5 Things to Know Before Opening a Coffee Shop (That No One Talks About)

Opening a coffee shop sounds like a dream: mornings filled with the smell of fresh espresso, regulars who feel like family, and a cozy space that reflects your style. But before you jump in, there are a few things most guides won’t tell you — the unglamorous but crucial parts of running a café that actually makes money.

Whether you're in the early planning stage or getting ready to sign a lease, here are five things to seriously consider.

1. The Right Location Isn’t Just About Foot Traffic

Sure, busy intersections are great — but the kind of traffic matters more than volume. Are there offices nearby (weekday rush)? Schools (parents on the go)? A gym or yoga studio (health-conscious snackers)? Your coffee shop’s vibe, hours, and menu should reflect the habits of your surrounding community.

2. Your Rent Should Be No More Than 10–15% of Projected Revenue

It’s easy to fall in love with a charming space — and just as easy to overpay. A good rule of thumb: monthly rent should stay within 10–15% of your projected gross sales. If you’re estimating $35K/month in revenue, keep rent around $3,500–5,250/month. If your numbers don’t work, your dream café could become a financial burden.

3. Don’t DIY Everything — You’ll Burn Out

You might be tempted to do it all: pulling shots, baking pastries, managing inventory, designing flyers. But the most successful owners delegate early. Hiring a great barista or outsourcing your pastry program to a wholesale bakery (like Cro Pastry!) gives you time to focus on what really matters: growing the business.

4. Simple Menus Make Better Margins

You don’t need 15 drinks and 10 food items. Start small and focus on doing a few things really well. A streamlined menu makes training easier, cuts down waste, and helps customers decide faster. This applies to pastries too — a curated selection of bestsellers (think classic croissants, one rotating special, and a gluten-free option) beats an overcrowded case any day.

5. Your First-Time Customers Aren’t Loyal Yet

It’s easy to assume that once people try your coffee, they’ll come back. But in a saturated market, customer experience is everything. From the quality of the latte to the friendliness of your staff, the little details — like serving a buttery croissant still warm from the oven — shape how people remember you.

Final Thought: You Don’t Have to Do It Alone

Opening a coffee shop is a bold move — and the learning curve is steep. But when you surround yourself with the right partners, you set yourself up for long-term success. Whether you need advice on pastry sourcing, product display, or prepping for soft launch week, we’re here to support your journey.