Page 245 - The Apple Experience
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J. C. and Teresa spent five years researching the industry and developing
a business plan before they opened their store. On their first day they worked
from 4:00 a.m. to 10:00 p.m. and made $17. Despite the slow start, word
began to spread, and soon people began to learn that Funnel Mill offered
more than coffee and tea; it made exceptionally high-quality coffee and tea
drinks with a shot of friendliness. It also paid attention to details most stores
and restaurants would easily overlook. Funnel Mill carefully considers every
detail.
Open Space. J.C. wants to make customers feel relaxed when they enter his
lounge, if only for a few minutes during their otherwise hectic day.
Fountains evoke a traditional, soothing tea garden. The furniture, made of
imported Taiwanese wood, is arranged so customers don’t bump into each
other or jostle for a place to sit. At Apple, glass is used to make the retail
space lighter and display tables made of wood give warmth to the space.
Accessories are placed on side walls so as not to distract customers from the
featured attractions—the products on the display tables. Just as Apple does
for computers, J.C. understands the roles of space, glass, and wood to create
an inviting atmosphere.
Greetings. In most cases, Funnel Mill customers are greeted with a smile
and a warm, friendly “hello” before they reach the counter. Sound familiar?
Open Display Area. J.C. doesn’t have computers to display, but he still
provides theater. The area where J.C. and his staff prepare drinks is open
and easy to see because he uses a unique and visual process to make coffee,
called “siphoning.” The technique was invented in the 1830s and is very
visual. Customers can see J.C. mix, measure, and boil the ideal combination
of espresso, water, and milk to create the best coffee I’ve ever had. It’s visual
because the equipment resembles something you’d find in a chemistry lab.
The process results in an incredibly rich cup of coffee. Most coffee shops
don’t use this process, because it requires specialized training, expensive