isn’t a large coffee shop and seating is limited but this doesn’t seem to stop
anyone. They don’t have a lot of room for people to sit and lounge around with
their laptops but they do have an efficient visitor flow mechanism that ensures
customers don’t have to wait long before being served. Many of the patrons walk-in
and out from the street buying their coffee on the go.
are a specialty shop that focuses on international French press, pour over, and
cold brew coffee. Unlike larger chains they operate in small batch production
and strategically value quality over quantity. Many of their offerings are
organic which appeals to a younger more health conscious crowd. Fresh, niche,
convenient and organic are just a few relevant terms that describe their
of the advantages Dark Horse Coffee has going for it its unique brand. Establishing
your coffee business as a quality leader with a unique market brand can further
market position (Piquet, 2014). That brand recognition can lead to customer
recall when thinking of where to get coffee and that equates to dollars and
cents in the owner’s pocket.
coffee industry is a growing market. In 2013 coffee consumption increased 5%
and this has led to adjustment of quality, upgraded operations, and remodeling
investments (Rigik, 2013). Dark Horse
fits within this market through its niche brand and convenient coffee stand
business approach. Low overhead and high opportunities.
Horse has things going for it that some of the competitors do not have. They
are not large or have all of the amenities but they do serve the street traffic
well. If you know anything about Adams Avenue it is busy with all types of commuters.
People buy their coffee on the way to work, shopping, baseball, yoga, or some
other event. Their unusual brand will help customers remember them and their
location will encourage them to keep coming back.