Outside of your regulars, coffee is an impulse buy because the customer saw your sign. Aside from your regulars, most folks do not set out to ‘go to the coffee shop’ like they would to a restaurant (unless you ask them to so more on this later). You need a steady stream of customers outside of your normal morning commute business.

The morning commuters are your bread and butter, the rest helps fill in the revenue holes. These are your impulse buyers. They are going to come to you mainly via your sign outside, so instead of sending out 10,000 post cards to your neighborhood residents, spend that money on a premium location, visible sign and branding your image. You’ll be glad you did:

As far as your signage, get one that is AS BIG AS POSSIBLE. That is, as allowable by your city ordinance and landlord, without being tacky! The bigger the sign is, the more visible it is.

By branding your image, you are identifying your existence within your community. Be sure you have a unique logo. If you cannot design it, get one custom made by a professional! I have seen a lot of cheap looking logos that do not help the image.

Another step in branding your image is to secure your shop’s name on the world wide web by registering the domain name. Try to get all the domain tags: .com, .net, .org, etc. This is for email, and your website. You will be glad you did because it gives you a more professional image. Remember, the more common your business name is, the more difficult getting it registered online is going to be because the name may be taken.

As for your website, get one! If you can do this on your own, more power to you here too. I know just enough to be dangerous but you can get a nice website, even with online sales capabilities done economically. Check around locally, I bet there are a few web gurus in your area.

Here is where you have the chance to have every customer take your name with them when they leave allowing others to see it. Whether you have sleeves custom printed or you use stickers and put one on each cup or protective sleeve, they are all part of your branding. Be sure the design is clear and defines your shop well.

The same goes for stamps. You can have a rubber stamp made to stamp your whole bean coffee bags with. Note that the brown Kraft paper bags are what you’d need for this. If you use the foil bags, your stickers will work well for this too.

Press releases are an inexpensive way to tell the world what you are doing. A carefully crafted press release sent to the right person at the right news outlet can be the best form of advertising for you. Just be sure that whomever is on the press release as the contact person is actually available to be contacted.

Another great form of marketing is your use of tee shirts, caps and other wearable’s. These are walking billboards for you courtesy of the folks that buy them. You can give them away if you want, it’s all good advertising. Yes, they are expensive but I consider this great advertising and an expense under that category. Better, yes if you can make up the cost on them. But put this cost into your advertising budget. See if you can get them locally, if not there are several reputable companies on the internet. You will pay about $15.00 each in the end, but again the investment is very well worth it.

Where would we be without business cards? Think about it: how many people have you run into that do not have a business card for whatever it is they do for a living? Not many that I can remember. This is your time to tell everyone you meet that you are in the coffee business. Everyone you meet should get one of these and a few to spare. Do not be shy about handing them out!

Menus are a great example of simple marketing. These are the take out type so try to keep it simple. Under four pages, printed on an 8.5″x11″ sheet of BRIGHT colored paper and folded in half is best. You can leave them at area businesses if they allow it. You can also put them on your counter by the checkout and anywhere else your customers will see and take them. You can have them copied at any copy place, or see if you can have a local copy shop do them. They should cost about .10-.15 cents each. All you need is a place to make them on a copy machine. Menus printed on a printing press will be more expensive in most cases.

Support materials are also a good way to advertise your products. You can usually get POS materials FREE from any supplier you are using. This goes for tent cards to put on your counter to full color posters to hang in your windows. Check with your distributor. If they do not keep these kinds of materials on hand, a call to the manufacturer can usually get them in your hands relatively quickly.

Vinyl lettering on your vehicle is another form of advertising, and another type of moving billboard. There are several places online that will allow you to use a particular vehicle template to design your lettering. Again, check around locally for better service and pricing. I had vehicle lettering made for my SUV: rear window and both rear side windows or under $100.00. Your vehicle will essentially become a moving billboard.

