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Design is an integral part of operating a specialty coffee business. Aside from coffee, what other reasons do people have for visiting a coffee shop? Ambiance and environment play a huge role in attracting customers through your doors.

We've helped thousands of people over the years open coffee shops. We've seen firsthand what they've struggled with, and have asked for help with. The process can be daunting.

One of the top things people come to us for advice with in this process is Coffee Shop Design. It makes sense. You're investing thousands of dollars and hard work into making your dream come true, and you know that the little details are equally as important as the product you sell and the customer service you provide.

If your customers don't instinctively know the right place to stand, maybe they'll get confused, feel uncomfortable, and be less likely to return. If your aesthetic doesn't match your target clientele, maybe they'll feel alienated, and again...not come back.

If your baristas are having a hard time maneuvering behind the counter, resulting in longer than needed wait times - you guessed it, that could ruin somebody's experience, too.

With all the variables up in the air, it makes sense to look for help. As long-time pioneers of Specialty Coffee Education, we are here to be the experts you can call upon.

Here are the 14 rules of coffee shop design, plus a bonus.

The Importance of a Great First Impression

The importance of a great first impression can not be overlooked in the coffee business. Every day you will be met by new customers that have never seen your business before, let alone have walked in, interacted with a barista, or made a purchase.

The look and feel of your coffee shop must convey the impression that your business is approachable, appealing, and desirable to the community it serves.

Your customer's first impression of your cafe is a crucial and highly important factor from a marketing perspective because it largely determines who will become your customer.

Loud rock music might work to help your business in a certain neighborhood that caters to people who enjoy loud rock music, but if other parts of your aesthetic imply that this is a place to sit down and read the paper, perhaps you need to take a moment to consider your target demographic and if your choices are consistently catering to them effectively.

Be sure that there is a cohesiveness to your brand that people can remember as the place they go to when they want "that" type of experience. Cozy and quaint? Vibrant and happening? Stay consistent, so people know what to expect when they come in and also when they tell others about you.

If your operation is poorly designed, either from the standpoint of ambiance or of working layout, your opportunity to make a great first impression (and long-term sales) will suffer.

A common mistake that many cafe owners make is failing to view their operation from the eyes of a new customer.

Imagine it's your first time walking in to a coffee shop. Would you immediately know where to stand to get in line? Where to stand when waiting for your order? Is it instinctive where to add cream and sugar to your coffee?

These kinds of details are crucial, as nobody likes to feel confused. If it's someone's first impression of your business, it might mean it will be their last.

As surprising as it may sound, even small design deficiencies can impact your bottom line. First impressions leave a lasting impression to nearly every customer you'll ever have. Design errors can add up to significant losses for your business. That's why professional designers can justify being paid as much as they do.

Use your first impression to be sure your customers see your operation as superior to the other coffee shops that they could be visiting.

Your design decisions must also reflect your dedication to quality. Ambiance is a huge part of customer perception and is crucial to your overall marketing effort. Aim for design features that delight and make customers comfortable, to encourage them to come back, again and again. Remember, they can go to other shops. Do your best to make your place more welcoming than theirs. A first impression lasts a lifetime.

The Ideal Layout

Great ambiance doesn't just happen. It begins with a good layout. You want a clear sense of welcome as people enter, with simple menus that are easy to read and understand. Always try to keep in mind that your goal is to serve people efficiently, especially during peak times.

If you've been in business for years and can't afford a remodel, try to view your operation from the customer's perspective to reveal low-cost changes that would facilitate better service. Are your baristas moving efficiently? Are all the seats easy to access?

You want your design to help you serve each customer promptly even at your busiest times, while still making them feel relaxed and welcome. People understand that coffee shops get busy, but they don't want to feel like they're the reason that your baristas are stressed, and they especially don't want to feel stressed themselves because the layout of your coffee shop was poorly designed and they've got to figure out how to grumpily navigate through it before they've had their morning coffee.

One good example of this is to make sure customers waiting in line will have a good view of the pastries and food case, so that they will have their order ready by the time they approach the counter. If this is impossible, consider having a large menu above you so that they can consider their order before they ever approach the register. If a hungry customer has to wait in line without the opportunity to consider their order beforehand, it is likely they will spend two minutes looking through the pastry case asking questions what everything is, holding up the line for everybody else.

Time savers like these can make or break a new coffee shop. People in a hurry will start to view your location as the place with the long, slow lines, and likely never return. It's a good general philosophy to solve the problem before it ever becomes one.

If you're not good at this sort of thing, ask a decorator or interior designer to do a walk-through and make comments. The look and feel of your coffee bar conveys your business image and determines how your business is perceived. It's a crucial and highly important factor in marketing because it largely determines who will become your customer. If you're not appealing to someone, you're not appealing to anyone.

Do Your Homework Before Starting

If you are not yet open, it's worth the effort to go to other stores and get a feel for what makes them unique. What is the reason that their customers go there? What gives them their own competitive advantage? What could you do better? Are they catering to a specific group of people or just anybody who lives nearby? Study the details.

If your cafe intends to have machinery that drives sales, be sure to place visually appealing items (like granita machines, for example), in full view. Brightly colored granitas, turning in their cylinders, will catch your customers' eyes as they walk up to your counter. A granita machine tucked away where few will see the product will cost you sales. Similarly, if you have ugly machinery, like a dirty toaster readily available for all to see, remember that a customer might find this unattractive and off-putting. A good rule of thumb is to place the attractive things outward, and the less-attractive things in less conspicuous areas.

