How to Start a Drive-Thru Coffee Stand
The Definitive Guide to Start a Drive-Thru Coffee Shop
Opening a drive-thru coffee shop is a superb way to get into the retail coffee business. Compared with a traditional brick-and-mortar coffee shop, a drive-thru coffee shop (or stand) can generate revenue that most retailers envy. Plus, it can be done without the added costs associated with a traditional coffee shop.
The Seattle region and the Pacific Northwest, in general, are the home of such coffee stands. The region has a rich history of independent drive-thru coffee stands. From Bellingham, WA, to Crescent City, California, to Missoula, Montana, drive-thru coffee stands are everywhere.
Starting a drive-thru coffee stand is a serious business. If you think you want to start a drive-thru coffee shop, you will want to have a well-written business plan. You will also want to start early on and find an excellent location with good leasing terms and affordable rent. Additionally, you will want to prepare for intense competition with a good marketing plan, excellent coffee branding, good products, and reliable baristas.
Ultimately, the key to your success is numbers. You have to have a steady flow of customers. Therefore, your location and your accessibility for cars and pedestrians need to be spot on.
To get the best location for your business, you need to have a good plan that sums up your vision, concept, and target market. A plan will have a good assessment of your budget and revenue projections and be the roadmap to selecting the right drive-thru coffee shop location. Along with that, your menu will need to be included right from the start. In other words, to succeed, you are going to need a plan.
To sum up your coffee shop business plan will:
- Articulate your business concept
- Be your compass to choose the right location
- Detail your coffee shop equipment
- Detail your coffee shop menu
Here in Seattle, I’ve seen many drive-thru coffee stands come and go, and I suspect it was because they didn’t have a thorough plan.
Your plan will help guide you as you make your important business decisions – from what you will sell to what kind of marketing strategy you will have. Your location determines your menu, so it plays a significant role in your business success.
Further Reading: How to Start a Coffee Shop in Washington State
How to Start a Drive-Thru Coffee Stand
As you develop your drive-thru coffee shop concept and business, consider asking yourself:
- What areas are not being served?
- Where are my competitors located?
- What are suitable locations within a radius of X miles?
- Who am I aiming to serve with my coffee?
Your drive-thru coffee stand’s success will be centered on your location. Competition, accessibility, and your budget all play a significant role in choosing the best location.
Your Drive-Thru Coffee Shop: Close Quarters
Unlike a regular brick-and-mortar coffee shop, you are going to be limited with space. You will probably not have the space to bake your items or do any needed food prep and storage. Therefore, you may also need a commissary or another health-department-approved location to prepare.
You can utilize additional staff to prepare, cook and store your food until you are ready to pick it up in the morning and have it ready to go. Additionally, you can also utilize other wholesale vendors. Having wholesale vendors that sell you food, pastries, muffins, and other supplies can save you time, hassle, and extra labor costs.
Your Drive-Thru Coffee Shop Menu
Your menu will be centered on your type of customer. Are they primarily students heading to university in the morning? Are they commuters going to work and needing an extra jolt of caffeine in a hurry. Most of your items need to be served in under 2 minutes. Since convenience is a factor, you’ll want to plan your menu accordingly. In fact, focus on pulling your espresso shots and making your beverage. Other food items should be ready made and quickly served.
To maximize your income, you will want to tailor your menu to the time of day. Early morning commuters may wish to have a coffee and bagel. Mid-morning may enjoy a latte and breakfast sandwich. And the afternoon crowd may want a cold-brew, smoothie, or lunch wrap. Again, your menu will be dictated by the needs of your customers. If you are unsure what to sell, start with the basics. Get feedback from your customers and be ready to serve what they want.
How to Start a Drive-Thru Coffee Stand
Your Drive-Thru Coffee shop Competition
Since drive-thru coffee shops are mobile, you can expect competition to pop up at any time. In addition to other drive-thru coffee stands, you are going to be getting some heat from your traditional coffee shops and substitute businesses.
