Coffee Shop Marketing: 12 Strategies to Attract More Customers

Coffee shop marketing works best when you make it easy for nearby customers to discover you, trust you, and come back often. This guide walks through proven strategies you can launch this month.

Each one is clear, repeatable, and simple enough to maintain during busy shifts. You’ll learn how to improve visibility, build trust, and create habits that keep guests returning.

1. Optimize Your Google Business Profile (GBP)

A complete and active Google Business Profile (GBP) is the fastest way to appear in Maps and local results when people search for coffee nearby. Your profile is often the first impression customers see, so accuracy, freshness, and great visuals matter more than anything else.

To make your listing stand out and convert searchers into visitors, focus on these key actions:

• Add precise categories and attributes: Choose “Coffee shop” as your primary category, then add secondary ones like “Cafe,” “Bakery,” or “Breakfast restaurant.” Include extra details such as “Outdoor seating,” “Pet-friendly,” or “Free Wi-Fi” to help people filter and find you more easily.
• Upload bright, inviting photos: Include shots of your interior, exterior, baristas, and best-selling drinks. Natural light and uncluttered backgrounds make your café look warm and trustworthy, while also helping your photos stand out in search results.
• Post weekly updates to show activity: Announce limited-time drinks, seasonal events, or adjusted hours with short, clear descriptions. Regular posts signal to Google and to customers that your café is active, cared for, and worth visiting.
• Keep your business information current: Add your hours (including holidays) and make sure your website link works on mobile. These small details improve both your search ranking and customer confidence before they visit.

2. Encourage and Manage Customer Reviews

Reviews drive both visibility and trust, so they should be part of your daily routine. Guests look at reviews before visiting a café, and how you handle feedback tells them what kind of experience to expect.

In our State of Online Reviews report, 43% of buyers state that they read 4-6 reviews before visiting a business, and 70% expect a reply within 1-3 days.

Monitor Reviews Across Platforms

Start by checking your reviews regularly on Google, Yelp, and Facebook. These platforms are where most customers share feedback and influence new visitors. Set aside a few minutes each day to read recent reviews and flag anything that needs a response.

Tracking trends helps you spot recurring compliments or complaints, which can guide training or menu improvements. Staying consistent shows customers that you care about their input and helps you resolve issues before they grow.

Pro tip: You can use ReviewsOnMyWebsite to get notified when your business receives a review across 26+ popular platforms.

Improve your coffee shop's online reputation

Use ReviewsOnMyWebsite to manage and improve your coffee shop’s online reputation with ease.

Learn more

Reply Quickly and Professionally

A timely, thoughtful reply turns feedback into trust. Thank guests for positive reviews and address negative ones with empathy and honesty.

Avoid copy-and-paste responses. Instead, write naturally and mention details that prove you read the review.

Keep replies short, polite, and specific, such as “We’re glad you liked the new caramel latte!”

In our research, we found that 47% of businesses check reviews daily, yet only consistent responders stand out to future guests.

Pro tip: ReviewsOnMyWebsite’s review allows you to read and reply to all the reviews your business gets from one central location.

Encourage Guests to Leave Reviews

Most happy customers just need a reminder to share their experience. Ask for reviews shortly after a visit while the memory is fresh. Use small cues like QR codes on tables, friendly notes on receipts, or short follow-up emails for online orders.

Link directly to the platforms your customers use most so they can leave feedback in seconds. 

For example, you can use our free tool to generate a Google review link for your coffee shop in seconds.

Making it simple and personal increases response rates and builds a steady flow of positive reviews over time.

Pro tip: Check out our automated email and SMS review requests feature. It allows you to completely automate the process of asking customers for reviews.

Showcase Your Best Feedback

Once you’ve collected great reviews, put them to work in your marketing. Highlight a few standout quotes on your website, menu boards, or social media posts. This shows real proof of customer satisfaction and builds credibility for new visitors.

Rotate reviews occasionally to keep them fresh and relevant to the season. The more visible your best feedback, the more new customers will feel confident about visiting your café.

Our review widget makes it easy to showcase your top reviews on your site. It’s fully customizable and very easy to add to your site.

