Metro Airport coffee shops find strategy to overcome traveling industry slump

 Participating in the official ribbon cutting for The Coffee Bean and Tea Leaf were
  (L to R) Myrna Mendez of Metro Airport, Bill Best of Delaware North Companies,
  Jasmine Holt, President/CEO of Abbeville Treats, Lorenzo Thurman of Detroit
  Micro- Enterprise  Fund, and Tiffany Jones, Supervisor for Coffee Bean and Tea
  Leaf. Delaware North Companies and Abbeville Treats have the franchise through
  a joint venture. (PHOTO: Rogers Foster).

Unlike typical street locations, Holt has had to develop a strategy recognizing the unique cultures of travelers and the travel industry.

Each shop has a different personality requiring different business strategies. The baggage claim location sees large influxes of people during the waves of arrivals but falls off to a small group of waiting limousine and family or friends of passengers at other times. The concourse shop sees steadier traffic and clientele includes passengers that have had to surrender food and beverage at security.

One challenge facing Holt is brand recognition. Based in California, the rapidly growing Coffee Bean and Tea Leaf chain is still building recognition in the Detroit area.

“Sampling works well,” Holt says about introducing people to her brand. But she is getting help from the aroma and counter layout. Bob Sweeney, a private pilot said, “the smell drew me over.” Linda Nichols, a Delta flight attendant, saw the toppings available for the beverages and could not resist trying some. She was pleased to have a fresh alternative available at the airport.

Another challenge unique to Holt is having two shops, each on a different side of security. It adds time to getting a supervisor from one shop to another but it still allows for easy transfer of stock should one outlet run short.

Holt’s optimism and quick learning proves that entrepreneurs can brew success by focusing on overcoming challenges, learning the cultures of their customers, and analyzing unique business opportunities.

The shop got a huge endorsement during its ribbon cutting ceremony. Carlos Villarde was sipping a cup while waiting to catch a flight to Costa Rica. He was happy to see the shop so he could “warm [his] toes” during his wait. Villarde planted coffee in Columbia as a child and then grew up in the coffee business. Asked about his purchase at Coffee Bead and Tea Leaf, Vallarde said, “It is very good, has a rich flavor.”

Take Villarde’s recommendation to heart and the next time you are picking someone up at Delta/Northwest baggage claim run inside the center door and pick up a beverage treat to welcome them to Detroit.