It’s a dilemma for anyone who owns or manages a tearoom: how many different teas shall I carry and how many of them should be funky house blends? Looking at sales for 2011, our top four sellers were very traditional teas: an earl grey, a breakfast blend, a masala chai, and a Moroccan mint (note that only one of those is unflavored). The next six were all creative flavored teas.
UPDATE March 2013: Results for 2012 weren’t much different from the 2011 results cited above.
Reading that may make you think that the classics aren’t important for the tea bar, but let’s look behind those numbers:
First of all, those only reflect our bulk tea sales, not sales by the cup. I don’t have a good system in place for tracking sales by the cup — especially since we make some special by the cup blends for our regulars — but I’d guess that a lot more of our cup sales are straight traditional tea than the bulk numbers indicate. When I’m behind the bar, I sell a lot of Darjeeling, assam, sencha, silver needle, dragonwell, Scottish breakfast, jasmine green, taiguanyin, and shu pu-erh by the cup.
Second, those numbers include web sales. On the web, there are many many sources for sencha or Darjeeling, and we compete against the huge Internet retailers who can undercut our prices. On the other hand, there is only one source for our house blends like Mr. Excellent’s Post-Apocalyptic Earl Grey or Coyotes of the Purple Sage. We sell very little dragonwell on the web site compared to our house blends.
When deciding what tea to carry in your shop, the first thing to ask yourself is, who is your target audience? If you want to capture the Celestial Seasonings fan, you want to have a lot of flavored blends with colorful logos and clever names. If you want to capture the serious tea fan, you’d better have a good selection of unflavored tea of various styles and origins.
Of the styles, a casual shop would be expected to have black and green at the very least, with at least one white and one oolong. A more serious shop should expand the oolong selection significantly and add a couple more white teas and at least one or two pu-erhs. The sign of a teahouse that really caters to the connoisseur would be an extensive collection of ripe (shu) and raw (sheng) pu-erh in both loose and cake form, and a yellow tea or two.
When it comes to origins, a shop can go two different ways: specialized or generalized. It’s easy to put together a tea selection covering every style where all of the tea comes from China. It’s possible to cover the four basic styles from countries like India and Kenya, although the selection of oolongs and whites will be pretty sketchy. In my opinion, a generalized shop should have tea from, at the very least, China, Japan, Taiwan, India, Kenya, and Sri Lanka.
If you are going to offer house blends, I’ve found that they do best with unique names, preferably tied to your theme or location. Your customers can find English Breakfast and Moroccan Mint anywhere, and many would argue that you should use exactly those names so that your customers can find something familiar. On the other hand, hearty adventurers who find a tea shop in New York offering Buffalo Breakfast and Manhattan Mint are likely to come back for more if they like it instead of just grabbing generic English Breakfast and Moroccan mint at the next store they see.
You’ll want to offer some caffeine-free alternatives as well. It’s a philosophical decision whether you want to offer decaffeinated tea, naturally caffeine-free alternatives (e.g., rooibos), or both. Lately, we have a lot more customers specifically looking for rooibos. Most of them want flavored blends, but there’s enough demand to keep plain organic red and green rooibos available as well.
The bottom line is that your tea shop should reflect your personality. If people want a drab corporate-looking shop, they’ll go to Teavana. An independent tearoom should be unique, and the tea selection is even more important than the decor in conveying that uniqueness.