How to decide whether to add food-to-go or a coffee machine

Deciding whether to add a coffee machine or hot food counter comes down to one thing: will it make you more money? The best way to find out is to analyse your sales data to see what your customers are already buying, and then ask them directly what else they’d like to purchase. Adding a high-margin service like this can significantly boost your profits by increasing the average spend per customer and attracting new people to your store.

Why consider food-to-go?

Adding services like fresh coffee or hot food can transform your business. Coffee, for example, has very high profit margins. While the initial investment in a machine might seem steep, the return on each cup sold is excellent. These services also increase the average 'basket size' of your customers. The person who only came in for a newspaper might leave with a coffee and a croissant, instantly doubling the value of their visit.

Over time, offering these services can change customer habits, turning your shop from a simple convenience store into a daily destination for commuters, local workers, or residents.

A step-by-step guide to making the decision

1. Look at your numbers. Your sales data is your best friend. When are your busiest times? Are you selling lots of sandwiches at lunchtime but very few drinks? Do you have a morning rush of people who might grab a coffee on their way to work? Look for the gaps and opportunities in your current sales patterns.
2. Ask your customers. The most direct approach is often the best. You don’t need a formal market research campaign; just chat with your regulars. Ask them: "If we had a coffee machine, would you use it?" or "What kind of hot food would you be interested in?" A simple suggestion box by the till can also work wonders.
3. Analyse the competition. Take a walk around the local area. Where are people currently getting their morning coffee or lunchtime pasty? See what competitors are offering, what their prices are, and how busy they are. Look for a gap you can fill, whether that’s with better quality, lower prices, or faster service.
4. Work out the costs vs. profit. This is the crucial final step. Create a simple budget for each option. Consider the costs of leasing or buying a machine, the price of ingredients (coffee beans, milk, pastries), potential waste, and the extra staff time. Then, estimate a realistic selling price and calculate your potential profit per item.

Popular options to explore

• Bean-to-cup coffee machine: High initial cost but excellent profit margins per cup. Many suppliers offer lease agreements to make the initial outlay more manageable.
• Hot food counter: Think sausage rolls, pasties, and pies. A simple heated display cabinet is a relatively low-cost way to start.
• In-store bakery: The smell of freshly baked goods is a powerful marketing tool. You can start simply with 'bake-off' products like croissants and pastries which require minimal specialist skill.

Our Top Tip: You don't have to do everything at once. Start with one small, manageable addition, like a quality coffee machine. See how it performs, gather feedback, and use that experience to decide on your next move. This 'test and learn' approach minimises your risk.