Coffee shop scene

Cafe marketing strategy: Ideas and Tips for your coffee shop

Marketing
3 Jan 2025

You did it. You took the leap and opened your dream café. Strong coffee, fresh pastries, and a name so clever it’s bound to turn heads. It’s the perfect setup.

But, here’s the brutal truth ... getting customers isn’t enough to keep your dream alive.

As Steve Jobs once said, Innovation is the ability to see change as an opportunity, not a threat.” In your case, innovation means taking a step beyond the basics. Beyond those shiny espresso machines, the free Wi-Fi, and the perfectly curated playlist. Innovation means understanding what your customers truly want.

The truth of the matter is 60% of hospitality venues won’t make it through their first year. But that’s not going to be you. What separates the successful from the struggling? Location? Sure. Atmosphere? Absolutely. But above all, it’s a solid marketing plan. A strategy that’s not just about getting new customers, but about turning them into loyal regulars.

So we're going to take you through why your café needs a marketing plan and give you actionable tips - no fluff -on how to make your café the place to be in your neighborhood.

What is a cafe marketing strategy?

Let’s start with the basics. A café marketing strategy isn’t just about making a flashy Instagram post or running a special on a Tuesday afternoon. No. It’s a calculated approach, a blend of research, understanding your audience, and positioning your café as a place people can’t wait to visit.

To put this in perspective, consider this. In 2024, there are an estimated 5.22 billion total social media users worldwide. That’s a massive audience just waiting to discover your café. And 72% of customers trust a business more if a social media influencer recommends it. That’s right. Your customers are actively seeking connection, and if your café doesn’t have a voice, they’re going to find someone else’s: One of your competitors.

We get it; marketing can seem overwhelming. But the key to success lies in understanding that every decision you make about your café’s marketing strategy needs to come from knowing your customer base inside and out. So, let’s break it down.

Essentials for a cafe marketing strategy

Now, to truly nail a marketing strategy, coffee shop owners need to first know two things:

Define your target audience 

This is where many café owners get stuck. You might have a general idea of who your customers are, but you need to really know them inside and out. Are you serving busy professionals grabbing their coffee to-go from local coffee shops near their office? Or are you catering to a crowd of students or young parents looking for a place to relax? Maybe you’ve got those trendy hipsters strolling in with their adorable Dachshunds, expecting your café to be pet-friendly and sustainable. Or perhaps you're attracting the fit crowd? Those run club members who swing by for a protein smoothie or a black coffee after their 10km.

The key here is knowing who your regulars are, understanding their habits, their preferences, and their lifestyle. Once you’ve really nailed down who you’re serving, your marketing will become so much more effective. So, take the time to look into the specifics. What motivates these people to stop by your café? What are they looking for in a coffee shop customer experience?

Your cafe has already got an established brand’s concept

Here’s the thing. Whether you’ve intentionally crafted it or not, your café already has a brand. It’s in the way your space is designed, the menu you offer, and the language you use in your marketing and customer interactions.

But the question is are you communicating it effectively? Are you clear on what your café stands for?

Take a look at how big brands like Starbucks have done it. It’s selling an experience. It's about providing a “third place,” somewhere between home and work. And it works. 48% of people report Starbucks as their favorite coffee shop brand, while 45% swear by another massive player Dunkin'.

So, what’s your café’s story? What’s your vibe? Do you lean into the cozy, neighborhood vibe or go for sleek and modern? Are you big on sustainability and ethically sourced beans? Do you specialize in trendier drinks like Matcha Lattes? Whatever it is, make sure it’s consistent, clear, and communicated across every touchpoint.

Once you’ve got these two core elements in place, your marketing strategy will naturally start to fall into place. These are the foundation of everything.

Sign up to our newsletter 

By submitting your details you agree to our terms and conditions & privacy policy.

7 marketing ideas for your target audience

As an independent coffee shop, your marketing strategy needs to be laser-focused on reaching the right people - your potential customers. Here are seven café marketing ideas to help you attract and engage the right crowd.

Use social media channels

First up on our list of cafe marketing ideas is social media. Social media platforms are where your brand comes to life, where coffee lovers can see the magic behind the counter, and where your customers feel like they’re part of something bigger than just your coffee shop.

Facebook, Instagram, TikTok - these aren’t just platforms. They’re your front row. They’re where you meet new potential customers, build relationships, and keep the buzz alive. Your social media posts should tell your story. Show the hands that brew the perfect cup. Showcase your team’s personality, the vibe of your café, and the unique energy that sets your spot apart from all the others.

