 As the name suggests, roaster/retailing contains two key elements:

 On-site roasting of green coffee beans

 Retailing of coffee and coffee products

 We believe that roster/retailers are the wave of the future. They offer you a number of
advantages that spell out strong bottom-line profit.

LOWER FOOD COST =
PROFIT
 Roasters typically mark up green coffee $2 to $4 per pound. The money you save by roasting
your own coffee directly converts to lower food cost in your operation.
SAVINGS =
PROFIT
 If your coffee business goes through 100 pounds of roasted coffee per week, you are spending at
least an extra $200 per week, or $10,000 per year, because of the mark-up from roasters. Think
of how many trips to Hawaii you could take with that money!
SAVINGS =
PROFIT
 Today’s consumer wants the best. You’ll be left behind by your competition if you don’t give
customers the freshness they are demanding. Coffee loses about half of its flavor within the
first 14 days after it is roasted. It is tough to meet customer freshness demands if you’re not
doing your own roasting.
 AN ADDITIONAL REVENUE STREAM =
PROFIT
 In-store roasting means you are adding an additional profit center to your coffee bar: whole- sale.
Because you aren’t paying someone else to roast your coffee for you and
 you are paying only $3 or $4 per pound (including shipping, handling, brokerage, and exchange
rates), you can afford to offer dis- counts competitive with other coffee roasters to wholesale
customers. Car repair shops serving coffee - Coffee bars - Coffee shops- Corner stores - Gas
stations serving coffee – Offices - Supermarkets
 Roasting the Coffee
This is normally done in the importing country because freshly roasted
beans must reach the consumer as quickly as possible. The process of
roasting the coffee beans involves roasting them at 550 degrees
Fahrenheit. The beans are kept moving throughout the entire process to
stop them from burning. When they reach a temperature of about 400
degrees they begin to turn brown and the caffeoyl or oil that is locked
inside the bean starts to emerge. This process is what produces the flavor
and aroma of the coffee. Once the beans are removed from the roaster they
are immediately cooled with by air or water.
 When you mix coffee and water, a lot of things happen. The most relevant and
easy to understand of all these things is that water dissolves a lot of coffee’s
flavors. These dissolved flavors make up (almost) everything you taste when you
drink a cup of coffee. The rest is undissolved stuff. This is mostly very small coffee
grinds that affect mouthfeel, but can’t be included in extraction because they’re
just floating around in the water.
 Roasted coffee beans are ~28% (by weight) water-soluble. This means that you
can extract ~28% of the coffee bean’s mass in water. The rest is pretty much
cellulose and plant stuff that forms the structure of the seed.
Extra Coarse Grind Coarse Grind Medium-Coarse Medium Grind
Cold Brewing, French Press Pot Grind Drip Pots (like Bunn,
Cupping Cafe Solo Brewer Newco, Fetco)
Chemex Brewer

Medium-Fine Grind Fine Grind Extra Fine Grind

Pourover Cones Espresso Turkish Coffee (Ibrik)
Vacuum Pots Stovetop Espresso /
Siphon Brewers Moka Pot
It is important to know that measuring by volume is not precise due to the fact that different coffees
can have different densities. Measuring by weight is the only way to be precise.

Amount of Ground Coffee Amount of Ground Coffee

Amount of Water
(Regular) (Strong)

