Best Practice - Case Study: Munch Coffee, Bar and Kitchen

Case Study: Munch Coffee, Bar and Kitchen Rated number one on TripAdvisor out of 270 places to eat in Worthing, Munch Coffee, Bar and Kitchen delivers on its promise of quality, freshlycooked food and excellent customer service.

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Munch Coffee, Bar and Kitchen Rated number one on TripAdvisor out of 270 places to eat in Worthing, Munch Coffee, Bar and Kitchen delivers on its promise of quality, freshly-cooked food and excellent customer service.

Setting the scene Munch Coffee, Bar and Kitchen was founded by partners Samantha and Teresa, who moved from London to Worthing in late 2012 to realise a dream of running their own business.

Now employing up to 10 members of staff at weekends, the establishment has gone from strength-to-strength securing its position as a cornerstone of the local community, a bastion of local bespoke, independent shops that are a vital part of the weave of the town.

Munch Coffee, Bar and Kitchen embraces its status as a local family-run business and immerses itself in its traditional surroundings in the Royal Arcade amongst similar artisan, bespoke offerings. Keeping it simple, the cafĂŠ is committed to using locally sourced products; maintaining a high standard of service; understanding, listening and responding to individual needs; remaining professional and embracing opportunities to stay ahead of its competition of both other local independents

and chains to create a unique experience for customers.

Faced by challenges associated with generating enough footfall, managing the costs of setting up and running a business and adapting to external circumstances beyond their control, Samantha and Teresa have successfully turned a failing cafĂŠ into a thriving, well-regarded business with good food and excellent customer service at its core.

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Case Study: Munch Coffee, Bar and Kitchen

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Approach SETTING THE SCENE FOR SUCCESS Munch Coffee, Bar and Kitchen occupies a property that, over the last 20 - 25 years, has always been a café with mixed success. For new owners Samantha and Teresa its location in the Royal Arcade in the historic town of Worthing, surrounded by artisan and bespoke businesses, is very important, as it mirrors their own ambition for an independent, family-run establishment. Samantha and Teresa have made a conscious effort to immerse themselves in the local business community, making friends with other owners, including cafés who, rather than seeing as the enemy, they share experiences and knowledge with.

“As a small independent business, supporting our community and in turn receiving support from the community, is very important to us.”

SOURCING PRODUCTS LOCALLY From the outset, Munch Coffee, Bar and Kitchen committed to sourcing its produce locally, making this one of its unique selling points. The owners admit that they could increase profit margins by purchasing goods from a wholesaler; but prefer instead to be known for using locally sourced produce.

For example, by purchasing handmade sausages from their

local butcher, it means they establish their reputation for only quality products with their customers and within the wider community of suppliers within Worthing. It demonstrates the business’ commitment to a long-term strategy of working with the local economy, an approach which is well received by patrons and contributes to a loyal customer base. Buying locally does not mean it is the most expensive offer in the marketplace, with the café’s prices comparing well with others on like-forlike items such as cappuccino. It does however differentiate it from its competition and deliver a memorable experience for customers.

“We could go to a wholesaler, but we choose to use other businesses like ourselves as suppliers.”

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Case Study: Munch Coffee, Bar and Kitchen

KEEPING IT SIMPLE For Munch Coffee, Bar and Kitchen its business ethos is simple - quality local produce delivered with excellent customer service. Its food is freshly cooked to order meaning the establishment can be flexible with its menu and adapt to individual requests. Adopting a ‘nothing is too much trouble approach,’ the team provides a genuine welcome, creating a relaxed environment for customers to enjoy as much time as they like, which is well received.

“We want to be judged on our food and good customer service.”

UNDERSTANDING THE MARKET Appreciating its market, Munch Coffee, Bar and Kitchen understood that engaging with and responding to customers was vital, for example quickly recognising the need to offer gluten free and dairy free options. Creating a niche is a great hook; the owners took the decision to allow dogs into the café, a factor that may not be popular with all its visitors, but one that represents steady year-round business, on account there was nowhere else for dog owners to go in the town.

Using its assets to the best of its ability meant looking at cost-effective out-of-hours opportunities, without diversifying its offer too much, for fear of it becoming diluted, the café caters for private parties and hosts monthly business networking meetings in order to stay at the forefront of people’s minds.

LISTENING TO AND RESPONDING TO CUSTOMERS The owners at Munch Coffee, Bar and Kitchen have exacting standards to maximise the experience for their customers. Everyone receives a check back mid meal and again when taking payment to ensure what was ordered was delivered. The café has established a rapport with its customers, a relationship that some refer to as their second family. As a result, extended family and friends are introduced to Munch Coffee, Bar and Kitchen as their “special place to eat,” individuals who in turn being their friends and family and so the domino effect occurs. It is also these customers who feedback on new menu and business ideas and chose the café as a venue for parties or outside catering opportunities.

The team actively encourages customers to review the café on TripAdvisor and interact with them on Facebook, responding to every comment, good or bad. As a result of its strong customer service and quality produce, Munch Coffee, Bar and Kitchen is rated number one on TripAdvisor out of 270 places to eat in Worthing for the past 9-months continuously and the business has been awarded a Certificate of Excellence for two years running.

