Help from a friend
Often people close to us turn out to be much smarter and more creative than we think. Often in our environment there is a contingent that can be safely called the creative layer of the population. These could be editors, journalists, musicians and simply extraordinary people. Such individuals love brain puzzles, so we can confidently say that your friend will be happy to come up with a name for the coffee shop.
CAFE DE LA PAIX, Paris
A crowded and very popular cafe, both among tourists and local residents. The design for the coffee shop was developed by the same person who supervised the decoration of the Opera House, so Cafe de la Paix is decorated with gilding, stucco and marble tables.
If you like to take something with a cup of coffee, made in the form of sculptures will steal your heart They taste every bit as good as their appearance.
Peep an idea
There is no need to reinvent the wheel - all the beautiful and even more or less original names have already been invented! You can easily spot the beautiful names of coffee shops on the nearest city streets. Your task is to look at anything you like and borrow it. It is quite possible that an interesting name will give you an original idea. It is important that the name you like does not turn out to be a well-known network, the owner of which can easily sue you. But if you liked the name of a coffee shop in Murmansk, and you live, say, in Voronezh, then why not?
Origo Coffee Shop/ Lama Arhitectura studio/ Bucharest, Romania
Two hundred and seventy-six tea cups were hung from the ceiling of this cozy cafe in Bucharest by interior designers. During the dismantling of the old ceiling in a room of 65 m², authentic wooden beams were discovered, which were painted white and included in the interior ensemble. The elongated space of the coffee shop is lined with black steel sheets and oak. White cups on long cords form a light cloud over the bar counter.
Read more about this project here.
Signs are everywhere
When you are obsessed with an idea, everything around you takes on a different meaning. Every word someone says, an inscription on a billboard, or a life event helps us look at our own lives differently. Look around carefully. What do you see? Perhaps a casual phrase thrown out by someone or a new track on the radio is one of the options for a name for a coffee shop? After all, even the name of the famous Russian social network “VKontakte” was invented by Pavel Durov by chance when he heard the phrase “in full contact with information” on the radio. Even more interesting is the history of the name Apple. Its creator, Steve Jobs, was tired of the long deliberations of the board of founders over the original name and simply named the company in honor of his favorite fruit.
The role of local marketing
To help franchisees choose a location for a coffee shop, Cofix uses artificial intelligence technologies. Partners are also introduced to trusted suppliers and provided with marketing support.
Now Chazhengin does not need to control logistics, marketing and supply - this is done by the manager,” explains the entrepreneur.
Corporate standards related to marketing, visual design and pricing policy are identical for all Cofix points. Working under a single brand, entrepreneurs cannot change prices or assortment. However, sometimes the management company meets halfway when it comes to local marketing tools.
In coffee shops on Polyanka, Vozdvizhenka and Kutuzovsky Prospekt, promotions such as handing out leaflets at the checkout and next to the coffee shop are encouraged. Cofix helps you create layouts and produce printed materials.
Among the marketing tools are business visits, when franchisee employees visit neighboring beauty salons, hairdressers, airline ticket offices and offices and offer to try coffee and pastries, while talking about a particular coffee shop. The audience always reacts positively to this.
The second tool is posting leaflets with promotions on paper bags in which the client is given an order. With this flyer, a person can get a free drink on their next order. Changegin is confident that local marketing allows his team to quickly promote outlets and achieve dynamic development in the first months with predicted dynamics of six months.
“The management company supports initiatives from franchisees to stimulate sales,” says Alexey Loborev. “However, marketing support includes the use of a wider range of tools. These include POS materials, visuals on monitors at points of sale, the work of promoters, and a loyalty program in the Cofix.Club application. At first, we used it to offer guests discounts and bonuses, and now we are actively working on expanding the functionality. Today, testing of the pre-order system has already been launched, the purpose of which is to reduce queues in Cofix coffee shops.”
“It is useful to introduce a loyalty system when the client receives cashback,” says Nikolai Ivin. — You can use a multi-level recommendation system with the positioning of the coffee shop brand, with the help of which native advertising is set up. The capitalization of a coffee shop is loyal customers, so the more often the client’s wishes are guessed, the better the indicators of repeat purchases and average check will be.”