Long before you sign any contracts with interior builders, look at your plans though the eyes of the customer. What do customers need? What makes things easy for them? For example, one of the biggest sources of confusion is where to place an order.

You want your store to be customer-friendly. An order counter near the front reduces the feeling of being lost as soon as you walk in. Be sure it is obvious where people will stand to put cream and sugar in their coffee, and that there is an obvious trash can nearby.
A crowded area in front of a bar might be overwhelming for many of your customers.
Good layout and rational traffic patterns are crucial to making everything work. Strive to be original to set your coffee bar apart from your competition. Have a definite theme and concept in mind before you begin. Planning for excellence begins with a rough draft of a concept that will set you apart. You must transform your dreams and imagination into a clear sense of what you want before you hire your experts.

Consider this: do you want your coffee shop to be bright and spacious? Subdued, cozy, and intimate? Do you want an Italian or Southwestern theme, cool sophistication or L.A. chic? Collect concepts, make a list of features and themes that fit your dreams, visit operations similar to what you envision and study and take notes on what you like and dislike about each. Aim to keep your branding consistent.

Of course, layout and design of your café will depend upon the amount of space you have, your customers and your theme. Work within the given limits, then aim to make your store the best. What have successful chain operations in your area done to make their stores unique? Often they have hired top designers to contribute to the design. Can you afford to do that as well? If not, it's important to spend time early on to consider all of these concepts.
Industrial and modern spaces are becoming increasingly trendy.
Look at the colors they use and the art on their walls. Study their menu boards, tables, chairs, and stools. You should certainly duplicate certain aspects of what the chains have done well, but then opt for a design that creates a unique space to give your customers a special experience.

After all, you're an independent coffee shop, not a big chain, aren't you? Use that to your advantage.

Showcase what makes you unique, and prove that you've considered the customers needs, reward them with an excellent experience and they'll come back again and again.

Design the Back of the Bar Before Your Menu

Your menu will determine what food-service equipment you'll need, and similarly, the space and equipment you have will determine the kind of menu you're able to create.

Remember what we said about efficient layout from the customer's perspective. The same goes for your staff. If they have to move inefficiently, or if simple processes require multiple steps, different machines, walking back and forth, not only will your employee quickly grow tired of doing this task, it will also mean that your customers are having to wait longer than they need to be served their food.

So, first consider the amount of space you have.

Where will your equipment be placed? Where is each task performed? Unless you have years of experience working in retail coffee or kitchens, you'll never envision the hundreds of small considerations involved in design such as:

"Where will I prepare and stage my sandwich assembly?"

"Where will I wash the lettuce and store my tomatoes?"

"Will my baristas be able to pull shots and assemble drinks without colliding with an employee making iced drinks?"

The basic rule is to design the back of your bar first. Proper layout in this area is the key to good compact workflow so you can provide the service required and have happy employees, all of which will make your operation much more successful.

Precision planning allows for the proper flow of work in the smallest area. This is important when you remember that only the square footage in the seating area generates profit.

A well designed coffee shop workstation is vital. Spend time imagining all of the tasks that each employee is asked to do, and be sure that they can do as many of them as possible without annoyance, or having to stray far from their workstations.

Efficiency equals time, and time equals money.

A Word About Designing Your Coffee Shop Menu:

Using various online tools, you can produce clear, simple and legible point-of-sale signs to put on the counter and in display cases. But hire a graphic designer to create the larger signs outside and inside your business, including your large menu boards. Make your menu easy to understand, easy to read and not too cluttered or complex. Put your food menu near your drink menu, where it's easy to see and may prompt an impulse buy.

Give items original names. But don't get too cute. Foreign words, not translated, can put people off. If you offer a Bangkok Panini, explain what it is or you'll leave customers baffled. Study the menus of other coffeehouses. Read the menus of successful upscale restaurant chains for inspiration and creativity.

If you're in a fast-paced business district, distribute menus with your phone number and Web address. Let people phone-in orders and pick them up with no waiting. Your menu should be both descriptive and alluring.

Hire a Pro

Only a professional coffee bar design firm can understand all of the space and motion relationships that will make your operation work smoothly, well before any concrete is poured or any cabinets are built. Not every famous national design firm has experience in café layouts and few local firms have any at all.

A Florida client resisted our advice to contact a firm specializing in coffee bar design and spent several thousand dollars working with a local architect to make their own dreams come true. After reviewing the plans, we recommended more than thirty changes. At that point, six weeks behind schedule, she realized she DID need someone who specialized in coffee design.

With the help of industry professionals, developing a winning food-service area along with a great concept and efficient layout is easier than you might think.

Hire pros and you won't have to build three coffee operations to finally get everything right. It might seem like a lot to invest in up front, but trust us, you don't want to fail because you were stingy in the beginning.

Designing Around Your Theme, For Comfort, and Designing the Retail Area

After the service areas, the next step is to design the front - the part of your operation where most of your in-store marketing will take place.

Design this part of your operation with your cafe's theme in mind, recalling that your money will be made in the square footage in front of your workspace and counters.
Designing for Comfort
Unless you have a small operation in a downtown metropolitan area where most of your sales are to-go drinks, you will need to design your café to accommodate customers who want to linger. Think your customers want to read? Consider the lighting, and where they'll put the paper down when they need to use the restroom.

A good "third place" (first being home, second being work, third being the 'other' place where people go to feel comfortable) will have attractive and comfortable seating, and feel inviting for them to want to bring their friends.