With Instagram, post stunning pictures of your specialty drinks. Let your loyal customers know about new products or exclusive deals. Use Instagram Stories to show behind-the-scenes action. Make them feel like insiders.

Then there’s TikTok, a game-changer for younger, trend-savvy crowds. Show off the creativity behind your café. Go viral with a quirky barista challenge or a funny coffee meme. Maybe it’s a time-lapse of your most popular drink being made or a customer’s reaction when they get their first sip. Make it authentic.

And don’t forget Facebook, because sometimes, keeping it simple is best. Use it to share promotions, events, and upcoming menu items. With more than 3 billion monthly active users, Facebook’s still a heavyweight in local advertising.

Email marketing campaigns

Email marketing. It’s the most direct, personal line to your target market. And most importantly? It’s profitable.

Let’s talk stats. Right now, 4.48 billion people are using email. You know what that means, right? That’s a massive pool of potential customers. Every email you send? You’ve got a direct line to them.

But here’s the catch. It’s not enough to just send an email. Your email has to stand out. According to a recent study, 47% of people open an email based on the subject line alone. If it’s not compelling, they won’t even bother. Simple as that. That same study found that 69% of those people will hit “spam” if your subject line doesn’t grab them. So, make it count.

Now, how can you use email marketing for your coffee shop? It’s simple. Segment your list. Send personalized offers. Create loyalty programs. Offer promotions based on local events. For example, if there’s a festival in town, why not send out a “free drink” voucher for attendees? Or let your regulars know about the new item on the menu through an exclusive email offer.

Some of the most popular emails you can send out include:

  • Welcome emails
  • Exclusive offers
  • Event announcements
  • Seasonal campaigns
  • Product updates

The beauty of email marketing is that it's all about building connections, nurturing relationships, and keeping your customers engaged. So, take full advantage of this powerful tool.

Incentive more sales with loyalty points

You want to give a little something extra for your customers, right? Of course you do. It'll help with creating a bond, a relationship that keeps them coming back. And guess what? People love rewards.

Look at Starbucks. Their Starbucks Rewards program is a phenomenon. In Q1 2024, they reached a record 34.3 million active members in the States alone. That's 34.3 million coffee drinkers who are getting something back, and that’s a 13% increase year-over-year. Why? Because it works. People want value. They want free coffee. They want to feel appreciated for their loyalty.

Now, you might be thinking, “But I’m just a small local coffee business. How can I compete with Starbucks?” The answer is simple: start small, but think big. Even if you’re just offering a stamp card or a points-based system for every cup of coffee, you’re on the right track. Here at Epos Now, our POS software offers a number of customer loyalty programs via our third-party app integrations.

Every time a customer comes in, reward them. Show them they matter. Every loyalty point earned is a reason for them to walk through your door tomorrow, and the next day, and the next.

Optimize your online presence to get more reviews

Let’s talk about reviews. Customer feedback is really important. The reviews people leave online shape perceptions. They build trust and they drive traffic.

91% of consumers say that local branch reviews impact their overall perception of big brands. Let that sink in for a moment. Your potential customers are paying attention to those reviews—a lot.

But it’s not just about a single review. It's about having a presence—across multiple platforms. A staggering 36% of consumers use two review sites when deciding to visit a local business. Even more (41%) check out three or more sites. That’s where your coffee shop needs to be. If you’re not optimizing your online presence for reviews, you're missing out on potential customers who are actively looking for feedback from people just like them.

Think about the last time you went to a new spot based on glowing reviews. It works the same way for your coffee shop. You’ve got to be visible where your customers are looking. Make sure you're listed on Google, Yelp, TripAdvisor, and other platforms that matter to your audience. Keep things simple: claim your profile, respond to reviews, and encourage your loyal customers to leave feedback. A simple “Thank you for the great review” goes a long way, and when you engage with them, it shows you care.

Use offline marketing strategies in cafes

Those old-school, in-person tactics still work and still matter. In the age of digital everything, it’s easy to forget the power of face-to-face interactions. But your reputation is built offline just as much as it is online.

Let's give you a simple but powerful example: word of mouth. Nothing beats it. The best marketing comes from someone saying, “You’ve got to try this place.” Think about your regulars. They’re your brand advocates. Treat them well, make the customer experience unforgettable, and watch them tell their friends. That’s organic, free marketing that costs you nothing but some good customer service and a great product.