The coffee shop market in numbers
According to the Allegra World Coffee Portal, in terms of the number of branded coffee shops, Russia ranks fifth in the world after Great Britain, Germany, France and Turkey.
In the next five years, the European coffee market, including the Russian one, will grow almost 1.5 times in terms of the number of operating outlets.
According to a study by NPD Group, coffee is present in 30% of Russian orders (in Italy - 28%, in France - 23%). More than 52% comes from fast food, coffee shops - 8%.
According to Knight Frank, in cities with a population of over 1 million people there are about 5,000 coffee shops, while the market volume is 130 billion rubles, which is 7.6 times less than the market potential - 1 trillion rubles.
The potential of the Moscow market alone is 120 billion rubles, which is four times more than the current value.
Advertising agency
If finances allow you, then you can turn to marketing professionals. It’s important - at the initial stage, you need to correctly and clearly convey your idea to the performer, indicate exactly what you want. If you need an original and memorable name (you focus on creativity), then indicate this to the advertising agency in advance so that you don’t end up with just a cute and beautiful name, which is the majority on the market now. If you still decide to turn to the services of professionals, then it is better not to save money. You may spend more than planned, but the result will not disappoint you. They will competently come up with a name suitable specifically for your establishment, explain in detail its advantages and answer all your questions. Agree, this is much better than saving money and getting a bad and low-quality result.
Fast and free
If you have neither money nor imagination, then there is one good option. Today's century makes it possible to access programs that allow you to create an original name, including for your coffee shop, according to given parameters. The user adjusts parameters such as the company's field of activity, the number and sequence of letters. And voila - you have a ready-made name in a short time. The only negative is that what a person can cope with without much difficulty, artificial intelligence is not yet able to fully master. These names are unlikely to differ in originality and euphony, but as another option for creating a name, it’s quite good. There are many services for coming up with a name for your business, which are freely available on the World Wide Web. Most of them will not only come up with an original name for your brand, but will also check it for uniqueness and match the invented name with a free domain address and a nickname on social networks. One of the programs offers not only the provision of naming services, but even a free book “How to name your business” in case the services do not satisfy the customer’s demanding requirements.
How to name a confectionery store or cafe: naming mistakes
Retail branding of a coffee shop or pastry shop is a multi-stage task. Naming is one of the first stages in forming the image of an institution.
If you decide to come up with a name for the confectionery shop yourself, so to speak “at home,” the KOLORO branding agency admires your courage, but recommends finding out what the main mistakes you can make in this seemingly easy task.
A banal name for a pastry shop. “Sweet tooth”, “Gourmet”, “Buns on the street” and all sorts of “Dolce Vita” are the options that first come to mind. They are understandable to a wide audience, but in a highly competitive market you need to stand out.
Inconsistency with the general style. Let’s say you see a sign “Roman Holidays”, fresh pastries on the display window, but when you get inside, you encounter Kirovograd linoleum and the usual Kiev assortment: donuts, cheesecakes and baguettes. It is necessary that the name of the bakery or sweets store succinctly conveys the essence of its positioning.
Excessive foreignness. This is a traditional mistake for naming confectionery shops. For example, many people associate croissants and macarons with France. This is how names in the style of “Délicieux bonbons” (from French - delicious sweets) or “Meilleure boulangerie” (from French - the best bakery) appear. Branding agency "KOLORO" is not against foreign names, but only if they are understandable to the target audience.
Last name as a brand. Not all proper names are suitable for developing the name of an establishment. Some surnames simply do not ring a bell (“Confectionery of Tears” or “Coffee Shop of Lyubomir Olyanich”), some do not evoke associations with sweets (“Lyashko Bakery” or “Tchaikovsky Pies”). Therefore, be careful when deciding to immortalize your name on the sign of the establishment.
