Opening a coffee shop: strategies to stand out

Opening a coffee shop in today’s dynamic hospitality environment presents both exciting opportunities and real challenges. With rising consumer expectations, increased competition, and shifting habits, new operators must think beyond coffee quality alone to build a successful and future-proof business. 

From menu innovation to digital presence and sustainability, here are the key strategies to stand out and grow:

• Know today’s coffee consumer
• Rethink your menu to suit all needs
• Prioritise consistency and quality
• Design for multi-use occasions
• Be findable and memorable online
• Build sustainability into your DNA
• Choose the right business model
• Empower your team
• Book a free tasting

Opening a coffee shop: how to build a distinctive and resilient business

The UK coffee shop market continues to show strong resilience. According to World Coffee Portal, it reached £9.9 billion in 2023 across more than 20,000 branded outlets and is projected to exceed £12 billion by 2028. Coffee culture is now embedded in daily life, yet consumer behaviours are evolving fast. To succeed when opening a coffee franchise, operators must differentiate their offer across multiple dimensions—from product and experience to values and convenience.

1. Know today’s coffee consumer

Today’s coffee consumers are more selective, value-driven and experience-oriented. Data shows a strong return of 35–44-year-olds to the market—an audience with high disposable income, appreciation for quality, and busy professional lives. Meanwhile, coffee continues to serve as a “small luxury”: a low-cost indulgence that remains accessible even amid economic uncertainty.

Coffee shops are also evolving into social and hybrid working spaces. Guests use them to connect, recharge, or get work done—making atmosphere and service just as important as the beverage.

✅ Action: identify your core audience and craft your proposition around key consumption missions—treat, routine, or socialising.

2. Go beyond the bean: rethink your menu

2025 saw coffee overtake tea in the UK, we are now a nation of coffee drinkers as wel as the traditional English Breakfast. That said, think about the full menu carefully. Hot coffee still dominates, but growth is shifting toward iced and cold formats, which reflect a wider trend toward indulgence and customisation. Add-on options like plant-based milks, flavoured syrups and protein-enhanced RTDs (ready-to-drink) are increasingly expected, particularly among younger consumers.

In addition, pairing coffee with light snacks or mini-desserts encourages upselling and adds value, especially in non-traditional dayparts like mid-morning or early evening.

✅ Action: design a flexible menu that combines quality with variety. Cold drinks, plant-based options, and “coffee plus treat” formats can help drive margin.

3. Prioritise consistency and quality

Coffee is often the last impression in a dining or takeaway experience—and poor quality can damage a brand’s image. Research shows that 33% of diners in casual restaurants are not fully satisfied with the coffee served, and 53% say that a high-quality cup would improve their overall perception of the venue.

✅ Action: invest in skilled baristas, well-maintained coffee machines for coffee shops, and clear preparation standards. Consistency builds loyalty and word of mouth.

4. Design for multi-use occasions

Footfall is becoming more fragmented, with consumers visiting venues at different times for different reasons. Coffee shops need to flex to accommodate quick grab-and-go visits, relaxed social occasions, and remote work setups.

Offering comfortable seating, free Wi-Fi, power outlets and a calm environment during off-peak hours can attract hybrid workers. Meanwhile, well-structured meal deals and seasonal specials can help boost ticket size and repeat visits.

✅ Action: think beyond the morning rush. Make your venue suitable for different dayparts and types of visits.

5. Be findable and memorable online

Almost half of UK consumers research menus online before visiting a venue, and platforms like Google and TripAdvisor play a significant role in shaping pre-visit decisions. Visuals—particularly photos of food and drinks—are crucial, especially for younger audiences.

Digital loyalty tools, mobile ordering and delivery platforms can also improve convenience and encourage repeat business.

✅ Action: optimise your digital presence—menu visibility, reviews, and content quality matter as much as physical design.

6. Build sustainability into your DNA

Sustainability is a business imperative. 70% of consumers say environmental credentials influence where they choose to eat or drink. This includes interest in ethically sourced coffee, recyclable packaging, and low-waste operations.

You don’t need to be perfect, but visible actions—such as reusable cups, plant-based milks or partnerships with sustainable suppliers—help build trust.

✅ Action: communicate what you’re doing on sustainability clearly and authentically. Transparency matters more than perfection.

7. Choose the right business model

Opening a coffee shop doesn’t always mean starting from scratch. Franchising offers the benefit of brand recognition, supply chain efficiencies, and proven systems. But independent shops can carve out success through local relevance and personalisation.

✅ Action: weigh your appetite for risk, investment, and control. The best model is the one that fits your long-term goals.

8. Empower your team

Customer service consistently ranks among the top factors in venue choice. In a sector with high staff turnover, investing in a barista course, upskilling and values-led culture pays off—both in team retention and guest satisfaction.

✅ Action: treat your team as your strongest brand asset. Passion, knowledge, and hospitality make the difference.

Opening a coffee shop in the current UK market requires a thoughtful and multifaceted approach. Beyond offering great coffee, success lies in delivering memorable experiences, adapting to new consumption behaviours, embracing sustainability, and investing in people. 

If you're considering opening a coffee shop—or upgrading your current offer—we invite you to discover illy through a free professional tasting. You’ll have the opportunity to explore our blend, learn about preparation standards, and discuss tailored solutions for your business.

Book your tasting today and experience what illy can bring to your coffee proposition!