6 fluid ounces 1 tablespoon 2 tablespoons

30 fluid ounces 1/4 cup 1/2 cup

60 fluid ounces 1/2 cup 1 cup

AIROP CHA
RESS MEX MOKA FRENCH PRESS
POT
BLUE BOTTLE MOKA POTSIPHON ROYAL
BALANCING
SYPHON
COFFEE BREWING ESPRESSO FULL OPTION
MACHINE MACHINE ESPRESSO
MACHINE
Step 1: Gather the necessary equipment. You will obviously need a high-quality brewer and grinder. a good
thermometer, a good scale, a large measuring pitcher, a stop watch
Step 2: Analyze the brewer's performance. With your thermometer, stopwatch, and pitcher, do several
brew cycles without any coffee and measure the temperature, The temperature of the water should average
between 90 degrees and 96 degrees throughout the brew cycle, never falling below 87 degrees and never
exceeding 98 degrees. The time of the flow should be between 3.5 and 4.5 minutes.
Step 3: Analyze your brew water. Is it clean tasting and smelling, the water should be neutral pH (7.0) ,
with a TDS (Total Dissolved Solids ) of 100 to 200 parts per million (PPM) with no volatile odors like chlorine
or ammonia. Using Professional water filtration systems
Step 4: Break out the coffee. Using a ratio of 3.75 ounces ( 100 Gm ) of coffee for every Half Gallon (1.89 Liter
) of water for the brew cycle,
Step 5: Evaluate the brew. Stir the brewed beverage (most brewers will create a beverage that is more
concentrated at the bottom of the pot than at the top). Taste the coffee. Does it have a broad range of flavors
that are all pleasurable? How intense is the aroma? What is its mouthfeel?
Step 6: Make an appropriate adjustment. If all the issues mentioned above (water temperature and quality,
bed depth, and uniform extraction) are within standards
SCAL THERMOME MEASURING TIMER GRINDE
E TER PITCHER R
Equipment:
– Espresso Machine
– Grinder
– Scale
– Portafilter
– Tamper
– FILTERED Water (bad quality water can affect the taste of your espresso and even damage your machine)
– Cup
– Fresh Quality Coffee
– Timer
Step 1: Grind
Always grind fresh whole beans right before brewing [this goes for any and every brew method]. The grind
texture is an important aspect of shot quality. Too fine a grind will cause a slow, over-extracted shot that can
taste bitter and burnt. Too coarse a grind will result in an under-extracted shot that is weak, watery and
tastes sour.
The ideal grind texture you are looking for is something similar to that of granulated sugar, but to know for
sure, you will need to test out your grinder and machine [as well as base it off your own personal preference].
Step 2: Dose
The dose refers to the amount of coffee you will need to fill the portafilter to make your espresso shot. The
dose for a “double-shot” [the most common way espresso is made] should be between 14 – 18 grams [this also
depends on your espresso machine and personal preference].
Step 3: Tamp
Tamping ensures uniformity of extraction by leveling and packing the grounds to ensure equal and consistent
water contact is forced through the coffee. The proper tamp method is to hold your elbow at 90 degrees, rest
your portafilter on a level surface and then apply pressure until the coffee has an even, polished look. Note:
coarser grounds will require a firmer tamp than finer grounds.
Step 4: Brew
Place the portafilter into your machine’s brew head and place your preheated cup beneath it. Grab a timer and
time your shot – this is critical to learning how to pull a perfect shot. Initiate the pull and watch carefully!
A BRIEF HISTORY
OF TEA
The legend of tea begins 5,000 years ago. Tea was discovered by the Chinese Emperor, Shan Nong. The
Emperor was boiling his drinking water in his garden when a few leaves drifted from a tea tree down into his
boiling water. The result was a brew, which gave off a rich and alluring aroma. Discovering this brew to be
refreshing, energizing and delicious the Emperor immediately had tea bushes planted in the gardens of his
palace establishing the custom of steeping fresh tea leaves in hot water.
Tea was originally grown in China. It wasn't grown commercially in India until the 19th century. The first
Indian tea was sold in Britain in 1839. From the 1870s tea was grown commercially in Ceylon (Sri Lanka).
TEAS