Vinyl lettering can be gotten for your store windows too, which will be similar to your vehicle lettering. Check with the same source.

Word of mouth is an excellent source of marketing. Customers can be your biggest and best marketing source for you. It can also backfire on you if you tick someone off or if a customer ends up having a bad experience at your shop, for whatever reason.

Make every effort that all customers are satisfied before they walk out of your door. You may never have the chance to do it again and everyone that that dissatisfied customer meets may be told of the unfortunate incident at your store. They may not come to your store if there was ever that chance they would.

Talk to the world online via your blog. This has got to be the best invention since a website and the internet itself started. Where else can you talk about nearly anything and let the world read it? You may just develop a following not only locally, but around the world.

Have event nights. This is great for weekends and ‘dead’ times. Earlier, I spoke about customers coming to your shop if you asked them to. This is where you have that chance. Events that will bring in business are almost plentiful. A few examples are trivia night, open mikes, singer-songwriter and other music performances, book signings and poetry. It can also be just about anything else you can think of that is of interest to others.

A word of caution about playing DVD’s and TV/cable shows: Most of these are copyright protected and although you may not think you are breaking any laws, it can be construed as such. It’s a royalty issue because you are making money on your beverages, in your establishment showing a DVD bought for ‘personal’ use. Just be careful here.

It’s been my experience that this coupon mailers are usually a waste of money in the specialty coffee industry. There are way too many coupons in most of these mailers and most recipients throw them out. I know I do.

Internet advertising is good if you can limit to advertising locally using your zip code. You can reach a captive audience on the internet. It’s relatively inexpensive because you choose what to spend on each ad and only pay per click. This is also good if you choose to sell whole beans online, however if you do not roast in-house this may be cost and inventory prohibitive.

Be careful when using coupons in any form. Coupons tend to cheapen the specialty coffee industry so I do not recommend using them. Bogo’s (buy one get one) are ok for some advertising, like opening a new coffee shop but, you will get your bargain seekers that wait for those coupons in order to patronize you. You could create more monsters!

You will also, occasionally get regulars that bring in the coupons. Even though they are as deserving of the coupon as anyone else is, your aim is to get NEW customers so the ‘coupon’ doesn’t always work. The only way I recommend a coupon is for a first time customer. You can usually get mailing addresses of new residents from your chamber of commerce and do a select, targeted mailing to the new residents only. So there are some easy, mostly economic ways to effectively advertise and market your coffee shop.

Remember, your customer service and quality will always have to be top notch but you can skimp on some advertising dollars by being crafty and conservative.

Tony DiCorpo is a coffee shop owner, operator, barista and entrepreneur. He is also a coffee shop business consultant. He has authored many articles on the specialty coffee business and a business plan package that can be found at tonys-coffee-shop-business-plan.com

1. Good design is a major marketing tool. The way your shop looks will determine how many people are tempted to cross your threshold. People will make an instant decision as to whether to enter a coffee shop based on the effects of the shop’s lighting, colour scheme, furniture and atmosphere. Good interior design will persuade passers by to enter your shop.
2. Interior design will also give a prospective customer an idea of the cost involved in frequenting it – if you visit a 5 star hotel you know that you will be paying a large sum to stay there. Similarly, a customer will enter a well designed coffee shop prepared to pay a little extra for a coffee for the pleasure of being in a comfortable, pleasant environment.
3. Use an interior designer with a background in catering establishments. They will know how to design your shop to achieve the optimum amount of “selling” space.
4. Shopfitting companies will have in-house designers – this may be cheaper than hiring an independent interior designer.
5. Give your designer a clear idea of what you want in your shop. If necessary, take the designer to visit existing coffee shops and pick out the design features you want incorporated in the shop you are starting up.
6. Listen to your designer! They are experts and they watch the market and look at the trends in design. Your design should reflect market trends and not be guided by your personal taste!
7. Take exactly the same amount of care when selecting the design for your shop front and signage – your shop needs to be irresistible to passers-by!