Stay unique by offering a unique menu with excellent customer service. You always need to keep an eye on your competition. What are they serving? What prices do they have? Research what your competition is doing. Besides, customer feedback is critical. Be prepared to listen and act on your customers’ recommendations.
Additionally, to be sure your brick-and-mortar coffee shops are also aware of what you are selling and doing. Substitute businesses can also tear into your sales numbers. These are businesses like fast-food chains, sandwich shops, and pancake houses. All of these businesses can offer coffee and a lot more. To stay innovative, you have to provide a diverse and deep-enough menu to satisfy what customers in your target market are looking for. For example, while they might not expect pancakes, they might expect a bagel sandwich option. So, keep your customers’ needs in perspective. By listening to your customers, you will develop a loyal following.
Appropriate City Zoning for Drive-Thru Coffee Stands
As you look at particular drive-thru locations, you will want to make sure the location is appropriately zoned. Check with your city’s Department of Transportation. Never sign a lease without checking to see if that particular location is zoned for commercial use. Even sure sides of the streets and street corners can be zoned differently.
You will also want to consider your competition’s busiest times. Will your peak times be the same? Will you need to adjust your staff and marketing needs during that time? For example, could you offer 10% off food and beverages during those times? Again, start thinking outside the box to counteract your coffee shop competitors.
Further Reading: How Long Does It Take to Open a Coffee Shop?
How to Start a Drive-Thru Coffee Shop
The Name of the Game is Convenience
Accessibility is Key to Your Drive-Thru Success
You know what a pain it is to get to a particular business. Traffic flow, signals and signs, physical obstructions, and certain lane turns can make visiting your drive-thru coffee stand a hassle. If this is the case, you will naturally shed some customers! Remember, the name of the game is convenience.
Time is money – and the more customers visit you per hour – the more likely you are to cover your costs and squeeze out a profit for the day. Therefore, your accessibility matters and should be high on the list when choosing your drive-thru coffee stand location.
Convenience is a Huge Factor in Success
The convenience factor is what makes a drive-thru coffee stand appealing. Of course, you want to offer the best tasting coffee and snacks, but you got to do it fast. Even a minute slow down can leave your customers with a wrong impression. Therefore, don’t choose a location that is prone to bottlenecks. Have multiple entrances and exit points.
If you are in a parking lot – paint lanes or put up cones to help your customers drive in and out without a hitch. Always side on pedestrian safety. If you can also include various lights to help during dark early morning hours, fog or rain. Do whatever you possibly can to reduce your traffic building up.
If you are searching for a place to set up your drive-thru stand, consider looking at empty lots in high-traffic areas. Perhaps you can use a parking lot of a building that is not in use – or has light traffic. If you find a lot that is appealing – first look at the zoning requirements and then contact the property manager. Approach them and see if they would be able to rent you the space.
You will want to contact your local department of transportation, health department, and fire department for the pre-approval of setting up shop there. Again, I want to emphasize the need to do this before you sign any lease. Not doing your due diligence can cause the loss of a lot of money and hassle.
My drive-thru coffee shop location tips:
- Consider existing competition
- Look at zoning laws
- Determine accessibility on sights that pique your interest
- Have enough room for the safety and maneuverability of cars and pedestrians
- Understand the county and city ordinances and permit requirements
Get Your Drive-Thru Coffee Stand Building
Even though it’s small, your drive-thru coffee shop still constitutes a building and a place of business. Therefore, it needs to meet the basic requirements and standards of building safety. This is important to know as you go out and get your drive-thru coffee stand structure.
You will want to decide if you will rent a coffee stand, buy a coffee stand, or even make your own.
Indeed, building the physical stand is a common scenario and affordable option. However, you will need a building plan that is “up to code” and approved. To build a drive-thru coffee stand, you will need specific plans, equipment tools, supplies, and space to build it out. If you are unsure where you will put the drive-thru stand, you will need to design it versatile for several locations and scenarios.
If you can’t do it yourself or with a friend or family member, you may need to hire a contractor or several to do it. For example, you will need a state-certified electrician and a plumber to ensure that plumbing and electrical are installed in a commercially acceptable way. Let me know if you need a local Seattle contractor.
