Coffee book

Coffee Community

Church

Miles Coffee Book_02_Miles Coffee Book_02 02/07/2010 17:31 Page 1

Index

1. Introduction

2. Setting the Table

2.1 Once upon a time

2.2 A warm welcome

2.3 Three criteria

3. Coffee

3.1 The perfect shot

3.2 Making money

3.3 Selling customers short?

4. Community

4.1 Love actually

4.2 A third place

4.3 The job of the church?

5. Church

5.1 Missio dei

5.2 From crusade to context

5.3 Spreading the Word

6. Facts and Figures

6.1 Market overview

6.2 Church attendance

7. The Business Case

7.1 Coffee for non‐believers

7.2 Location, location

7.3 It’s all about people

7.4 Delivering quality

7.5 Balancing the books

8. And finally…

8.1 Will the penny drop?

8.2 Give me five


Introduction

In an increasingly fragmented culture

people are going to coffee shops to find

community. The high street professionals

in particular are adept at gathering people

and building relationships. Is there anything

to learn from the brand managers who sell

us caffeine?

This report looks at how selling coffee

might help the church build community

and grow. Not to diminish mission to a

commercial activity. But to help the church

do its job well at a time when many walk

past a Sunday service to find their way to

a comfy sofa and a double shot latte in the

local Starbucks.


Setting the Table


Once upon a time

In the City of London surrounded by

offices we sold coffee to commuters on

their way to work. At Christmas on a

trestle table in a church bell tower we took

£1,200 in five mornings.

The lovely people at Monmouth Coffee had

given us free beans and we were able to

give the money we made to the homeless.

Lots of people joined in with what we were

doing – two folks even ended up joining

the church staff. Everybody seemed

happy. And perhaps surprisingly lots of

people came to church that week. We were

singing carols (which is an easy ‘sell’) but

the jump in figures was still impressive.

Only around 5 people at the time were

coming to the Thursday lunchtime service.

Serving coffee boosted numbers that week

to over 80.

We all wondered if we were on to a good

thing….

One volunteer came with her

young daughter to the carol

service. The family generally

doesn’t go to church.


“if there is any concept worth restoring to its original

depth and evocative potential,

it is the concept of hospitality.”Henri Nouwen, priest

A warm welcome

To its very core the church is about a warm

welcome. It is a community builder. Or at

least it should be. Loving neighbour and a

welcome to the stranger are fundamental

to the Christian life (e.g. Mark 12.31 and

Hebrews 13.2).

People who make money out of selling

coffee also know the value of a friendly

face, a helping hand or a warm smile.

They understand that hospitality makes

a profit. Brands are about relationship

building ‐ and there is money in making

people feel good.

Consumerism has outclassed the Christian

way of life. A generation continues to walk

past the church and readily finds its way to

the comfy chairs in Starbucks.

The Jesuit priest Henri Nouwen nails it

when he writes:

“if there is any concept worth restoring toits original depth and evocative potential, it is the concept of hospitality. It is one ofthe richest biblical terms that can deepenand broaden our insight in our relationshipsto our fellow human beings.”

There is a need to take note ‐ not for the

sake of profit but with the aim to maintain

a prophetic voice.

Three criteria - Coffee, Community andChurch

This report looks at the church and the

role selling coffee can play. Firstly, it looks

at coffee sold commercially when the

operation is outsourced.

It then looks at a clear intention to

build community. It does this with the

understanding that selling coffee is a first

step that builds a bridge between church

and those who live and work nearby.

Finally, if selling coffee can build

community can it also help grow the

church? Different examples show how

on the ground selling coffee, building

community and growing the church can

work together hand‐in‐hand.


Coffee


The perfect shot

If a church is going to sell coffee it has

to be good. For those in the know it’s all

about the shot. That’s the hot water that

passes through the freshly ground beans

to deliver a shot of espresso en route to

the perfect cup. The shot lies at the heart

of all the drinks that those like Starbucks

and Café Nero sell us ‐ lattes, cappuccinos,

macchiatos and flat whites etc. You just

add hot water and milk.

The list of drinks goes on. And one thing

that the market demands is that any coffee

vendor is up to speed. Knowing the product

and delivering the quality is essential.

Making money

The outlay for a coffee machine is not

small. But the mark‐up on coffee is good

and there is money to be made. It’s not

easy. There are pitfalls. But there is

potential to be tapped and not just by

the well known high street operators.

