I currently operate a cafe in Raleigh NC and have been considering displaying a few espresso machines and grinders from Chris Coffee at my shop. With so many people making purchases based on what they read here and dealer websites, I wondered how valuable would it be for the folks in the nearby area (within a few hours drive?) to get to play with a unit before they made their purchase decision?

The customer would place the order with me (same price as chris coffee's website), but payment is handled directly through Chris Coffee along with delivery and service. This also avoids an additional state sales tax. The machine is drop shipped directly to the customer.

Obviously, the advantage is an opportunity to test drive something before you buy and also I would throw in a nice discounted accessories package - tamper, knockbox, pitchers, etc. Please let me know what you think guys!

Mike

Be sure to check with your insurance agent to assure that the customers are covered. Combining hot water, steam, and lawyers can get expensive.

I think a lot of potential customers would be interested; not so much because they think the machines may not work, but because they will usually have more than one machine on their short list, and would like to know which one speaks to them the loudest.

Whether this interest is strong enough to cover the extra sales expenses a setup like this involves remains to be seen; but I think it's definitely an idea worth trying.

I've seen repeated recommendations for people in the Northeast to swing by CCS and always thought it would be nice to have the option. I'm getting close to a purchase but would certainly have taken you up on this offering.

It is hard to imagine that this would not be immensely appealing to potential buyers. The big question to me is how many buyers you have within striking distance. I would guess anyone east of Winston/Charlotte/Greensboro buying one of these machines would be very interested and likely to come by if they knew they could, but I would also guess even though that is most of the state that would not be a huge number of people. I guess Chris could tell you how many sales he has had from the greater region.

Even just physically just seeing them to imagine them in one's kitchen is of great value (things like the Vivaldi and GS/3 and even the Elektra Semiautomatica look nothing in person to me like they do in pictures).

More importantly pulling shots and steaming milk would also be a huge draw.

Hugh

Nuprin wrote:I currently operate a cafe in Raleigh NC and have been considering displaying a few espresso machines and grinders from Chris Coffee at my shop. With so many people making purchases based on what they read here and dealer websites, I wondered how valuable would it be for the folks in the nearby area (within a few hours drive?) to get to play with a unit before they made their purchase decision?

If this had been available on weekends when I was shopping for a machine, I'd have driven from DC for it.

Also, want to post (or PM me) the name of your shop? Next time I'm in the area I'd like to stop in regardless of any equipment purchasing agenda.

Mike,

As has been mentioned already by previous posters, seeing these machines and grinders in the flesh would been invaluable. Had the option been available when I first started shopping, I would have made a trip of up to about 5 hours to see them in the flesh. Heck, I'd be tempted to do that now, and I'm not even shopping.

Even if you only stocked three machines (SBDU, HX, DB) and a grinder (Vario), the trip would be well worth it. Now, instead of folks watching videos, potential buyers could see what pulling a shot on the three different types would involve. Might help prolong upgradeitis.

Some Clarification here...

I started out a few years ago as a beginner home espresso enthusiast and people like Dan and several local espresso lovers(Bob, David, Ian, Nick and others) helped me learn the ins and outs of this hobby. Last year I decided to quit my corporate job wanting to do something on my own so that's why I decided to open a cafe. As most of you know, the majority of cafes don't make good espresso/coffee so I wanted to change that when I opened my shop.

The motive behind this is not to get rich, believe me. I'm doing this because when I was in the same situation, I would have loved to been able to play with a machine before I purchased one. If I can help some people out, possible sell a machine or two a month to cover my costs, I'd be happy. Not many cafe owners started out as HB enthusiasts.

Chris wants me to have at least 3 machines to display, maybe a grinder or two, some accessories - which does ties up some capital. I already have the Robur, Compak K10, Quamar M80, Vario and Virtuoso for grinders. I have limited space (12ft display counter) but if I can sell a few units a month, I could expand into a few more machines.

Plus if someone is going to drive a few hours to stop by my shop, it would be worthwhile to visit Counter Culture's HQ and training center while they're at it.

As some of you have asked, the name of the shop is New World Coffee House and it's listed in google maps and on most GPS systems. The address is 4112-124 Pleasant Valley Rd. Raleigh, NC 27612.

Mike

Your subject line of "test drive" has me confused. Are these machines going to be plugged in/plumbed in and available to try out? Or just "look and touch" on a display shelf? If the former, have a good talk with your insurer first.

I spend a lot of time in high-end coffee bars with nice home machine displays, but frankly, the customers rarely give them a second glance. I've never seen anybody walk out with one, though I'm sure the shops make an occasional sale.

I have no doubt you'll get some people who are already in the market for a good machine, who will make a pilgrimage to kick the tires. I certainly would have. Whether there will be enough of them as buyers to make up for your loss of shelf space (and your investment) I can't say.

Nuprin wrote:... get to play with a unit before they ... [buy]

My impression was that this meant hands on. I agree with Marshall that an old style "hands-off" display is obsolete, since a web page with specs and video tells a potential buyer a lot more.

Here in Chicago, a few cafe-roasters are trying web vendor alliances coupled with free barista classes in return for coffee subscriptions. I do not know how well this is working.

I don't think the current way of selling over the web is optimal for gear with a learning curve, like espresso equipment. I hope these experiments work; but it could be that regularly scheduled video conferencing, where prospective buyers can get training and ask questions, may have lower transaction costs than hands on demos at brick and mortar locations.