Local Joints
How do you inspire customer loyalty? How do you compete with one of the largest and most recognized brands on earth?
I’m sitting in a small coffee shop on Chestnut Street in San Francisco. It’s packed. It has wireless. I’ve walked by various times on my way home, but neglected to stop in. Then I began noticing the number of people inside with glowing laptop screens each night. This intrigued me. Why so many? Why is Starbucks empty…one block away?
My first guess. Free wireless. It had to be. So, I made it my mission to check it out today. I walked in tonight, the place is packed full. Glowing laptop screens everywhere, half of which have a glowing Apple on the back. Bonus. As I stood ordering a mocha, I noticed the little blue cards detailing the pricing plan for internet. Theory spoiled.
Then I began to notice the things that make this place great. They have an amazing atmosphere, almost like a rugged mountain ski chalet. They even have an old chairlift hanging from the ceiling around one of the many coffee tables (instant Dave customer loyalty). They play great, classic music. They have a ridiculous menu of great food, salads, and soups (even breakfast). The serve wine, and even beer on tap!
Still, I wonder, how do they beat Starbucks? The loyalty for Starbucks in this city is some of the strongest I have seen. Just up the street at the Union Street Starbucks, you can barely get a seat at any given time in the day.
Then I get the coffee. Rich, decadent, whip cream topped, AMAZING coffee. But that’s not even the half of it…it’s served in a jumbo, bowl-like, coffee mug…on a plate. Perfect presentation and the perfect differentiation from the cardboard, we-love-you-but-get-out-of-my-coffee-shop style of our beloved Starbucks.
Don’t get me wrong, I love Starbucks coffee just as much as all of you. They somehow come through with some of the best tasting coffee on a scary consistent basis. But, I’m also from Montana, and I’m all for the “local joint” doing as well as the big guy.
So how do you grab the small SF Marina market by the horns and keep it steered in your direction? Provide a wireless service plan that’s 10 bucks cheaper a month than the big competitor, give us a great atmosphere and big giant cups of coffee that scream “STAY HERE FOR AWHILE, ENJOY YOURSELF.” 
You can bet I’m listening.