Increasingly independent coffee

companies are holding their own.


Example

St Margaret’s Patten has a coffee cart

by its front door. The forecourt offers a

great place for Ray to run his business. He

pays the church £150 per week (which is

£7,800 for the year) and sells to local office

workers.

Selling an Italian coffee means that the

product more than holds it own against

the competition. And outside space offers

somewhere for those who also want to

smoke. Assistant priest Hugh is a great

fan. “A major factor is the quality - betterthan Starbucks and any in-house vendingmachine.”

The model is simple. And is a step towards

forming a bridge with the local community.

Other examples

St James’ Piccadilly has a Café Nero on its

premises. Bill Sewell runs cafés in three

churches ‐ London, Hereford with the

latest in Cambridge (St Mary le Bow, AllSaints and St Michael’s House) selling

fine coffee alongside the food he serves.

He is a lovely man who has majored on

selling food and drink in church venues.

Of course plenty of churches across the

country rent out part of the premises.

Cathedrals often have refectories but

if we’re honest they tend not to be the

warmest of places.

A final example makes clear the value of

two words ‐ location, location. St Mary’s,

which is the University Church in Oxfordrents out its restaurant space. But it’s the

garden overlooking the Radcliffe Camera

(part of the university library) that’s a

winner. Who wouldn’t want a coffee with

a world‐class view thrown in for free?

Selling the customer short…?

Handing the keys over to a company is one

option. It can generate a return and also

provide a ‘non‐churchy’ space to meet.

But can this sell the customer short?

Just serving coffee but not actively building

community or reflecting Christian values

in a way that perhaps a church enterprise

can.

The next section looks at selling coffee and

building community as joint priorities.

Enjoying coffee outside

St. Margaret’s Patten in

the City of London


Community


Love actually

God is love. (1 John 4.8 and 16). Biblical

demands to love neighbour aren’t an

option. The coffee shop environment

offers to make the person of Jesus real by

creating a space where people can feel

loved ‐ at the very least served and looked

after well.

The American theologian Leonard Sweet

has written a book called The Gospel

according to Starbucks. (It’s worth a read).

In it he explains:

“Starbucks is fundamentally in therelationship business. Starbucks sells notcoffee but connection.”

In one parable Jesus actually tells his

listeners to be as shrewd as the people of

the world. (Luke 16.8) The church needs

to be as on the ball as the companies that

dominate our high streets.

Hospitality as a Christian principle is never

far from divine connections. We need to

mirror God’s love. It’s that simple. And it’s

that hard.

“You may think, as I first did, that I’m primarily in the

business of serving food and drink

…what’s more meaningful is creatingpositive, upliftingoutcomesfor human experiences

and human relationships.”

Danny Meyer, restaurateur


A third place

Brand managers set out to build

community. They offer a third place. Not

home or work but a place to gather and

they’ve got the formula right ‐ a warm and

friendly place that’s accessed for the price

of a coffee.

Henri Nouwen’s thoughts on hospitality

echo the thinking behind third places.

He claims that churches need to offer a

“friendly empty space”. That’s somewhere

which is agenda free. In this space he

argues the church can reach out and by

doing so witness to the possibility of a

relationship with God.

Example

One success story is Bridges in the heart

of Kent. A converted chapel it was saved

from the developers in the early nineties

not to stay a place of worship but to offer a

drop‐in centre to the community.

Members of local churches in Edenbridge

bought the building. And now it’s run by a

paid manager who oversees a team of

volunteers.

Mary takes a low salary for her 28‐hour

week but loves overseeing her seventy

helpers. They’re a friendly mixed bunch.

Two‐thirds are committed Christians. The

other third aren’t involved in church at all.

Coffee is central to the food and drink on

offer but it’s seen as fuel ‐ oiling the

community work that’s carried out. Prices

are low. But crucially there is a sensitivity

not to be seen as competition to the cafes

in the area.

Finally, the aim is not to make money.

Bridges isn’t smart. It’s not slick. But it is

a place of real welcome and while

Christianity is not pushed the centre is

without doubt a witness. There’s a deficit

to run the place. It’s £5,000. The folks in

local churches raise this sum each year.

And are content they’re getting value – a

fair bang for their bucks.

Other examples

It’s worth flagging up that some places that

sell coffee and build community are as

smart as the big boys on the high street.

The Oval Café at the YWAM (Youth With A

Mission) base in Harpenden has a £10,000

machine that offers a full range of drinks.

