343 Smith Street, Brooklyn, NY • 347.294.0292

Smith Canteen

Their Success…After opening their successful sit-down restaurant Seersucker in Carroll Gardens, Brooklyn, owners Robert Newton and Kerry Diamond saw an opportunity in the market to open a coffee shop, Smith Canteen, just down the street.

Though they served breakfast at Seersucker, they noticed that guests also enjoyed the espresso drinks and counter service they offered.  Seeing the desire for a coffee shop atmosphere among guests at Seersucker, the two opened Smith Canteen in 2011 to serve their needs.  The small, comfortable coffee shop focuses on coffee and espresso, as well as sandwiches, quiches, and pastries.   Though its menu and service style differ from Seersucker, its branding and atmosphere maintain the feeling guests have come to expect from the duo.

In opening Smith Canteen, Newton and Diamond smartly listened to their guests and used their lifestyle, needs, and wants to plan their concept for the coffee shop.  By taking a cue from guests in devising the coffee, sandwiches, and pastries concept, Newton and Diamond gave themselves an advantage: they already knew there would be a guest base to support Smith Canteen when it opened.  They looked to the market for an unmet need and met it themselves.

Take Aways…When considering a new enterprise, listen to and look to the needs of your target market first.  Assessing the target market will tell you what your guests seek from your enterprise.  This will help determine the core of your concept—from service style to cuisine—and make sure your enterprise has the guest base to support you from opening day onward.