In addition to building a drive-thru coffee stand structure, you can either rent, lease, or purchase an existing stand. You might be able to find an excellent deal on a used drive-thru stand (that has passed inspection) and give it an upgrade – fresh paint, lights, etc. It is helpful to know the specific location – as this would help you choose the size you need. Specific drive-thru stand manufacturers can also build you a custom-designed drive-thru stand structure.
The key is making sure that your structure is up to code and provides the space and functionality of what you want to do. Simple things matter. For example, most likely, you will need at least four sinks – one for washing dishes, one for sanitizing, one for rinsing, and the last one for handwashing. Additionally, you might also need a mop sink.
Your Drive-Thru Coffee Stand Equipment
You will need essential equipment such as a fridge for keeping your milk and other items cold. Additionally, you will probably need an ice-machine maker.
If your stand is not plumbed or connected to the local utility company, it will need water and power. You may need a power generator and a water system that requires filling up regularly. Your space, budget, and menu will determine the kind of equipment you will need, so take your time shopping for the best deal.
The most significant expenses on equipment will be your espresso machine, your coffee grinders, commercial blenders, ice-makers, and fridges. You want to pick out an espresso machine that has at least two group heads. This means that you can pull two espresso shots at one time.
You want to have equipment that will function optimally at your peak times of business. Three or four group machines may be overkill and too big for your space. But again, you have to get the appropriate sizes to meet your customer demands.
Be aware of the space to work. For example, if you have two or three baristas or staff members, your space can be tight and be inefficient.
Here’s a tip to speed things up:
Have a barista ringing up orders and taking payments while another barista prepares orders: grinds the coffee, pumps the syrups, gets the ice, blends the mix, preps the food. This way, you can keep the line moving faster.
The best way to keep the workflow going is to space out the equipment so that both baristas can prepare drinks and food without bumping into each other. Choosing the right type of equipment will also help, but spacing and workflow design are critical. Unfortunately, no amount of teamwork and communication can help fix design and workflow flaws.
Grinding Coffee in Your Drive-Thru Espresso Stand
As for grinding coffee, you will probably need at least two grinders – one for your espresso blend and one for decaf blend. You might get a separate grinder for drip coffee or use the espresso blend at the beginning of the day to brew your drip coffee before your morning rush. I like the Super Jolly Mazzer grinders. They are reliable coffee shop workhorses and take up little space. And when you are running a drive-thru coffee shop, anything you do to save counter space will be necessary.
Fresh Water is Critical for Drive-Thru Coffee Stands
Depending on your location, your access to potable freshwater will be essential. Without water, your drive-thru coffee stand will come to a quick halt. While this might not be a big issue for traditional coffee shops, it is vital for drive-thru coffee stands.
Depending on your municipality and the condition of your water – you will need to filter your water. If you are in King County, here in Seattle, you are in luck. The water here is among the best in the nation, and your filters will be minimal compared to other municipal water systems.
Often you will have two filter systems – one to remove dirt and debris – and the other to remove bacteria and odors.
Restrooms are also a significant factor for drive-thru stand businesses. In most areas, your restrooms need to be at least 200 feet away from your place of business. If you can build or install a restroom, mop sink and cleaning area, and storage area, you will be sitting pretty. If not, you might have to utilize the help of a local business, such as a restaurant or gas station.
Be Bold and Grab Oncoming Traffic Attention
Coffee is a big draw for many commuters. But you can’t depend on your coffee alone. You need to welcome your customers with bold, eye-catching signs, lights, and a unique logo. Remember, most cars are driving quickly. So you need to place signs ahead of your business that allows customers a second to decide to get coffee at your place. Otherwise, your drive-thru coffee stand business is just a big reminder to get coffee at the next place down the road!
While you don’t need to worry about your interior designs to appeal to customers, you need to appeal to oncoming traffic. Paint your drive-thru stand with eye-catching colors, lighting, and welcome signs. Make your area around your drive-thru coffee stand clean and well-maintained. Your location needs to look safe, well-lit, and appealing.
