profits of this book will be donated in Bears memory to local animal shelters, parks, conservation organizations, and other individuals and nonprofit organizations in need of assistance.

Douglas and Sherri Brown

PS: We have since adopted two more rescue dogs: first Scout, and the following year, Ginger. They were both mixed golden retrievers who needed a home.

Want to help animals and the world? Here are a dozen easy suggestions you and your family can implement today:

• Adopt and rescue a pet from a local shelter.
• Support local and no-kill animal shelters.
• Plant a tree to honor someone you love.
• Be a developer put up some birdhouses.
• Buy live, potted Christmas trees and replant them.
• Make sure you spend time with your animals each day.
• Save natural resources by recycling and buying recycled products.
• Drink tap water, or filter your own water at home.
• Whenever possible, limit your use of or do not use pesticides.
• If you eat seafood, make sustainable choices.
• Support your local farmers market.
• Get outside. Visit a park, volunteer, walk your dog, or ride your bike.

Five years ago, Atlantic Publishing signed the Green Press Initiative. These guidelines promote environmentally friendly practices, such as using recycled stock and vegetable-based inks, avoiding waste, choosing energy-efficient resources, and promoting a no-pulping policy. We now use 100-percent recycled stock on all our books. The results: in one year, switching to post-consumer recycled stock saved 24 mature trees, 5,000 gallons of water, the equivalent of the total energy used for one home in a year, and the equivalent of the greenhouse gases from one car driven for a year.

The companion CD-ROM is not available for download with this electronic version of the book but it may be obtained separately by contacting Atlantic Publishing Group at sales@atlantic-pub.com

Introduction

The market for specialty, gourmet coffees and teas is an exciting growth area of the beverage service industry. Sales of specialty coffees alone increased from approximately $45 million in the early 1960s to more than $10 billion in the United States by 2014, and steady growth is forecasted in this buoyant sector of the beverage market.

Today, the United States consumes more coffee per capita than any other country in the world and consumption is likely to increase at a rate of 2.7 percent per year through 2015 according to the SBA National Information Clearinghouse. According to market analysts, the increase in coffee consumption is entirely attributable to the rapid growth of the specialty coffee segment of the beverage industry. About 37 percent of the U.S. population are regular consumers of gourmet coffee; a remarkable achievement considering that, just over a decade ago, only 3 percent of the population indulged in such delights on a regular basis. The percentage reached a pre-recession peak of 40 percent between 2004 through 2006. In 1991, there were as few as 500 coffee bars throughout the United States, today there are in excess of 20,000!