All true tea comes from the Camellia sinensis plant, but different processing methods result in a wide variety
of unique flavors and characteristics. We're all about sourcing and sharing the finest teas for every taste.
GOURMET TEAHOUSES
TEAS
 There are a number of
 keep in mind that while tea is a
popular drink, it typically
beautifully packaged, high-
represents only 3 percent to 7
grade teas that can be a nice
percent of the total gourmet
complement to your coffee
beverage market. This means you
selection. Loose teas are very
will need to be five times better
popular among tea lovers
than the normal to do even 20
because they are typically
percent of what a coffee bar will do.
made from higher grade tea
leaves.
THE COFFEE VS. TEA
INFOGRAPHIC LAYS OUT
EACH DRINK'S BENEFITS
SIDE-BY-SIDE
KEYS TO GREAT TEA
8 DIFFERENT TYPES OF TEA RECIPES –
HEALTH BENEFITS OF TEA
 FRAPPE, LATTE, SMOOTHIES
POWDERS
Blended ice drinks are now an important part of any coffee shop setup. With all the chains selling these in
vast numbers, your customers will expect you to do them as well. Starbucks report that blended iced drinks
now account for over 35% of their summer sales
Creating Frappe drinks couldn't be easier with Ready frappe powder mix. Most of powders comes in a 1.36
: 2 kg tub with a portion scoop.

Ice Blended Vanilla Latte Coffee Toffee Frappe

Java Chip Frappé Cookie n Cream Frappé

Merry Mint Mocha Frappe Double Chocolate Crème

Caramel Frappé Double Fudge Mocha Frappe

Chai Chiller Frappé Toffee Mocha Blended Ice Coffee

Chocolate Cookie Crunch Frappé Toffee Mocha Frappe

Mocha Frappé Frozen Vanilla Bean

Peanut Butter Mocha Blended Ice Coffee Frozen White Chocolate

Peanut Butter Mocha Frappé Frozen White Chocolate Alexander

Raspberry Frappe Fruit Creamers

Coconut Caramel Frappé Hazelnut Frappé

Coconut Mocha Frappé Ice Blended Caramel Macchiato

KEYS TO MAKE A GREAT
BEVERAGE •In cup add 6 oz. steamed/hot
milk, and 1 scoop (4 Tbps.) of
Frappe powder.
Stir well and enjoy.
•In blender add 6 oz. milk, 2
scoops (8 Tbps.) of Frappe powder,
and 12 oz. of ice.
Blend until smooth and serve.

Optional: Top with whipped cream

and syrup.
DECORATING ITEMS
CHOCOLATE , CARAMEL SAUCE
AND WHIPPING CREAM
 SYRUPS
Flavoring Syrup
There are gourmet range of syrups flavors You'll see this huge selection Includes customers favorite coffee
syrups like Gingerbread, Hazelnut, Cinnamon, Vanilla and Caramel!
Some of Syrups Flavors
Mango
Chocolate
Watermelon
Caramel
Cantaloupe
Hazelnut
Blueberry
Vanilla
Red mulberry
Strawberry
Blackberry
Pomegranate
Cookies
Cola
Cinnamon
Blue curacao
Pina colada
Peach
Coffee
Passion fruit
Coconut
Sample Of Almond (Orgeat) Latte
•ingredients: 2 tbsp (1 oz) Almond (Orgeat) Syrup
•1 cup (8oz) milk
•2 shots espresso*
Instructions: Steam milk and syrup together. Pour into a tall glass and
add brewed espresso*. Spoon a thin layer of foamed milk over beverage.
*Can substitute 1/2 cup strong brewed coffee
FRUIT PURE
Pure is a Great fruity drinks so easy to make! a unique formula, made up of
50% - 60% real fruits minimum, witch opens new possibilities for smoothies, cocktails, and all fruit-based
recipes.

Some of Pure Flavors Mango

Blueberry Cocoanut
Raspberry
Passion Fruit
Wild fruit
Strawberry Banana
Peach Hazelnut
Pineapple cherry
Green apple
Watermelon
Kiwi
lemon Cantaloupe
 COFFEE SHOP MENU
 What products will appeal to your customers? Will you offer beans for home use? Food and baked
goods? Gourmet teas? Coffee-related gift items? Brewing equipment? Below are some of the basic
products and services most successful coffee bars offer.
PRODUCT
S Will you offer beans for home use? Food and baked
 What products will appeal to your customers?
goods? Gourmet teas? Coffee-related gift items? Brewing equipment? Below are some of the basic
products and services most successful coffee bars offer.

