June 7, 2008
Raising Funds With Joe
In the recent post, "Raise Funds Locally", we talked about how you can work with the National Association of Pet Rescue Professionals (http://www.naprp.com ). We spoke about using wine tastings to draw in the public and your best customers for an evening…or even a week of fund-raising events related to pets, the rescue of animals and shelters.
But what about those restaurants or coffee shops that don't have a license to serve alcohol?
Let's talk with Joe. Yes…coffee. 'Cuppings' as they're called, is another great way to attract folks to your outlet, while working with a worthy non profit, like the NAPRP. Cuppings are the coffee-driven, non-alcohol equivalent of wine tastings these days. They have been showcased, particularly in New York City. It used to be that only professional coffee buyers were much interested in cuppings; but that has changed with America's penchant for better coffee. (Thank you Starbucks, Seattle's Best Coffee, Blenz, Serious Coffee and others). The public is interested in discovering new flavors, blends and coffees from other lands. For example, in 2004 New York City, had only a few of what they termed 'third wave' coffee shops. Now there are dozens; 80 percent of them sponsor cuppings.
If you offer something extra special at your own cuppings, you will surely attract many in your trading area who will want to learn more about such things as direct trade coffee, roasting types, specific origins…from shade-grown to free trade farms…countries, or even a specific lot on a farm.
Most cuppings are free of charge. But if you connect with an astute coffee supplier/roaster who wants to develop clientele, s/he will probably know that a little education about coffee can go a long way to turning a 'coffee rookie' into a coffee snob…one who now wants to come to your outlet so she can get the roasts and blends she 'demands'.
Think about the other kinds of complementary pastries and foods you might want to have available – preferably from your own menu – to go with the Joe. Now use your own blog and email marketing to let your customer list know about this unique "cupping".
Get other non-competing retailers – close by your location – to send out to their customer list to invite them to your cuppings. This too will attract more potential customers to 'experience' your restaurant and hopefully raise more funds. Holding cupping once a quarter or even once a month will not only entertain and educate your guests; but will raise much needed funds for a local non-profit; and position you as a local hero at the same time.
What do you think? Care to share your 2 cents? I'd appreciate your feedback and comments below.
Filed under Restaurant Marketing Tips by Roy MacNaughton
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Comments on Raising Funds With Joe »
If a restaurant does not have a liquor license, but does have a meeting/banquet room so that the event is not held in the regular seating aree, most communities in the country will allow a one-time catering permit that will allow alcoholic beverages.
For a wine tasting, a wholesaler or savvy retailer may readily agree to cooperating so that they provide the beverages and your restaurant provides the meeting room and, perhaps, snacks for the event.
Whether a cupping, wine tasting or other, it can be significantly to your gain to reach out to community organizations to bring their members and friends to your place as a new "dining home." The community organizations love these kind of events because they can raise money and their volunteers or staff provide all the promotion, ticketing and coordination for you. Your cost may be negligible, but your "introduction" to new, and thankful to you, customers can pay dividends every month forward.
Of course, have menus available for the event participants to scan and even entice their return.
Of course, in the "stand up" welcome, the presenter should salute your restaurant and its owner/manager and allow you also to welcome the organization and salute them and their fine work in the community.
If the organization has a door prize drawing, you may want to offer a lunch or dinner for two as one of the prizes.
I endorse your recommendation and add these extended thoughts and recommendations.
Thanks, Len: great ideas and thanks for your comment on the availability of single-event-use liquor permits for such an occasion; forgot about that.