Driving business value for golf clubs and how a great coffee can help
‘Originating in Scotland, golf is as much a staple of British culture as coffee’. Frankly, there’s a lot to debate in that one sentence! But where golf and coffee do align, is the need to appeal to an increasingly widening demographic.
Visit your local golf course and you will see the game appeals to a range of ages, gender and backgrounds. Similarly, the average age of coffee consumers is lowering, creating demand for coffee ‘bars’ across wider social settings. Over supply of high street coffee shops makes alternative venues attractive to consumers who want something different. Golf clubs are very well placed to offer the local community an alternative – and in turn, attract an entirely new audience.
For your membership, offering golfers somewhere to relax and grab a coffee, before or after a round will improve overall experience, help attract and retain members and increase food and beverage revenue.
Be on the ball when it comes to choosing the right coffee equipment.
Choosing coffee machines for business is like choosing the right type of club, you have to choose the correct one for the situation. Choosing a top-of-the-line traditional espresso machine without the staff knowing how to use it is like using a wedge for putting. Or choosing a pod machine in a busy lounge area is like using a putter for a 350 yard shot!
Review your current offering. Think about who you are serving, at what times of day; how many cups, the speed of service, your coffee menu and the wider hot beverage and ancillary product range. It is so important to match your equipment selection with the volume of coffee and hot beverages you will be serving.
Having a coffee machine which can be both self-served and served, is ideal for early morning golfers who can use the machine when there is no one around to serve them. There’s no doubt, traditionally served espresso creates theatre and ambience. The problem is, unless you have specially trained staff to use it in the right way, you’re unlikely to produce anything good from it. This is where fully automated coffee machines come in to their own, able to grind fresh beans and brew a tasty cup in seconds at the touch of a button. They require minimum knowledge to operate and are easy to clean and maintain.
Most bean to cup coffee machines can be fitted with a coin mechanism for golfers to serve themselves. It can then be deactivated by members of staff when they want to serve drinks. The Business Line range can also be programmed to dispense drinks using tokens and cards which can be prepaid or programmed, to give a specified amount of free drinks as part of your membership packages.
Service and maintenance
Another big factor to consider is service and maintenance. Machines can break down from time to time – so buy, rent or lease your equipment from a coffee company offering reliable service and qualified engineers who will keep your machines up and running.
Why tie up a lump sum in a coffee machine when you can spread the cost across monthly over a 1 – 5 year period. Using this payment scheme will take the pressure of your cash flow and still enable you to serve the best roast to all your customers.
Ask your caddy
Once you’ve decided on the coffee offering for each location, you want to make sure the equipment you choose will cope with demand. A smaller machine, like the Leva ‘bar top’ single group espresso is stylish, neat and versatile and very able to produce a nice cappuccino – but in busy periods, may struggle to keep up with demand. The Expobar Elegance range will solve that. Easy to use, modern and functional, the range is offers double or three group heads to suit demands. And if style matters, the Synchro range, hand-crafted in Italy and oozing Italian luxury, combines excellent build quality, and a range of colour, to fit with your environment.
If you’re unsure on what’s best why not use their expertise. We will advise on the best machine for you and the best locations to put them. And remember, there are lots of options to buy, rent or lease – so don’t be afraid of making the investment!
Ready to tee off?
Make sure your coffee station works for your team. All service staff need to be able to reach the coffee machine! Having the right height counter top, with easy access to cups, grinder, accessories, and reachable overhead storage of supplies is important. Check service staff are not competing for space when they’re making drinks and the workstation is well laid out with easy access to underneath bins, bean storage, grinder and bar fridge milk. The best setups also have a solid surface for the knock out drawer and a small inbuilt sink to allow for quick and easy ongoing cleaning. For maximum performance, coffee equipment needs to be installed with a water purifier and demineralizer. Use a conical grinder, and of course, only buy top quality single origin coffee beans.
Make sure your offering ‘Pro’ level coffee – as standard.
If you’re using a traditional espresso machine, make sure your staff are trained to barista standard. Customers will not return if your menu offers cappuccino and they are served a milky coffee. Don’t expect to increase sales if the product doesn’t meet coffee shop standards; you may have a captive audience but people will not pay twice for premium coffee that is served at a budget standard.
Lease your Coffee Machine!
If you are looking to introduce a new coffee machine to your club house, then using a leasing option can be the most cost effective way! For just £15.75 per week you can pay for your coffee machine as it generates income.. no upfront payment needed. Here at TECH5 we work alongside Cafe Origin providing fantastic finance and leasing options. Please get in touch using our contact details below!