Part of a broader initiative to engage with

the local community the café has been a

success.

Two thirds of customers make a special

trip to The Oval Café on the edge of town.

Served up by volunteers you’d be hard

pushed to fault the food and drink.

Another contender in terms of great layout

is The Sky is Red based in a modern

church building in Swiss Cottage. The site

is opposite the underground with

windows overlooking the main road. Half

the staff is paid the other half volunteer.

It’s been a sharp learning curve. And the

manager Luke has learned a lot in the past

two years. From a humble start with an

ebay coffee machine The Sky is Red is now

on track. Set to break even in 2010 this

café is a real part of church life.

Notably both The Oval Café and The Sky is

Red (like Bridges) play to Nouwen’s insight

of offering a friendly empty space.

Bridges provides a home from

home for people like Michael in

the local community


The job of the church…?

But is loving service and playing to the

ideals of a third place enough? There is an

easy answer. No. Selling coffee and

building community isn’t the primary

focus of mission for any church.

The examples in this section run cafes as

part of a bigger picture. Their aim is to

offer a relevant and effective witness and it

is difficult to grade success.

In terms of growing the church the trustee

of Bridges I spoke to was aware of two

couples that now attend a Sunday service.

At Holy Trinity Swiss Cottage a couple of

the most regular customers have attended

an alpha course and another coffee drinker

now comes to church but would not call

himself a Christian.

At YWAM results are even less clear. As

regulars, if they were to start going to

church, would do so in Harpenden and not

on the base.

However, the next section casts a broader

net beyond selling coffee and building

community. It adds an explicit agenda of

growing church.


Church


Missio dei

The two Latin words missio dei literally

mean mission of God. It’s what the people

of God do when they join in with His plans

on earth. For a job description look no

further than the five marks on the left.

These pretty much hit the spot. But how

does serving coffee help? It works as a

vehicle and breaks down barriers. Over

coffee conversation flows and people

connect.

From crusade to context

In the days of Billy Graham the crusade

connected with a nation that had the

church more central to its life. Today

there’s spadework to be done.

The course has tried to fill the gap. Alpha

and other curricula lay out what faith is all

about. But people resist even courses and

hold the church at arms length. One

answer is to offer a third place ‐ a context

for conversation.

But there’s also a needs for challenge. So

that the good news is proclaimed. In this

section the churches offer space with low

barriers to entry but these are also places

where Christians also clearly meet.

A key factor is the buildings. They’re

flexible and use can change. The built

environments discussed are not static (like

a regular church) and they’re reactive to a

community and its needs. They’re hubs

Five Marks of Mission

• To proclaim the Good News of the Kingdom

• To teach, baptise and nurture new believers

• To respond to human need by loving service

• To seek to transform unjust structures of society

• To strive to safeguard the integrity of creation

and sustain and renew the life of the earth


for people on journeys. And that might

include a journey of faith.

These examples sell coffee, build

community and grow the church.

Example

Tubesation in Plozeath is a striking

example of flexible space carved out of a

1930’s Methodist church. This Cornish

congregation is connected to the surfing

world. Their website puts it well:

“It’s about people coming together,

breaking down boundaries and taking

risks. It’s about the ride, having fun

experiencing the fullness of life and being

inspired by the ocean and the wonder and

beauty of creation. It’s about music, art,

waves, snow and opening compassionate

eyes to our world, encouraging people to

reach for their full potential…”.

Since 2002 a congregation of four people

has grown to a core of over forty. But in

the holidays numbers swell and reach 250

on a busy Sunday.

Described best as a place to hang‐out the

church cost £120,000 to do up. There’s a

skate ramp, a landscaped site and an area

of decking. At the heart is a café run by

married couple Martha and Terry. Martha

has a commitment to quality and is keen to

see the image of the church coffee shop

change. “People have a perception of

church serving instant coffee in a

polystyrene cup – what kind of testimony

is that?”

But as well as a cafe there’s a computer

club with laptops for hire, an art gallery,

somewhere for prayer, conference

facilities, weddings and gaming on Wii.

The offer of Pilates classes ends the

extensive list of things to do.

“Lots of people think they have to take a

deep breath before they go anywhere

religious” co‐director, Henry Cavender

explains “and what we try to do is take

down all the barriers.”

Other examples

Another Methodist building also provides

a wonderful story of community

involvement and church growth. In west

Yorkshire Caroline Holt started a play gym

in 2007.

