SWOT Analysis of a Coffee Shop Business | Marketing Tutor (2022)

The coffee shop business is a very profitable venture. According to an estimate, people drink approximately 2.5 billion cups of coffee every day around the world. Experts say that the figure would increase to 67% by the end of 2022. The interesting fact about coffee and other ready-to-drink business is that they’re resistant and can survive easily in the volatile markets.

Starbucks is a very good example of a coffee shop business. It has become a hugely successful brand by having 31000 coffee shops at different location points around the world. The annual revenue of the brand was 42.71 billion US dollars by the end of 2018, out of which the net income of the company was 3.88 billion dollars.

There are two ways to start your coffee shop business; first, buy a franchise from any famous brand and secondly create your brand. When you buy a franchise agreement from a famous brand, then you don’t have to work on the branding and advertisement. In return, you have to pay a certain amount annually to the parent brand.

Also Read: Pestle Analysis of the Coffee Shop Industry

On the other hand, creating your brand is also a good option if you want to be your boss. You’ll have the sole responsibility of your business. Today, we’ll discuss the swot analysis of a coffee shop business. Here it follows;

Table of Contents

(Video) SWOT analysis and Porter's forces for Cafe Coffee Day by team Pushya for cpdp4 1921

Strengths of a Coffee Shop Business

High Service Culture

Although the coffee shop is a quick turned around small business. But its target market and customers require high-quality service like a clean place, washed cups, good sitting arrangements, nice seats, and clean waiters and staff. It’s because all of these little things give the impression of a healthy environment.

If the environment is neat and clean and smiling staff, then customers would love to visit the shop and drink coffee. It’s not just a coffee, it’s the place to make you feel good and change your mood.

Continuous Sale

Coffee is such a small item that people can make it at home. But they would like to go out with friends to have coffee at some outdoor place. That’s why customers keep coming and going throughout the day, whenever they get time.

Quick & Motivated Staff

The work routine is so simple that the staff knows the steps they have to perform over and over again. Since a variety of customers keep on coming and going all the time, all these things make the staff motivated. They know that they have to be quick to serve their customers.

Team Work

Running a coffee shop business isn’t the job of one person. The number of members in a team varies on the size of the business. If it’s a small shop, then there’ll be 2 or 3 people. If the shop is big, then there’ll be more people. When these people work together towards the common goal, productivity multiplies.

Clear Work Values

Everyone in the coffee shop business knows the whole functionality of the business. They know that their work values are to serve the customer with better quality and a smiling face.

(Video) Coffee Shop market analysis - includes target & SWOT

Direct Relationship with Customers

Customers physically come to the shop to have coffee. Therefore, it’s a great opportunity for the owner of the staff to connect with the customers and make him/her a regular client.

Highly focused Niche

The coffee shop business is a highly niche focused venture. It’s a general store, where you can offer a variety of things for a different brand. It’s focused on one thing, and that is serving coffee.

Quality Product & Service

When you offer quality products and services at your shop, it would create a positive image for the customers. If you keep on providing the same quality service every day, the number of customers keeps on multiplying.

Customer-focused strategy

The focus of the coffee shop business is to serve the customer better than competitors. This strategy couldn’t more focused than that.

Premium Price

If you’re providing quality service than competitors, then it wouldn’t only attract new customers. But it would also give you a competitive edge in the market. After that, you’re in a position to charge premium prices to your customers. They would be willing to pay for it.

Positive Attitude to the Brand

When you greet customers with a smiling face, then it would attach a positive attitude to your brand. It would help your brand to attract new customers in the new geographic region if you’re expanding your business.

Weaknesses of a Coffee Shop Business

Less Market Data

When you’re launching a coffee shop business in a new market, then you need data to check the statistics. It’s very difficult to collect the market data, especially in this niche.

Manual System

If you want the quality product and service, you have to do things manually. When we talk about manual processes, it’s good but time-consuming and costly.

(Video) How to Perform a SWOT Analysis

Difficult to Estimate Capital & Profit

Profit in the coffee shop business comes in the form of bits and pieces. Therefore, you have to be very vigilant in accounting and math. Only then you would be able to keep your accounting books in order.

Less Market Share

There’s a limit to acquire a market share in this business. It’s because you’ve limited seating arrangements and limited supplies to serve several customers. You can’t go beyond that. Therefore, you can’t have the market share at a certain limit.

