Recently, I came across a Quora question asking, “What advice is there for starting a tea shop … that is targeted to a younger crowd?” I’d been thinking a lot about that demographic since my Millennials & Tea post last month, so I decided to answer it. Looking over my answer, I realized that it was absolutely begging to be tweaked, expanded, and transformed into a Tea With Gary blog post.
If you are planning to open a tea shop and you want to target the young folks, here’s what I’d advise:
- Figure out where your target audience hangs out and put the shop close by. Don’t try to entice them to come all the way across town to get to your shop. They won’t.
- Keep it calm. If they want a frenetic environment with lots of energy and noise, they’ll go to a coffee shop (or a club, or a mall, or…). Tea shops are gaining in popularity because they are relaxing places to hang out.
- Hire people who are enthusiastic about tea and train the bejeebers out of them! In many ways, today’s tea shops are where coffee shops of the 1980s were. Our customers don’t just walk in and order a double-shot half-caf low-fat light-froth caramel mocha latte. Most of them walk in and look around, rather overwhelmed by the options. It’s our job to educate the customers. When they learn from us, they come back.
- Pick your niche and fill it. Are you going to be the healthy place that prescribes tea like medications? Are you going to be the socially-conscious place that has the organic, fair-trade, and ETP teas? Are you going to be the British tea house with Earl Grey and scones? Are you going to specialize in Chinese teas only? Will you be the über high-end place with the $500 pu-erh beengs and the $25/oz specialties, or the cheap place where tea is a buck a cup? You can’t be all of those things, so pick something that fits the youth in your area and do it well.
- If you want to sell loose tea, make sure to either sell by the cup or make samples. People are far more likely to buy it if they try it first.
- Prepare the tea for the customer and pour it yourself. Younger customers are less into product and more into experience. Control the amount of leaf, the water temperature, the steep time. Explain what you’re doing, and make it both educational (see #3) and fun.
- Don’t use solid colored dark mugs. Let the customers see the tea. I use glass mugs so that they can enjoy the beautiful colors of the various teas — engage the eyes, not just the taste buds and nose.
- Serve iced tea. No matter what the weather is outside, iced tea is massively popular in the United States. Make sure every single one of your teas is available iced, and teach your staff how to make a proper glass of iced tea. And brew each cup fresh!
- Serve boba tea, but keep it authentic. You’re a tea shop, not a snow-cone shop. Don’t use the sickly sweet syrups, make your boba from tea! Brew it up fresh and make it an experience (see #6). We do our boba in cocktail shakers.
- Most of the younger crowd is looking for a place to settle in and relax for a few minutes, not a place to dash in, grab a drink in 93 seconds, and dash out. Make your shop comfortable, brew everything fresh — even if it means your masala chai lattes take a while — and perhaps keep a hot pot of your tea of the day and a big jug of iced tea of the day for those customers who are in a hurry.
- If you’re pondering this right now, go to World Tea Expo and take their new business bootcamp. It’s coming up fast, and the bootcamp may be booked, but give it a try. The rest of the Expo is a great place to learn the industry and meet the people; and you do not want to miss that wonderful Tea Blogger Panel that I’m moderating. It’ll be a blast!