Hospitality driven tips for integrating food & beverage in coworking

November 29, 2024

From coffee to community: hospitality driven tips for integrating food & beverage in coworking

“The coworking industry oozes hospitality in an extraordinary & intentional way. In a world of remote & tech we need to feel connected & listened to with that feeling of belonging that sitting down to a great cup of coffee or fresh bite to eat with a coworker can bring.” Suzanne Murdock

The integration of food and beverage services (F&B) into coworking spaces has become increasingly important. At the recent Coworking Europe conference I sat down with an amazing panel of 3 experts who operate successful F&B operations in their workspaces from right across Europe and together, we explored the question: “Coworking operators running food & beverage services – to automate, to self-organise or to outsource?”

The panel included Carlos Goncalves of Avila Workspaces Lisbon, Portugal; Eric Spongberg of Helio, Stockholm, Sweden & Tony Aleksandrov of Work Better, Sofia, Bulgaria.

We discussed operational strategies, community-building potential, business implications of F&B offerings in workspaces & and methods to measure their effectiveness. For me the standout takeaway was how hospitality services can enhance member experiences and ultimately business success for everyone involved.

Let’s unpick what came out of the conversations……

1. Integration challenges:

Operating food and beverage services alongside coworking spaces can present unique operational complexities. It requires different skills and management approaches compared to running a coworking space alone.

“We run both co-working and food & beverage services under the same entity, which allows us to flex the operational and financial understanding.” Tony Aleksandrov

2. Direct member interaction:

In coworking, there’s more opportunity for immediate feedback and improvement. F&B services has less room for error, as factors like food temperature, coffee quality, and staff interactions can significantly impact customer satisfaction.

“We started small and gradually expanded, focusing on providing good service and learning from experience.” Eric Spongberg

3. Staffing considerations:

Managing F&B operations often requires more employees and can be challenging in terms of staff retention and training.

“Staff retention is the biggest headache when it comes to food and beverage. Everything moves faster, both the food on the plate and the people.” Eric Sponberg

4. Community engagement:

Offering food and beverage services can enhance community building within the coworking space. Some operators organise events like coffee tastings to engage members and provide exposure for staff.

5. Balancing focus:

While food and beverage services can add value, they can also distract from core coworking operations. It’s important to maintain a balance and not lose sight of the primary business.

“I suggest a simple setup for a cafe in co-working spaces, emphasizing the importance of hospitality and community-building.” Carlos Goncalves

6. In-house vs. outsourcing:

Some operators initially outsourced food services but later brought them in-house to better align with client needs and preferences.

“Knowing your members and aligning offerings with their preferences is crucial. We transitioned to in-house management after realizing an external provider didn’t meet our clients’ needs.”

7. Measuring success:

Operators emphasized the importance of measuring both profit and customer satisfaction, rather than just financial results.

8. Diversification opportunities:

Some coworking spaces have expanded their food and beverage services to cater to external companies and events, creating additional revenue streams particularly corporate parties & meetings. Another idea Tony suggested was afternoon snacks and quick bites, which they found to be profitable.

9. Location considerations:

Placing cafes near building entrances can help with profitability by attracting both members and non-members.

10. As an SME regional operator myself……

I’ve experience of managing a coworking café and whilst it brought a great vibe & benefits to the members it was operationally extremely challenging & no profit making. For me it tipped the balance of being able to focus on the workspace & member community relations that I love. Speaking to other SME operators having an automated offering, great coffee machines with a business lounge can be a welcome compromise for all involved.

Wrap up….

The panel highlighted that integrating food and beverage services into coworking spaces can be challenging, carefully considering the operational complexities, staffing issues, and financial implications is a must. But it also brings opportunities and can significantly enhance the overall member experience, build community atmosphere and potentially open new revenue streams when done thoughtfully.

Ultimately, success in this area requires a delicate balance between meeting member needs, maintaining quality, and ensuring profitability, all while staying true to the ethos of providing excellent workspace solutions, hospitality & meaningful human connectedness.

If any of this resonates with you and you’d like to learn more then I’m here to help.

I’m Suzanne, an accredited coach & mentor

With over 13 years in the industry I help SME & micro coworking owner/operators to cultivate a thriving flexible workspace without wasting time & money

A particular focus on regional & neighbourhood workplaces

I also help forward thinking SME businesses leaders discover agile ways of working, exploring their uniqueness & strengths bringing clarity & sustainable energy