Tracey Beaney

To download a copy of Don’s Essential Tips and a free copy of his newsletter, see: http://www.howtosetupacoffeeshop.co.uk/newsletter.htm Don’s book will shortly be available in Turkish, and is also currently being amended to suit the US market.

Additionally there is not a lot of business to be had besides the I-40 traffic getting off the freeway for a quick bite to eat or traveling thru their town to go to the Casinos in Laughlin or near by Bull Head City, which has recreation areas and good economic growth.

How can some businesses do so well in such run-down areas? Well this discussion came up recently and one gentleman in the area did not even know of the business, yet it still does well. He stated that;

“I ran a wholesale jobber route through the territory you mentioned for 3+ years distributing to c-stores and such. Went ok not really enough mom and pops anymore which were my bread and butter. I never noticed the needles location you mentioned, sounds like a neat idea that might work but needles is such a depressed area.”

Boy you can say that again. Really depressed. They need a complete over haul there. I think part of the problem is the drug issues there, but who would want to live in CA with all the taxes and excess regulations, when you can live in NV or AZ all nearby in that tri-state areas? All the smart people left is my thought?

The oil change place is on the corner across from the Coin-Op, semi full service car wash on the weekends on the road, which goes from Needles to Bull Head City. Can’t miss it, looks somewhat new 3-4 years I guess?

Why do some business succeed like a desert flower in such challenging economic regions? Well it appears to be due to the fact that this business is a family run business; the wife runs the coffee shop area and the husband the oil change bays. There are always people in line.

How do they do it? Word of mouth, customer service and perseverance and now they have built a strong business. You can too, no matter what the circumstances you can over come the odds, beat the heat and make hay. Please consider all this in 2006.

“Lance Winslow” – Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/. Lance is a guest writer for Our Spokane Magazine in Spokane, Washington

In order to successfully operate a coffee shop you need to offer only top quality products. It is a good idea to offer very competitive prices, but not if you must sacrifice the quality of the products in order to do so. Coffee drinkers expect only the best and they will get it some place else if you don’t offer it. They aren’t going to care if they must pay a quarter more per cup in order to get it either.

The efficiency of your operation is going to also determine your success. This means you have all of your equipment operating like it should. Make sure you do routine maintenance on the machinery. Replace it when you start to experience too many issues rather than allowing it to completely break down. You don’t want to turn customers away because you can’t create the drinks they wish to order.

When you operate a coffee shop, selecting your staff is very important. Every one of them is going to represent your business. Therefore you want to make sure they have basic skills to do so positively. You can teach them how to make the various products you offer in the coffee shop. However, basic hospitality skills are something that they should already have when they apply for the job.

In order to operate a coffee shop effectively you need to have the process set up in order to move quickly and smoothly. Customers aren’t going to be willing to wait very long for their product. Assemble your process so that they can place an order and get it as quickly as possible. This means you need to keep a good eye on your supplies and never run out of them.

There will be other issues that arise over the course of operating a coffee shop. They include problems with suppliers, bills to cover, customer complaints, and more. Are you willing to take care of such issues in a calm and logical manner? It is imperative that you are able to do so if you want to have a very successful coffee shop operation.

It is possible to be very successful with your efforts to operate a coffee shop. Doing so means you are willing to take a look at all of the various aspects of the business. You need to be willing to move forward as the needs of consumers change. You need to have a great looking business with friendly staff. This way customers can be confident that each time they step into your coffee shop they are getting the very best available.

Karyn Lewis is passionate about great coffee. If you are thinking of buying a coffee shop, and avoiding the common mistakes new owners make, you can read more at her recommended at her coffee business website.