“From ugly duckling to beautiful swan, a business with a future is our biggest achievement.”

“Understanding your market, customers, competition and product is crucial.”

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KEEPING IT PROFESSIONAL Whilst the business likes to get to know its customers and create a friendly, welcoming atmosphere, it also maintains a professional working environment adhering to legislation; staff members wear a uniform, with no make-up, jewellery or nail varnish and hair tied back, a legal requirement not always popular with younger members of staff.

CREATING AND RESPONDING TO OPPORTUNITIES Due to its positive relationship with its customers, Munch Coffee, Bar and Kitchen is able to turn unforeseen circumstances to its advantage.

Offering help to a local photographer who was stranded after poor weather called a halt to a beach photo shoot; the café became the backdrop for corporate photographs and has since been used on numerous occasions for business videos and venue hire. Owners Samantha and Teresa cycle to work and hang their bicycles on wall hooks in the café, this has created opportunities for Munch Coffee, Bar and Kitchen as the final destination for local cycling groups.

“Your hobby can also be a profitable part of your business.”

Learning to respond to opportunities as they are presented, the owners were recently approached by a holiday cottage business in the Cotswolds, after discovering that some of their guests visited Worthing. After searching on Google and finding Munch Coffee, Bar and Kitchen on TripAdvisor, the cottage owners got in touch to see if the café offered gift vouchers that they could provide to their visitors. In response, Munch Coffee, Bar and Kitchen created an email voucher which the holiday cottage purchased - an unforeseen opportunity that Samantha and Teresa are now investigating as a possible additional revenue stream.

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Case Study: Munch Coffee, Bar and Kitchen

Results Between

200-250

on a Saturday or Sunday!

covers

2014 & 2015

TripAdvisor “Certificate of Excellence“

£££

An increase in average spend

£££

£££

Nearly 1,000 likes on Facebook and 600 Check-ins

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Members of staff at weekends

CONGRATULATIONS!!

Rated 1st

out of 270 places to eat in Worthing on TripAdvisor for the past 9-months continuously!

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£££

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Challenges and lessons learnt

GETTING CUSTOMERS THROUGH THE DOOR

BALANCING THE BOOKS

Its location in the Royal Arcade off the main high street, means that generating footfall is a significant challenge faced by Munch Coffee, Bar and Kitchen. The business relies on word-ofmouth recommendations and repeat visitors to ensure customers continue to stop by. In response, Munch Coffee, Bar and Kitchen utilises a loyalty card scheme, local charity donations, social media, particularly Facebook to raise its profile and encourage people to interact. Instead of posting offers and prices, the business actively avoids commercial content and instead starts conversations, shares pictures and responds to comments about local Worthing community activity and broad spectrum events; as a result it boasts nearly 1,000 likes and 600check-ins. By actively promoting TripAdvisor to its customers, Munch Coffee, Bar and Kitchen has created a strong portfolio of reviews which it shares via its Facebook page using an app.

Return on investment is critical for business and Munch Coffee, Bar and Kitchen, this means they have learnt to carefully monitor outgoings, including marketing spend. Instead of advertising far and wide, the business has focused on getting its local market right first, via its Facebook page, website and local community charity and school events. Instead of spending money on AdWords, Munch Coffee, Bar and Kitchen utilises keywords and natural search to stay ahead of its competition on search engines.

“What pleases us is seeing people that have been customers now bringing friends and family with them.”

KNOWING WHAT TO EXPECT If they were to start afresh today, Samantha and Teresa would better prepare themselves for the costs associated with starting up and running a business. They recall being shocked at first by the electricity bill which is typically £600 a month and water rates of around £280 a month. A clearer understanding of what to expect would have helped with budgeting early on.

“If you search on ‘café in Worthing we are the first business to appear.”

Adapting to circumstances beyond your control Opened in December 2012, Munch Coffee, Bar and Kitchen faced the challenge of operating during a recession when people were cutting back on eating out and evening dining restaurants were suffering as a result. The business recognised that customers still wanted to treat themselves and in response started table service; encouraging people to come in and take a seat and the staff would come to them. A simple change that added a bit extra to the Munch Coffee, Bar and Kitchen offer and filled a gap between self-service cafés and more formal eating establishments.

“We want people to come in, receive a genuine welcome, make themselves at home and we will come to them.”

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Case Study: Munch Coffee, Bar and Kitchen

Top tips 1.

Employ a good team.

2.

Stick to your opening hours, even when you are quiet.

3.

Network in your local area and beyond.

4.

5.

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Enjoy yourself - behaviour breeds behaviour, your staff and customers will be more positive as a result.

Keep your offer simple and remain consistent so your customers know what to expect.

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FOR MORE INFORMATION ON MUNCH COFFEE, BAR AND KITCHEN Contact: Samantha Curran-Jackson Email: thegirls@munchcoffeebar.co.uk Website: www.munchcoffeebar.co.uk

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