Running an independent café means every element from your menu to your pavement board must work hard to attract customers, increase spend, and reflect your brand.
At Signwaves, we’ve worked with hundreds of hospitality clients, so these seven merchandising tips come straight from experience strategies that get results.
1. How can your pavement display bring in more foot traffic?
Start with clear, engaging messaging visible from the street. A branded pavement board, paired with tidy outdoor seating and good lighting, creates a more inviting presence. Make sure your message is relevant and easy to read at a glance. Swing signs with poster inserts or waterproof chalkboards are reliable choices.
Tip: Go beyond generic phrases. Try “Locally Roasted Flat White + Pistachio Blondie £4.50.” Specificity helps passers-by take notice.
Also consider the placement. Position your pavement board where footfall is highest but doesn’t block access. Test different locations over a few days to see which generates more interest.
2. Why should you update your pavement board every day?
Frequent updates encourage passers-by to keep checking in. Regulars often scan for new deals or specials. Use your pavement board to promote time-sensitive offers, seasonal flavours, or limited-time events. Match what’s outside with internal signage for consistency.
Extra tip: Use waterproof chalk pens or printed inserts to regularly refresh your signage looking sharp in all weather conditions.
Small variations like different colour accents or repositioned visuals can draw attention even to repeat offers. Subtle refreshes often make your café feel more dynamic.
3. How do countertop units influence last-minute decisions?
Grab-and-go displays near the till boost unplanned purchases. Highlight mugs, snack bags, or freshly baked goods where customers wait to pay. These displays reinforce what was promised on your pavement board and support higher average spend.
Design tip: Keep it tidy. Use minimal SKUs and update the selection regularly to keep it interesting. Place these items away from high-contact areas like hand sanitiser stations to maintain hygiene.
To go a step further, consider signage that reinforces product qualities. For example, tags that say “Vegan,” “Gluten-Free,” or “Locally Made” help customers make faster, more confident decisions.
4. How does smart placement increase cross-sales?
Strategic pairings help increase basket size. Try displaying house coffee beans next to brewing equipment or match kombucha with vegan snacks. These visual cues guide customer decisions naturally.
Use shelf signage or mini displays to trial combinations. QR codes can link to brewing tips, supplier info, or loyalty sign-ups.
Example: Place vegan snack bars next to oat milk lattes, or gluten-free bakes beside herbal teas. These combinations help you anticipate customer preferences.
You could also place refillable water bottles near takeaway drinks to promote sustainability. Pair with messaging such as “Bring it back for 20p off.”
5. Are you using seasonal changes to stay top-of-mind?
Refreshing displays for key seasons keeps your café feeling current. Update pavement signage around holidays, limited-time menus, or local events. Snap frames make it quick to switch inserts. Try “Strawberry Iced Tea – Limited Time Only” in summer or link signage to nearby festivals and school holidays.
Don’t forget your online presence. Sharing a shot of your pavement board on social media reinforces your offers and draws people in.
You can also align in-store displays with your digital promotions. For example, if your Instagram post highlights a seasonal drink, mirror it in your window and pavement signage.
In peak holiday seasons, extend your brand into gifting. Promote branded mugs or gift cards alongside festive offers. This works best when signage reflects the gifting message clearly and tastefully.
6. What does consistent branding look like across displays?
Consistency matters. Use the same colours, fonts, and tone across your pavement board, menus, and packaging. It shows attention to detail and builds customer trust.
Align the tone with your café style. A family-run café might use handwritten signage and warm language, while a high-end coffee bar may lean towards clean visuals and concise messaging.
Tip: A short style guide helps your team stay consistent.
If you frequently hire temporary staff, a simple signage reference guide ensures the visual identity stays intact.
Additionally, reinforce branding with repetition in small details. Napkins, stickers on takeaway cups, and even staff badges can tie into the signage theme.
7. How can events build loyalty and refresh displays?
Hosting events builds stronger community ties. Use your pavement board to advertise workshops, live music, or seasonal tastings. Inside the café, use posters or table signs to echo the same message.
Add supplier mentions to build trust. For example: “Join us for Saturday Brunch featuring sourdough from Local Crust Co.”
Encourage return visits with offers like “Buy 5 Coffees, Get 1 Free.” Partner with nearby businesses: “Show your florist receipt for 10% off today.”
Make it easy for visitors to stay in touch. Promote loyalty cards, newsletter sign-ups, or social handles near till points.
Also consider live content. If hosting a barista demo or open mic night, record short clips and add QR codes linking to the event page or social story. It’s a small touch that boosts engagement beyond your café walls.
Bonus tip: Track, refine, and respond
Quick checklist for your café display strategy
- Do you update your pavement board daily?
- Are your offers visible and engaging from the street?
- Do countertop displays encourage impulse buys?
- Have you grouped products to prompt add-ons?
- Is signage consistent in look and tone?
- Do you sync displays with seasons or events?
- Do you gather feedback and review signage performance?
Create a display routine. Refresh your pavement board each morning and rotate countertop offers fortnightly. Ask staff which signs prompt questions or spark interest. These small adjustments can influence purchasing behaviour.
Experiment with phrasing. One café tested “Lunch Deal – £6.50” versus “Roast Pepper Focaccia + Lemon Iced Tea – £6.50.” The more specific offer drove more orders. Clarity and detail often win attention.
Add a signage test log. Over time, it helps you pinpoint which wording, placement, and design styles bring in the best results.
8. Maximise your menu board impact
Your pavement board may draw people in, but your menu board finalises the sale. Use high-contrast colours and structured layouts. Keep categories clear and avoid clutter. Highlight bestsellers or limited-time specials with larger text or icons. Display prices clearly — transparency builds trust.
Schedule quarterly signage reviews. Walk through your customer journey, from pavement to counter, and check for gaps or confusion. Often, one well-placed sign can make a noticeable difference.
Get customer input on what works. Ask which signs caught their eye or made them smile. These comments can guide your future updates.
Signwaves: Helping cafés merchandise with purpose
Your pavement board introduces your café before the customer even walks in. Paired with consistent in-store displays, it shapes impressions and purchasing behaviour.
Our products are commonplace in thousands of UK cafés, from small independents to large national chains. Explore our café display solutions to see how we boost visibility and sales.
Looking for advice tailored to your space? Talk to our team. We’re here to help you choose signage that fits your brand, layout, and goals.