GOURMET FLAVORED SPECIALTY

COFFEES COFFEES AND ICED
 A signature medium-roast
house blend
 Flavored coffees represent up
to 40 percent of the liquid
COFFEES
 Specialty coffees include the
espresso-based drinks such
coffee market. By offering at as cappuccinos, lattes, and
 A dark roast
least one flavor a day, you are mochas, served hot or cold.
 At least one flavored coffee satisfying the needs of
flavored-coffee lovers.
 Decaffeinated coffee (if the
demand is high)
 COFFEE-
BAKED BREAKFASTS,
RELATED GIFT LUNCHES, AND
GOODS
ITEMS
 Baked goods include muffins,
scones, cakes, biscotti, and Gift items include mugs,
coffee plungers, other coffee
OTHER FOODS
cookies, The key here is to  These products include
provide a wide enough range makers, and espresso
quiches, soups, salads,
of baked goods to appeal to equipment.
sandwiches, paninis and
your traffic wraps.

GOURMET JUICES AND FLAVORED

TEAS SMOOTHIES
 There are a number of
 Freshly squeezed juices and
POWDERS
 A wide range of frappe , Latte
beautifully packaged, high- health blends can be a great , Milk Shakes flavors can be
grade teas that can be a nice addition to your product line used and great addition to
complement to your coffee and offer your customers a your menu
selection. Loose teas are very cool, healthy alternative to
popular among tea lovers coffee.
because they are typically
made from higher grade tea
leaves.
MENU
DESIGN
 Once you have decided what types of food and drink your cafe will be selling, you can start thinking about
designing and creating your menu. Remember, your cafe menu does not necessarily need to be a small booklet
that customers leaf through while sat at a table. If you want to open a ‘grab and go’ style coffee shop, then
your menu could be displayed entirely on large boards above the counter.
 Whatever its format, your menu should be an extension of the idea behind your cafe – if your cafe has a
theme, the menu should follow it. The menu is a chance for your business to speak directly to customers and
pitch products to them, so it’s important that you put some thought into it. Some of the things that you may
want to bear in mind while creating your cafe menu are:
 Color scheme – the colors and any images you use should be appropriate for your cafe’s concept. They can also
be used to draw attention to certain areas of the menu, for example any specials or products that you
particularly want to promote.
 Tone – this should also be a reflection of your cafe’s overall character.

 Layout – customers are likely to start reading your menu from the upper left corner – as they would a book –
and finish towards the bottom right. Bear this in mind when considering your menu’s layout.
 Photos – You should use photographs of your products, and only if they have been professionally taken. Bad
photographs can easily discourage customers from ordering.
 Attention to detail – menus with typos, incorrect prices or formatting errors look unprofessional – and the
mistakes can even be enough to put a potential customer off.
 WHAT'S THE SECRET TO A
SUCCESSFUL COFFEE SHOP?
Consistently serving the finest espresso - It is rare in business to discover a product where consistently
offering 100% quality is the best commercial decision you can make, espresso coffee is one of those rare
products where consistent 100% quality matters. Customers will walk past ten other competitors to get the
best espresso, which is why this factor alone means you don't need the highly visible, most expensive
location. So buy the best espresso coffee machine (3/4 group Italian made with e61 groupheads and set to
the right pump and temperature levels), install it with a water purifier and demineralizer, use a conical
grinder, and only buy top quality Arabica or Arabica 90%/Robusta 10% freshly roasted beans, and make sure
every cup is made by a fully trained barista who is continually seeking the 'god shot.'
Ergonomics is vital - Make sure the coffee workstation and layout is such that the barista hardly moves their
feet in performing all their coffee making duties, and they are not competing for the space with other staff
members. High volume coffee sales are the foundation stone of every coffee shop, so make sure this
workstation is perfectly laid out with easy access to underneath bins, bean storage, and bar fridge milk,
having the right height benchtop with easy access to cups, grinder, accessories, and reachable overhead
storage of supplies. The best setups also have a small inbuilt sink to allow for quick and easy ongoing
cleaning. Also, place the cash register on the front counter near the barista's workstation. This allows the
barista to hear the customer orders and get a head start on making them in the busy times, while allowing
the barista to work alone in an efficient way in the very slow times.
Use loyalty cards – it is really do work. Make sure it is a quality card that will last the wear and tear and
look good in a customer's wallet. Nothing better than seeing a new customer's face light up when you give
them a buy seven get the eighth one free loyalty card

