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7 Business Goals for a Coffee Shop

Owning a coffee shop is like owning the heart of a community; it’s a place for everyone. Most everyone has a place they like to go for coffee, tea, or a snack. A place where they can go relax and maybe socialize. If you run or plan to start a coffee shop business, you need to stand out. One of the best ways to do that is to define your goals. 

Setting goals not only helps you stay on track but also helps you measure your progress and make any necessary adjustments along the way. It’s also important to set goals for your coffee shop’s long-term growth and sustainability. Goals direct and drive you not to settle, but to stand out from the competition. 

With a business like a coffee shop, you are competing against giants such as Starbucks, Panera Bread, and Dunkin. You will also be up against bookstores that serve coffee like Barnes & Noble. And finally, there are the other coffee shops and tea houses in your city. The only way to stand a chance in this sector is to set great goals and execute plans to reach them,

So, what are the goals you should set for your coffee shop? In this article, we will some of the most important short-term and long-term goals you should have for your coffee shop and provide tips on how to set and achieve those goals.  


Establish A Unique Identity

Coffee is everywhere. I would venture to guess that if you wanted a cup of coffee right now you could get one within the next 10 minutes. Not only at a coffee shop, but a convenience store, grocery store, fast food restaurant, or even a vending machine. So, for your coffee shop to succeed, you need a unique identity. Having a unique identity as a goal for your coffee shop will help differentiate your shop or cafe from the rest. This is an especially important goal if you are running a new business.

One way to establish your shop’s identity is with great branding. This can include developing a logo, color scheme, and overall aesthetic that sets your business apart from competitors. You can also stand out by a focus on offering unique or specialty coffee blends or brewing methods. Having a specialty blend that is hard to find will attract visitors from all over town.

Another way is to offer a unique experience. This includes hosting live events, art shows, or other community gatherings. You can also differentiate yourself by sourcing your beans ethically or providing a cozy or unique ambiance. 


Build a Good Local Reputation

For a coffee shop, a good reputation goes a long way. Many people are open to meeting or visiting a coffee shop with a great reputation. Unlike a restaurant, a coffee shop experience doesn’t need to be a costly or involved event. A potential customer can stop in and check things out alone or with a friend. They also do not need to get dressed up or make plans. A coffee shop with a good reputation is something that will draw in customers who want to visit the shop because they are in the neighborhood.  

Research shows customers want to spend their money on a brand with a reputation they can trust. A good reputation is gold and can be translated into financial success. It doesn’t only help you retain customers, it also brings in referrals. Your reputation tells potential customers that you are trustworthy and honest. 


Maintain a High Quality of Coffee and Other Edibles

No one will keep buying a product whose quality fluctuates. If, after visiting your coffee shop a few times, a customer realizes that the quality of coffee reduces every time, they’d be reluctant to return. This damages trust, which is the fabric of any successful business venture. 

Make it a goal to maintain a high standard of your coffee and other items you provide. Take pride in using the best ingredients and techniques available. Standardize your procedures, so your staff knows what to do even if you aren’t available. 


Attract Regular Customers

Another goal you should prioritize is how to retain your customers, thereby turning them into regulars. You’d almost always get a customer walking into your shop to buy a coffee. They could be walking past your shop to have some coffee or tea and some rest. Or perhaps, they want to use your shop as a meeting place for business or to meet with a friend. This is why a coffee shop is one of the most generic places in any area. What matters most is making your customers come back for more. 

How do you do this? Make it a goal to make the best first impression with your meals, coffee, environment, and service. Turn these things into systems that can be duplicated and improved upon. This will help retain your customers. Just like any other business, it is better to retain customers than to acquire new ones.


Set Up the Perfect Atmosphere

Research shows that coffee and edibles only make up 48% of a customer’s reason for their emotional connection to a coffee shop. The remaining 52 % are other factors, including the atmosphere. As earlier stated, the coffee shop isn’t only a place to drink coffee and connect with others. The environment must be conducive to socializing. 

This includes ensuring the right facilities are in place – seating arrangement, comfortable furniture, right decor, design, lighting, etc. You can also play some cool music in the background or hire a live band once in a while. Your goal should be to make every customer feel at home. Your coffee shop should be a haven and a home.


Hire Reliable Staff

Having a well-trained and reliable staff is a top non-financial goal for any business. Your staff is the face of your coffee shop business and has the greatest impact on your customers. One of your topmost goals for your coffee shop business should be to recruit committed, open-minded, disciplined, knowledgeable, and caring staff. You need people willing to work to put a smile on the customers’ faces and to provide the best possible services.


Open a Second Location

Don’t limit yourself to having one coffee shop. Have it in your mind that you need to expand your coffee shop. This way, you’ll not only grow but your brand equity, and you’ll also make more money. Besides, it’ll be easier to operate since you’ve already garnered experience from running your first coffee shop. 

Before opening a second location, you need to research the area where you want to open it. Look at the demographics, competition, and potential customer base in the area. You would have also earned the trust of your first customers, who would be eager to recommend your new branch to others. 

Even if your first location is a smashing success, the success of the second location isn’t automatic. You will need to monitor its performance and make any necessary adjustments. Find out what works and doesn’t in the new location. In due time, your coffee shop business will become a household name.



Whether you have a coffee shop already or are looking to start one, the goals listed above should be on your list of priorities if you want to scale and sustain the business. It’s easier for your coffee shop to maintain steady growth if you have something to aim for. These goals also help monitor your rate of progress and set the pace for more growth. With a clear plan in place, you can work towards achieving your goals and making your coffee shop a success.

Thomas Martin
Tom is a member of the Editorial Team at StartUp Mindset. He has over 6 years of experience with writing on business, entrepreneurship, and other topics. He mainly focuses on online businesses, digital publishing, marketing and eCommerce startups.

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Tom is a member of the Editorial Team at StartUp Mindset. He has over 6 years of experience with writing on business, entrepreneurship, and other topics. He mainly focuses on online businesses, digital publishing, marketing and eCommerce startups.

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