First, a word about certification. In our current market, third party certification is essential to both organic and fair trade. As the market for both fair trade and organic grows many businesses would rather change the definition than to change their practices. We are seeing this now in the fair trade coffee market place. As time goes on a search for fair trade coffee is more and more likely to turn up non-certified “fair trade” coffee, which is most likely just a marketing rouse to attract ethical customers. In a recent search of ebay for fair trade coffee 90% of the results were not third party certified, and upon further examination most looked very suspect. We have seen this already in the organic market. How many products marketed to organic consumers are actually certified? Companies have greened their names but not their practices. Without non-biased third party certification of organic or fair trade we are left to trust self interested parties who will only profit from that trust. So look at the labels a product caries, look into the requirements of that certification and make an informed decision. Know what labels you trust and know the ones that you feel are deceptions. With fair trade Transfair is currently the only certification agency, so look for the fair trade label.

The concept of growing organic is essential to the preservation of our environment. Herbicides, pesticides and fertilizers seep into the ground polluting our groundwater and it also runs off the fields and into local water resources. When forest are cleared for the planting of fields much of the topsoil is eroded and transported in nearby streams to the nearest lake where it deposits the sediment, filling up the lake. Working with the environment to prevent this erosion, organic coffee farmers preserve the fertility of the land by growing coffee in the shade, where coffee was meant to grow. This shade grown coffee provides the migratory birds with habitat and is thus called bird friendly. The concept of organic goes beyond protecting the environment and extends to protecting the the people who work in the fields. Many of the chemicals used in farming have been shown to cause cancer as well as many other health concerns. These concerns are multiplied when a person is repeatedly exposed to the sprays, like the farmers. How many lifelong farmers labored to provide our society with food and are now suffering from cancer (my grandfather is one of them)? Some studies have shown that organic methods even protect those who eat the fruits(even after they are washed), and also protect locals who drink the water.

Fair trade certified works in the opposite direction. First it ensures that the people are being paid and treated fairly. When it comes to fair trade coffee certification, “fair” has an objective definition through the certification requirements of Transfair. The coffee farmers are paid a fair trade premium (currently $1.26/lb) to ensure that they have money to invest in their community infrastructure. The money supports the families through health care, education, and through providing the needed capital to improve equipment and methods of harvest so that they can compete in the open market. Fair trade goes beyond community and family support and extends to protecting the environment. One of the requirements of fair trade certification it that a premium is paid for organic coffee, currently a full 15 cents more per pound than just regular fair trade. Many fair trade farmers have switched to organic methods and are now actively restoring the rain forest in order to receive this premium. They are not doing so grudgingly either, they understand that the rain forest is their heritage and want it to be restored. They don’t want to expose themselves and their families to toxic sprays when they can make a living otherwise. This explains why more than 80% of coffee certified as fair trade is also certified organic.

So why ask the question which is better when you can have both? Well there is plenty of coffee out there labeled as organic but not fair trade. The environment is being destroyed by some farmers out of what is seen as economic necessity. Organic is great, but by itself it is not sustainable, we must ensure that the people who grow it are properly compensated otherwise they are put in an economic position which lends itself to decisions with negative environmental consequences. Families that provide us with quality organic products deserve financial security. Fair trade does not compete with organic but it does make sure it is fiscally sustainable for the producers, thus ensuring future supply in our current economy..

This is why the fair trade model works. First it ensures the financial security of the farmers through fair prices, access to non-predatory loans and capital needed to market and sell their goods. Then it guarantees them a premium for environmentally friendly practices, which many times leads to conversion of conventional fields to organic. This model has been working for coffee and has now expanded to tea, chocolate and even some tropical fruits.

The results of fair trade have been amazing:

* Organic methods are being used and taught

* Community infrastructure is being built/rebuilt

* Clean water

* Erosion control

* Children in school

* Quality products through quality methods

* Adult education

* Secure families

* and sustainability

Next time you buy organic coffee or tea make sure it is also fair trade certified by Transfair. Request that your local grocer carry fair trade fruits when they are available.

Stephen Betzen is a long time fair trade advocate. He runs Faicoffee.com, an online Fair Trade Coffee Shop.