Think your customers are going to spend a lot of their time working on their laptops? Think about how many electrical outlets you have. People who work from their computers frequently decide where they are going to go to a cafe based solely on whether they'll be able to keep their computers charged.
Designing the Retail Area
If you are going to sell merchandise, you will need to create a retail area that fits into your overall design. Chains employ experts to position retail items at key points in their stores, so before you add retail items, visit a chain and take notes on the ways that they do this. You can be sure they have spent hundreds of thousands of dollars to study the merchandising aspect of the business.

Pay attention to the way successful coffee bars and large chain stores integrate retail into their floor plan. Ask yourself how practical your display will be. Will your mugs, T-shirts and other retail items be in clear view of your cashier to prevent theft?

Interior Finishes

You don't need to spend a million dollars to build a great coffee bar. One of Bellissimo's clients installed a floor of inexpensive fiberboard covered with a transparent gym coating. It was stunning.

Another practical flooring option is acid-etched concrete. The new high-traffic, commercial vinyl tiles come in a variety of slate patterns and colors, are long wearing, easy to lay and very inexpensive.

Quality non-slip ceramic tile is expensive but lasts longer than other choices, with minimal care. Choose patterns that camouflage soil.

Avoid carpets as they soil quickly, are hard to clean and need to be replaced all too frequently. A big, beautiful rug might look nice in the beginning, but after a few spills, it will quickly make your place look like it's seen better days.

Hardwood floors require care and can warp if exposed to moisture. Mats near the entry keep floors cleaner. The kick guard at the counter, about five inches high, can be made with rubber that coordinates with your color scheme.

If your operation is in an older or historic building, leave the walls in their natural state if they are in good condition. Old brickwork, cleaned up, is beautiful.

Aged wood has a unique appeal. You can camouflage ductwork or paint it bright colors to make a statement. Dark ceilings work well in large spaces, while small spaces feel much more open with bright ceilings.

We've found that in general, lighter earthy colors work best for walls. Study decorating websites for ideas. Wall treatments such as murals, wainscoting, wall textures, faux finishes or decorated borders add a distinctive touch.

Ergonomic Designs

Ergonomics, or human engineering, is about making the designed environment fully compatible with people. Ergonomics was originally the domain of industrial efficiency experts.

It's the science of the design of devices, systems and working conditions to match the requirements of the human body. It talks about how workers move through their tasks and how to make it easy for them to do their best.

Good ergonomic design will allow your staff to do things with the fewest steps and the least reaching, performing their jobs quickly without colliding with others or creating hazards. Good ergonomics will increase convenience, raise efficiency and reduce wasted effort.

Use ergonomics to maximize safety and help prevent accidents, while reducing frustration and fatigue, and increasing staff comfort.

Good ergonomics is also design that respects your customers. Today, it includes an understanding of how chairs and tables and counters fit, how people line up, how they view signage and how long they will enjoy sitting in a particular chair. Let ergonomics help you achieve the best fit for your service counter, seating areas, coffee displays, pastry cases and more.

Lighting

Natural light is all the rage these days. Do your best to maximize natural light, but also think about the consequences. With all the heat generated by your machines, customers, and employees, sunny windows and skylights can put an extra load on your cooling system.

The most effective way to shade big windows is with an outside awning to block direct sunshine before it gets to the glass. Use interior drapery, shades or shutters as needed, to cut direct sunlight or to keep the heat inside during very cold weather. Lighting design is crucial to your operation.

Bluish fluorescent light and shiny surfaces can assault the senses. Colored incandescent bulbs and mini-halogen track lighting create a much warmer environment. Provide some areas bright enough for reading, and other areas where the light is subdued so customers can relax.

Lighting is a complex art form and new technology is rapidly evolving. Study lighting design blogs, books and magazines for ideas, but don't try to come up with a lighting plan yourself.

Power usage, safety and security, mood, color, and other considerations enter into good lighting design decisions. When in doubt, talk with lighting experts before you make your choices.

Seating

Is your business a coffee shop where people will come to relax with friends? You'll want soft couches and chairs with low coffee tables.

Or is it a high-volume coffee bar where people make a brief visit and are content with tall, high stools or hard chairs that are easy to keep clean? Small, hard chairs encourage shorter stays.

Offer many seating options. Large commercial restaurant wholesalers will have the best choices. Be sure that the chairs you choose can be repaired, repainted or replaced when they wear out. Look for good back support and chair heights that work well with your tables. Bring a couple of critical friends along and try out every piece of furniture you're considering. Look for tables that are easy to clean and of a finish compatible with your design and theme.

We've found that tables 32 inches high are ideal, comfortable for most people and chairs fit well. Some table styles allow height adjustments. A black base is simple to touch up with paint when it gets scuffed.

Design With Work In Mind

Today, most coffee houses offer wireless Internet connections. Most also offer plugs to power laptop computers and save battery power. At almost every coffee business I walk into, I see numerous people working on laptops or surfing the Internet as they sip their favorite drinks.

This technology, like others, is changing rapidly. Choosing a service provider can be a difficult decision. Be sure you keep up with the latest technology. Be sure you offer fast, reliable wifi, and as many power outlets as possible. If you're lucky enough to be in the early planning stages of a cafe, be sure to talk with an electrician to try and provide as many power outlets as possible (don't forget to consider your electricity breaker's capacities). Trust us, you'll never lack for a need for outlets. If you're in an older location, consider getting a reliable extension cord for multiple people to plug in with.

