Page 245 - The Apple Experience
P. 245

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
   240   241   242   243   244   245   246   247   248   249   250