“Cross-sell” is one of those b-school terms for something that fancies up a simple idea: Sell more. So, if you go to the movie theater, they “cross-sell” you popcorn. If you go to the coffee shop with the limited menu in my neighborhood, they cross-sell you . . . nothing. That’s the problem.
As I noted in previous posts, the coffee shop called “Variety” only offers coffee. Also, it’s going to be very hard for them to survive with their current volume of business. So, what should they do?
Well, in my neighborhood, there are generally two types of people: hipsters and first- or second-generation Italians. So, the pizza places and Italian ice stores are always mobbed. It’s a good idea to cater to both groups of people. What do both groups love?
Panini!
You source the bread from the local bakery and the Italian products from the local importers. Other than material cost, you have to buy a press for about $1000. Then you have a higher ticket item ($6-7 panini versus $2.50 coffee) that can be served for lunch or light dinner, take out or eat in.
The place across the street has sandwiches, but you have to eat them there. The pizza places have your typical parm heroes. This would be distinctive and if prepared with local, fresh items, super tasty.
If this were my business makeover television show, I would go in and tell them. As it is, we’ll just see if they figure this out on their own.
One Comment
what about the extra space the food/gear takes up? and the time it takes employees to make the sandwiches?