Advertising on your premises is also a must for coffee shops.
All coffee shops should have a facade that clearly distinguishes the establishment for what it is. This means large windows (if possible) revealing the inside sitting area, tables set up outside and coffee menus posted outside. Set up clear and visible store signage, choose a highly-visible location and place small, movable signs by the road, by the sidewalk or in your outside sitting area. Selecting the right name can be useful for on-premises advertising, as well. Select a name for your store that immediately brings up images of a coffee shop.