Will a village location work?

[TeaRoomLady]

As I’ve posted before, I’m looking for premises for a tea room and afternoon tea business.
Originally, we were looking at a large town in a high street location. But we had a poor survey.
Then we found somewhere in a smaller village (pop 15k) but very close to a large city. But we were outbid.
Our third place seemed perfect: a former restaurant. But the owners were moving opposite — to open a tea room!
We have now found a pub. But it’s in the middle of nowhere. Pop 761. It’s 25 miles from a city, on the main road to the coast. 10 mins drive to supermarket. Getting staff issues?
Sorry for the long post.
Will people drive to visit a tearoom?
How long will it take us to become known?
Are we just making life difficult?

Opinions welcome.

 

[Mark T Jones]

Your decision is whether to rely on relevant footfall or to make yourself a destination.

Broadly, the money you save by not being in a footfall location will then go to marketing as a destination.

BUT, if you are going the destination route, you need to be very clear on who your target customer is and why they are likely to come to you. A former pub where I used to live became a very popular cafe - particularly attracting cyclists & walkers.

 

[KM-Tiger]

Will people drive to visit a tearoom?

They might if you are offering something unique, But key would be can they park easily when they get there?

 

[TeaRoomLady]

There is a carpark for 15 cars. Home made food. And cake. Lots.

 

[Mark T Jones]

I should add here that traditional village pubs tend to be drafty, rambling & high maintenance - the first 2 might qualify as character, the last is expensive. Sometimes extremely expensive.

Do take this into account before you get excited about the property.

There is a carpark for 15 cars. Home made food. And cake. Lots.

Not enough, I fear. You need to quickly establish yourself as the go-to place for a specific group/type of client.

 

[Chris Ashdown]

15 car spaces is quite small and finding staff from the 700 locals could be tight, if you could find more parking spaces and maybe did a fast electric charging you could be onto a winner

 

[Ozzy]

I would suggest that unless you have a reasonable marketing budget, as @Mark T Jones mentions, I would avoid the out of town/village location.
Closest example I can refer to; my wife about 20 years ago had a specialist bear and doll shop in a fairly small village. We didn't live in the village but the shop rent was really cheap, and it looked really cottage style and she opened a shop called "The Teddybear Cottage".
She did well as she had something unique and it was early internet so I was able to create her an ecommerce website and good Alta Vista and Excite ranking (Google wasn't around then). People travelled to see her for her window displays which got good media coverage and buy the rather crazy expensive hand made mohair bears, she was a destination location but without the media attention she had nothing and almost no-one in the village bought from her. She needed to work hard to keep her destination status, and so will you.

 

[IanSuth]

Cyclists

If your village location is one a route that is either on an existing regular route for club cycles or could be then by providing the right kind of food and a some sheltered locking points etc you may be able to get their custom which can be valuable

But read this story

Velolife crowned cycling café of the year after legal battle with council

The café faced closure after the local authority tried to ban cyclists from meeting there

www.cyclingweekly.com

 

[Socio South West]

Having lived and worked in the rural South West all my life I know that attempts to set up similar things in that sort of situation are doomed to failure if they remain the stereotypical tea room.
There either has to be an added attraction nearby or a unique slant to the enterprise to get people there.

Travelling specifically for a tea room is something that very few will consider doing without something else to attract them there, and as you rightly suspect, getting staff may be an issue although there are always good Mums and Dads who will drive miles to get their kids to small part time jobs in pubs, restaurants etc.

Are you making life difficult? Yes - up your premises budget, and get where there is as much casual footfall as possible, either in town or near a popular tourist/recreation spot if you are going to make a success of your plan.

 

[TeaRoomLady]

These replies are all so helpful and in my heart I think I know it’s a no go.

We want a busy location, where people visit us as a break from shopping, killing time before an appointment, meeting friends. And then a destination place for the afternoon tea business.

So cyclists, walkers sounds seasonal and away from our original plan.

Thank you so much for your replies.

 

[Mark T Jones]

The decision not to do it - for considered reasons - is a positive decision.

 

[tony84]

It sounds like you are looking at the property because it is available.

15 spaces means you cant really hold big events.
But it is not close enough to anything to be constantly ticking over. Passing trade, I stop at places for food, but I would never just stop at a tea room - although I am probably not your target customer.

Do you want a tea room that relies on passing trade or do you want a tea room that is a destination?
Whichever you choose, what do you need? Parking, advertising budget, a reason to go, passing customers etc.

