If the bag isn't moving, resist the urge to reformulate the blend first.
Start with price context. Customers judge a coffee bag against the two products next to it, not against your cost sheet. A bag priced above a recognised speciality brand needs a visible reason to be there.
Then look at the shelf itself. Coffee sells on legibility — roast style, origin and what it's for, readable at arm's length. Bags that lead with brand mood and hide the useful information underperform consistently.
Third, check whether anyone has tasted it. Own-brand coffee sells fastest where the same coffee is served in the café, because trial is free and immediate.
Only after those three would we look at the blend — and often the fix there is format, not flavour: adding a ground option for customers who don't own a grinder.
Not first. Check whether the shelf explains why the bag costs what it does — an unexplained premium fails, a justified one often doesn't.
Ground usually outsells beans in general retail because most home customers don't own a grinder. Stock both if you have the space.
It's the single biggest lever available to any venue with both a café and a shelf.
When the cup genuinely under-delivers for the price — which is much rarer than positioning and packaging problems.
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