If you happen to be located near a high school or college, keep in mind that a majority of your customers will need space to study, and spread out with a book, notebook, and laptop. Plan accordingly to meet their needs, or they'll find a cafe that wi

Music

Plan for music from day one. If you intend to have a good music system, the wiring has to be installed before the sheetrock and wall coverings go on. And you need to make decisions about where to keep the stereo system and plan procedures for who will be changing them. Remember that baristas are people, too, and frequently have strong opinions on music. Perhaps they've got great taste, but that doesn't always mean your customers will appreciate it. Try to be mindful about who your target audience is.

Music is a crucial part of your ambiance. The type of music you play will often dictate the mood of your customers and what kind of customer walks through your doors, and who walks out. Be sure staff appreciates the fact that the music is not for their entertainment, but for the pleasure of the customers.

If you don't know much about music, find someone to help you select a background sound that creates the atmosphere you want for your business. The music you play in early morning may be very different than what you play at noon or in the late evening with wine and dessert. Pandora and Spotify are easy enough to understand these days, and will make your life a lot easier when choosing music to match your ambiance.

Perfection in the Simple Touches

To help you design your business, look around the internet for the term "cafe designs". When we work with our clients at Bellissimo, we advise them to look through images of cafes that look great to them, then tell us what they like about particular designs. Most of these clients like certain aspects of four or five different operations. The educated client with strong ideas gets the best work from the design professional. By doing your own research, you help your consultant or professional designer hone in on what is important to you and on the feeling you want to convey in your operation.

With limitless design options, there is no reason you can't create a one-of-a-kind coffee operation. You may decide to acid-etch your floors in four colors. Looking for a quiet, peaceful ambience good for reading? Why not get creative with floor to ceiling drapery down one of your walls? Local art that changes each month can provide ambiance and an added income source (and it's always great to support local artists). Murals can transport your customers to a different place or time. Let your imagination and that of friends and professionals lead you to create a setting that is attractive, comfortable, workable, unique and very profitable.

The design of your work areas determines how well your staff can function. The image projected by your design decisions will create your store's atmosphere. It's difficult to measure or even to define, but everyone who comes in can feel it. When the atmosphere is enticing, comforting, exciting or fun it draws people into the store and enriches their experience, making them want to return

Don't Forget That You're a Coffee Shop

No matter how extensive your menu is, your business is first and foremost a coffee operation. Your primary identity is your coffee. You want to be known as THE coffee operation in your area, the one that serves the very best coffee. To do this, you must fully understand the nuances of your product. That is a tall order, and requires you to fully educate yourself.

Few start-up coffeehouse owners have done this. The result is that purists and knowledgeable aficionados could feel ripped off and resort to home brewing.

Obviously we're biased, but we offer a week-long coffee skills workshop each month in "Independent Coffee Mecca", Portland, Oregon. We wholeheartedly believe that our workshops will put a coffee shop owner a significantly higher chance of success, and all are invited to contact us anytime at (503) 232-2222.

There are no better workshops when it comes to teaching espresso skills or coffee business training.

Be Your Own First Customer

Store ambiance is something that is incredibly important when considering coffee shop design. In today's world especially, beautiful cafes are popping up everywhere with seemingly endless budgets. Design your coffee shop with your intentional branding in mind, keep your customer always at the center of your focus, and do your best to stand out while remaining authentic to your vision and your self. Remember that the customers will come in for you as much as they will come in for the design of your location.

Think we missed something? Something not clear or need updating? We always appreciate corrections and inquiries about anything that needs clarification. Email us anytime. We'll be happy to hear from you.

More Articles For Coffee Business Owners

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The 14 Rules of Coffee Shop Design | Bellissimo Coffee Advisors

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Coffee shop design is integral to succeeding in the coffee industry. But what does that mean, exactly? Coffee shops cater to the needs of their community. It's important to understand what your customers are looking for, and how you can separate yourself from your competition. Read on to learn exactly how.

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Cafe and Coffee Shop Interior and Exterior Design Ideas

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Cafe and Coffee Shop Interior and Exterior Design Ideas

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Location

Clients area

Service area

Outer gardens

Inner gardens

Pavement tables

Outdoor areas

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Today I am going to write again on my favorite topic - cafe interiors since we have registered an enormous interest from you, our readers. TO begin with, I would like to say that I love coffee! Every morning I wake up early and the first thing to do is to have my strong piece of warm delight. Of course, when I go to work I have another one, and when I have my lunch somewhere in the late afternoon, I like to have another cup which is less strong. Thanks to Daily Barista for their contribution.

One of the greatest moments during my day in the office is when I have a meeting with a client or we have just decided to go out with my colleagues and sit in a cafe for a drink from an espresso machine. Well, my experience is also gained during my travels around the world. I must say that the best coffees in the world are located in Europe. Just an opinion. So, now let's have a closer look what is typical for the amazing cafe interior design and shop fit out of those kind of commercial places

Location

This is probably the most important thing. If your cafe is located far from the mainstream of people going and coming back from work, the chances that somebody will spot your place are not very good. Cafes are not like restaurants. You spend them no more than half an hour and it is not worth it traveling 20 miles during your lunch break to have a half-an-hour coffee at a distant area. For example, if you are preparing for a dinner in a restaurant, you can afford traveling even 50 miles to your favorite place because you spend the entire evening there. In my opinion, the best place to locate a cafe is in the downtown, somewhere between the busy streets. You need to ensure a large flow of walking people, while you need to be able to offer them comfort and privacy.