The Wesley Playhouse has since seen more

than 24,000 visitors pass through its

doors. The church was set for closure with

just seven members but now there’s an ark

shaped play zone and a café. Notably its

Ikea furniture was a donation ‐ the

Swedish company happy to join in with the

project seen to be a good thing.

Caroline is clear about the benefits in

particular the way that people feel

comfortable and at ease. “It’s a fresh way

of making faith real to people in a way they

understand…and we’ve had five

christenings.”

Also on the first Sunday of the month

there’s Playhouse Praise – a congregation

that’s’ grown directly from the families

that first came as customers to this

Howden Clough facility.

Finally, looking to the future. St Katharine

Cree in the City of London is set for

change. The aim is to offer sanctuary and

serve the workplace. At the heart of the

vision coffee will be served to the local

office workers. This will reclaim a history

of the church use as a refectory after the

Great Fire. There will also be a flexible

interior laid out according to its use.

This is like Tubestation to the world of

surf. Or The Wesley Playhouse to local

families. In the case of St Katharine Cree

the aim is to serve the men and women in

the Square Mile. Offering a context to

reflect on what it is to live and to work

well.

The signs are hopeful. Supporters include

Professor Alister McGrath of London

University. “The Refectory church vision of

feeding body and soul offers us all a fresh

and valuable model on how to do church

today.”

Tubestation at Polzeath Community Churchoverlooking one of the UK’s top surfing beaches


Spreading the word

Finally, in looking at the role of church

here’s a section on conversational

evangelism. Not to clash with a safe place

that’s agenda free. But to ensure that

difficult questions aren’t ducked and to

help us to explain the hope we have when

asked. (1 Peter 3.15)

Having earned the right to share the

acronym JAM Jar helps. The first letter is J.

Any witness needs to point the listener to

Jesus. Not to church or to oneself but to

the Saviour.

Next the letter A for authentic ‐ sharing the

hope that Christian has must come from

the heart. Often this is best done through

personal story. This should be an

authentic testimony about meeting God. A

spiritual first‐hand encounter re‐told to

encourage the listener.

M stands for made‐to‐measure. The

speaker needs to tailor what’s said.

Speaking to a fifteen year old demands a

different manner to a conversation with

someone in their fifties.

And what’s said must be jargon free.

Christian terminology can sound alien.

Choose words carefully. Or what you say

will fall on deaf ears.

Jesus focussedAuthentic Made-to-measureJARgon free


Facts and Figures


Church attendance

The figures make depressing reading. And

that’s in spite of London’s numbers which

are more hopeful. Over 20% of those

living in the capital are going to church.

But the harsh reality that hits home is the

two thirds of the UK population that’s out

of touch with the Christian faith.

This second amount is 32.2 million people.

And according to Tearfund figures out in

2007 this number is evenly split with

those who are de‐churched and the second

half that’s never been to church at all.

Notably this secular majority is made up of

29.3 million of folks who are unreceptive

and closed to church. A Sunday service or

religion in any shape or size is simply not

on the agenda.

Market overview

There will be more than 12,500 coffee

shop outlets in the UK by the end of 2012

as coffee culture becomes entrenched in

UK lifestyle. The coffee shop market

achieved £1.63 billion in sales in 2009 up

6.2% on 2008.

Allegra Strategies also predict the growing

influence of high quality niche

independent coffee shops on the branded

chains. Typified by the high street take up

of the specialist flat white.

And while the recession has claimed

weaker operators average spend dropped

only slightly from £3.59 in 2008 to the

latest 2009 figure of £3.50.

The National Statistics Office added

muffins and smoothies to the RPI in 2008

to the detriment of ‘stubbie’ lager and TV

dinners which is another indicator of the

market’s perceived strength.

While over 30% of all cafes are branded or

run by popular chains such as Starbucks,

Café Nero or Costa Coffee there is equally

scope for smaller or local social enterprise

cafes.

Of course there are inherent risks.

Especially in the current economic

environment and any decision must be

grounded in good business practices. But

one thing is certain the coffee shop has

potential. And the independent harnessed

by the church could offer a way forward

for mission in an increasingly secular

world.


The BusinessCase


Coffee for non-believers

Those who are leaders in the world of

coffee talk about ‘non‐believers’. The

people not converted to a cup of coffee at

its best. The caffeine equivalent of wine

that’s appellation controlee.