Don’t forget the power of simple, effective signage. A well-placed A-frame sign can grab attention and bring in new foot traffic. Don’t underestimate it. It's one of those little details that makes a big difference in shaping how your coffee shop is perceived.

Collaborate with local businesses 

When you team up with local businesses, you're not just growing your customer base, you’re building a community.

The local community is your most loyal customer base. They’re the ones walking by your café every day, popping in for their daily fix, and talking to their neighbors about you. But how do you expand your reach? You collaborate. You partner with other local businesses, your neighbors, your fellow small businesses. It’s a win-win.

Take a local bookstore, for example. You’ve got your coffee drinkers who are also book lovers. Pair a book club meeting with a special coffee offer. “Join us for a book discussion—your first coffee’s on us.” Just like that, you’re drawing in a new crowd, book lovers who might not have thought about your café, but now they’re regulars.

And don’t just stop at bookstores. Think about local gyms, yoga studios, or even office buildings. You can offer coffee deals or lunch specials for those who come in with a gym membership card or a work badge from a nearby office. Or team up with a nearby bakery, local brewery, or florist for a cross-promotion.

Host different types of events related to your demographic

If you’re a coffee shop that caters to young professionals, maybe you host a "Networking & Espresso" night. It’s relaxed, it’s social, and it brings in your target crowd who are all looking to meet new people. Or how about a book reading or an acoustic night for your bookish crowd? Partner with local authors or musicians, and suddenly you’re the go-to place for culture.

The more types of events you host, the wider your reach. You're building relationships with your demographic and also tapping into the fan bases of other businesses. A local band playing at your café? Now their followers are your customers. A charity event hosted by a nearby non-profit? That’s new exposure for your café and a great chance to show your community spirit.

Gain all the advantages of a POS system with detailed, flexible, downloadable reports, and so much more:

  • Manage and update products quickly with easy-to-use software
  • Expand your business into multiple channels and integrate with a variety of online platforms
  • Manage multiple locations and salespoints with multi-site management
  • Keep queues short with streamlined, modifiable sales processes
  • Choose a setup that suits you with software and hardware options

Software      Hardware

Complete Solution Hero Right Hospitality Pound v4

Tracking the success of your cafe marketing campaigns

Measure social media engagement 

How do you know your social media posts are actually reaching your customers? Simple. You measure engagement. Likes, comments, shares, and clicks. They all tell you how much people care about your content. Did that behind-the-scenes video of your barista making an oat milk latte get more love than your typical drink post? Great! Use that information to shape future content. Track, learn, and evolve.

Use advanced software to analyze customer data

Are you using your customer data effectively? Tools like CRM systems can help you track purchase history, identify trends, and predict customer behavior. If you know your regulars are all about the dark roast in the morning but rarely stop by in the evening, you can use that insight to send personalized promotions or offer an after-work special.

Monitor email campaigns with click-through rates 

Open rates are cool, but the real metric to watch is the click-through rate. How many people clicked on your email to redeem a special offer or check out a new product? A high click-through rate means your audience is interested, and that means your campaign is working.

Google Analytics for any paid media campaigns

For paid media campaigns, Google Analytics is your best friend. Track where your paid ads are coming from, which ones are driving the most traffic, and which are generating conversions.

Review your Google profile regularly for ratings

Consumers trust Google reviews almost as much as personal recommendations. Keep track of your ratings, respond to reviews, and keep your profile up-to-date. Monitor your review scores regularly, and if the feedback isn’t great, address the concerns and show those customers you’re listening.

FAQs about marketing strategies in a cafe

How much should I budget for my coffee shop marketing

The truth is there’s no one-size-fits-all answer. Your marketing budget will depend on the size of your café, your goals, and your target audience. But let's put it in perspective: On average, small businesses allocate about 3-5% of their revenue to marketing.

How can I attract more local customers to my cafe?

We’ve got seven ideas listed above that’ll help get you started. We think you should start with online reviews and social media platforms as they’re generally the fastest and easiest ways to get attention from your local crowd. You can also look at things like SEO, PR and digital marketing. Plus, they don't require a lot of marketing know-how and are also pretty affordable and will help cash flow. But make a start of a coffee shop business plan to plot these strategies out. 

By submitting your details you agree to our terms and conditions & privacy policy.