Your drive-thru coffee brand needs to be bold – and memorable. Additionally, your business’ name, along with the use of colors, needs to be bright and eye-catching. Remember, you want to lure drivers that going 60 miles an hour… how will you make them stop? Keep your slogan simple, minimal, and easy to read.
Coffee Shop Marketing – No Big Words:
- Get Coffee Here
- Fresh Coffee
- Best Smoothies
- Fresh Donuts & Coffee
- Espresso & Lattes
- Coffee Fuel
- Hot Coffee
- Coffee Is Ready
Use a little humor. Think billboard. Don’t be too wordy. Welcome your commuters.
Further Reading: How to Start a Drive-Thru Coffee Shop in Washington State
How to Start a Drive-Thru Coffee Stand
Start Marketing Your Drive-Thru Coffee Stand Early
You want to generate a buzz even before you open. Have a marketing plan ready to go, and make sure your grand opening is a part of that. This is especially important if it is a new coffee stand that no one is used to visiting.
Get the word out. You might want to promote yourself with social media accounts – such as Facebook and Instagram and your coffee shop website. Additionally, you want to have a loyalty program – cards or points – that keep your customers coming back. This should be your most significant marketing effort: keeping your customers!
The second way is to utilize street signs and lights: A-frame signs and billboards spaced out far enough for potential customers to decide to stop in and buy a cup of coffee. Entice customers with your convenience, great products, and exceptional customer service. The more convenient, the better!
Your Coffee Menu Pricing
You never want to set yourself apart with pricing. Coffee is a commodity, and people and businesses give it away for free. No, you want to generate value. You never want to be the cheapest coffee in town – you want to be the best, fastest, and have better baristas. Therefore take the price off the table when you want to separate yourself from your competitors. It’s a losing battle to compete on price with the gas station down the road is giving coffee away.
While offering competitive prices is essential – never be the cheapest cup in town. You want to be known for the best muffins, the best baristas, the best coffee, the fastest coffee, the most convenient coffee – but not the cheapest. People are paying for convenience and excellent service.
Where should you get your beans?
Just like your drive-thru coffee customers, you are also looking for convenience when shopping for your wholesale coffee roaster. You want a local roaster who can be flexible and can meet your roasted coffee needs. (There are some amazing Seattle coffee roasters).
The more local, the better. Start with roasters in your area and branch out from there. Keep your coffee roaster within driving distance or their delivery radius.
You don’t want to pay for shipping costs, so I recommend sticking local. Shipping coffee across the country can add up to hefty postage fees. Coffee is heavy. It’s not heard of to spend thousands of dollars on shipping. Save the money to give yourself a raise or take a trip somewhere!
Here in Seattle, most wholesale coffee roasters offer public cuppings and tasting. Take advantage of those times and try out their coffee. Speak with the roaster and ask them how they can support your business. Some roasters provide coffee equipment.
As you move ahead with your coffee business, you will find ways to improve. One of the ways is always to train your baristas. Experienced and trained baristas can make a world of difference with your consistency. Strive always to be better. Strive to improve your drive-thru coffee stand as customers will appreciate it with their money. We recommend reading “How to Start a Coffee Shop from Scratch“ by Coffee Shop Startups if you need additional information. They have helped people start coffee shops, and drive-thru coffee stands for nearly a decade.
Barista Training Your Drive-Thru Coffee Staff
If you want to know how to train your baristas, consider the online barista training website Barista Training Academy. Training your baristas will improve your overall efficiencies and generate less waste. In addition, the more experienced your baristas are, the faster they will be able to make delicious coffee drinks. It takes skill to make a vanilla oat latte, or smoothie, and serve breakfast – all while having a smile and chatting with your customers – within 90 seconds.
As your coffee shop business matures, you will make improvements and adaptations as you go. Just remember to always listen to your customers.
The more customers you serve, the more revenue you will bring. Your job as a drive-thru coffee shop owner is to boost the quality of your coffee and service and always try to make your service faster!
