Starbucks sells coffee and offers people a third place to drink their coffee peacefully. They have 15,000 stores around the country and another 15,000 around the world. They sell coffee better than anyone else.
Pax and Benefica is another coffee shop that I frequent in Irving, Texas. They sell a different coffee experience. Everything about this coffee shop is different. It has enormous windows, a high ceiling, hardwood floors, golden light fixtures, and white countertops. One of their specialty is Turkish coffee. If you order one cup, it will become your favorite, so proceed with caution.
When you order their Turkish coffee, they will serve your coffee on a beautiful tray that you can find nowhere but at their store. It is my favorite drink, but I have to admit, I do not go there to drink the coffee only. I go to enjoy the experience.
As soon as you walk in, you feel you are making a statement. The place is open and welcoming. Customers sitting on wooden tables spaced carefully, armed with their favorite drinks. Staff dressed professionally walking around the store welcoming and serving customers. Some customers order their coffee-to-go and some order and sit down, but both of them are enjoying their drink equally. Most days, I get my coffee and I sit to write or read.
They focus on quality, speed of service, craft coffee, local marketing, unique design, customer experience, and more. If you want to compete with a bigger brand, ask yourself this big question:
What problem does your product solve?
Pax and Beneficia provided a caring customer experience, unique coffee flavors, a friendly atmosphere, and consistent products. They mix art with science to create a different coffee experience.
They found a niche. People who care about Craft Coffee. They engage their customers in the coffee’s story, from the origin of the bean to the table. They cut no corners and most days they spell your name correctly.
In our example, Pax and Beneficia provided unique craft coffee flavor served in an amazing facility by professional staff. They chose their location wisely, and they made great products that attracted peoples’ attention.
Be passionate about your craft, master your craft, and you will never have to worry about the size of your niche. Be a big fish in a small pond, better than being a small fish in a big pond.
Trust me, follow these five steps, and enjoy your journey.
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