You can have the best coffee bar in the biz, but it doesn’t do you any good if no one knows about it. Here’s how to get the word out:

• Customer education. Coffee newbies may hesitate to order something because they can’t pronounce it, don’t know what it is or even if they’ll like it. Introduce customers to the language and culture of coffee, and don’t make them feel stupid if they don’t know how to say macchiato.
• Coffee cards. You probably already offer buy-x-get-one-free for your slices or pies, so adding one just for coffees is an easy opportunity.
• Do the most with your brew. Give your specialty drinks great, memorable names, do daily specials and offer samples regularly.
• Sell your roaster. Especially if they’re local, organic and/or fair trade. Customers love to see the “people” behind their food, and this is true of roasters as well. You can even sell bags of whole-bean or ground coffee.