For more information and for future fair trade certified products look at Transfair’s website http://www.transfairusa.org/.

This is one of the best places in town where you can do something like that. Try to go to the coffee shop in the late morning or the early afteroon. This way you can avoid the crowds. You won’t have to stand in a long line to get served. You also won’t have to wait around for a table to open up where you can sit down.

The cost of a cup of coffee is well worth the mental relaxation that I get from the atmosphere. There are a couple of different coffee shops in town that I frequent for such relaxation. Each one has a different feel to it and a different decor. I tend to choose the one I will visit based on the drink I feel like as well as the mood I happen to be in.

I never feel rushed while relaxing in these coffee shops. I can sit with a book or magazine and forget what is going on around me. I have seen some individuals in the coffee shops doing work, balancing their checkbook, and even working on their laptop. I tend to keep it simple though so that I can unwind. Sometimes I will write letters to friends though as that isn’t something I always have time for otherwise.

Hanging out at a coffee shop isn’t just something I do alone either. It is a great place to meet a friend to catch up. Sometimes my husband and I will go to one an hour before the kids get out of school. It gives us time to relax and talk without distractions or interruptions. We can have a serious talk or just laugh and enjoy each others company for a while.

You shouldn’t feel bad about just hanging out at a coffee shop after you have ordered your drink. In fact, most coffee shop owners are very happy to see customers doing just that. They want them to feel comfortable enough to come back on a regular basis. You may notice the same people in there all the time too if you frequent the coffee shop several times each week.

Standing in a long line at a crowded coffee shop in the morning can be stressful. You will find the entire process to be more enjoyable most afternoons. Those long lines will be gone and you won’t be watching the clock as you wait for your drink. You can simply relax and savor every drop of what you ordered. You may get a lower price during the afternoon as well which is always a plus.

While you can definitely go to a coffee shop in the morning for your fix to get your day started, don’t forget it is there later on. You may find that spending even 30 minutes at the local coffee shop before you head home can help you make the transition from work to your home life. It can help you to reduce the stress in your life and focus on what you have to look forward to that evening.

Karyn Lewis writes about the ups and downs of the coffee shop business. Avoid the rookie mistakes many new operators make when they buy a coffee shop and read more coffee related articles at her site.

There is quite a difference between the coffee you buy to make at home and what you get at a coffee shop. The smell of it is enough to get people walking by to go in and place an order. Being able to get one flavor of coffee on Monday and another on Tuesday is exciting too. You don’t have to use the entire canister like you do at home. It is worth the cost of a cup of coffee to have something that tastes so good.

Many people are often on the go so making coffee in the morning and sitting down to drink it is out of the question. They find it more convenient to just get it on their way to work. This way they don’t have to get up even earlier and lose precious sleep. They can go to the same location day after day if they want to where they will become recognized as a familiar face.

Coffee shops are designed to meet the needs of all customers. That means those that are retired and have all day or those that never find enough hours in the day. You can get a cup to go or a cup to stay. It all depends on what your plans are for the day. No one ever feels rushed to leave a coffee shop by the staff and that means people feel welcome there.

Coffee shops also are great hang outs for social crowds too. You may have noticed this in some movies but it really is true. It is uncomfortable to meet someone you don’t know in private so a coffee shop is safe. It can be boring to discuss business at the office so why not at a coffee shop? Even couples can have a nice talk over a cup of their favorite drink.

This may be one place a person can get a break from their family and their job. This section of time to read a book or to just be with their thoughts can make a person better to those around them. It allows them to be able to process what all is taking place around them. It also gives them the chance to plan how to deal with daily tasks and unexpected elements that arise.

Coffee can be addicting and that is a very good reason to go get some. It may be how you start your day and what you crave to get you through the afternoon. Since most people work outside of the home you need a place to get that coffee fix. This is why so many coffee shops are found in high foot traffic areas.

