Running a café is not for the faint-hearted.
Early mornings, long hours, staff issues, supplier delays, tight cashflow, and the never-ending pressure to keep customers happy — all while trying to maintain a lifestyle, pay the bills, and hopefully build something worthwhile for the future.
It’s no wonder that in the whirlwind of day-to-day operations, café owners sometimes forget things. But there's one thing in particular that gets overlooked far too often — and it's costing cafés dearly.
THE CUSTOMER EXPERIENCE
We're not talking about latte art or how funky your playlist is (though both have their place). We’re talking about the entire experience — the feeling your customer walks away with.
That feeling will determine whether they come back, tell their friends, or scroll past your café forever.
And here's the kicker: most cafés lose customers not because of the coffee, but because of the experience.
A rushed greeting, an indifferent barista, an awkward vibe, a messy floor — these small oversights create a big impression.
In a world of endless café options, people will choose the place that makes them feel good. You can have the best beans, the most expensive machine, and still lose to the café down the road where the staff remember names and smile like they mean it.
CAFÉ OWNERS FORGET: THEY ARE IN THE PEOPLE BUSINESS
Yes, you're in coffee.
Yes, you're in food.
But ultimately, you're in the people business.
Your regulars don’t just come for the caffeine. They come because it’s part of their rhythm. Because it’s familiar. Because your place lifts their day — or used to.
Too often, we get so caught up in KPIs and COGS and rostering, we forget to walk the floor like a customer.
Ask yourself:
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How does your café feel when someone walks in?
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Is the greeting warm, confident, personal?
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Does your team care, or just clock in?
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Would you come back, if you were a first-timer?
CAFÉ OWNERS FORGET TO SEE WHAT THE CUSTOMER SEES
When was the last time you sat at one of your tables, without your owner hat on, and just observed?
The wobble in the chair. The smudged glass. The impatient energy from the till. The barista who forgets to look up.
They’re small things. But together, they paint a picture. And often, it’s not the one you think you’re painting.
CAFÉ OWNERS FORGET TO TRAIN FOR CONSISTENCY
A great café experience isn’t built on occasional brilliance.
It’s built on consistent excellence.
That means systems. That means training. That means culture.
Because when the pressure is on, your team will fall back on their habits — not your vision board.
Your staff need to know:
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What does great look like here?
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How do we greet, serve, clean, respond, apologise, upsell?
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How do we make every customer feel like a VIP?
It’s not just the barista’s job. It’s your job to define it, lead it, and build a team that cares about the experience as much as the espresso.
CAFÉ OWNERS FORGET TO ASK FOR FEEDBACK
Your regulars have thoughts. Some good, some hard to hear. But all valuable.
Don’t just guess what they love or loathe. Ask. Listen. Adjust.
A humble ear today could save a thousand lost lattes tomorrow.
CAFÉ OWNERS FORGET TO SELL THE SECOND CUP
This one’s close to our heart.
Exceptional flavour gets people talking.
An incredible experience gets them coming back.
And that second cup — that word-of-mouth moment — is what turns a good café into a great business.
THE TAKEAWAY
Running a café is busy, chaotic, and demanding. We get it.
But if you want to thrive — not just survive — you can’t afford to forget the thing that matters most:
The way your customer feels when they walk in. And the way they feel when they leave.
Because cafés that obsess over the customer experience are the ones that build buzz, loyalty, and long-term success.
Want help refining your café experience, barista training, or flavour offering?
That’s what we’re here for.
Check out our Cafe Partnerships Booklet
Let’s make sure you never forget what makes a café truly thrive.