Promote multiple sales - A coffee shop will never make enough money to pay the bills
from coffee sales alone. Coffee may be the prime motivator for customers coming to the
business, but they must leave with multiple sales if you are going to be successful. As a
target, coffee should be no more than 40% of your weekly sales and two item sales per
customer transaction means you are getting it about right. So make sure the
traditional coffee accompaniments (muffins, cookies, cakes) are close by at the point of
sale, and the coffee shop offers cold food, cold drinks, and hot food to ensure the best
chance of multiple sales.
Limit the assortment - Many newbies in the coffee shop game think that wide assortments and extensive
product offers are a key competitive advantage. They forget that the customer is simply hungry or thirsty or
both, and that a wide choice for most people creates suffering. So cover the necessary categories, but with
limited and strategic offers. (e.g. three flavors are enough, three sizes are enough, three types of food/drink
are enough). Every item you add to the assortment creates many multiples of management effort (costs) and
mostly without adding anything to the revenue streams or customer experience.
Merchandise your margins - Price according to perceived customer value, not according to accounting
determined markups. For some well known items you will need to be at (coffee) or even below market price ,
and this loss should be made up with high margins on other items that are exclusive to you or in the 'don't-
care and addictive' mindset of your customers. So don't add a blanket markup to your entire assortment, but
price line by line according to customer expectations and what the market will bear.
Get your beachhead strategies right - Getting traction in a competitive marketplace like coffee shops is
vital, and you will need to have a clear understanding of how to get customers to initially give you a go and
a plan for keeping them returning and referring you to their friends.
Counter service - Counter service is the cheapest most efficient and effective service system for a coffee shop,
and it is now fully accepted by customers, Counter service is hassle free for both you and your customer, and it
significantly reduces your wages bill. So get the customers to order and pay upfront, give them a number on a
stand with their drinks, and deliver the food or better still give them a buzzer that calls them up to the counter
when the food is ready. Counter service means that you can handle the peak demands that occur in coffee shops
at breakfast and lunch, and it is a lot less stressful on everyone, ensuring the friendly banter can remain an
important part of your offer.
Pre-make as much as possible - Custom-made assortments assume that the customers know precisely what
they want. They don't. Customers see you as the expert and are hoping that you will suggest to them what
combination of food/drinks they should be trying. In a coffee shop context, I found it best to pre-make the food
and leave the custom making to the coffee. Custom food is also a high cost option for you because you can't get
the economies of scale making-to-order, and it limits your turnover in those peak periods where you should be
busy pumping out the sales as quickly as possible, not spending the time making custom orders

Understand what you are really selling - Too many businesses, including coffee shop owners, don't fully
understand the need they are really satisfying for their customers, and so they often concentrate on the wrong
parts of their offer. Customers frequent a coffee shop for many more reasons than just hunger and thirst. There
is the escape from a stressful office, the chance to maintain or grow a relationship, a place to get away to do
some reflective work, a chance to engage with familiar coffee shop staff at a particularly lonely time, or as a
place to do business and reach an agreement. Understanding the needs you are really catering to will help you
better construct your offer and make decisions that keep your customers returning and so maintaining the
coffee shop's success.
takeaways - I know all your friends will tell you to get comfortable lounges, free Wi-Fi, table service, and lots
of in-house entertainment ... but customers sitting on one cup of coffee for hours enjoying all these benefits
won't pay your rent. My most financially successful coffee shops had a limited number of not-so-comfortable
bench & bar stools to make the coffee shop look lived in and loved, but I concentrated on building the
takeaway business. Takeaway customers pay the same price as the sit-down customer, but without any of the
occupancy costs, and you will serve ten of them by the time your sit down customer has finished sipping on
their first cup of coffee as they enjoy a chat with their friends on using your free Wi-Fi.