As a coffee equipment distributor, your clients—cafe owners—are navigating an increasingly competitive landscape. They may spend countless hours researching machines, designing menus, and planning layouts, yet often overlook the most fundamental question of all. One that determines roughly 80% of their future trajectory.
Share this post with the cafe owners you work with. It might help them build their business on a foundation that actually lasts.
Most owners skip this step entirely. They start with equipment, roast profiles, interior mood boards, or inspiration from their favorite cafes. Here’s the problem: even if you execute everything perfectly, customers might not come. Not because you’re not good enough—but because you didn’t build it for them. A cafe without a defined audience becomes the owner’s personal passion project, not a customer’s destination.
So many shops vividly reflect the owner’s taste—not the customer’s needs:
- The owner prefers dark roast, so the entire menu is dark roast.
- The owner is into pour-over competitions, so the bar is set up like a stage.
- The owner doesn’t enjoy sweet drinks, so dessert options are barely an afterthought.
There’s nothing inherently wrong with that—except customers aren’t visiting for a lesson in personal preference. Most people just want a comfortable, reliable, no-surprise coffee experience—not an immersion into a coffee geek’s universe.
When you don’t know who you’re attracting, doing things “well” can still miss the mark. Imagine serving a perfect French press to an office worker in a rush who just wants a large iced latte to go. They won’t see you as professional—just out of touch.
Your Ideal Customer Shapes Your Menu
Your menu isn’t a blank canvas for creative expression—it’s a reflection of your positioning.
- Serving office workers? They care more about speed and consistency than tasting notes. Your staples should be americanos, lattes, oat milk lattes—quick, dependable drinks. Even if you’re passionate about that seasonal Yirgacheffe, keep the core offering simple and swift.
- Serving students? Think fun, vibrant, and affordable. Sweet seasonal specials, colorful toppings, and limited-edition drinks matter more than you might assume.
- Serving coffee enthusiasts? Skip the endless menu. Offer a curated selection of distinct beans, consistent brew methods, and a clean, dedicated pour-over station. They seek depth and quality, not overwhelming variety.
In short: Your menu isn’t about what you want to make—it’s about who you want to serve.
Who You Attract Also Decides What You Don’t Sell
Many owners believe a larger menu attracts more customers. But smart positioning isn’t about addition—it’s about strategic subtraction.
- Want to be known as a specialty shop? Don’t dilute your focus with overly sweet, cream-topped concoctions.
- Want to be the neighborhood hangout? Don’t make your menu read like a competition score sheet.
- Running a grab-and-go spot? Keep your layout and workflow streamlined and simple.
Positioning is as much about what you don’t sell as what you do. Have the courage to close the door to some, so the right people feel unmistakably at home.
Every Decision Whispers Who You Welcome
A cafe’s vibe isn’t created by a mission statement on the wall—it’s built through a thousand small, intentional choices:
- High bar or low bar?
- Wooden stools or cozy armchairs?
- Menu on the wall or handheld at the counter?
- Light, fruity beans or deep, chocolatey roast?
- Open at 8 AM or 1 PM?
Every detail whispers: “This space was made for you.” And, simultaneously: “This might not be for you.”
No cafe can be everything to everyone. The most successful ones know precisely who they’re not for.
Before Anything Else—Ask Who Will Drink Your Coffee
Answer this question first, and your menu, layout, equipment, and even location begin to fall into place almost automatically. You’re not building a space for everyone—you’re building a place where the right people want to return, again and again.
So remember this: Choosing your customers is more important than choosing your menu.
A note to you, our distributor partner:
When consulting with cafe owners, guide them to think through this foundational question first. It will not only help them build a clearer, more competitive business—it will also allow you to recommend the most suitable equipment solutions with greater precision. The needs of a high-volume commuter-focused spot are entirely different from those of a slow-paced, experience-driven tasting room.
Helping them clarify “who the shop is for” is helping them make smarter investments. It’s also the best way to build a trusted, long-term partnership.
Feel free to share this with your clients, along with your own expert commentary. You might add: “Getting the positioning right doesn’t just drive foot traffic—it determines the kind of equipment you’ll need. Let’s plan a complete solution tailored for the customers you want to attract.”
This isn’t just a blog post—it’s a conversation starter and a tool to demonstrate your value as a strategic partner.
