How often do you hear this from visitors to your office? Whether it’s coffee, tea, fruit-infused waters or a combination of these, self-serve beverage stations are a great asset to employees and guests at colleges, corporate offices and medical buildings.
By effectively merchandising your beverage offering you can enhance the customer experience.
At Hubert, we offer a very unique level of service with a punch of visual merchandising help to maximize your results. This all starts with three questions to understand your specific needs.
Who is the customer?
Is she a busy corporate executive? A doctor working 12-hour shifts? Imagine what your specific customer values and where they typically go for coffee. Do they crave a warm, ceramic mug in their hand or a cup that’s easy to dispose of on the run?
Effective merchandising can engage the busy customer, who will decide whether to buy a cup of coffee from three to four feet away from the beverage station. The display must be visually appealing from a distance to draw customers to the “golden spot” where purchasing decisions are made. Invest in merchandising pieces that will make the most impact to increase perceived value of the beverages offered.
This video shows you how to implement the Five Elements of Visual Merchandising for a beverage station.
It’s also important to communicate with the customer through signage. Signs help guide the customer through the beverage station and can also support your theme or reinforce your brand.
Beverage Station Signage and Communication
What is the overall look and feel of the space and what beverage brands are served?
It’s essential that the food presentation connects with the overall design. Complement the look and feel of the beverage brands offered, as well as the environmental aesthetics. The source of materials, colors or other factors may come into play.
I recently had the opportunity to help a large national customer design hot beverage stations for their sustainable brand coffee and tea. This brand is committed to responsibly sourced products and packaging, standards which need to easily conveyed to patrons who may encounter the brand inside a corporate campus. We used sustainable bamboo merchandisers to be consistent with those standards and demonstrate their commitment to the environment.
Sustainable Bamboo Merchandisers for Beverage Stations
What are the hours of operation?
What volume do you expect to sell and what are your capabilities for keeping the beverage station clean, organized and re-stocked? This can help us determine the capacity of racks, dispensers or other elements in the display. Effectively merchandised beverage stations should appear abundantly stocked with a variety of options to customize their drink. Tiered merchandisers can help you show a larger variety of condiments. They also create an interesting landscape for the display.
Consider the flow of traffic through the beverage station and arrange cups, airpots and carafes in a way that makes sense to the customer. If the space looks chaotic or messy, it will turn people away.
Beverage Station Merchandisers and Accessories
By starting with these three questions, you can build a better beverage station that will result in an efficient operation serving satisfied customers. Next time someone asks where to get a good cup of coffee, you can feel confident directing them to your food service operation.
At Hubert, our purpose is making our customers more successful. Contact us for advice or customized solutions for food merchandising.