6 Strategies From Coffee Chains That Restaurants Can Use Right Now

Coffee chains are thriving in 2025. While many restaurants struggle with rising costs and changing consumer behavior, coffee concepts have grown traffic consistently, even while expanding rapidly.

According to recent foot traffic data from Placer.ai, coffee chains saw year-over-year visit growth throughout 2025, with per-location traffic holding strong despite aggressive expansion. Their approach combines smart expansion, operational efficiency, and creative marketing that any restaurant can adapt.

Here are six proven strategies and how to apply them to your restaurant.

1. Target Under-Served Markets for Growth

Coffee chains are expanding into regions where competition is lighter, and it's working.

Markets where coffee already dominates (like the Pacific Northwest and Northeast) show slower growth, while the Southeast, Sun Belt, and Texas are delivering the strongest visit increases. These brands find whitespace opportunities instead of fighting in saturated markets.

How to apply this:

• Look beyond your immediate area for expansion opportunities
• Consider neighborhoods where your cuisine type is underrepresented
• Research local dining patterns to identify market gaps
• Test catering or pop-ups in new areas before opening a second location

This principle applies even without expansion. Are there underserved dayparts in your neighborhood? Cuisine styles that are missing? Times when nearby restaurants are closed? Finding your whitespace unlocks new revenue.

2. Master the Fundamentals: Product Quality + Service

Geography matters, but execution matters more. Regional chains like Aroma Joe's prove that quality products paired with great service drive loyalty even in competitive markets.

In October 2025, nearly 25% of Aroma Joe's customers visited at least four times that month, a higher loyalty rate than other leading coffee brands.

The formula? Craveable products combined with warm, personalized service.

How to apply this:

• Focus on consistency. Your signature dishes should taste the same every time
• Train staff to provide warm, personal service that makes customers feel recognized
• Create truly craveable menu items, not just good ones
• Ask for feedback regularly and act on it quickly

Independent restaurants have a natural advantage here. You can know regulars by name, remember their preferences, and create personal touches that build loyalty. Tools like Peppr Grow can help you track customer preferences and automate personalized marketing, but the human touch is what matters most.

3. Prioritize Speed and Convenience

Coffee shops have perfected quick, frictionless service. Scooter's Coffee, built around helping customers "scoot" in and out quickly, posted a 3.1% year-over-year increase in average visits per location in Q3 2025 while rapidly expanding. Their average dwell time? Just 7.3 minutes.

Speed doesn't mean sacrificing quality. It means removing unnecessary friction.

How to apply this:

• Streamline your ordering process, especially for takeout and delivery
• Optimize kitchen workflow to reduce wait times during peak hours
• Consider a simplified menu during lunch rush to increase throughput
• Use technology to reduce friction (online ordering, mobile payments)
• Train staff to work efficiently without appearing rushed

According to industry experts, eliminating friction is one of the biggest growth opportunities in 2026. When systems are fragmented and service feels disconnected, customers notice. Investing in operational efficiency pays dividends in repeat business.

4. Create Recurring Limited-Time Rituals

Coffee chains have mastered "event-ization." Starbucks' Pumpkin Spice Latte marks the unofficial start of fall for millions. In August 2025, PSL launch day drove a 19.5% spike in traffic compared to the prior ten-week average.

But you don't need to be Starbucks. 7 Brew's monthly "Jackpot Day" (held on the 7th of each month) consistently delivers traffic lifts with simple giveaways like tote bags and footballs.

Recurring events create emotional consistency. Customers know when to expect something special and plan around it.

How to apply this:

• Create a monthly special that happens on the same day each month
• Launch seasonal menu items at predictable times to build anticipation
• Tie promotions to your restaurant's story (anniversary, founder's favorite dish)
• Use email and social media to build hype before these events

Research shows that limited-time offers have increased 53% in the past four years, with 55% of consumers saying LTOs are a major factor in deciding where to dine. The key is making offers recurring and predictable.

Marketing platforms like Peppr Grow can help you automate campaigns around these recurring events, ensuring regular customers never miss your promotions while reaching new audiences attracted by the limited-time nature.

5. Use Scarcity and Exclusivity to Drive Urgency

One-time, limited-edition drops can create bigger surges than recurring promotions. Starbucks' "Bearista" launch in November 2025 is a perfect example: customers lined up nationwide to buy (not receive free) a limited-edition, bear-shaped reusable cup priced at $30. The result? A 37.8% visit spike compared to the chain's 12-month daily average, making it Starbucks' biggest sales day ever.

The scarcity-driven event didn't just increase volume. It shifted behavior. Visits surged as early as 4:00 AM as customers showed up at dawn to secure their bear.

How to apply this:

• Create limited-run menu items with a clear end date
• Offer exclusive merchandise that connects to your brand
• Launch "secret menu" items that only regulars know about
• Host chef's table events with limited seating
• Collaborate with local artists or brands for one-time offerings

The psychology of scarcity is powerful. When something is truly limited, customers act immediately rather than wait. Just be sure you're delivering genuine value. Customers spot artificial scarcity instantly.

6. Tap Into Pop Culture and Local Collaborations

Cultural tie-ins offer another lever. Dunkin's "Wicked" collaboration in November 2025 generated traffic lifts without giveaways or deep discounts. The event used playful thematic branding, seasonal flavors, and limited-run items that tapped into buzz around the film.

How to apply this:

• Partner with local sports teams, theaters, or cultural venues for cross-promotion
• Create menu items inspired by local events or festivals
• Collaborate with nearby breweries, bakeries, or farms for limited offerings
• Tie promotions to popular shows, movies, or cultural moments that align with your brand
• Work with local influencers or food bloggers to amplify your message

According to recent marketing research, 69% of consumers trust influencer recommendations over traditional brand promotions. The key is authenticity. Choose partnerships that genuinely align with your brand values and customer base.

Local collaborations are especially powerful for independent restaurants. You're not just borrowing someone else's audience. You're building community connections that strengthen your brand.

Bringing It All Together: Your Action Plan

The coffee industry's success in 2025 isn't about massive marketing budgets or nationwide reach. It's about understanding customer behavior and executing consistently on proven strategies.

Here's how to get started:

This month:

1. Identify one recurring promotion you can launch
2. Audit your service speed and eliminate one friction point
3. Reach out to one local business or influencer about collaboration

This quarter:

1. Create your limited-time offer calendar for the next 90 days
2. Implement a system for tracking customer preferences
3. Test one scarcity-driven promotion

This year:

1. Research expansion or catering opportunities in underserved areas
2. Develop your signature annual event that customers will anticipate
3. Build a marketing automation system to support these initiatives

These strategies don't require huge investments. They require creativity, consistency, and a commitment to understanding what makes your customers tick.

Coffee chains have proven that restaurants can thrive in today's environment with the right approach. The question isn't whether these strategies work. It's which ones you'll implement first.

Looking for help implementing these marketing strategies? Peppr Grow is a digital marketing platform designed for independent restaurants, helping you automate campaigns, track customer data, and grow your business.