Because running a café takes more than just a good roast
Updated
March 18, 2026 6:29 PM
A cup of espresso being brewed. PHOTO: UNSPLASH
Coffee has grown beyond being just a drink—it’s part of culture, connection and even a daily productivity hack. Think about it: friends catch up over cappuccinos, professionals start the day with a quick espresso and students practically live on iced lattes during exams. It’s woven into routines, with two-thirds of American adults consuming coffee on a daily basis and averaging around three cups per day. That is much higher than other beverages like tea, juice and bottled water. It is therefore no surprise that the global coffee shop industry is projected to reach about US$123.43 billion by 2030. For entrepreneurs, that makes coffee shops more than cozy corners with good aesthetics. They’re a real business opportunity. But before you open a coffee shop, here are five things you should know.
Like any small business, the success of your coffee shop often hinges on where it is. Coffee may have broad appeal, but daytime foot traffic and visibility can still make the difference between a busy café and one that struggles to stay afloat. Opening near universities, office parks, co-working hubs or residential neighbourhoods with young professionals can instantly give you a strong stream of potential customers.
That said, choosing a coffee shop location is not just about picking a busy area. You also need to know your target market. For example, opening a third-wave specialty coffee shop in a low-income neighbourhood may not work if your prices are beyond what local residents want to pay. The same café might perform much better in a more affluent or fast-changing district.
Competition matters a lot in the equation too. Walk around the area and see what other coffee shops are doing. The goal is not always to avoid competition but to find a gap in the market. If nearby cafés focus on quick grab-and-go drinks, there may be room for a slower, more community-driven coffee shop built around hand-poured brews and a relaxed atmosphere. Simply put, your shop’s exact street address could make or break your business.
It’s important to understand this early on: running a coffee shop is not just about serving coffee. Customers today have endless options, from making coffee at home to buying from major chains like Starbucks. What brings them through your doors is often the overall experience.
According to a report by Salesforce, 91% of customers say they’re more likely to make another purchase after a great service experience. That means your café needs to give people a reason to stay, come back and recommend it to others. Maybe it is the interior design, the playlist that feels just right, the reliable Wi-Fi, the convenient charging points or simply the way the space feels. Remember, good coffee gets people in once, but a strong customer experience gives them a reason to return.
Opening a modest-sized sit-down café in the U.S. can cost anywhere between US$100,000 and US$350,000. The final number depends on your location, your coffee shop concept, your equipment and how much you spend on the fit-out and interior design. Beyond those startup costs, your monthly expenses—like rent, utilities, staff salaries and coffee bean purchases—will play a huge role in whether your business survives the first year.
Profit margins in coffee retail are thinner than new owners expect. On average, small to medium-sized coffee shops make a 3-10% profit margin, which means efficiency is key. Selling higher-margin items like snacks, light bites and pastries can help lift revenue. A US$2 slice of banana bread, for example, may cost cents to make but can still raise the average spend per customer.
You also need to factor in seasonality when planning your coffee shop revenue. For instance, in warmer months, there is usually higher demand for iced and cold beverages. Many cafés respond by introducing cold brew, iced teas, smoothies or limited seasonal drinks to their menus. That helps keep sales steady and protects the average ticket size throughout the year. At the end of the day, running a café is just as much about managing the numbers as it is about serving great coffee.
A barista isn’t just someone pulling espresso shots; they’re often the face of your coffee shop. A warm smile, remembering a regular’s order or sharing a fun fact about the beans can create the kind of connection that keeps customers coming back.
As specialty coffee culture boomed in the early 2010s, baristas became more than brewers—they are now guides and storytellers. By talking about coffee origin, processing methods, bean varieties and roast profiles, they help customers understand what they are buying and why it matters. That mix of knowledge and personality can have a real impact on customer loyalty.
That’s why hiring and retaining great baristas is one of the smartest investments a café owner can make. Beyond competitive pay, creating a workplace where people feel valued also matters. Training, room for creativity and a sense of pride in the craft can go a long way in helping staff stay engaged.
Opening a coffee shop is exciting, but opening the doors and hoping people walk in is not enough. Good coffee shop marketing today is less about spending big and more about telling a story people want to follow. Well before you launch, start building hype and share behind-the-scenes snippets on Instagram, whether that is taste-tests, design decisions or even the messy parts of setting up the space. That kind of content feels real and helps build anticipation.
Once your café is open, think beyond basic promotion. Loyalty programs, collaborations with local businesses or even hosting events like poetry nights, art exhibits or coffee cupping sessions can all help bring people in. Social media is useful here too; it is not only a place to post latte art but also where you show what your brand stands for. Do you focus on sustainability? Do you source coffee ethically? Do you support local artists? Those details humanize your brand and make your café more than just a pitstop for caffeine.
Overall, opening a coffee shop blends passion, community and entrepreneurship. It also requires clear thinking and strong business decisions. From choosing the right location and creating a memorable customer experience to managing costs and building a great team, success takes more than just brewing good coffee. If you treat your coffee shop as both a craft and a business, you give it a much better chance of becoming a local favourite.
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A Massachusetts startup advances scalable light-control tech for AR, AI and imaging markets
Updated
March 17, 2026 1:01 AM
Myrias Optics' Nanoimprinted All-inorganic Metaoptic. PHOTO: MYRIAS OPTICS
Myrias Optics, a Massachusetts-based optical technology startup, has raised US$2.1 million in a Seed 1 financing round to accelerate the commercialization of its advanced light-control technology. The round was led by MassVentures, with participation from existing investors Hoss Investment Inc., Maroon Venture Partners and Tenon Venture Partners, as well as new investors Mill Town Capital, TiE Boston Angels and Doug Crane. This new round follows a US$3.3 million seed financing completed in December 2023, led by Asia Optical, and a US$1.5 million Direct-to-Phase II award from the National Science Foundation. In total, Myrias has secured US$6.9 million to date, positioning it to move from development to scaled production.
The company builds ultra-thin, nano-patterned surfaces that precisely control how light moves through a device. These structures replace or enhance traditional lenses and optical parts inside products such as augmented reality headsets, AI data center hardware, consumer electronics, industrial systems and medical imaging devices. The goal is straightforward: to deliver high optical performance while making the parts easier and more cost-effective to manufacture in large quantities.
Across industries such as augmented reality and AI infrastructure, manufacturers face a common challenge. They need highly precise light-guiding components that can withstand heat and long-term use. At the same time, those components must be produced consistently and at scale. Traditional semiconductor-style fabrication can be costly, while polymer-based optical manufacturing can face limits in durability and thermal stability.
Myrias addresses this gap by using inorganic materials and a nanoimprint manufacturing process to create stable, repeatable optical layers on wafers. This approach is designed to combine performance with manufacturability. In augmented reality systems, for example, the company’s technology enables higher viewing angles while remaining suitable for volume production. In AI data centers, the same material and process advantages support improved light transfer and stronger performance under demanding thermal conditions. These benefits also extend to advanced imaging systems in consumer, industrial and medical markets.
The new Seed 1 funding is intended to expand manufacturing capacity and scale pilot production lines. The company will also continue executing active customer programs. Myrias is already working with strategic partners and Tier 1 supply chain participants to integrate its waveguide and light-shaping solutions into commercial AR platforms, AI photonics systems and advanced imaging products. The capital, therefore, supports a clear next step: moving from validated prototypes to a steady commercial supply.