The Menu: It’s A Grind Perks Up Coffee

It’s A Grind features develops specialty drinks to boost frequency and the average check.

By Maya Norris, Managing Editor -- Chain Leader, 10/1/2006

It’s hard for coffeehouse concepts to differentiate themselves when they all have similar menus of cappuccinos, lattes and mochas. So to set itself apart, It’s A Grind features six specialty drinks a year, which have helped to boost frequency and the average check.

It’s A Grind’s Featured Drinks program offers seasonal, indulgent drinks every two months. For example, the best-selling Coconut Crunch, $4.75, an ice-blended coffee drink with chocolate, vanilla and coconut syrups, drizzled with chocolate and sprinkled with toasted coconut, ran in May and June, generating

7 percent to 8 percent of sales during that period. Other popular limited-time offers have included a peanut butter-chocolate ice-blended drink called Funky Monkey, and Raspberry Kiss, a raspberry-mocha beverage. Featured drinks now make up 4 percent to 7 percent of the overall sales mix.

When It’s A Grind formalized the program a year ago, its goal was to increase the average check by pricing the drinks $1 more than the items on the core menu. Not only has the check average increased 30 cents to $4.25, but weekly same-store sales and traffic have jumped 2 percent to 5 percent. The company says it is seeing increased frequency, especially among younger customers.

“Frequency is sort of a side benefit. We talk primarily to existing customers because we don’t advertise at all,” says Vice President of Operations Rick Kowalski. “So reaching outside the store to bring people in with the featured drink is not really our objective. It’s more trading up existing customers or getting them to come back more frequently.”