Two of the leading coffee evangelists call

themselves The Coffee Boys. John and

Hugh hail from Ireland. What they don’t

know about a hit of caffeine isn’t worth a

bean. They’ve a formula for how to run a

coffee shop. And here’s a précis to their

guide.

There are four key areas. They’re property,

people, quality and money. Let’s look at

them one‐by‐one.

Location, location

A sound strategy needs to be developed

that takes into account the local market.

For a starter it’s about location. You need

the footfall and those who’ll spend. .

If you’re in a church, what’s the number

that passes by? Watch and learn. Sit for

an hour and check at different times of day.

How does this compare with a local coffee

shop that’s running well? And only then

do your sums.

But remember. While the chains base

position just on footfall independents

sometimes flout the rule. They find a

niche and build community. Tobias brewing coffee

at Shoreditch’s Penny

University coffee shop


Finally, here’s a question. Pause and think

hard. There’s caution for the church. And

it’s this ‐ the dilemma of competition with

the parish. Check yourself and don’t get

carried away. The right thing to do

because of a local business might be this.

Nothing.

But take heart. One vicar in west London

whose planning a café is looking to a local

set up. They’ll come in and run the show.

In the City another member of the clergy is

weighing up a joint venture with a deli as a

way to run a cart.

It’s all about people

There’s a hot debate. Is property the

hardest hurdle for setting up shop or is it

people? On balance most would say it’s

staff. It’s tough to get it right. The main

requirement is attitude as knowledge can

be taught.

First, take a look around. Are there people

on the doorstep already set to be involved?

In a church there are often folks with

passion and the key is to release them.

Delivering quality

To make a go in coffee you need taste.

That’s in terms of style but you’ll also need

the products to be at their very best.

Like YWAM in Harpenden you may think

it’s worth big money to invest in a

machine. But what’s key is your customer

and what they want to eat and drink. Put

yourself in his or her shoes and only then

decide on product.

Balancing the books

It’s all about the money. Even for a church.

The profit motive may be not as high but at

the very least the venture must be viable.

Even if there’s a deficit like Bridges you

need to know your sums.

Look at he figures to the left. It’s an

exercise on the back of an envelope. The

percentages will help ensure it all adds up.


And Finally . . .


Will the penny drop?

The coffee shop in the UK has a remarkable

story. Back in 1692 Edward Lloyd served

coffee. At his tables the first insurance deals

were carried out. And now the world’s most

famous insurance market bears his name.

Today just to the east of the City is a coffee

roaster called The Square Mile. It’s name

as homage not just to Mr Lloyd but to the

thousand plus coffee shops that existed.

These were known as Penny Universities.

For a single penny (that’s about 40p

today) you got not just coffee but an

education. The calibre of the chat was high.

Professionals sat with workers side‐by‐

side in these classless settings. These were

the authentic community hubs of their day.

Today might the church grasp the nettle of

contextual mission and harness coffee shop

as a way to grow? Echoing this bygone era.

Successful examples exist. But might the

penny drop? Will the church realise the

full potential of its buildings and release its

people to engage in mission – selling coffee

to build community and to grow the

church?

Others are already in on the act. In the US

Mellow Johnny’s Bike Shop serves coffee.

It explains its job is to serve the bike

community. But it sees its mission as to

convert people to a bike life.

A cup of Brazilian Capao

freshly poured at the

Penny University


Give me five

And finally here’s a thought to help get

things going. And to see where there’s

potential. A pop‐up coffee shop initiative

called Give me 5.

The idea is very simple. A pop‐up that

runs for five weeks. The aim is to serve

coffee to raise money for five local

charities. To offer lunch for a fiver. And

finally, when you buy five coffees you get

one free.

Could this start a revolution? Will people

see the point? A way of doing mission

that’s commitment lite but with the

possibility of huge gains. It could also pilot

a café ‐ checking a location and testing the

temperature to check enthusiasm of a

church and volunteers.

The project needs a franchise to set the bar

high in terms of quality. But already there

are people interested.

St Michael’s Southfields gets the vision and

is trialing its new extension. In Chelsea St

Luke’s is also poised to go.

5 weeks pop-up coffee shop

5 local charities

5 pounds for lunch

5 coffees + get one free

Give me5



Holy Trinity Swiss Cottageoffers only high qualityproduce in its Red Sky Cafe



Outside space offerspotential for a coffee

shop at St. Luke’s Chelsea



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