This week saw The Caffè Culture Show return to The Business Design Centre in Islington. So, we headed along to see what’s hot in the coffee shop market. It was little surprise to see a huge array of small coffee roasters along and associated coffee sundries like syrups, disposables, uniforms and more. Of course, matcha was a big focus – no surprises there!

Although slightly more ‘out there’ was winner of the World Coffee Innovation Award, Low / No Caffeine Product Mindfuel Flow® Focus and Clarity – wait for it…Mushroom Iced Latte!  A Lion’s Mane-infused iced latte for calm focus and clarity, without the caffeine. This follows the trend for functional beverages that we saw all over the Lunch! Show. (read more here)

Of course, it wasn’t all matcha, turmeric and mushrooms. Technology, AI, data, profit and service made it onto the agenda on the Caffè Insights and Roasters Forum stages, with industry experts giving their sage words of advice to gathered coffee shop owners.

And on the subject of advice, here are a few handy hints for any independent coffee shop operators looking for some marketing pointers…

 

  1. Build a Brand People Want to Belong to

You’re not just selling coffee; you’re creating a community. Give your brand personality from the start – a name, look and feel that reflects your vibe and your values. Whether you’re all about sustainability, artisan blends or comfy corners, make sure it comes through in everything from your logo and website to your takeaway cups and decor.

 

  1. Get on the Map – Literally

Set up and optimise your Google Business Profile so locals (and tourists!) can find you when searching for “coffee near me.” Add professional photos, your opening hours and a short but snappy bio and don’t forget to include if you are dog/pushchair friendly, offer parking etc. It’s free, and one of the best visibility tools going.

 

  1. Show Your Face on Social

Instagram, TikTok and Facebook are your shop window, with consumers increasingly turning to social media for inspiration. Share behind-the-scenes moments, latte art wins (and fails!), staff introductions and your best sellers. Keep it human. People love stories, not stock content. A reel of your morning prep shot on time-lapse or a quick poll on which muffin should make the cut can go a long way. You can even create a challenge like these guys here.

 

  1. Open With a Buzz

Don’t just open – launch. Host a soft opening for locals, invite in the neighbouring businesses, influencers and journalists and give away a few free flat whites. A launch event (even a casual one) gives people a reason to try you and gives you content for days. Encourage those that attend to post on social to amplify the event’s reach – you can even offer a voucher for a return visit when they tag you in. By pushing content out, not just on your socials, but on those that attend you’ll create a real buzz!

 

  1. Start Collecting Emails from Day One

Tempt people to join your mailing list with an offer (free cookie? 10% off etc.) and make it easy by linking straight from a QR code. Use email and or WhatsApp to keep them coming back with loyalty perks, exclusive drops (seasonal blends, anyone?) and events.

 

  1. Collaborate with Local Businesses

Team up with nearby creatives, food producers or artists. Think pop-up poetry nights, collabs with local bakeries, Christmas wreath making workshops, or walls featuring local art. It spreads the word and strengthens your community ties.

 

  1. Make Friends with the Press

Send a short and sweet press release to local newspapers, lifestyle bloggers and foodie influencers. Include a few high-res images and a personal note about your story – why you started and what makes your place special. Offer journalists an in-person interview over a complimentary coffee & cake!

 

  1. Create a ‘Grammable’ Corner

Design a photo-worthy moment inside your shop – a statement wall, quirky quote board, etc. clearly marked with your brand and social tag. People love to share where they’ve been, so give them a reason to tag you. Don’t forget to reshare and engage when they do. Why not set-up a monthly draw where anyone who posts on a public account and tags you in can win a free lunch for two.

 

  1. Give Loyalty Some Love

Go beyond the basic stamp card. Try digital loyalty apps or surprise your regulars with a free pastry now and then. Consistency counts but so does delight. Make your regulars feel like VIPs and empower your team to be able to offer free items to delight customers or just cheer them up on a bad day.

 

  1. Listen and Adapt

Your best marketing will come from your customers. What are they raving about? What’s not quite landing? Are you missing a trick and there’s a demand to hire out your whole coffee shop for kids’ parties or even after-hours grown-up ones? Stay open to feedback, keep asking, and tweak as you go. Being responsive builds loyalty faster than any ad ever could.

Susan Wickes
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