Try to figure out how to improve your workflow, ingredients, and equipment positioning to shave off seconds and chunks of time per order.
Customer service is critical
If you want repeat business, you need to focus on convenience, quality, and customer service. Always train your baristas to smile and ask how the customer is doing. While your customers want good coffee quickly, they also want a few seconds of positive engagement. Serving coffee is all about being in the hospitality industry.
Therefore, sending out positive vibes and chatting with each customer should be expected. Make sure that you train your staff to be polite and cheery. Hiring vivacious and experienced baristas will help you with this vital part of your drive-thru business. Happy customers will come back and be your best marketers. Therefore, if your customers are staring at your drive-thru window for three minutes without a peep from your baristas, it’s a wasted opportunity to get to know them and bring them in as loyal customers. Talk with them, ask them about their day, their job, and their family. Remember their kids’ names and their favorite beverages.
Drive-Thru Customer Service
When it comes to customer service, the little things matter. If they have kids, provide an extra napkin. If they need help with getting their order – be patient and understanding. Going the extra mile will pay you back in dividends.
Since customer service will be one of your pillars (convenience and quality, the others), you will want to hire and train amazing baristas. Your staff will either help improve sales or drive sales to the neighboring drive-thru coffee stand down the road.
While experience is essential, it’s not the most important thing. For example, training new employees where you want your coffee brewed and served can be a lot easier than teaching someone new tricks.
Being trained and working well with other baristas in a fast-paced environment will also be vital to your success. Your baristas will be natural chatterboxes – able to strike up a conversation with anyone. Being relatable isn’t easy to train, so you have to hire for it.
Secure Your Drive-Thru Coffee Sand
Unfortunately, it’s a fact of life that you have to protect your property. For example, your drive-thru coffee stand will have thousands of dollars of equipment and even more inventory. Additionally, the potential loss of being shut down for a day can be devasting. Therefore, you want to think ahead and prepare for the unfortunate event that you fall victim to vandalism or theft.
Use sturdy, burly locks. When it comes to your locks, do not cut corners. Good all-weather locks can be expensive. Don’t go for the cheap ones. Instead, secure your drive-thru coffee business with the best locks you can. In addition to ensuring that your doors and windows have heavy-duty locks are essential; you should have 24-hour interior and exterior lighting available. Also, you will need to install video cameras that monitor your interior and exterior space– 24/7. The chances of someone breaking into your drive-thru stand when it is well locked, well-lit, and covered with video surveillance will decrease. But you can never tell, so you always want to have good insurance.
Your Drive-Thru Coffee Shop’s Grand Opening
Prepare for your opening with a solid marketing budget. Dedicate yourself to planning out your grand opening. Let people know on your website and social media accounts when you intend to have a grand opening. And make it last for weeks.
When it comes to your grand opening: milk it.
Celebrate with specials on drinks and food. Offer fliers and coupons to engage customers to come back. Your drive-thru coffee shop grand opening is your introduction to your customer base. Make it count and make an impression.
Related Questions:
Should I open a coffee truck instead of a drive-thru coffee shop?
Opening a coffee truck is another excellent retail coffee option to start. While a drive-thru coffee stand can be moved from location to location, proper mobility comes with driving in and out with a mobile coffee truck. Mobile coffee trucks are a great option if a traditional brick-and-mortar isn’t your cup of tea. If you want to explore starting a coffee truck, consider reading, How to Start a Coffee Truck Business.
Is a drive-thru coffee shop profitable?
Yes, a drive-thru coffee shop can be very profitable – if it is planned right, in an optimal location, has products that resonate with customers, and generates traffic. In fact, Starbucks found drive-thru coffee shops to be so profitable they decided to build thousands of them. For more information, read How Much Money Does a Coffee Shop Owner Make?
What are other low-cost coffee business options out there?
There are other low-cost retail coffee shop options out there. In addition to setting up a mobile coffee business, you can also start a catering espresso business or sell coffee online from home. All of these provide an opportunity to grow into the business size you feel good about.