 

[Paul Norman]

People will drive to a place for a tea room, for a couple of reasons:

1. The place is amazing. It's a quaint village with a waterfall and loads of pretty stuff.
2. The tea room is amazing. Not just a slice of cake for the price of a whole cake, and some average coffee. Nice, spacious place to sit, and amazingly good service.

The second, you can create, and lure people too, provided you are a fairly good marketeer. And have some budget.

15 car parking spaces is not many, sadly, unless there is a lot of decent street parking. And your staff will take some of them.

I like the suggestion about an EV charging bay. But disagree on the ambition. Have 5. That is a talking point. I wouldn't go somewhere for 1, in case it is occupied.

 

[Chris Ashdown]

Our village had a farm shop set up which seemed to do well as a start up. then a few months ago they opened a café plus a fresh fish shop and trade is now massively improved and hard to get a seat

Maybe you could work with a farm shop to open a café, or some other destination

 

[TeaRoomLady]

Cyclists

If your village location is one a route that is either on an existing regular route for club cycles or could be then by providing the right kind of food and a some sheltered locking points etc you may be able to get their custom which can be valuable

But read this story

Velolife crowned cycling café of the year after legal battle with council

The café faced closure after the local authority tried to ban cyclists from meeting there

www.cyclingweekly.com

Our village had a farm shop set up which seemed to do well as a start up. then a few months ago they opened a café plus a fresh fish shop and trade is now massively improved and hard to get a seat

Maybe you could work with a farm shop to open a café, or some other destination

That’s a good idea and I did wonder if we could sell some fresh food (I used to own a deli) but it’s moving even more away from our original plan.

 

[Mr D]

There is a tea room in the village next to mine.
I've never been in. Never been attracted to the place.
It looks OK as I pass. Seems to have some occasional trade.

None of my friends around the area have been in. Perhaps they cater to a different clientele, perhaps they have passing visitors. Its not on a route to anywhere.
Yet has been going for several years.

Probably a half million people within 10 miles of the place.

Now out travelling, occasionally used a tea room. If nothing else is available.
Can't compete with pubs or cafes for me.

Now if a tea room was known for its speciality teas and its service I'd likely travel to use it.
Stuff I can't get locally and don't want to try by spending £20 on a packet of tea.

 

[TeaRoomLady]

Interesting points, thank you.

 

[mattk]

I'd have thought that afternoon tea is a planned affair usually involving a couple of hours leisurely meal - not passing trade, cyclists, walkers etc. who want a quick cuppa and a bite to eat?

As for distance, on Friday we're going to afternoon tea 20 miles (40-ish minute) away, albeit to a Michelin star restaurant. As someone said above, if you offer something unique people will happily travel.

 

[TeaRoomLady]

Thanks.

We will have two strands —
Drop in tea room
And booked afternoon tea in different rooms

That’s the plan, anyway.

The afternoon tea destination business will take a while to get established.

 

[IanSuth]

How about (if on the cycling route) morning bacon butties (but done with really good quality local bacon and rolls/baps/balms/cobs and a quality brew.

Then tea and cucumber sarnies/slice of victoria sponge/petite four in the afternoon, or given your past background how about speciality sessions "first saturday afternoon of every month Italian charcuterie day"

 

[MOIC]

What do your cash flow projections show for each relevant premises you’re looking at purchasing? They will all be different for each location due to setup, refurbishment, staff, marketing etc etc.

What will you need to turnover to break even?

How long will it take to build up?

Do you have sufficient funds to keep going during the first year whilst building your customer base?

If you struggle to achieve your targets, will the lease be a liability?

Although the above may sound negative, they need careful and accurate figures for consideration.

Realistic projections for the first year or two are vital. As a rule, double your expected expenses and halve your sales predictions.

Research, research and more research on your intended location will be key. Spend time/days/weeks outside the premises to note the footfall, traffic flow and consumer habits in that area.

Let your head rule your heart.

Good luck.

 

[TeaRoomLady]

A thoughtful and useful reply. Many thanks.

 

[TeaRoomLady]

I don’t plan to serve breakfast. We will be prepping for lunch service. Thanks for your input.

 

[Jonathan Melamet]

Village locations will be more likely to serve the weeknd crowd and holiday crowds, but if you can get your place advertised in something like Afternoon Tea Online there will be more chances of getting footfall.

Also, for the sake of Instagram, get a proper food photographer in to show your menu and make it look as delicious as I am certain that it is.

 

[RalphV]

Think you would truly struggle, in fact I would be surprised if you lasted a year, depending on your reserve cash

tea shops live on foot traffic, we’ll imo.