In a recent publication of the popular Cornwall Today magazine, (January 2010) there was a feature on the highly successful Miss Peapods, a café on the Jubilee Wharf in Penryn, near Falmouth. I talk a lot about USP’s (Unique Selling Points) and this business uses a combination of some of the best.
It means they have created a great local following especially in the winter, so they’re not totally reliant on the tourism trade.
Firstly, it was a ‘sustainable’ project, which means not only was it cheaper, (reclaimed & 2nd hand furniture & equipment) but it also fits with one of the biggest trends of today.
There are at least 6 other key factors that fundamentally drives this café’s success, including:
• A kids play corner with a wooden kitchen- oven, washing machine, sink etc, & numerous other toys & books. Mums can meet for a coffee & let the kids play.
• Their food is sourced with priority to fairtrade, organic & local.
• They hold meal & movie nights.
• Live entertainment evenings are popular with things as diverse as rockabilly, cabaret, soul & funk & 80’s disco.
• The menu is seasonal
• They ensure they appeal to a wide range of ages & genres.
• They’re good at what they do. People may come, but they won’t return if you’re not.
What can you take from this to improve your own business? What is your local demographic? Find out who they are & what they want, and let them know you offer it.