The Entrepreneur Experiment EE489 - Mentor Moment: Alan Andrews - Pricing as an Experience, Not a Number
Mar 29, 2026
Alan Andrews, founder of Old Barracks Coffee and premium coffee experience designer. He explains pricing as communication and positioning. He discusses how a moment of pause can deepen appreciation. He breaks down menu tiers, high-end microlots, and guiding customers to avoid confusing till moments.
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Pricing As Part Of The Experience
- Pricing functions as part of the customer experience, not just a number to calculate profit.
- Alan Andrews uses menu architecture and price tiers so customers pause, consider, then taste exclusive coffees that expand their understanding of flavour.
Premium Cups Drive Significant Revenue
- High‑end coffees (12–20 euros) make up about 15% of sales and act as a destination offering.
- Alan explains customers come specifically to taste exclusive microlots and geishas that aren't available elsewhere in the country.
Make Coffee Selection Like A Wine List
- Presenting multiple origin options on the bar turns coffee tasting into a selection experience like wine lists.
- Alan keeps 8–10 coffees ready to brew so groups can sample different countries and price points quickly.