View

There are not many options to ensure a great natural view if you are located in an urban region. However, there are some tricks that can do the job. Recently, I have been in a place in Europe where the owners of the place painted the wall of the building across the street so that the visitors could enjoy a fantastic artistic view. This was a clever move. Personally, I really enjoy when the cafe is situated in the neighborhood of old historic buildings. I told you I love Europe! There you will be most likely to spot such kind of views.

Clients area

Now, let's head inside the cafe and tell you this and that about the essential elements in the interior. There are three types of interiors - those who use regular tables with chairs of various designs, those who prefer using bar stools and high tables, and the mixed style. I like it when I am able to slip comfortable into a luxurious and soft chair while enjoying my coffee. Of course, the other ways of designing the commercial part are also fascinating but not as comfy as the traditional one, I think. To be honest, I really enjoy seeing long polished white bars with contemporary bar stools and industrial pendants above them. Well, you can't actually drink your warm drink while relaxing your body but such kind of interior is pretty attractive.

Service area

This should be as functional as it can be. This is because you need to serve the visitors (there can be a bar for them), you need to ensure enough comfort for the waiters and the waitresses who are taking the orders and passing them to the bartenders and thirdly, you need to make it looking gorgeous. Usually, you can find the entire menu list of the place displayed on a huge sign or board in the background above the bartender area.

Image credits of the image above: 30smagazine

Outer gardens

Depending on the building the cafe is located in, there may be a beautiful outdoor garden. I prefer those that are at the back of the place in a small inner courtyard. The beautiful thing about those gardens are that you can escape from the rush of the urban lifestyle while enjoying your coffee in a relaxing atmosphere in the open. The greenery that is usually present can make your feel connected with nature, at least for a while.

Inner gardens

During a trip to Europe I was in a cafe which had small inner garden in the middle of the square room. All the tables and sitting furniture were arranged around the glass facade of the inner courtyard. Inside it, there were some tropical and Mediterranean plants illuminated very well, so that the garden looked like an accent in the interior. I like this idea a lot!

Pavement tables

What is a cafe without some table on the pavement outside it? If you went to Paris or Milan you should definitely know what I mean. There is something romantic to have your morning coffee while reading the local newspaper. Of course, you should also wear a suit.

Outdoor areas

Decorating the outdoor areas can give additional charm to the cafe interior. There can be used all types of signs, menus, plants and other typical decorative items. If you are planning to design a coffee shop and you have the right to use some of the pavement area, have in mind placing a cafe awning. This will assure enough shadow during the hot summer days and your customers will simply love it!

Play areas

Of course, when planning a cafe interior one need to separate an area for our small fellows. This should be save corners where children can play and enjoy their stay in the cafe while their parents chat, discuss important business opportunities or they simply have their coffee.

After I did some research I can say that there are several companies that can handle the task to create really amazing cafe interiors. And these are:
http://www.decorfusion.com/ http://apmdesign.co.uk/ http://www.annahartdesign.co.uk/ http://www.jmarxatelier.com/
If you want more, have a look at the video:

Written by Rajiv. He is writing content for Kemistri. You'll find me playing with my dog Gizmo in between copious cups of coffee and even the odd donut or three 😛

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Cafe and Coffee Shop Interior and Exterior Design Ideas

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Today I am going to write again on my favorite topic - cafe interiors since we have registered an enormous interest from you, our readers. TO begin with, I would like to say that I love coffee! Every morning I wake up early and the first thing to do is to have my strong piece of warm delight.

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Why people want to visit your independent cafe
- Let’s consider some of the reasons people might be put off the big chain coffee shops:

they’re expensive;

the decor is the same, no matter where you are;

the coffee, actually, isn’t that great;

they’re busy and noisy;

they’re often only found in the middle of shopping centres or within clothes stores; and

table service and pay-on-departure aren’t usually available.

when you put it like that, an independent coffee shop sounds far more appealing, doesn’t it?

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In 2019, it was revealed that the £10.1bn UK coffee shop sector achieved twenty years of sustained growth.

However, it's fair to assume that a large proportion of that growth comes from branded coffee chains, with establishments of that kind making up 45% of the overall total in the US alone.

At the time of writing, we're also in the midst of one of the greatest threats to the hospitality industry - the coronavirus (COVID-19). With lockdowns rapidly being enforced in countries across the world, operating costs are suddenly becoming a significant burden for smaller operators.

As an independent cafe owner, this might make you wonder if it's really worth it. How can one compete against the big boys with their ever-present nature, huge marketing budgets, clever coffee marketing and pockets that are deep enough to contend with force majeure events?

The good news? You absolutely can compete on a level playing field with these big boys, and come back stronger than ever from crises like Covid-19.

Big time marketing has rapidly become democratised, thanks to low-cost, brilliant outreach tools and marketing strategies we can all undertake without huge budgets or marketing professionals at our disposal.

Consider this guide your own, personal invitation to create a coffee shop marketing plan that will take your business to new heights.

Why people want to visit your independent cafe

There's still some very good news to be had for independent coffee shops. For instance, London has enjoyed a 700% surge in venues of that kind since 2010.

The research has revealed that the number of independent coffee shops in the UK's capital has risen to from 50 in 2010 to over 400 in 2021.

Let's consider some of the reasons people might be put off the big chain coffee shops:

they're expensive;

the decor is the same, no matter where you are;

the coffee, actually, isn't that great;

they're busy and noisy;

they're often only found in the middle of shopping centres or within clothes stores; and

table service and pay-on-departure aren't usually available.

when you put it like that, an independent coffee shop sounds far more appealing, doesn't it?

