Sat, Jul 05, 2008
 With their dog, Tiger, at their feet, Ira and Carol Garey converse over their coffee next to the refurbished Studebaker that is Elixer Coffee Solution's company icon. Other customers cited their friendship with co-owner Renée Wold, here behind the counter, in their patronage of the outdoor café.
jim davis / arizona daily star
Pioneer Landscaping Diesel Fleet Mechanic Trades/Construction Pioneer Landscaping Yard Person/Loader Operator Administrative & Professional Tucson Symphony Teleservices Sales/Courtesy Rep Trades/Construction Paragon Electric Electricians Trades/Construction Jacobs Electric Electricians & Helpers Trades/Construction arizona portland cement maintenance electrician Production and Manufacturing Pioneer Landscaping Crushing Crew BusinessExpansion brewing for outdoor coffee vendorArizona Daily Star
Tucson, Arizona | Published: 05.01.2006
The update
After putting in a full morning at Elixer Coffee Solutions in Oro Valley, co-owner Renée Wold packs up and heads to Central Tucson and her part-time gig as a dental surgical assistant.
The side job in a dental office keeps the former biochemistry major occupied — not that she's much in need of extra diversion.
For the past year, business at the outdoor café — recognized for its retrofitted 1952 Studebaker, a company icon — has increased an average 25 percent each month, in spite of heavy competition from a nearby Starbucks and several months of road construction that blocked the entrance nearest to Elixer.
Last July, Wold and co-owner Charlie Panipinto appeared in the small-business makeover requesting advice on how to build awareness for their small coffee shop. It had been their goal to generate enough revenue to open an indoor café.
Business coach Catherine Vigil was called in to meet with the business partners and offer them a list of her recommendations. Among them was the suggestion that they incrementally raise their prices.
Initially hesitant to follow the advice for fear it would drive away customers, Wold and Panipinto eventually relented and raised the price of their basic coffee drinks from 10 cents up to 30 cents for their iced specialty drink, the blended Chillixer.
"I wanted to raise them (the prices) but still keep it below the competition, which isn't hard to do," Wold said. Additionally, "we went completely organic. … It costs us more, but not so much that we have to raise our prices again."
After three years in business Elixer has become a second home to regulars such as Darlene and John Sand, Minnesota residents who live in Tucson during the winter.
In 2004, the couple discovered the small coffee spot and now visit it regularly about three days a week, Darlene said. "It's just so unique. We love the idea of the truck."
"It's mainly for the coffee, but then we've also become friends with Renée," John said.
The low-key vibe exuded by Wold is evident in the casual way some customers interact with her.
Elixer doesn't have a drive-thru — at least not officially — but loyal drinkers will frequently call out their orders curbside on their way to park. Others simply phone ahead for later pickup.
Besides the prices visitors to Elixer can now also find an expanded selection of products, including travel mugs and tote bags. Weekend visitors will also catch a few baked goods in the morning.
Both were Vigil's suggestions as part of her advice to build more presence and a strong brand image. Some things, though, were left untouched.
"Our drink menu has remained the same because we like to specialize in the Italian espresso method of making drinks," Wold summarized. "We will always offer the basic flavor selections because we are not '31 Flavors.' "
One suggested change that didn't survive the trial phase was the company Web site.
Visitor traffic didn't justify the time and expense, Wold said, adding that the monthly newsletter Vigil proposed and the occasional direct mailing have been more successful in keeping contact with customers.
"We like to surprise them at odd times of the year," she said of the direct mailings.
That way, the mailings become items customers look forward to — a coupon or promotion announcement— rather than just another piece of junk mail.
In the past year, Wold and Panipinto also have tried to involve themselves more in the community.
Wold is now director of the board of the Tucson Hospitality Inn, a home that provides temporary lodging to adults in town for medical treatment and their caregivers.
Last month, the two also played host to a meeting of the Studebaker Drivers Club, which drew about 500 people and garnered enough of a response that it's likely to become an annual event.
The makeover "helped us to get another perspective of the business," Wold said. They know now that "we have people rooting for us, supporting us."
With the amount of success the two have had with Elixer, she may need to give up her surgical assistant hobby.
And that indoor café? Already in the works for possibly the end of this year.
|
0 Comments on this story
