How To Write Your Coffee Shop Vision Statement (2024)

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Writing a vision statement is considered as challenging because it requires summarizing the goals of your business, and its future in short simple statements. Putting time and effort into writing a vision statement for your coffee shop always pays off eventually. It is important to have a vision statement for your coffee shop. A vision statement helps you to articulate what you want your coffee shop business to achieve in the long run. It describes what success would look like for your business- the big picture. It clarifies the overall purpose of your coffee shop business.

To write your coffee shop vision statement, you need to have the big picture of what you want your coffee shop business to become and align it with the values that govern your day-to-day operations. You will then put this into a formal statement. Here are tips to write a good vision statement for your coffee shop:

  • Define the aims, competitive advantage and scope of your coffee shop.
  • Project into the future of your coffee shop business 5 – 10 years from now.
  • Define what success look likes in your operations.
  • Mention a measurable goal.
  • Write in the present tense.
  • Use clear, concise, and simple language.

How To Write Your Coffee Shop Vision Statement (5)

Table of Contents

Define the aims, competitive advantage, and scope of your coffee shop business.

You can easily refer to your business plan for this. Your business aim describes the goals of your business, the competitive advantage outlines what differentiates your business from the competition while the scope describes how you intend to go about fulfilling your business goals. Having a grasp of these will help you in brainstorming towards writing a good vision statement.

Project into the future of your coffee shop business 5 – 10 years from now.

Projecting into the future of your business requires you to dream big. You need to do this without allowing for any vagueness in your projections. You will need to ask yourself the question: Where do I see my coffee shop business in 5 or 10 years (as the case may be)? Referring to your original motivation to open a coffee shop can help you come up with this. Your answer may be in terms of business size, size of your customer base, range of offerings you intend to provide, number of your coffee shop outlets, and so on.

Define what success looks like in your operations.

Have a brief description of what sets a productive day at your coffee shop apart from a non-productive day. It describes what short term success looks like to your business. It could be amount of customers attended to in a day, number of visits to your website in a week, how many people subscribe to your loyalty program, etc.

How To Write Your Coffee Shop Vision Statement (6)

Mention a measurable goal.

It is important to have measurable goals for your business per time. A measurable goal is also known as a Key Performance Indicator(KPI). It helps you track success in your business. In writing your vision statement, consider including one measurable goal that cuts across all aspects of your business. Also, consider adding a timeframe to achieving this goal. Doing this gives specificity to your vision statement.

Write in the present tense.

Writing your vision statement in present tense ensures that it consistently gives an impression of relevance to everyone who comes across it whether on the walls of your coffee shop, in advertising campaigns or on your employees’ uniforms.

Use clear, concise, and simple language.

Your coffee shop vision statement will be read by a wide range of people- professionals and laypeople alike. Consider writing it simple language that is easily understood by anyone. Do away with any bits of vagueness and make it as short as possible.

Now that you are well on your way to writing a good vision statement, you should know that a vision statement is not set in stone. If you are just starting your coffee shop, do a monthly evaluation of your vision statement until you have one that sticks and fits in with your brand the most.

You may also decide to hire professional help or download templates or worksheets that provide a framework with which you can create your vision statement.

How To Write Your Coffee Shop Vision Statement (7)

Importance of a vision statement for your coffee shop.

Whether you run your coffee shop out of a cart, online, or out of a physical brick and mortar space, get a vision statement for your business. A vision statement gives direction to your coffee shop business. Here are some reasons why you should get a vision statement for your coffee shop:

It gives you the chance to consciously articulate your long-term business goals.

The process involved in brainstorming for a vision statement requires you to have a long-term goal for your coffee shop. It also requires putting these goals in the clearest possible form while not allowing for vagueness.

It increases productivity and efficiency of employees.

A vision statement provides a focus for employees’ work activities. When there is a vision in place, employees can channel their efforts in working towards a common goal. It also serves to motivate them to be productive and efficient in their daily responsibilities. When unfavourable business situations arise, referring to the vision statement provides the resolve for employees and you as the coffee shop owner to weather the storm without compromising your original business principles or values.

It guides the development of your coffee shop business strategy.

No matter how small or big your coffee shop business is, you will have to make decisions related to business strategy from time to time. A vision statement serves as a reference when deciding on the best strategy to adopt. It also ensures that you do not veer off the goals of your business when making business decisions.

Failing to refer to the vision of your coffee shop when making decisions is a sure way to lose sight of your business goals. You may end up making decisions that are good for short-term progress but adversely affect the big picture of success contained in your vision statement.

