Coffee entrepreneur Bamberger unveils his blueprint for prosperity in the competitive coffee industry
In the bustling city of Nuremberg, the Schwarzer Adler and Gasthof zum Goldenen Anker are struggling, joined by the chain Sausalitos in facing hard times. However, a shining beacon of success lies just around the corner at Basecoffee, a popular coffeehouse chain that has managed to thrive in a challenging market.
Rasmus Stjernholm, co-founder of Base Family, the corporate group that includes Basecoffee, Baseburger, and Base.Kitchen, attributes Basecoffee's success to five key factors: knowing the numbers, recognizing markets and trends, creating the right atmosphere, providing full service, and utilizing social media effectively.
The store design, music, and sound concept play a significant role in creating a cozy atmosphere at Basecoffee branches. This, combined with service staff who seat and serve guests, creates an overall experience that keeps customers coming back.
Stjernholm emphasizes the importance of having a certain productivity to ensure success. In Nuremberg, the Basecoffee branch takes in an impressive 12,000 to 13,000 euros on very good days, and generates over 2 million euros in annual turnover. The Würzburg branch follows closely behind, with annual turnover roughly on par with its Nuremberg counterpart.
Data from current turnover and employee working hours are collected for a predefined "target value". Stjernholm uses the Würzburg company E2N to track the numbers in his businesses live.
Social media is crucial for Basecoffee's success, with ads being important for generating reservations. To ensure a professional presentation, the company outsources its social media management to a service provider.
Despite the high turnover, the Nuremberg branch only retains about 10 to 15 percent as profit, with taxes still being deducted. However, this has not deterred the growth of the Base Family group, with planned locations in Erlangen, Bamberg, and Bayreuth.
The key to Basecoffee's success lies in its strong brand identity, consistency in product and experience, and adaptability to local preferences. These restaurants maintain a unique and consistent brand presence while tailoring their offerings to fit the tastes and demands of each location, which helps build customer loyalty and a distinct market position.
In many other branches, 70 percent of the employees are temporary workers, such as students or pupils. Only 30 percent are permanent employees. This flexible workforce allows Basecoffee to adapt to changing customer demands while keeping costs manageable.
As many other restaurants in Germany struggle, Basecoffee continues to thrive, demonstrating that a strong brand, consistency, local adaptation, community engagement, and effective marketing can lead to success in even the most competitive markets.
- Rasmus Stjernholm, an entrepreneur in Nuremberg, attributes the success of his multiple businesses, including Basecoffee, to understanding finance, recognizing market trends, creating a desirable lifestyle experience, providing full service, and effectively using social media.
- Despite high turnover and tax deductions, Basecoffee's Nuremberg branch retains a profit of 10-15 percent, contributing to the growth of the Base Family group that includes food-and-drink establishments and home-and-garden businesses.
- In an effort to maintain a professional online presence, Basecoffee outsources its social media management, also utilizing these platforms to generate reservations and build brand awareness, demonstrating the importance of effective marketing in entrepreneurship success.
