A selection of menu items—and knowing how to sell them—are vital to your coffee shop’s success.

The rub at a retail coffee shop: your main product has great gross profit margins, but low overall ticket averages. Since you pay your rent in straight-up dollars—not as a percentage of your profit—bringing your average individual sale well above $3 or $5 is crucial to your success. Cafes with an only (or mostly) coffee strategy can be busy all day, but still not generate enough profit to keep their doors open.

To realize your dream of coffee retail success, you need a “coffee plus” strategy (coffee plus pastry or other food item). Coffee should be no more than 40 percent of your weekly sales—about two item sales per customer transaction.

There’s something to be said for not trying too hard. Even if you’re bent on impressing a chic clientele, less can be more in the world of coffee shop design.

When it comes to fixtures and final touches, you can create an inviting space by not buying into the “more is better” point of view.

We recently brought you tips for furnishing your cafe. Now it’s time to tackle a few other important elements of coffee shop ambience: lighting, flooring, music and more.

At your restaurant or café, you have free rein to appeal to the senses of your customers. The quality of your food and drinks and the smells coming from the kitchen are obvious selling points. But when a customer first enters and looks around, your ambience—or design and decor—can determine if they stay or go, or come back a second time.

There is no one set of secrets to making it in the foodservice business. Most success comes down to hard work, extensive experience or luck. 

Picture the perfect coffeehouse. It probably includes comfortable seating, free wi-fi, and even a patio or small soundstage for live music.

Would your employees cringe if you told them a coffee shop team building exercise was in their future?

Remember that game, “Pass the Orange”? The embarrassing one where you use your neck and chin to pass an orange to a friend, relay-race style? Employees can feel like 11-year-olds at summer camp when coerced into shenanigans like this. A recent Wakefield Research study found that almost a third of U.S. office workers dislike team building activities. That likely goes for hourly restaurant and café workers, too.