3. Improve Your Website Experience

A great website converts searchers into guests by making it easy to answer three questions: what you serve, where you are, and how to order. Most people visit from their phone, so design your homepage with mobile-first simplicity in mind.

To make your website more useful and trustworthy, focus on these key elements:

• Show essential details above the fold: Display your hours, address, and a clear “Get Directions” or “Order Pickup” button at the top of the page. Visitors should be able to find what they need without scrolling or guessing.
• Design a fast, easy-to-navigate menu: Highlight your best sellers first and use short, readable descriptions. Include photos taken in natural light to make your drinks and food look fresh and appealing.
• Make online orders and catering easy to access: Use large, noticeable buttons that work smoothly on mobile. Keep the process short to reduce friction and increase completed orders.
• Update your website regularly: Our research shows that 35% of businesses update their websites monthly, which is a good cadence to follow. Frequent updates reassure customers that your website reflects what they’ll find in-store and give you a chance to fix errors or improve pages over time.

4. Build a Social Media Presence

Consistency matters more than trends. Build a rhythm of posts that show your menu, people, and atmosphere instead of chasing viral ideas. A few high-quality posts every week are enough to stay visible.

To make your social media presence effective and sustainable, focus on these steps:

• Share videos that highlight your signature drinks: Keep them short and show the process from start to finish. Include the name, price, and whether it’s available year-round or seasonal.
• Show the people behind your café: Post short introductions of your baristas, moments from behind the counter, or shoutouts to loyal customers (with permission). These posts make your café feel personal and familiar before anyone walks in.
• Capture the everyday atmosphere: Share lifestyle shots like morning light on the patio, latte art being poured, or the music playing during rush hour. These details create a sense of place and make your page instantly recognizable.
• Encourage and reshare customer content: Thank guests who tag your café and feature their best photos or videos on your page. This builds a loop where visitors become advocates and helps your brand grow naturally.

5. Create a Customer Loyalty Program

Loyalty programs are one of the simplest ways to increase repeat visits. A straightforward reward like a free drink after a set number of purchases can turn occasional guests into regulars.

Choose a Simple System That’s Easy to Explain

The best loyalty programs are quick for customers to understand and effortless for staff to manage. A punch card, digital check-in, or QR-based tracker can all work if redemption feels instant and reliable.

Avoid overcomplicating with tiers or confusing point structures that slow down the line. Train your team to explain the reward clearly in one sentence to every new visitor. The goal is to make joining the program feel natural, not like an extra task.

Build Momentum Early

Encourage customers to come back quickly by rewarding them sooner than expected. Offer a small bonus, such as a half-price drink on the third visit, to create excitement and habit early. 

Once people experience the benefit, they’re more likely to continue visiting regularly. Keep the focus on attainable rewards rather than distant goals that take months to earn. Early wins keep customers engaged and motivated to return.

Promote It Everywhere Customers Look

Visibility is what turns a loyalty program from an idea into action. Display small signs near the register, mention it on receipts, and add a short blurb on your website. Remind customers through social media posts or stories so it stays top of mind.

Encourage your staff to bring it up naturally during checkout when people seem satisfied with their order. The more customers hear about it, the faster participation grows.

Track and Adjust Over Time

Check your participation numbers weekly to see how many customers are joining and redeeming rewards. If engagement drops, test small changes like adjusting the reward threshold or introducing a limited-time bonus.

Use these insights to keep the program appealing and aligned with your margins. Regular review also helps you identify your most loyal guests and thank them personally. A program that evolves with customer habits will stay valuable long-term.

6. Develop Seasonal and Limited-Time Offers

Seasonal drinks and short promotions keep your menu interesting and give you a reason to post and email regularly. They also help create urgency because people come in sooner when they know an item is temporary.

To get the most from each seasonal offer, focus on these actions:

• Plan one featured drop per month: Set a clear start and end date so customers know when to expect something new. This creates anticipation and makes your café feel active and current.
• Highlight one drink and a matching treat: Pairing a beverage with a pastry or snack makes the promotion more memorable and increases average order value. Keep the selection limited to avoid slowing down your workflow.
• Launch across all channels at once: Post new photos and captions on social media, update your Google Business Profile, and mention the offer to walk-in customers. Use consistent visuals and short copy so people recognize it everywhere.
• Track results and rotate winners: Use small notes or tags in your point-of-sale system to see which offers lead to repeat visits. Bring back top performers later in the year to build familiar favorites into your calendar.