There are many reasons why people go to coffee shops. If you are an avid coffee drinker then you likely have a few of them to share as well. It is important for coffee shop owners to be aware of these reasons. That way they can be sure they are offering the right products and the right atmosphere. There is no shortage of demand when it comes to coffee drinks. They may as well be going to your business than to someone else’s.

Karyn Lewis is passionate about great coffee. If you are thinking of opening a cafe, and avoiding the common mistakes new owners make, you can read more at her recommended coffee business website.

You can be sure your customers are going to be expecting the very best quality of coffee products from you. If they get it every time they come in they will be a regular customer. They will also recommend your coffee shop to their friends.

Make sure you always have a good supply of cups and lids too. Nothing is going to annoy your customers more than being told you are out of lids or something similar that makes it seem like you aren’t prepared. Keep a close eye on your inventory so you always have plenty of ingredients on hand. Your customers will come to know your coffee shop as being very reliable.

Speed is very important when it comes to operating a coffee house. You may have a line all the way to the door in the morning which can be exciting, but you have to keep it moving. This means your staff has to be well trained and know exactly how to make every drink on the menu. Many of your customers will be stopping in on their way to work and they aren’t going to be late to wait for the line to move.

In order to keep the line moving swiftly, you are going to have to invest a great deal of time in the training of your staff. Before they are turned lose out there to greet the morning rush, they need to know how to make every drink you offer and how to operate the machinery to get it done. Make sure you hire individuals that are friendly and willing to learn.

Most consumers of coffee will tell you that the location of the business is going to affect how often then stop in. The location you choose for your coffee shop needs to be easy to access by car and by foot. This is going to benefit you in many ways so make sure you find a terrific location where you can expect high volumes of traffic on a regular basis.

Coffee shops definitely have to be open very early in the morning. Some people really want it before they start an early shift. That means you are going to have to be up even earlier than they are to have it ready for them. If you don’t like getting up early in the morning then you are going to have to have a reliable employee that you can trust to take care of this for you.

When you take the time to really find out what consumers want from a coffee shop, you will find you have the ability to provide it. They aren’t asking for anything more than quality products that they can purchase even very early in the morning. They want to be confident they are going to get a delicious tasting drink and still make it on time. They also want the service to be fast and friendly each time they come to the coffee shop. If you are willing to offer these things to customers then many of them will be very loyal.

Karyn Lewis is passionate about great coffee. If you are thinking of opening a coffee shop, and avoiding the common mistakes new owners make, you can read more at her recommended at her coffee business website.

I met with the three partners where I discussed my concerns about there new business venture. I convinced them to follow a plan that I created that would solve the extra space problem for them. Since they had already signed the lease on the location that was to large to succeed as just a coffee shop I created a plan for the coffee shop to be used as a place for community service groups, discussion groups, art and theatre groups, and special interest groups.

I arranged for the coffee shop to operate a two-prong strategy. In the morning it will offer coffee, cappuccino, and breakfast muffins and an assortment of pastries to the people in the morning, 65% who are professional. After 9:30 A.M. the coffee house will strive to become a meeting place for various community groups, organizations, associations, and a place for college students to meet after classes.The coffee shop will have a part time program director who will work with the various groups to help facilitate community meetings and set up interesting forums and discussion groups, and to provide other entertainment for the college students.

I conducted some research on successful coffee shops and found that the espresso machines contribute well over 50 percent to a coffee shop’s revenue and even more to its profits. The shops with the best tasting drinks did five to ten times the business of shops with average tasting espresso. To capitalize on this the coffee shop should try to get its espresso drinks to over 50 percent of the drinks served. To accomplish this, the coffee shop set up a separate espresso station, with instruction on how to make a great espresso. The coffee shop will set its pricing approximately 25 percent below typical Starbucks’ pricing.