Difficult to Make a Name

Almost every coffee shop provides some unique taste, and that becomes its reputation. Of course, you’re providing a quality service. But it doesn’t mean that you’re the only seller in the market. That’s why it’d difficult to make a unique name in this category.

Highly Competitive

When you open your coffee shop in a certain market, it’s not something that people can’t copy and create the same product. Competitors can easily enter the market and you’ll have no option but to share the profit with them.

Cost Disadvantage

There’s a very slight margin between the profit and cost, and you have to manage everything in between. You also heavily rely on the supplies of suppliers. If they keep on providing you the ingredient on time at a cheap price, your business would keep on running well.

Opportunities for a Coffee Shop Business

Developing a Direct Relationship with Customers

The good thing coffee shop business is that it provides you an opportunity to establish a direct relationship with customers faces to face.

Innovation & New Techniques

Since you have to do things manually, therefore, you should keep on trying innovative techniques to increase the performance of your business. It could in the form of a new product’s taste, different seating arrangements, changing work routines, etc.

Develop Brand Loyalty by Offering Rewards

You should offer rewards and discounts to regular customers. Such offers would help you to not only increase brand loyalty but also to attract new customers and retain old ones.


Better Customer Experience

By offering reward programs, new offers, and launching new techniques would help you to develop a better experience for customers.

Increase Product Line

You can increase the product line by offering some cookies, snacks, cakes, and other similar items to your customers along with Coffee. It’ll be a nice addition to your product, but it would also earn you some extra profit.

Increase the Target Geographic Area

You can increase the target market by launching new franchises in the different regions under the same brand name. That’s how you can increase the target market and market share as well.

Advertisement to Build Brand Awareness

You can also use a paid social media advertising tool to target a new market if you’re opening a new franchise in the new region.

Mobile Application & Home Delivery Service

If your business is running well, you should launch a mobile application to give an additional option to your customers. When they’re using your mobile application, you should also provide a home delivery service.

Threats to a Coffee Shop Business

Difficult to Maintain Cash Flow

It’s difficult to maintain the same cash flow every day in the coffee shop business. It’s because of several reasons like weekends, holidays, strikes, protests, pandemic, etc. If customers keep visiting your shop for coffee, it’s good business. But every day isn’t the same day in this line of work.

Low Profit Margin

As we have discussed earlier that profits come in the form of bits and pieces, and out of which you’ve to cover a list of expenses. You can have your share of profit after that.

Price Sensitive Market

Coffee is such a product that you can’t raise the price at a certain limit. If you do that, people would stop coming to your shop for coffee at being too expensive. Soon you’ll run out of business.

(Video) Starbucks SWOT Analysis

Costly Supplier

Suppliers know that your business completely relies on their support. It gives them an upper hand, and they raise the prices of daily supplies whenever they want.

The Low Price of Competitors

Sometimes competitors lower the prices of the product to attract the market. It’s a loss for your business either way if you lower it or not.


After a detailed swot analysis of a coffee shop business, we have concluded that it’s good and it can run well in the volatile market. If the owner of the coffee shop is smart and knows how to capitalize on strengths and take advantage of the opportunities. Then it’s good. But threats are also real, you should have a plan to overcome threats.


How is SWOT analysis used in marketing a business? ›

A SWOT analysis is a tool for your marketing team to identify the strengths, weaknesses, opportunities and threats that your business is facing, right now.

What is SWOT analysis in marketing with examples? ›

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and weaknesses are internal to your company—things that you have some control over and can change. Examples include who is on your team, your patents and intellectual property, and your location.

What is the coffee shop marketing strategy? ›

Connect to Your Customers on Social Media

Share pictures of your coffee shop and menu items. Promote new products. Announce coffee shop events and news. Engage with customers directly.

What are opportunities in SWOT analysis? ›

Opportunities are openings or chances for something positive to happen, but you'll need to claim them for yourself! They usually arise from situations outside your organization, and require an eye to what might happen in the future. They might arise as developments in the market you serve, or in the technology you use.