7. Partner With Local Businesses and Creators

Collaborations introduce your café to new audiences and strengthen community ties. Start small by partnering with nearby shops or creators whose audiences align with yours.

To make local partnerships worth the effort, focus on these steps:

• Deliver sample boxes to local offices or studios: Include a QR code for a first-time discount and a short note inviting them to visit. If they enjoy the coffee, follow up and offer a weekly or Friday delivery plan.
• Host small creator or community events: Invite local photographers, influencers, or artists to a tasting session or latte art morning. Encourage them to post and tag your café, then reshare their content on your Stories to amplify reach.
• Cross-promote with complementary businesses: Partner with florists, bookstores, or yoga studios to create themed bundles or shared discounts. A “coffee and blooms” weekend promotion, for instance, gives customers a fresh reason to visit both spots.
• Stay in touch after the collaboration: Send a thank-you note or drop off a small box of treats a few weeks later. Keeping the relationship warm turns one-time campaigns into long-term local partnerships.

Improve your coffee shop's online reputation

Use ReviewsOnMyWebsite to manage and improve your coffee shop’s online reputation with ease.

Learn more

8. Use Email and SMS Marketing to Drive Repeat Visits

Email and text marketing help you stay connected with regulars between visits. A quick message about a new drink or promotion can be the reminder someone needs to stop by again.

To use these channels effectively without overwhelming your audience, focus on these practices:

• Collect contacts naturally during checkout: Ask customers if they’d like to join your email list or text club when they pay. Offer a small incentive such as a free topping or a first-look at new seasonal drinks to encourage signups.
• Send short, focused messages: Keep each campaign centered on one offer or update. A few clear sentences and a direct call-to-action (“Try our new hazelnut latte this week”) work better than long newsletters.
• Time your messages to match buying habits: Send weekday updates in the morning when people plan their coffee runs. Weekend or evening messages work well for promotions tied to desserts, events, or new products.
• Automate follow-ups after visits: A short thank-you message or gentle reminder to leave a review keeps engagement going. Over time, these simple touchpoints help convert one-time guests into loyal regulars.

9. Test Paid Advertising Locally

Small, well-targeted ads can fill traffic gaps without wasting money. Start with a narrow radius of about three miles and one clear offer that’s easy to understand.

Start Small and Local

Begin by targeting people who live or work near your café. Set your ad radius to a few miles so you only reach those most likely to visit. This helps you avoid wasted impressions and focus on customers within walking or short driving distance.

Local targeting also gives you faster feedback on what works, since nearby visitors are easier to convert into repeat customers.

Keep the Message Simple

Each ad should focus on one product, one image, and one call to action. Use short, specific lines such as “Try our iced drinks after 2 p.m. today.”

Avoid generic brand slogans that don’t give people a reason to act immediately. Clarity helps your ads perform better and makes it easier to measure what message drives the most visits.

Test on Google Maps and Social Media

Run small campaigns on Google Maps and Instagram first, as both reach people actively searching or scrolling nearby.

Feature a clear photo of your drinks, pastries, or cozy interior to attract attention. Use short text that highlights availability, price, or time-sensitive deals.

Track performance by adding small coupon codes or redemption notes in your system.

Measure Success by Real Results

Judge your ads by how many new faces you see in the café, not by clicks or likes. According to our State of Small Business Marketing report, 64% of businesses measure marketing success by sales or revenue, and that’s the right metric to follow.

Check average order size and frequency of repeat visits to evaluate success. Once an ad performs consistently, expand your radius or slowly increase your budget to reach a wider audience.

10. Improve the In-Store Experience

Your coffee shop itself is your best marketing channel. Small operational tweaks can boost sales and make guests more likely to return. Treat your layout, signage, and staff interactions as extensions of your marketing.