This is why such establishments contribute handsomely to the coffee shop sector which grew by nearly 8% last year in the UK. We're a nation obsessed with coffee, as it turns out, with 81% of Brits visiting a cafe regularly.

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Whether this is as a result of the growing independent working community, young parents who need to get out of the house or an increasing preference of a chat over coffee rather than an alcoholic drink is irrelevant; people clearly want to spend money with your independent business.

So, how do you encourage them to do so?

With brilliant coffee shop advertising and coffee shop promotion ideas that they can't ignore - that's how!

Tips for cafe marketing

Whether you're running a simple coffee stand or a forty seater cafe, the following coffee shop marketing ideas will hopefully get your creative juices flowing.

Try these paid restaurant advertising ideas

Like it or lump it, we now live in a pay-to-play industry when it comes to coffee shop marketing.

There's still merit in using social media in an organic fashion by posting snippets of your operation daily, but you shouldn't expect to achieve much more than proof your business exists and has a voice (which is, of course, important).

To really draw new customers in, you need to engage in some paid advertising activity, such as:

Groupon ads: Groupon might have been around for quite some time now, but it's still a hotly contested spot for businesses that want to unleash their best offers to a very captive audience. Just remember the golden rule: get them in cheap, then work to keep them; retention is king.

Facebook location ads: If you know someone who knows their stuff when it comes to Facebook advertising, bring them on board. If not, spend no more than £50 for a couple of weeks and define your audience as tightly as possible. Facebook's location advertising feature will help you find local customers.

Instagram ads: If you haven't got a lot followers on Instagram, their ads platform is a great way to significantly increase your follower count and reach potential new customers in the future.

Waze ads: Waze is a community-powered GPS route guidance app but it also has a brilliant advertising platform built-in. If you've used Waze yourself, you've probably seen the ads it surfaces; your restaurant could feature at just the right time for passers-by!

We'd recommend starting with the above advertising channels initially, and backing out as soon as you feel you're spending more than the resulting bookings justify. If it works consistently - keep it going!

Take control of customer reviews

Independent restaurant owners understandably fear online review platforms due to the ever-present threat of bad-yet-unfair reviews.

However, dealing with negative reviews and those of a more positive nature should be viewed as a key part of your marketing strategy.

Offering social proof for your business is key to winning more loyal customers, and one of the best ways to do that is to emphasise the good reviews you receive on your website and social media feeds.

To get as many good reviews as possible, you need to:

Reply to every review - good or bad - to demonstrate that you listen and take customer feedback seriously;

Ask customers to leave a review as they pay or depart your restaurant (pop a link to your Tripadvisor profile on business cards or receipts);

Place notes on tables and within menus to leave reviews; and

Use technology that encourages people to leave reviews when they use services such as your WiFi.

By doing the above, the better reviews should start rolling in, enabling you to engage with those happy customers and share their good words with anyone who happens to pass by online.

Make your venue more than 'just' a cafe

If you've done any amount of reading on modern hospitality, you'll probably be sick of the phrase 'experience'.

Just as modern hotel guests apparently want far more than just a bed for the night, the coffee shop 'experience' has evolved. And that doesn't mean the end of punters who come in for business meetings, quiet coffees with friends or bouts of focused, headphones-on working.

Instead, it means you need to think a little beyond your role as a cafe.

For instance, what if you have a business networking event nearby that needs a new venue? Would they consider your cafe? Probably not if you're not making noises about being a networking venue.

The same goes for speed dating (this is big business, no matter any preconceptions you might have), launch events and meet-up evenings for hobbyists. If you start marketing your business as a venue for groups of people or those with similar interests, you'll immediately set yourself out from the big brand competition.

10 trending marketing ideas for cafes in 2021

So, what can your cafe do to stand out in 2021 and beat the economic impact of the coronavirus? Here's ten tried-and-tested marketing ideas for cafes that are making a name for themselves in 2021.

You don't have to be Starbucks to have a loyalty scheme, but they know just as well as anyone else that acquiring new customers is expensive. In fact, it could cost as much as 25 times more than retaining existing customers.

You don't have to get too smart about this, either. You know those stamped cards you find in branded cafes where the 10th drink is free? Why not do the same?
1. Create a loyalty scheme
As we noted earlier, your cafe can be much more than a drinking venue, and by joining local networking events, you can be present within the business community and jump on any opportunity to offer your cafe as a networking venue.

Google My Business (GMB) received a big update during 2019, and it remains the most important directory on which to list your cafe.
2. Join your local business networking group
You just need to spend plenty of time perfecting it, and this brilliant, updated guide from TheHoth will help you do just that.
3. Update your Google My Business profile
Influencer marketing is a brilliant way to offer social proof about your business and to hand the advertising reigns over to your customers.

Once again, the democratisation of marketing means you don't need to be a big brand to find your own influencers.

Identify your loyal customers and ask if they'll help spread the good word about your venue. Some will do so without encouragement, while others might want a reward for doing so. A guaranteed free cup of coffee each week in exchange for some Instagram love might be all that's needed to further the reach of your brand considerably.
4. Use your own influencers
Delivery is no longer purely for takeaways and big brand pizza businesses; every venue can now tap into the huge audience that wants food or drink delivered to homes and offices each week.

There are plenty of delivery apps and services to choose from, and the cost is surprisingly digestible for small operators.

