What is the verdict on the free coffee promotion? I'm fascinated and really want to see a graph of daily 5am-10am receipts. I don't care about the nominal y-axis dollar amounts, I just want to see relative sales over time.
It's only been a week since the promotion ended, which isn't a lot of time in which to draw conclusions, but it seems to have roughly doubled our morning business.
Unfortunately that's not much, and it's not enough.
Hmm. I'm still convinced trying to measure short, ten secondish minimalist radio spots is your best next move.
I can see where the "No Word" résumé comes from, but honestly, I think it hinders when it comes to hiring a retail food manager.
Here's my theory about why you're not seeing much business in the morning. It would never occur to me to try a pizzeria for my morning espresso or pastry, because I expect that that an American pizzeria would do them badly. This is not to say that your pastry and coffee are bad (I haven't tried them, since I don't live in SF). It's that even trying something in the first place is based on impressions, and "pizzeria" gives the wrong impression. If the place was called something like DNA Coffee that would change the impression (but then it wouldn't communicate "late-night pizza").
Plus, I *really* don't want the strong smell of pizza in the morning before breakfast; that would be a major turn-off. I would expect a pizzeria to smell like pizza.
Perhaps more minor: Atmosphere is also important for a coffee-shop; often people want a warm, comfortable place to relax or wake up or read or chat with friends, and again "pizzeria" doesn't necessarily convey "friendly comfortable hangout."
(BTW I tried DNA Pizza for the first time last night on my way to Mortified, and the pizza was great!)