Last week I wrote about the importance of being agile and flexible. Just after we sent out our email, we had an order requesting to grind our coffee before delivering it. This request had me over a quandary. I realized that we said we were flexible. Now what do I do? My immediate thought was NO! We will only sell whole beans. After I took a breath and calmed myself, I will admit that the answer did not come quickly. The reality is only 8% of Americans buy fresh whole beans. Also, ground coffee isn’t just outpacing whole bean coffee; ground coffee is increasing its lead each year. After looking at the facts and re-examing our no grind position, We decided to stand firm on the no grinding issue……we simply want your last cup to taste as great as your first.
I also have been very adamant and outspoken about K-cups. I will confess that we looked into having our coffee packaged in K-cups. Why did I look into the possibility of coffee pods? Sales of coffee pods have grown by a blistering 138,324 percent — yes, 138,324 percent — over the past 10 years, according to data from Euromonitor. They have jumped more than tenfold since 2009 alone. And they’re still rising at an annual clip of more than 30 percent.
But, for us to make a profit, we would have to sell the pods from $1.50 to $2.00 per pod. That is with us doing a volume discount of producing 5000 pods at one time. The packaging company asked how I came up with that price? I told them I was basing it off of using 14 grams of coffee per pod. Their response?…..”Do like everyone else does and cut it down to 7 grams per cup to drop the price.” Hmmmm….so you want me to compromise both having ground coffee AND less coffee than I should per pod? Did you know that the pod packaging is more expensive than the coffee itself? Again, we decided to stand firm on our no pod position.
So while we are agile and flexible, we are also inflexible and stubborn. Instead of stubborn it sounds better to say uncompromising. As a brand, Tap Dancers Specialty Coffee stands for something. What it stands for is more important than market share. After all, like my father always told me, “if your name doesn’t stand for something, then it means nothing” We are Tap Dancers Specialty Coffee…..the world’s finest coffee roasted fresh for you. And that’s who we intend to keep on being.