Hi Mary,
I used to run a similar operation that ran the exact same hours. Mine was city centre in a multi purpose building. One of the areas I focused on was the staff and pupils of the building. Having such a captive market gives you incredible oppurtunity for a level of market research others would kill for. Just ask them what they want and give it to them. 11 and lunch will be automatically busy periods and are all about being able to deliver at the right speed. The other times can be incredibly quiet so be aggresive for these times.
What is your prep/kitchen area composed of? Any gear in place? Plumbing to potable water outlet? Enough power points?
Here are some thoughts:
* 1/2 price teas & coffees until 10am (but give it until 10.30) and after 2.30.
* Make the sandwiches yourself if at all possible. A damn good sandwich is a great thing and it's not that hard.
* Take orders in advance and have them ready for lunchtime.
* Vary your menu. People expect variety in their food like they do from no other product. Although some will eat the exact same thing at the exact same table at the exact same time for years!
* Cater well for any regulars with diabetic, coeliac, special requirements etc. They'll stick by you.
* Depending on how much on site cooking and prep you do adopt a minimal waste policy in your kitchen. It's difficult but with such small seating what you save can be alot more important than what you earn.
* Consider asking them to give you the concession & electricity for free. It really could work as you are providing a genuine service and amenity.
* Get a fast cappucinno machine. Nothing worse than a queue of 20 people and a machine that does 1 coffee a minute. I've been there!
* Sell good coffee. I tried every coffee availble and decided that La Scala was the best and tastiest for the Irish palate. Bewleys make it. if you buy everything from them (filter coffee & tea bags) tell them you want a free cappucinno machine and a pour over coffee (filter) machines for free. They should give it.
* Examine how many people use the local coffee shop. You could probably afford to be a little more expensive but see what sells well for them.
* Good quality homemade food would undoubtebly be your best option but you consider prepared and quality microwavable snacks. They are individually expensive but you need less gear and they make HACCP compliancy alot easier.
* Hit the phones and tell every supplier what you're doing ask them what they have that would work and then tell them to give you a free sample then decide for yourself.
* I went through a really quiwt period when nothing seemed to be working. Despite alot of advice to the contrary I decided to run a tab for staff and regulars. My god did it work!! The small amount I never recouped was well worth the jump in income.
One word of warning. Beware the soggy quiche!!!