Opening a coffee shop is something very exciting and something that can be very lucrative if done right. One of those important key factors to get it right is developing your USP or unique selling point. Your unique selling point is what helps you stand out from the crowd and attracts customers despite the other coffee shop businesses that may spring up around you.

But how important is it? Is it worth spending a lot of time on, or can you improvise and hope for the best? Or maybe even create it on the fly?

In terms of determining the value of developing your USP when opening a coffee shop, think about your favorite coffee shops to visit. If you’re new to the coffee scene and you’re jumping in because you see how lucrative it is to open a coffee shop, think about another type of business that can range from generic to specialized. What attracts you?

I personally believe that developing your own USP is absolutely crucial for success. It’s what helps you stand out from the big coffee giants like Starbucks and Dunkin’ Donuts. And if you notice, they both also have their own unique selling points. If you’re thinking about specialty coffee, Dunkin’ Donuts probably isn’t the first thing that comes to mind. But if you want a donut and coffee to go, Dunkin’ Donuts might be just what you need. Dunkin’ Donuts is also a great option if you want to get in and out, and don’t need a specialty coffee like a mocha or latte. Now, if you want a mocha or a latte, Starbucks will probably be one of the first places you head to, if you don’t know any better.

I know, that was not nice. But it is true. Starbucks has a great coffee menu and often offers some stellar specialty drinks, but I don’t think it’s a coffee giant because they serve the best coffee, or even because their baristas are the most talented specialty coffee makers. In fact, when I lived in Portland, OR, Starbucks was only used as a last resort. Because? Because another coffee company, The Coffee People, had better coffee and a better USP. Their motto was “Great coffee without the contradiction”. Their baristas were a bit more edgy, and even though I’m a pretty conservative girl myself, I liked it. Then there was their drink menu with my favorite mocha being the velvet hammer. They also made smoothie versions of their coffee drinks and used top of the line ice cream and Adams peanut butter. I would drive 25 minutes out of my way just to get one of those sweet slices of heaven. No strings attached.