There's no escaping the fact that it's a big undertaking and significant change to your business model, but it could open your cafe up to a brand new audience and profitable source of revenue.
5. Jump on the delivery bandwagon
Think email's dead? Think again.

In 2021, email marketing is more important than ever if you want to reach a defined endpoint (the customer's inbox) and build a layer of trust that'll ensure they become a loyal customer.

Start by collecting email addresses from customers when they fill out feedback forms or sign-up for offers (making it clear you'll be using their details for marketing purposes, of course).
6. Email marketing
Use your Instagram account to show a glimpse of what goes on behind-the-scenes in your cafe.

By showing morning preparations before service and snapshot interviews with staff, you'll add personality to the business and provide something people love to see; what goes on 'behind the curtain'.
7. Behind-the-scenes videos and photo
Do independent cafes really need to worry about their website?

Of course they do!

Ignore this marketing channel at your peril. People will still hunt down your website if they find your GMB listing, and if it doesn't work perfectly on the device they'll probably be holding (i.e. their smartphone), you'll lose them to another cafe or a big brand alternative.
8. Ensure your website is mobile-ready
Don't spend a fortune on your website, but do invest time in making sure if works on mobile devices.

Vegan cafes and restaurants are everywhere, and you'll undoubtedly have seen an increase in venues that make their ability to cater for those with allergies abundantly clear.

You need to do the same, even if it means investing time and money in a new menu. Vegans, people with allergies and those who want healthy 'eats' will regularly walk through your doors; they shouldn't have to ask if you can cater for them.
9. Make vegan, allergens and healthy eating a clear focus
Another traditional marketing tactic on a 2021 marketing trends list? Absolutely!

As an independent operator, you can still benefit significantly from coverage in local media. This is particularly the case if you follow some of the guidance in this blog. Your latest offer, next event or support of a local initiative (or charity) will be of interest to the local paper and radio - two marketing channels that are anything but dead.
10. Don't ignore the local media
Wrapping up

Still scared of the big boy competition?

Use our tips to set your independent cafe out from the rest. The tips above should help you form the start of a modern marketing plan that will ensure your business prospers in what is a highly competitive market.

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10 Trending Cafe Marketing Tips for 2021 | Beambox

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In 2019, it was revealed that the £10.1bn UK coffee shop sector achieved twenty years of sustained growth. However, it's fair to assume that a large proportion of that growth comes from branded coffee chains, with establishments of that kind making up 45% of the overall total in the US alone.

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Successful Coffee Shop - How to Turn Visitors into Regulars?

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Successful Coffee Shop - How to Turn Visitors into Regulars?

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- How to get people to visit your location and come back over and over again?

・Barriers to fight against - In the early 2000’s, it was said that three factors to success are “location, location, location!”.  Today, if you have a good location but low quality products and lousy service, it is impossible to engage customers and get regulars.
・SERVICE DESIGN AND CUSTOMER JOURNEY
- Does your coffee shop look tempting outside? What about inside: lights, colors, music, acoustic, interior, nice details to see and touch and explore…?
- If the working space is not planned well, it can have an effect not only to ergonomics and safety but also service.
- Customer journey should be smooth from door to table. Sometimes it is good to take the role of a customer and make the journey yourself. Are there any barriers for smoothly walking the journey through? Are the products nicely and clearly presented? Do you get a “hello” from the barista?

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Barriers to fight against

According to Perfect Daily Grind, Up to 60% of cafés and small restaurants close in their first year of opening, for reasons such as market saturation, inadequate capital, industry inexperience, and a lack of business planning. In this post we will concentrate on quality, service and standing out.
Next time we will have a look at some basics of running a coffee shop.

In the early 2000's, it was said that three factors to success are "location, location, location!".
Today, if you have a good location but low quality products and lousy service, it is impossible to engage customers and get regulars.

Coffee and other products

Quality: high quality ingredients, best brewing recipes, consistency, fresh and appealing sweet & savory selections are keys to success.

Selection: have the most popular products in the market and something special that makes you unique.

Seasonality: take an advantage of seasonal products and phenomenas. Coffee is relevant throughout the year. Remember the possibilities of cold brew! Be innovative. Christmas = not necessarily cinnamon. Halloween = not necessarily pumpkin.

Baristas and service

Having skilled baristas in the crew is a true gift! And getting them committed is another. Training your crew, supporting their professional development and making sure they know their products is essential.

Customer service can nail it or fail it. Attitude, mood and body language are openly read by the customer. That is equally important to the product information the barista is able to give. Speak the customers' tone, know your regulars and have an effect on the purchase decision!

Also being present while confronting the customer and being effective at the same time sometimes leads to a disaster. Multitasking is not equal to making a hassle. Be fast but not furious! And leave that phone of yours and chatting with a colleague when confronting a customer.

Service design and customer journey

When purchasing a cup of coffee, one gets so much more than just a cup of coffee. The service design is something to be planned thoroughly - better late than never. Popping into your coffee shop is always an experience, not just a money transaction or getting a product.

Does your coffee shop look tempting outside? What about inside: lights, colors, music, acoustic, interior, nice details to see and touch and explore...?

Make a cleanup check list of for each shift and make sure the toilet cleanliness is included!

Customer journey should be smooth from door to table. Sometimes it is good to take the role of a customer and make the journey yourself. Are there any barriers for smoothly walking the journey through? Are the products nicely and clearly presented? Do you get a "hello" from the barista?

The equipment and machines should meet the volume, menu, skills of the baristas and realism.