What are the challenges is a coffee business? ›

7 Challenges Café Owners Face
  • Motivating Staff. Customers will come into your cafe or coffee business just as much for the service you provide as the food and drink you serve. ...
  • Letting Go of Responsibilities. ...
  • Team Work. ...
  • Growing the Business. ...
  • Increasing Average Spend. ...
  • Keeping Motivated. ...
  • The Business Side.
20 Jun 2017

What are marketing strengths and weaknesses? ›

Strengths and weaknesses are internal characteristics of your business. For example, your strengths might include a unique product or a good reputation. A weakness might be a shortage of financing. Opportunities and threats are outside factors.

What are some weaknesses in marketing? ›

List of Possible MARKETING-BASED Weaknesses for a SWOT Analysis
  • Awkward locations.
  • Cannot access emerging market segments.
  • Continued strategic failures.
  • Creative marketing approach only.
  • Difficult to generate publicity.
  • Fluctuating marketing success.
  • Limited access to key locations.

What are 4 examples of opportunities? ›

What are some examples of opportunities?
  • Get help on projects.
  • Propose working groups.
  • Get testers for new ideas or products.
  • Create a team to work on an idea you have.
  • Share your expertise or best practices in a particular field.

What are marketing strengths? ›

Marketing's strengths are in creating content, campaigns, and generating awareness for a business-to-business (B2B) company's brand.\r\n\r\nMarketing supplies the creative content to drive interest, creating leads for sales to pursue (opportunities).

What are your 5 Weaknesses? ›

Examples of Weaknesses.

Shyness. Lack of knowledge of particular software. Public speaking. Taking criticism.

How do you write a SWOT analysis for a small business example? ›

Conducting a SWOT analysis
  1. Decide on the objective of your SWOT analysis. ...
  2. Research your business, industry and market. ...
  3. List your business's strengths. ...
  4. List your business's weaknesses. ...
  5. List potential opportunities for your business. ...
  6. List potential threats to your business. ...
  7. Establish priorities from the SWOT.
20 Dec 2021

How do you create a marketing plan for a cafe? ›

Coffee shops should focus on creating a community of customers. Make your drink offerings unique, advertise them on social media, and speak to your followers about your craft. Increase your brand's reach by bringing your store's vibe to your content and share it with the community.

Why is marketing important for a cafe? ›

Good marketing often proves to customers that beyond cooking the best meals, the business really matters to you. If you don't cultivate a good marketing strategy, clients may perceive your lack of publicity as being less effective than your rivals, which means your restaurant has less to offer.

What is a marketing strategy example? ›

Marketing strategies

For example, if your marketing plan is to promote a new product or service, you might have a strategy dedicated to how you're going to use email marketing to support these broader goals. Every marketing plan will most likely produce several marketing strategies as part of the broader plan.

What are 4 examples of threats? ›

9 examples of threats in a SWOT analysis
  • Social perception. With the rise of social media, consumers are increasingly aware of the business practices of the companies they support. ...
  • Natural disasters. ...
  • Technological changes. ...
  • Legislation. ...
  • Competition. ...
  • Globalization. ...
  • Data security. ...
  • Rising costs.

What are strengths weaknesses opportunities and threats? ›

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a method for identifying and analyzing internal strengths and weaknesses and external opportunities and threats that shape current and future operations and help develop strategic goals. SWOT analyses are not limited to companies.

What can be my threats? ›

Threats - Threats that you face from the current market conditions, internal departments, technical challenges, etc...
  • Company changes and market changes.
  • World changes.
  • New technologies or skills on your job.

What are the disadvantages of coffee? ›

Too much caffeine can also cause anxiety in people with panic or anxiety disorders. For those who drink coffee, experts suggest brewing it with a paper filter, because unfiltered coffee is associated with higher rates of early death, and can contain compounds that raise levels of LDL, or “bad,” cholesterol.

How can businesses minimize weaknesses? ›

Overcome Weaknesses in 3 Steps
  1. Get a little bit better at your weakness. For instance, if you're a poor planner, start keeping track of your time, holding yourself accountable to that schedule.
  2. Use one of your strengths to work around your weakness.
  3. Partner with someone who has a complimentary strength.

What is the advantage of coffee shop? ›

Coffee shops are simply a great place to chill and chat, and generally offer an environment which makes everyone feel pretty comfortable.


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6. How to Start a Coffee Shop | Conducting Market Research
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