It helps to develop a culture in your coffee shop.

Culture is a very important part of any business. It dictates the atmosphere about your coffee shop. The level of morale of your employees is largely influenced by the culture of your coffee shop. This in turn rubs off on customers in terms of the quality of service they receive from your employees.

Apart from a conducive or fun work environment, your employees’ level of faithfulness to your vision statement also determines your their attitude in attending to customers and carrying out other duties in the coffee shop. Over time, the culture built from working according to what is stated in your vision statement could cause your coffee shop to transcend into becoming a legacy. This is the secret behind most small businesses that grow to become large franchises or independent businesses with many outlets.

How To Write Your Coffee Shop Vision Statement (8)

How to use your vision statement.

Contrary to what most people think, a vision statement is not only meant to be used for marketing purposes. It can serve as a tool for inspiring you and your employees. It is also a guide for you when making important business decisions.

Examples of coffee shop vision statements.

  • Starbucks: To treat people like family, and they will be loyal and give their all.
  • Sightglass Coffee: To deliver the highest quality achievable in all aspects of our business, whether that be sourcing the most beautiful and wondrous coffees attainable or employing the most mindful and quality-focused practices possible.
  • CC’s Coffee shop: To improve the lives of our guests; Support the communities we serve; Promote our common humanity.
  • Boncafé: To be the leading Coffee Roaster and purveyor of gourmet coffees, and food service products around the world by offering the guiding principles of integrity, quality, service and relationship.
  • O’Coffee Club: To remain the leading café chain in Singapore, offering gourmet food and coffee with excellent service.

Writing a vision statement requires careful consideration of all the aspects of your coffee shop business to come up with a clear picture of a desired future for your business. If you find that you have achieved your vision, replace it with another vision statement. Your vision should be a constant reminder to you and your employees that every activity in the coffee shop is geared towards one big goal.

Are you planning on writing your executive summary? This article is sure to help!

How To Write Your Coffee Shop Vision Statement (9)

Frequently Asked Questions

What is the difference between a mission statement and a vision statement for a coffee shop?

A mission statement is a brief description of the objectives of the coffee shop, and how the owner or other stakeholders intend to achieve those objectives, while a vision is a statement that briefly describes long-term goals of the coffee shop. They both serve to define the purpose, aims, and values of the coffee shop.

How long should a coffee shop vision statement be?

According to Kelly Burke, writing for the University of Hawaii, an average vision statement contains a maximum of 35 words or two to three short sentences. Most importantly, your coffee shop vision statement should be long enough to capture your desired future, but not too long to make it hard to remember.

To learn more on how to start your own coffee shop checkout my startup documents here

Please note: This blog post is for educational purposes only and does not constitute legal advice. Please consult a legal expert to address your specific needs.

How To Write Your Coffee Shop Vision Statement (10)

Hi! I’m Shawn Chun

My adventure in coffee began when I first launched my first coffee shop back in the early 2000s. I had to figure out so many things on my own and to make it worse within 2 years of opening two large corporate coffee chains moved in just blocks away from me!

As I saw smaller and even some larger coffee shops in the neighborhood slowly lose customers to these giant coffee chains and slowly close up shop, I knew that I had to start getting creative…or go out of business.

I (like you may be) knew the coffee industry well. I could make the best latte art around and the foam on my caps was the fluffiest you have ever seen. I even had the best state-of-the-art 2 group digital Nuova Simonelli machine money could buy. But I knew that these things alone would not be enough to lure customers away from the name brand established coffee shops.

Eventually, through lots of trial and error as well as perseverance and creativity I did find a way to not only survive but also thrive in the coffee/espresso industry even while those corporate coffee chains stayed put. During those years I learned to adapt and always faced new challenges. It was not always easy, however, in the end, I was the sole survivor independent coffee shop within a 10-mile radius of my location. Just two corporate coffee chains and I were left after that year. All told the corporate coffee chains took down over 15 small independent coffee shops and kiosks and I was the last one standing and thriving.

Along the years I meet others with the same passion for coffee and I quickly learned that it is not only “how good a barista is” that makes a coffee shop successful, but the business side of coffee as well.

Hence why I started this website you are on now. To provide the tools and resources for up and coming coffee shop owners to gain that vital insight and knowledge on how to start a coffee shop successfully.

Stick around, browse through my helpful blog and resources and enjoy your stay! With lots of LATTE LOVE!


