Your coffee shop menu is probably the key thing that sets you apart from the competition.
Unbeatable coffee and a tasty bite to eat are essential, but deciding exactly what to sell in your coffee shop can be something of a fine art. We provide some top tips on compiling the perfect cafe menu and give a bit of inspiration on what you can sell to make you stand out.
Deciding What to Sell in Your Coffee Shop
Having a good understanding of your target market provides a great place to start when you’re planning your initial menu. You need to know what potential customers are looking for, so you can offer exactly that, with your own spin.
Research competitors to see how they cater to customers to get a better idea of how people might respond to your proposed menu offerings.
You may also want to consider how different products will reflect your brand and ethos. For example, if you’re positioning yourself as a more environmentally conscious store, you will want to sell sustainable and ethically sourced products.
This understanding of your own and other businesses will help you provide unique coffee shop products that stand out amongst the crowd, keeping customers coming back for more.
- Products based on customer and competitor research.
- Products that reflect your business’s identity and values.
- Products that differentiate your business.
What to Include in Coffee Shop Menu
These days, the best coffee shops offer a diverse selection of products that go beyond coffee – however, deciding what kind of caffeinated drinks you’ll offer is probably the best place to start!
Coffee Drinks
Popular coffee orders include:
- Espresso
- Latte
- Cappuccino
- Americano
- Flat white
- Cortado
To find out about the coffee-to-milk ratio for these drinks, see our guide to types of coffee drinks.
Tea
While we’re a nation of coffee lovers, tea also has a special place in our hearts, so make sure to offer plenty of options here, too. From classics like English Breakfast and Earl Grey to fruit infusions, matcha or even bubble tea, there are loads of great options to make your cafe a go-to spot.
Iced Coffee & Tea
Offering iced versions of your standard drinks is a good way to ensure everyone feels catered to and can help contribute to your summer menu.
Decaf Coffee & Tea
Some patrons may love the taste of these drinks but want to avoid caffeine at certain points, so decaffeinated drink alternatives will make your menu more inclusive.
Juices, Smoothies & Milkshakes
Smoothies and shakes provide another fantastic way to diversify your menu and ensure those who don’t want a hot drink are presented with plenty of options. With high-profit margins and endless ingredient combinations, smoothies can be a real hit.
These options can also be popular with kids, so are ideal if your coffee shop sits within a community with lots of families.
Hot Chocolate
Hot chocolates are another favourite for customers of all ages. You can maximise your profits here by offering add-ons like whipped cream, marshmallows or sprinkles.
Milk Alternatives
Another way to make sure your menu is more inclusive is by providing drink options with milk alternatives. This will allow you to cater to a range of allergies, dietary requirements and preferences.
Popular non-dairy milk options include oat, soy, almond and coconut.
Flavoured Syrup Options
Allowing your customers some level of customisation can help encourage them to return to enjoy their favourite drink. Flavoured coffee syrups that can be added onto an order are popular ways to enhance your menu and broaden the potential options. Flavours like vanilla, caramel and hazelnut are always a hit.
Healthy Drink Options
Nutritious juices made with superfoods and freshly-made protein shakes make nice options for those seeking healthier, energising options, helping set you apart from cafes only offering bottled health drinks.
What Food to Sell in a Coffee Shop
Encourage customers to sit, relax and stay a while with a selection of tasty snacks and food to accompany their drink.
Cakes, Pastries & Baked Goods
Cakes and other baked goods pair wonderfully with coffee and tea, making them an irresistible coffee shop essential. Things like croissants, muffins, brownies, slices of cake and various other sweet treats are always fan favourites.
Sandwiches & Salads
Capture the lunch crowd with a range of simple sandwiches and salads, with eat-in and takeaway options to appeal to everyone.
Hearty Brunch & Lunch Dishes
To cater to those seeking something more sustainable, and if you’re equipped with a full kitchen, you might explore different brunch and lunch dishes, providing hearty fare.
- Avocado/eggs on toast
- Cooked breakfasts
- Pancakes
- Bagels
- Toasties and wraps
- Soups
On-the-go Snacks
For customers who are taking their coffee or other drinks to go, you may want to provide an array of to-go snacks like biscuits, takeaway sandwiches or crisps.
The Most Profitable Items in a Coffee Shop
Thanks to their high profit margins, a lot of typical coffee shop items can be exceedingly profitable. Depending on your store and customer base, your most profitable items may include things like:
- Coffee drinks with add-ons like milk, milk alternatives or syrups
- Smoothies
- Pastries
- Sandwiches and salads
- Seasonal or limited-time offerings
Remember, you are also selling a coffee shop experience, so the presentation of your drinks and food can play a role in how much you can charge and how much customers are willing to pay.
Additional Coffee Shop Products
Depending on your brand, you may also choose to sell accompanying items that extend beyond food and drink, offering things that customers can take away with them and keep enjoying your products at home or on the go. This may include:
- Coffee beans
- Reusable coffee cups and flasks
- Bottles of flavoured syrups
- At-home coffee brewing equipment
- Coffee table books
- Local art
- Gift cards
Expanding Your Product Offerings
Once you’ve got your basic menu, you can continue to change and refine it over time. Use sales data and customer feedback to establish your best sellers and items that could easily be phased out.
Also think about how you can utilise seasonal and limited-time items to increase sales and build excitement around your menu.
Periodically adapting your menu to include both long-standing favourites and trending items will show you are listening to your customers and want to provide the best experience possible.
Working With a Coffee Shop Franchise
Running a successful coffee shop is not without its challenges, which is why it can be beneficial to invest in a coffee shop franchise rather than going it alone.
This can also make it much easier when it comes to deciding what to sell in your store, as your chosen franchisor will provide tried and tested menus along with favourable supplier contracts to ensure you can offer the best of the best.
At Esquires Coffee, we’re proud to offer a delicious and diverse menu with organic coffee, freshly made bites and plenty more to entice. See the Esquires menu to get an idea of what your shop as an Esquires franchisee would look like.
We also frequently update our coffee shop franchise menu with seasonal options to keep things relevant and interesting for customers.
Ready to turn your coffee shop dream into a reality? Start your franchising journey with Esquires Coffee and apply for a franchise below.
