Amazing coffee is just one part of the story – albeit a very important one – when it comes to running a successful coffee shop. According to the World Coffee Portal, there are approximately 12,313 branded coffee outlets in the UK as of 2026, meaning competition is only continuing to grow.
Find out how to stand out amongst the crowd and build a base of loyal coffee shop customers that keep coming back for more!
Identify Your Target Customers
To attract more customers to your store you need to start by understanding your target market. Who are the kind of people visiting your store and what are their expectations? Having a solid picture of your ideal customer ensures that you put your efforts into attracting the right people with the right products.
You can use sales data and in-store observations or feedback to delve deeper into customer preferences and demographics. This will help you think about things like if you need to promote to the student or work from home crowd more or if you could benefit from attracting more commuters.
Promote Your Unique Selling Points
Positioning yourself in a well defined niche with clear USPs is one of the best ways to stand out from the crowd. Be loud and proud about what makes your coffee shop unique to entice customers and win their loyalty.
Do you only sell specialty coffee or use local ingredients? Make sure this is clear on your menu and marketing materials to show off why you’re special and to reinforce your brand identity.
Create a Welcoming Space
Another key part of attracting new customers and ensuring they come back is creating an inviting, comfortable space where people want to spend time. This means creating a strong visual coffee shop design that reflects your brand and ethos, as well as ensuring it works for all your customers.
Make sure your layout is accessible, catering to customers or varying needs and providing a cosy space for everyone to relax. Offering free Wi-Fi for customers is another must if you want to attract workers and encourage people to stay for a little longer.
Update Your Menu
Your menu is the real star of the show, so make sure it works for you! Keep a close eye on which items perform best and which aren’t as popular to maintain a fresh roster of product offerings that you know will sell.
Seasonal offerings and special promotions are great ways to create buzz and a boost in footfall without committing to entire menu overhauls. Developing a signature drink or sandwich based on your bestsellers can also help you build up a loyal following and create a new niche to become known for.
Provide Diverse Alternatives
If you’re interested in attracting a broader customer base, consider offering more alternative options on your menu. Alternative milks such as soy, oat, almond and coconut are becoming relatively standard so without offering these you may end up alienating a portion of potential customers.
Incorporating vegan, vegetarian and gluten-free options, if you have the local market for it, also ensures you can cater to a wider audience.
Invest in Branding & Marketing
Be strategic about your coffee shop marketing and align your efforts across multiple channels. If your business is feeling stagnant or you’re struggling to stand out, it might be time to rebrand or refresh your marketing materials.
Invest in high quality, current signage and posters to show off your latest deals and special products. These should be clear and eye-catching so they’re primed to catch the attention of passersby and remind previous customers of what’s on offer.
Build an Online Presence
There’s no getting away from the power of social media when it comes to promotion in this day and age. Basics include running up-to-date social media accounts to provide customers with store updates, promotional information and an opportunity to communicate.
Incentivising customers to leave positive online reviews of their experience can improve search engine rankings and presence in local listings, not to mention solidifying your brand’s image and swaying new customers to visit. Many customers will also expect to be able to access your menu online, so establishing a website, even a basic one, can be useful.
Offer Loyalty Schemes & Rewards Points
Loyalty programmes can help retain customers, giving them an additional reason to return. The promise of free drinks or exclusive deals can turn the on-off or occasional visitor into a loyal regular.
Digital stamp cards and point collection systems let customers easily prove their loyalty and get rewarded for it. It could be something as simple as for every 10 drinks, you get one free or getting a complementary treat on your birthday.
Host Events
Hosting events such as live music evenings, networking events for local businesses or fundraising activities is great for bringing more people through the doors.
Since their origin, coffee houses have been places of community and collaboration. Not only do events like this bring in extra crowds, but they boost your brand profile, positioning you as a hub where people can gather and spend time together.
Listen to Customer Feedback
Honest, unbiased feedback from your customers can be enlightening when it comes to improving your menu and overall cafe experience. Your customers will have great insight into things you may not have considered or things you may not realise should be a priority.
Chat will your customers at the till or provide incentives to leave online reviews to collect opinions and strengthen customer service relations.
Investing in a Recognisable Coffee Franchise
Running a thriving business in such a competitive landscape is no easy feat, which is why a helping hand can prove particularly useful. Investing in a franchise rather than going it alone brings a wealth of benefits, including giving you access to a built-in customer base and existing brand loyalty.
When you buy an Esquires coffee franchise, you can market directly to existing Esquires fans, giving you a solid foundation from which to build upon as your store grows into a unique community hotspot!
If you’re interested in becoming part of an ethical coffee franchise, take a look at our brand brochure to find out more.