To make your in-store experience both memorable and effective, focus on these actions:

• Use table cards to communicate key messages: Include the Wi-Fi password, promote your seasonal specials, and invite customers to leave a review. This keeps guests engaged while they sit and creates easy prompts for feedback.
• Position products where customers naturally look: Place pastries, syrups, and grab-and-go items near the register or pickup area. Visual cues drive impulse purchases without making customers feel pressured.
• Train staff to make warm, low-pressure suggestions: Encourage them to recommend one item that pairs well with the customer’s order. A quick “Would you like to try our new hazelnut croissant with that cappuccino?” feels helpful, not salesy.
• Design a photo-friendly space inside your café: Choose a well-lit corner with consistent lighting and include your handle subtly in the background. When guests share photos, your brand gets free, authentic visibility online.

11. Introduce Subscriptions, Gift Cards, and Prepaid Options

Prepaid programs build loyalty and provide steady cash flow. Customers like knowing their morning coffee is already paid for, and you benefit from predictable revenue.

Offer Flexible Subscription Options

Start with a simple weekday coffee subscription where customers pay a fixed monthly price for one drink per day. This works best for regular commuters and nearby workers who already stop by often.

Keep the signup process quick and easy to manage, either in-store or online. Make sure your staff can explain how it works in under 30 seconds so customers feel confident joining.

Add Gift Cards With Small Bonuses

Gift cards make great gifts and help you attract new customers through word of mouth. Offer both physical and digital versions so they’re easy to buy and redeem.

Add a small incentive, such as “Buy $100, get $110,” to encourage larger purchases. Track redemptions to understand which amounts and times of year drive the most activity.

Create Prepaid Drink Bundles

A prepaid bundle gives customers a reason to come back again and again. Sell packs of ten drinks at a small discount to reward loyalty while generating upfront cash flow.

Keep redemption simple by marking each visit on a card or tracking digitally. These bundles are also great for office customers who order in groups or rotate pickups.

Promote and Rotate Offers Regularly

Run each prepaid offer for about two weeks at a time to create urgency. Announce it across your website, in-store signage, and social media to keep the message consistent.

Rotate or refresh the options every few months so regular customers always have something new to consider. Over time, consistent promotions will build predictable sales and stronger repeat behavior.

12. Track and Analyze Marketing Results

The simplest marketing scorecards are the most useful. Track the same few metrics weekly so you can adjust based on what’s actually working.

Record visits, average ticket size, number of reviews, list growth, and redemptions per offer. Tag links and promotions with short codes to see which channels drive the most action. Keep a simple spreadsheet of promotions with start and end dates, and add quick notes about results.

Hold a 10-minute weekly review to look at the data, make one small change, and test it again the following week.

Frequently Asked Questions About Coffee Shop Marketing

How to Create a Coffee Shop Marketing Plan?

Start with a single page that lists your goals, audience, and three marketing activities you’ll do each week. Define one seasonal item per month, assign responsibilities, and review progress weekly. A small, structured plan beats a long, unused document.

How Do I Attract People to My Café?

Keep your listings, photos, and hours current. Share posts that highlight your most popular drinks and your café’s atmosphere. Encourage reviews and respond quickly. Add small time-bound offers during slow hours to convert interest into visits.

How Do Coffee Shops Advertise?

Start locally with a tight radius on Google Maps and Instagram. Promote one clear offer, such as a new drink or a weekday discount, and track redemptions to measure ROI. Adjust based on performance before expanding.

How to Make Your Café Viral?

Create shareable moments. Feature striking seasonal drinks, highlight friendly baristas, and keep a visually appealing photo corner. Invite local creators for tastings and repost their best content. People love showing off cafés that look and feel special.

How Often Should I Post Updates or Photos?

Add new photos weekly and post on your Google Business Profile at least once per week. Refresh your website monthly and rotate social content regularly. Frequent updates keep your brand visible and show that your coffee shop is active.

Keep Your Momentum Brewing All Year

Coffee shop marketing strategy improves fastest when you focus on consistent small actions, not one-time campaigns. Update your listings, ask for reviews, share new photos, and run a single monthly offer you can measure.

Keep your rhythm steady, track what works, and refine as you go.