How is it that some coffee shops have stood the test of time—through pandemics, recessions, and more–while others seem to come and go like clockwork? It's not magic or immunity to global issues. It often comes down to one thing: their regulars.
Customers who visit a venue multiple times a week, if not daily, are a powerful and loyal group. For them, visiting a café isn't just about grabbing a coffee; its about adding value to their lives. Being a regular offers routine, a sense of community, and social interaction–things that are becoming rarer in today's world. And of course, it's all wrapped in the joy of a delicious coffee or a meal.
For cafés, regulars also provide a reliable revenue stream that enables sustainable growth. From café owners to floor staff, the intention behind every interaction with a first-time customer should be to provide a return-worthy experience. It's no coincidence that some venues have a higher rate of regulars than others—those businesses employ simple, thoughtful strategies to create welcoming experiences people want to return to again and again.
So what are the factors that inspire someone to return to a café time and time again? It boils down to two key things: People + Product.
People
At the core of the hospitality industry are great people, both staff and customers. So, how can we help these two groups connect in a way that encourages customers to return?
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Begin and end the customer's experience with a positive impact.
Many businesses (rightfully) focus on the customer service experience once someone sits down, but overlook the importance of the initial greeting and final farewell. A simple "hello" and an open ended question such as "how's your day been?" as soon as a customer steps inside instantly captures attention and creates a sense that your business values them. The same applies when they leave–customer service doesn't end when the bill is paid. Make sure the last impression is just as strong as the first! -
Use your memory.
Whether it's their first name, their regular order, or even their dog's name, few things make someone feel like a regular more than being recognised and remembered. Some businesses, especially when starting out, keep a notepad behind the counter to jot down names and orders to speed up this process, and it works! -
Get in front of the camera.
It might not be everyone's cup of tea, but featuring your team on your business' social media is a great way to engage with customers. It helps build connection and gives people a behind-the-scenes look at your venue. It's also a great platform to introduce new proucts or build hype for upcoming events. Bonus: content with people talking directly to the camera tends to get higher engagement!
Product
A café is only as good as the product it serves. So how do you make sure your product is something people keep coming back for?
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Market research
Take the time to visit other cafés or explore social media to see what's popular and what's emerging. Maybe it's a trending ingredient or a signature drink (hello Mont Blanc!). Want to take it to the next level? Try to anticipate the next big trend. Who doesn't wish they'd jumped on the matcha bandwagon five years ago? -
Find your niche
Already have a product your business is known for? Double down on it. Make it the star of the show and the reason people come to you. When your offering is truly unique, you create an experience they can't get anywhere else. -
Prioritise consistency and quality
In a competitive food and coffee scene, the bar is high. Customers return for a consistently great experience. That's the key to becoming a regular's go-to spot. At Five Senses Coffee, we offer a wide range of barista training courses designed for all levels of experience. Whether it's nailing the basics, mastering espresso techniques, or perfecting latte art, we're here to help your team deliver consistently exceptional coffee so that you can turn first-time customers into lifelong regulars.
To truly stand out in the café world, think beyond the cup. Stay informed and curious about trends, build your brand around what makes you special and deliver consistency and quality, day in and day out. Do that, and your café becomes more than a coffee shop—it becomes a destination. Want to upskill your baristas or improve coffee quality in your café? Check out our training programs — we're here to help you brew better, serve smarter and stand out.
