How to sell new products and expand your range

Start by listening to your customers and testing ideas small

The best way to grow your business is to give your customers more of what they want. Adding new products that they are already asking for—like a good quality coffee, a savoury option, or retail items like jam—is a fantastic way to increase sales. The key is to start small, test your ideas to see what sells, ensure the new items fit your brand, and check that they are profitable before making a big commitment.

Step 1: Gather ideas by listening

Your current customers are your best source of inspiration. Pay close attention to what they say, ask for, and even what they bring with them.

• Casual chats: When a customer says, "I wish you sold a good sandwich to go with this coffee," make a note of it.
• Social media: Run a simple poll on Instagram or Facebook asking, "What would you love to see us offer next?"
• Observe behaviour: Are people leaving to go elsewhere for a savoury lunch after buying a cake from you? That’s a clear signal of a gap you could fill.

Step 2: Check if it fits your brand

Before you jump in, ask yourself if the new product makes sense for your business. A new item should feel like a natural extension of what you already do. For example, if you are known for high-quality, handmade baked goods, introducing cheap, mass-produced snacks would confuse your customers and damage your brand. Think about whether the new product matches your existing quality, price point, and overall identity.

Step 3: Test the waters with a trial run

You don’t need to commit to a huge, expensive launch straight away. A small-scale trial is the perfect way to gauge interest without risk.

Top Tip: Introduce a new product as a 'Weekend Special' or a 'Guest Roast'. This creates a sense of urgency and makes customers feel they are trying something exclusive. It’s a brilliant way to get honest feedback and see how well it sells before adding it to your permanent menu.

Step 4: Crunch the numbers

A new product is only a good idea if it makes you money. Before you start, you must work out the costs and potential profit.

1. Calculate your costs: Add up the exact cost of all the ingredients or the wholesale price of the product you're buying in. Don't forget to include packaging.
2. Set your price: Your final price needs to cover the cost of the item, your time and overheads (labour, energy), and include a healthy profit margin. See what competitors charge for similar items.
3. Estimate your sales: Be realistic. Will the potential profit from the new item justify the extra effort and investment?

Step 5: Launch and get the word out

Once you’ve tested your idea and you're confident it's a winner, it's time to launch it properly. You don’t need a big marketing budget; simple actions work best.

• Put up a clear sign on your counter or a note on your menu board.
• Post a nice photo of the new product on your social media channels.
• Tell your regulars about it personally and ask them what they think.

By listening, testing, and carefully costing, you can confidently add new products that your customers will love and that will help your business thrive.