r that is built into the shelving, believing that
the closer the customers are brought to the coffee, the more they will
be inclined to buy. This system also makes for cleanliness, doing away
with the possibility of the runway behind the counter becoming a
catch-all for dirt, torn paper, bits of wood, and the like.

[Illustration: ILLUSTRATING THE COFFEE ROASTERS USED BY THE SHOP-KEEPERS
OF FRANCE

These machines are of the ball-cylinder type, and use gas as fuel; the
cylinder is revolved by electric power. Invariably they stand where they
can be seen from the street]

The modern coffee department has counters divided into compartments
having glass fronts. This type serves both as a storage place for coffee
and for display purposes. The top of the counter is used for wrapping up
parcels, etc., and also for displaying bulk and package coffees. In the
well regulated store, the counter top is never used for storage, all
stock being kept on shelves or in the counter's compartments. Good
merchants find that cleanliness pays; and that a "littered up" store
drives away desirable custom. The wise proprietor never allows a clerk
to weigh out coffee after handling cheese, onions, and other odorous
articles, without first thoroughly washing his hands. He knows that few
food products in his store will more quickly absorb undesirable odors
and flavors than coffee; and consequently he is careful to protect his
coffee from contamination. In the better stores, the proprietor will
either take charge of the coffee department himself, or will delegate a
competent man who will do nothing else.

The wide-awake retail coffee roaster always features his roasting
machine, which is generally highly ornamental and draws attention even
when not in use. Some progressive merchants plan to roast coffee at noon
time and at night, when homeward-bound passers-by are hungry and are
particularly susceptible to the pungent aroma of roasting coffee. It is
a quite common plan for the retail roaster to arrange the exhaust of the
machine so that the full strength of the odor is blown into the street.

_Creating a Coffee Trade_

Because of steady sales and quick profits, there is keener competition
in retail coffee-merchandising than in other food products. But, all
things being equal, any intelligent person can create and hold a
profitable trade if he follows approved business methods--and works. The
best practise among coffee merchants shows that the