Cafegency in Greensboro isn’t your typical coffee shop [News & Record, Greensboro, N.C.]
By Tina Firesheets, News & Record, Greensboro, N.C. | |
McClatchy-Tribune Information Services |
Outdoor bistro tables and chairs are adjacent to small flower gardens that thrive. A sandwich board advertises daily coffee specials.
But once inside Cafegency, patrons quickly see this isn't your typical coffee shop.
First, there are signs that this is an unusual setup. Literally.
Signs that advertise coffee discounts for insurance customers.
The coffee shop houses an insurance agency. Or maybe the insurance agency offers its customers coffee. Either way, it's the only such business in
"From the outside, it looks strange and it is strange," Fowler says. "But there is a unified business model. ... There is a method to the madness."
Fowler launched the coffee side of his business about six months ago. He's gained momentum with his coffee clients, mainly through word of mouth and social media.
Coffee customers don't have to become Nationwide customers, and insurance clients aren't obligated to purchase coffee. Fowler knows if they try to pitch insurance, coffee customers won't return. Instead, he hopes that by first drawing loyal coffee customers, they might consider his agency when it comes time to renew their insurance policies. And they already will know his agents from their coffee breaks.
"We're just meeting people and having fun. If they want to buy insurance, great. If they want to buy coffee, great," Fowler says.
Fowler started selling insurance for
He rented the
"The traditional insurance business is fading away," he says. "The days of an insurance agent on every corner is gone."
According to
And when it comes to innovation, the industry tends to look at social media and technology.
Fowler's approach -- developing relationships by offering good customer service through an entirely different business -- is unusual.
"Coffee is habitual. It creates repeat interactions with people," Fowler says. "People may see us once a week or five times a week."
He believes that these interactions will lead to more insurance clients.
Agent
And to
Fowler aims to sustain coffee customer loyalty by offering only organic coffee and quality products. He also trained as a barista at Carolina Coffee, which supplies his beans. He brews coffee in small batches, tops specialty drinks with homemade whipped cream and uses Ghirardelli chocolate -- at lower prices than many coffee shops.
A 16-ounce cup of coffee -- that's a grande size at
This is possible, Fowler says, because his business model allows advantages for both businesses.
Fowler believes there will be additional Cafegencies. Future Cafegencies may even have drive-thru windows.
"It's a big idea, and we've got a small budget, but it's the big ideas that change things," Fowler says.
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