Hey, coffee crew!

In the last newsletter, we talked about how you can stand out among the competition by creating a theme for your shop. But if you’d rather not fuss with the physical details, there’s another path to making your café well-known around town (or even beyond!). The secret? Offering unique food and drink items. From signature sips to creative serving styles, your menu can become the thing people remember and recommend.

To make it simple, let’s put our strategies in two broad categories:

Let’s start with the star of the show: your food and drinks. If the items themselves are special enough—whether it’s a killer latte, a locally famous pastry, or a unique ingredient twist—they’ll do most of the talking (and marketing) for you.

Every community has its “must-try” treat: the town’s best mocha, the most indulgent cinnamon roll, the creamiest chai. If your café becomes the place people associate with that one iconic item, you’ve built a reputation that marketing dollars can’t buy. The key is consistency. When people crave it, they need to trust they’ll get the same stellar version every time.

If crafting one showstopper isn’t your style, shine a light on the components instead. Do you make all your syrups in-house? Partner with the bakery down the street that everyone adores? Top drinks with your own spiced whipped cream? Customers love a unique feature, and emphasizing these signature elements gives them one! 

Cafés have become gathering places for people with all kinds of preferences and dietary needs. By offering a handful of thoughtful options—like gluten-free pastries, oat or macadamia milk lattes, or sugar-free syrups—you show that your menu is accessible without sacrificing quality. You don’t have to reinvent yourself as a “health café,” but simply having a couple of standout alternatives makes more customers feel welcome.

Nothing sparks buzz like a collaboration with another beloved local brand. Partner with a chocolatier to create a signature mocha, or work with a neighborhood brewery to craft a coffee stout float. These collaborations expand your audience (fans of the other brand will come check you out) while also giving your regulars something fresh and exciting to try. Consider making it a “limited edition” to create urgency and give your café a “can’t-miss” reputation.

Of course, it’s not only about what’s in the cup or on the plate. The way you serve it can be just as memorable! A playful presentation, fun sizing, or a little “wow” factor can turn an ordinary order into something people can’t wait to snap a picture of.

Flights aren’t just for breweries. A coffee or pastry flight lets customers try multiple flavors at once, increasing their chance of finding something they love. Imagine a latte flight with seasonal flavors or a pastry sampler featuring bite-sized versions of your bestsellers. Flights create excitement, feel like a good value, and almost guarantee a few social media posts.

Offering thoughtful pairings is a great way to make your menu feel more fun and memorable—while also encouraging customers to try more than one item. And when priced as a set, they can boost ticket size without feeling like an upsell. The possibilities are endless, but here are a few ideas:

Pairings like these give customers a sense of extra value while gently guiding them toward a fuller experience at your café.

Portion size of food and drink can totally transform the customer experience. Offering a thoughtful range makes your menu adaptable—perfect for quick breaks, lingering visits, and everything in between. 

Whether food or drink, size variety makes customers feel like your menu was designed just for them—and the Instagram-worthy factor makes it all the more shareable.

We’re living in the age of Instagram, and the most photogenic items often win. Layered drinks in clear glasses, whipped cream piled high, a drizzle of caramel, or even a tiny cookie perched on the rim—these little touches transform a routine order into something worthy of a snapshot. Think of presentation as free advertising: if it looks great, customers will share it.

One of the simplest ways to keep people curious is through rotating items. Seasonal lattes, limited-time pastries, or even cultural specials create anticipation and urgency. Customers who know your menu is always evolving have a reason to stop by regularly to see what’s new.

Rotations also let you experiment. That lavender-honey latte? Try it as a seasonal special and see if it becomes popular enough to earn a permanent spot. Themed pastries—like pumpkin spice muffins in October or peppermint brownies in December—double as built-in marketing opportunities.

Standing out in today’s coffee scene is about experiences customers can’t get anywhere else. Your food and drink offerings are a huge piece of that puzzle! By being intentional with your food and drink strategy, you can transform your shop into the one people rave about to their friends, tag on Instagram, and keep returning to.

Whether you’re known for the best cinnamon roll in town, the most creative latte flights, or the prettiest garnishes around, the way you curate and serve your menu is what sets you apart. Small choices can be powerful branding tools and spark big loyalty.

But your menu is just one way to rise above the noise.  In our next newsletter, we’ll explore how you can stand out through customer perks, freebies, and giveaways—small gestures that build loyalty, spread joy, and keep people coming back for more.

Here’s to making your café unforgettable, one sip, one bite, and one strategy at a time. Cheers!

✌️,

Coffee Shop Keys

One last thing! Don’t forget about the first Independent Coffee Shop Industry Report. Get your copy of the full report today and use code CSK2025 at checkout to save 25% on your purchase.