Illustrating the Coffee Roasters Used by the Shop-Keepers of France
These machines are of the ball-cylinder type, and use gas as fuel; the cylinder is revolved by electric power. Invariably they stand where they can be seen from the street
The modern coffee department has counters divided into compartments having glass fronts. This type serves both as a storage place for coffee and for display purposes. The top of the counter is used for wrapping up parcels, etc., and also for displaying bulk and package coffees. In the well regulated store, the counter top is never used for storage, all stock being kept on shelves or in the counter's compartments. Good merchants find that cleanliness pays; and that a "littered up" store drives away desirable custom. The wise proprietor never allows a clerk to weigh out coffee after handling cheese, onions, and other odorous articles, without first thoroughly washing his hands. He knows that few food products in his store will more quickly absorb undesirable odors and flavors than coffee; and consequently he is careful to protect his coffee from contamination. In the better stores, the proprietor will either take charge of the coffee department himself, or will delegate a competent man who will do nothing else.
The wide-awake retail coffee roaster always features his roasting machine, which is generally highly ornamental and draws attention even when not in use. Some progressive merchants plan to roast coffee at noon time and at night, when homeward-bound passers-by are hungry and are particularly susceptible to the pungent aroma of roasting coffee. It is a quite common plan for the retail roaster to arrange the exhaust of the machine so that the full strength of the odor is blown into the street.
Creating a Coffee Trade
Because of steady sales and quick profits, there is keener competition in retail coffee-merchandising than in other food products. But, all things being equal, any intelligent person can create and hold a profitable trade if he follows approved business methods—and works. The best practise among coffee merchants shows that the prime essential is good coffee, freshly roasted and ground. After that comes intelligent and unremitting sales-promotion work.