Shawn Chun2023-01-31T15:25:53+00:00

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How To Write Your Coffee Shop Vision Statement (2024)


What is a good vision statement for a cafe? ›

“Delivering the best experience through ethically-sourced coffee to start your day better.” “Our mission is to create unique coffee flavors in a relaxing atmosphere to serve our community.” “We strive to create a welcoming space for coffee enthusiasts to escape the bustle of your day.”

How do you answer a vision statement? ›

Quick tips for your vision statement
  1. Project five to 10 years into the future.
  2. Dream big, and focus on success.
  3. Use the present tense.
  4. Use clear, concise, jargon-free language.
  5. Infuse it with passion, and make it inspiring.
  6. Align it with your business values and goals.

What are 3 examples of vision statement? ›

Below are a few examples of concept-based vision statements:
  • BBC: “To be the most creative organization in the world”
  • Disney: “To make people happy.”
  • Google: “To provide access to the world's information in one click”
  • IKEA: “To create a better everyday life for the many people”

How do you write a simple vision statement? ›

Helpful Tips for Writing your Vision Statement
  1. Keep it short - max 2 sentences. ...
  2. Make it specific to your business and describe a unique outcome that only you can provide.
  3. Write it in the present tense.
  4. Do not use words that are open to interpretation. ...
  5. Simple is best.
Mar 10, 2023

What is Starbucks vision statement? ›

Starbucks Vision Statement

To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

What is an example of a powerful vision statement? ›

Take Kellogg's vision statement, for example: "A good and just world where people are not just fed but fulfilled." They're not only talking about sales here or about being the #1 company in their industry. It's about how they want to make a positive impact on society and improve people's lives.

What is a successful vision statement? ›

It should be simple, easy to read and cut to the essentials so that it can be set to memory and be repeated accurately. Be clear: A good rule of thumb for clarity is to focus on one primary goal, rather than trying to fill the document with many ideas.

What are the four 4 criteria of a good vision statement? ›

  • Brevity. A good vision statement is succinct, which makes it easy for managers and leaders to communicate and employees to remember. ...
  • Clarity. ...
  • Abstract and Challenging. ...
  • States the Organization's Purpose. ...
  • Future Focused. ...
  • Sets a Desirable Goal. ...
  • Matches the Organization's Success Measures.
Jan 12, 2011

How do you describe a good vision statement? ›

Good vision statements have common components: It is written in the present, not future tense. They describe what we will feel, hear, think, say and do as if we had reached our vision now. It is summarised with a powerful phrase.

What are the 5 main characteristics of a vision statement? ›

What are the main characteristics of a vision? Research on visionary leader- ship suggests that visions have five characteristics: a picture, a change, values, a map, and a challenge (Nanus, 1992; Zaccaro & Banks, 2001). paint an ideal image of where a group or an organization should be going.

What is a vision statement in short? ›

A vision statement is an organization's declaration of its mid-term and long-term goals, stating what they want to become in the future. Vision statements act as a goal for a company to strive toward. Vision statements are often confused with mission statements.

What is your own vision statement? ›

A personal vision statement, also known as a career mission statement or career vision statement, summarises your career aspirations and goals. It outlines what you hope to achieve in your professional career, your long-term goals, interests, values, skills and desired contributions to society.

What is an example of a vision and purpose? ›

Purpose statement: I want to bring inspiration, color, and fresh smells to every space. Vision statement: I will provide flower arrangements of all kinds to the community for people to enjoy.

What is an example of a strategic vision? ›

For example, a technology company might have a vision of a future where its products are used in every home, or a health organization might envision a world free of a certain disease.

What is a vision statement and how do you write one? ›

To write a vision statement, first, identify the actions your organization takes to achieve the goals set out in its mission statement. Think in big-picture terms, rather than literal day-to-day operations. Then, summarize these actions in a concise statement, one to three sentences long, in the active voice.

What is Cafe coffee Day vision statement? ›

Cafe Coffee Day's vision was to become an 'experience beyond a cup of coffee'. They wanted to become the first choice destination around the corner for everyone who wanted to relax, socialise and enjoy the best coffee and food.

What is an example of a vision statement for food business? ›

To be a leading provider of quality delicious foods and impeccable customer service by offering a versatile and flexible service with consistency and presentation that will leave a lasting Impression.

What is McDonald's vision statement? ›

McDonald's Vision Statement

To move with velocity to drive profitable growth and become an even better McDonald s serving more customers delicious food each day around the world.

What is a vision statement for a restaurant? ›

A restaurant's vision statement (a.k.a. credo) describes what the future will look like when you accomplish your mission. Example: We imagine a world where there's no such thing as a bad cup of coffee and all coffee farmers live prosperously.

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