Introduction:Faced with the impact of the pandemic, is it really impossible to open a coffee shop? In fact, the key is not about "whether you can," but rather "how you plan." This article delves into eight core questions to consider before opening a shop — from identifying your target customer base to product strategy — and explores the efficient model of combining community-based small shops with delivery services. It shares the balance between maintaining stable quality and innovative management, helping entrepreneurs reduce risks and improve survival rates.
The recurring pandemic has made running physical coffee shops challenging, yet many shop owners have successfully found a way forward. The real key is not "whether you can open a shop," but whether you've clarified your target customers, product positioning, and store style before opening. This article approaches the topic through eight key questions, analyzing the differences in positioning between specialty coffee and social media-famous coffee shops, proposing a practical model of pairing small community shops with delivery services, and emphasizing the importance of online operations and regular customer engagement. It also discusses how to strike a balance between consistent quality and product innovation, guiding coffee enthusiasts and entrepreneurs toward a clear direction and effectively reducing the risks of opening a shop.
"Can physical coffee shops still thrive under the pandemic?" The answer is yes. While many shops closed during the pandemic, there were also owners who ran their businesses successfully. These success stories are not just about luck, but stem from thorough planning for the market and the future.
We often only see the end results of failure while overlooking the reasons behind them. Many shop closures fundamentally stem from vague positioning: Who is the target customer? What is the store’s style? What is the sales strategy? If these critical questions aren’t clearly thought out in advance, the likelihood of failure naturally increases.
Before opening a shop, be sure to ask yourself eight questions (it's recommended to think about them in order!). First, why are you opening this shop? Who will be responsible for daily operations? There was a real case where two shop owners argued endlessly after opening, even clashing over who would open the door in the morning due to disagreements over responsibilities.
Next, consider which types of customers you hope to attract? What products will you primarily offer? What will the store’s style be? Where will it be located and when will it open? Finally, how much startup capital will you need? Note that funding should be considered last. If the first seven factors are still unclear, the amount of funding needed will only remain a variable. Many shop owners impulsively open stores simply because they have capital on hand, without a clear understanding of their target customers or main products, jumping in merely because "more and more people are drinking coffee."
A common misconception is thinking, "If the coffee is premium enough, people will come naturally." But that’s not the case. While specialty coffee emphasizes bean quality, brewing standards, and the value of baristas, most consumers don’t understand the rationale behind its pricing. Without a clear target customer base, relying solely on social platforms to "fish in the vast sea" is not a sustainable strategy.
Only by first locking in your target customer group can you define your product positioning, and then decide on your store’s style and promotional direction. If you wait until after the shop opens to think about marketing, it’s usually too late — because you won’t know what content to create or who you’re speaking to. Many assume that either the crowd drawn by specialty coffee or influencer-driven traffic represents an ideal target, but in reality, that audience is limited and has low repurchase rates, largely because of high pricing.
The value of specialty coffee lies in bean quality, brewing standards, and barista skill, but the general public may not agree with the justification for its high prices. If your target customer base is limited to those within the coffee circle, shop owners must elevate their own professionalism — including knowledge and technique — otherwise it’s hard to retain customers.
Influencer-style coffee shops emphasize unique interior design and style, but such investments are reflected in product pricing. Even if you promote well before opening, once the hype fades, customers drawn purely for photo opportunities generally do not become steady repeat buyers. If you aim for this type of clientele, you’ll need to continuously innovate your products and events to attract curiosity-driven consumers.
Once you’ve determined your target customer base, products, and style, then consider the location for your shop. If you choose a space first and then decide on everything else, the outcome is often reactive, as the geographical location and surrounding foot traffic will limit your operational flexibility — and rent is usually the largest cost of opening a shop.
If you rent a shop impulsively without thinking it through, you may later face constant adjustments to decor, menus, and promotional materials, wasting time, costs, and high rent. Under the pandemic, a community-based small shop paired with delivery services is a model worth considering. Compared to prime locations, community shops have lower rents, and even those near busy areas can still gain exposure on search platforms.
A community shop doesn’t need to be very large. Paired with delivery services, it can meet some customers’ demand for specialty coffee while also attracting the general public. During the pandemic, coffee shops need to be "small yet efficient." Establishing standardized operating procedures can improve order efficiency, reduce operational pressure, and enhance resilience to risks. Be mindful to maintain product quality and service standards while pursuing efficiency.
The key to a successful shop lies in cultivating regular customers. Observing customer preferences and visiting times, and adjusting your strategies accordingly, can boost customer satisfaction and loyalty. The cost of acquiring new customers is far higher than retaining existing ones, making regular customer management the most valuable approach.
For a café to operate sustainably, it must balance stable quality, product innovation, and reasonable pricing. Classic products help retain customers, while innovative ones attract new ones. When innovating, ensure flavors are approachable and avoid prioritizing appearance over taste combinations. At the same time, control R&D and production costs to keep pricing affordable.
Operating online platforms is an important, low-cost way to acquire users and increase brand exposure. Live streaming is an economical promotional method, and the pandemic has led more consumers to become accustomed to online shopping and promotional events. New coffee shops can use video or e-commerce platforms for live promotions — even if initial viewership is low, persistence pays off, as potential audiences might stumble upon your stream.
By offering coupons, answering coffee-related questions, or interacting with viewers during live streams, you can effectively boost brand visibility and trust. Additionally, offline membership programs and promotional activities can also increase customer repurchase rates.
The above content is compiled by CoffeeHunters, a coffee news website.
