Historically, the coffee industry has been an industry that follows trends and encourages hero-worshiping of barista champions, social media influencers, etc. Brands encourage this behaviour because it allows them easy access to you through sponsorship. Trends come and go and those who chase those trends are left reacting to business rather than being strategic about it. Creating a Customer Acquisition Plan and building strategic relationships with suppliers, staff, and consultants that can help you to breathe life into that plan is a way to be an outlier in an industry that's suffered for decades with razor-thin margins and bad business models trying to keep up with what's new. Building strategically means you'll build with confidence.

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