If the working space is not planned well, it can have an effect not only to ergonomics and safety but also service.

Trends and social media

Know the current trends and take the advantage on them. Remember trends eventually become phenomenas and finally a global lifestyle. Read more about trend from my blog post here.

Ensure your coffee shop is known and recognized also in SoMe. Did you know that coffee and food are the most popular things in Instagram?

Your display should look delicious and your products should look beautiful. Coffeewise latte art is very instagrammable. Customers are taking pictures of them and promoting you for free in SoMe! Just make sure your location can be tagged in the posts.

If your coffee shop is active in SoMe, you will get more traffic and followers and the awareness of your coffee shop is spreading. That will lead to you having more potential customers. Choose the things you want to communicate in this channel: products, offers, events, feeling...How about having your staff make stories to Instagram? Anyway, be recognazible and consistent. Know your target group. Stand out and bring forward your specialities. Be real and approachable.

I asked this from a coffee shop owner, a professional barista and a random coffee shop customer what makes a good coffee shop. Let's see what they have in their minds!

Annabel McPartlin, head barista @ Paulig Kulma in Kluuvi, Helsinki
What in my opinion makes a good coffee shop is a convincing concept executed in a matching setting and milieu. Atmosphere, great customer service and high quality products create an experience the customer wants to have over and over again. Engagement is the key!

Essi Rautiainen, entrepreneur @ Cafe Tarina in Tapiola and Munkkiniemi, Helsinki
Customer service is something that we never compromise. Also cleanliness of the brewing equipment really makes difference! Obviously the product needs to be good, too. Good staff makes the daily life so much easier! The dynamics should work well and the baristas should know how to confront different types of customers. Also, nowadays it is so common to hear a barista say "yeah" and "ok" when they should say "thank you".

Tuomas, random dude who drinks an espresso per a day, Helsinki
Products need to be great! Lights and acoustics are important, too. It is nice to have some sounds in the background but not too much noise as that makes it hard to work at a coffee shop. What I have noticed, is that it is possible for a barista to turn her/himself into a brand which is interesting from a consumer point of view!
Turning a one time customer into a regular i.e. engagement should be one of the main goals as by doing that, you can grow our volume in quite simple way.

To make it happen, you need high quality products, professional service and something that people recognize you of.

Of course this is not all - in the next blog post about a successful coffee shop, some basics of running a coffee shop will be covered.

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Successful Coffee Shop - How to Turn Visitors into Regulars?

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According to Perfect Daily Grind, Up to 60% of cafés and small restaurants close in their first year of opening, for reasons such as market saturation, inadequate capital, industry inexperience, and a lack of business planning. In this post we will concentrate on quality, service and standing out.

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・It’s a fast-growing sector that provides relaxed social spaces, as well as flexible locations to work.
・social distancing rules will need to be enforced for the foreseeable future, with signs prominently displayed to remind customers and your staff to maintain 2m distance where possible and if not, 1m.

・Think ahead and make the most of the space in your coffee shop
- You will have to think outside the box to stand out, as coffee shops have the potential to be more than a place to grab a cappuccino. 'Events'.

・Make the customers’ experience the best it can be
- your customers will still want to enjoy their experience in your coffee shop, and it should still be somewhere memorable, where they are made to feel welcome.
In order to control numbers, have a member of staff at the entrance to only allow customers in when there is room for them to drink their coffee safely and also to organise a queuing system.

・Make the most of the exterior space of your coffee shop
- If you do have an outside space, make this appealing.

Put out pavement signs to get your coffee shop noticed by people passing by – make people smile with a clever pun!

Set up signage outside clearly highlighting safety rules and distancing obligations

Consider exterior lighting

Use canopies to extend outdoor seating to all weathers

Keep exteriors clean, tidy and fresh

・How to make your coffee shop more appealing

Colours – don’t be afraid to make a statement, choose from your colour palette and be consistent with your branding

Music – appropriate in both choice and volume level

Lighting – attractive fittings and fixtures with a right level of light to set the mood, ambiance and function

Crockery & glassware – invest in good quality to reflect your brand. Condiments will need to be removed and served in single sachets on request

Artwork – ensure it is eye-catching and consider getting local artists to showcase their work

Keep your coffee shop clean, including windows. You will need an enhanced cleaning regime so that customers can see that everything is spotless. Tables will need to be wiped down after every customer

Be consistent – from your sign to your menus, embrace your brand and the experience you are creating for your customers

・The interior design of your coffee shop should reflect your brand
The décor and the furniture are amongst the first places to start, as these will immediately create an impression and will directly impact the experience of your customers. Your space needs to be visually appealing, yet comfortable and practical, and above all, warm and inviting. It’s worth considering a theme to bring your brand and concept to life, which could include creating a modern, rustic, traditional, contemporary or vintage image.
Comfortable sofas and chairs will help your customers to relax, although these will need to be spaced to comply with social distancing rules, and sofas will have to accommodate fewer people.

・Know your brand to create a competitive advantage
It’s your identity, it’s the colours you use, the font type you pick and the imagery that best represents you. There could be a number of coffee shops on the same street but what gives you that kerb appeal? Why should people visit your coffee shop over the others?

・Getting to know your customers better
Establishing your target audience requires knowing what your customers predominantly do.

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12 Ways To Make Your Coffee Shop Stand Out - The Retail Mutual

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Coffee shops are an intrinsic part of British life. Here are 12 ways to help your coffee shop stand out from the competition.

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12 ways to make your coffee shop stand out from the competition