Interesting names of coffee shops
We remember funny and meaningless advertising for years, and especially original ones for decades. The same system applies to the name for a coffee shop. Sometimes we see completely crazy names of catering establishments that only make us laugh. But you must admit, for some reason they are the ones that stick in your memory and make you tell your friends about them. This is exactly what marketers and the owner of the establishment were counting on when they came up with a funny name. Agree, about coffee shops with names like "Mr. Who", Bro. We, “Give Two”, “Uncle”, “Kolobok”, “Luxury”, Maman, “Not a Buloshnaya”, “Welcome”, you will be happy to tell your friends and maybe even go for a cup of coffee. But not everyone wants an original and eye-catching name. Such names as “Coffee Courtyard”, “Coffee Man”, “Coffeemania”, “CoffeeNero”, “Coffeeoni”, “Coffeechino”, “Parisian”, “Foam”, “Drink Coffee”, “Prokofy”, “San- Cafe”, “Old Italy”, “Tochka”, “Corner”, “ChaiKofsky”, “Chao-Cocoa”, “Chocolate”, “Choco-Mocha”. Different names - different contingent. Representatives of extraordinary youth will probably come to “Mr. Who”, and young girls will go to “Coffee Yard”. When coming up with a name, focus on your target audience.
Espresso bar D'espresso/ Nema Workshop/ New York, USA
Located on Madison Avenue in New York City, this espresso bar is adjacent to the Bryant Park Library. This fact guided the designers of the Nema Workshop bureau when creating the interior of the cafe. Traditional library motifs, with bookshelves, tables and lamps, seemed to them not enough, and the designers decided to turn the interior upside down, changing the location of the walls and ceiling.
Read more about this project here.
What makes a coffee shop famous?
Making coffee is a fairly profitable business, because everyone drinks it. But not all coffee shops have become famous throughout the world for their service and quality products, as did, for example, Kaffeine in London, Heart Coffee Roasters and Stumptown Coffee Roasters in Portland, The Coffee Academics in Hong Kong and some others. These places are famous for their original interior, excellent service and interesting concept. For example, to get a job at Kaffeine, a barista must train for 3 years, The Coffee Academics makes coffee with guava juice, and Stumptown Coffee Roasters brews aromatic punch for 12 hours before opening, which attracts Portland residents and visitors. Any world-famous coffee shop has 4 distinctive signs, without which any feature or zest is meaningless - excellent service, cleanliness in the hall and bar, original interior and a name, memorable and original, which is sure to attract attention.
CAFE DE L'OPERA, Barcelona
The design of the coffee shop has retained its original appearance since its opening at the beginning of the last century. This is one of the most popular places where you can drink a cup of excellent coffee and spend the evening in pleasant company.
Calm beige walls, vintage black and white photographs framed in expensive frames and simple tables painted in dark colors inspire calm and do not distract from the main activity - communication over a delicious and cozy cup of coffee .
Good raw materials - why is this so important?
Even if you came up with the best name for a coffee shop in the world, hired professionals and carefully thought out the concept and interior of the establishment, you need to remember the important role high-quality raw materials play in this business. As practice shows, it is not necessary to take the most expensive raw materials, but you should not save too much either. The price of cocoa beans depends on their rarity, the complexity of cultivation and the amount of customs duty. There are a lot of good reviews about inexpensive Colombian coffee, which has an ideal price-quality ratio. True connoisseurs praise varieties such as Kopi Luwak and Jamaica Blue Mountain. This is a premium class, but it also costs several times more than the Colombian one. However, everyone’s taste is different - some like exclusively premium varieties of coffee, while others do not care about status and prefer budget, inexpensive varieties. In any case, the main thing is a competent barista who can find an approach to guests and properly prepare delicious coffee.
The popularity of coffee is growing these days, with more and more fans of this strong, invigorating drink. It is quite possible that your business will flourish, whether it is a coffee shop or a coffee-to-go format. But in order for this to happen, many nuances must be observed, one of which is an original, beautiful and memorable name. If you approach this issue responsibly using one of the above methods, then you, that is, the future entrepreneur, will succeed, and your business will bring you not only a good income, but also the realization that people need your work.
Cafe DreamBags-JaguarShoes/ Carnovsky studio/ London, England
This iconic café in central London changes its appearance depending on the lighting. In different lighting modes, the colorful wallpaper on the walls of the establishment begins to reveal its “secret signs” to guests. The green color transports visitors to the realm of the tropical jungle with a variety of exotic plants; red lighting highlights images of wild animals on the walls and ceiling - elephants, leopards, horses, monitor lizards; Well, blue light gives a signal for the appearance of many monkeys.
Read more about this project here.