The key to the coffee shop is the merchandising and taste of its specialty drinks, which involves having the right coffeemaker and coffee, and people who understand the art of making good coffee. I suggested that the coffee shop purchased a high-end cappuccino coffeemaker that has a shiny copper and bronze exterior that can be set out in a separate station to attract interest to specialty coffees. Two employees along with the manager were trained in the proper technique of making specialty coffee drinks.

I worked with the part time program and sales director with finding groups and creating groups that will hold meetings in the coffee shop. A discount was offered to any group or individual who would bring in groups. I created a web site explaining what the coffee shop has to offer, and what meetings are taking place and how they can attend these meetings. The coffee shop will send out coupons to groups offering a 25-percent-off discount.

I bought a list from a list broker of organizations, associations, and local community groups in the area. I wrote solicitation letters to them explaining what services the coffee shop had to offer. I created online discussion groups that would involve potential clients for the coffee shop. Articles were written for on line publication for the organizations, associations, and local community groups that held meetings at the coffee shop. These articles contained links to the web site for the coffee shop that would list the upcoming events and discussions that would be held at the coffee shop. Print ads were also taken out in a small local publication that the targeted market reads.

After about 5 months the results of these marketing efforts had paid off. The coffee shops morning business was doing 10 percent better that was forecasted. The coffee shop had 8 regular groups, organizations, and associations holding weekly meetings in the coffee shop. I got permission from the clients who are using the coffee shop for meetings to use there names in the next set of ads that will run, and on the new web site. You must promote your success to get new business.

William Dupree is the owner of I.M.P.S. (Interactive Marketing & Promotional Solutions Inc.) (http://www.intmktprosol.com) a sole proprietorship marketing firm located in New York City that specializes in developing interactive marketing strategies for small businesses. Prior to founding I.M.P.S. in 2005, Mr. Dupree was a senior partner at E.D.L. Marketing for twelve years. Before joining E.D.L. he worked for Diamond Marketing Group where he performed personal sales strategies, product planning, event planning, and created interactive marketing strategies for an assortment of small businesses.

The most popular time for it though is in the morning before people go to work. If you aren’t opening the doors of your coffee shop around 5 am you are likely missing out on many potential customers. Think about the people that work around the coffee shop. For example if there are factories there may be people working late at night that want to access coffee during their shift as well.

A great selection of products is important for a coffee shop. If this isn’t in place people are going to get their drinks from some place else. They aren’t going to come back and pay their money for something that they don’t like the taste of. Keep them excited about your products. The prices you charge are important as well because consumers will be looking for value that is comparable with the quality of the coffee they buy.

Of course they can’t wait all day for that delicious tasting coffee either. It needs to be hot, fresh, and readily available. Many people will be on their way to work, school, or other commitments and they are watching the clock. They gave themselves enough time to come in for coffee but they likely won’t have too much to waste waiting for it.

At the same time your staff needs to be very friendly to your customers. They need to greet each one with a smile. If they are regular customers they may already know what they want and how they like it. People love that type of personalized customer service. Make sure all of your staff members look presentable and that hygiene is something they pay attention to before they come to work.

The atmosphere of your coffee shop is important too. It should be very relaxing and it also needs to be kept clean. You don’t want your customers to feel rushed out after making their purchase. Have comfortable tables and chairs so they can hang out for a while if they want to. If your coffee shop offers free refills make sure staff is paying attention to the needs of the customers.

All of these features come into play for a great coffee shop. If you aren’t willing to offer all of them you can be discouraging customers from returning. Keep in mind that these elements should be in place as a necessity not as an option. Your competition will be doing all they can to offer these things so you need to as well.

This means going out of your way to offer them a pleasant experience. Find ways to really personalize your service. Continue to be consistent with your style so they will know what to expect when they come to your coffee shop. This way your business will always be the one they come to for their coffee needs.

Karyn Lewis writes about the ups and downs of the coffee shop business. Avoid the rookie mistakes many new operators make when they buy a coffee shop and read more coffee related articles at her site.