The Second Book From Coffee Business Strategies is out! Normally $12.99, it’s on special for $9.99 between now and end of June. Currently available as ebook from certain retailers like Apple and Barnes and Noble. Coming soon to Amazon. Print edition is coming soon too.

Small Business Survival promo ad

Where is the newsletter? Good news! The newsletter has begun. During this time, we’re getting more information on what’s working for businesses and what’s not. Right now the newsletter is short, but don’t be surprised if I send longer ones with updates to you. My goal is to help you succeed and thrive, even through a pandemic.

I’m also starting to use LinkedIn Newsletter for Coffee Business Strategies. If you join there, you’ll still get the sign up perks from here.

Where are the groups? We now have a private group on Facebook and a private group on LinkedIn. The only public social site presence is my LinkedIn articles and a Facebook business page.

Marketing Specialty Coffee

Tips, Techniques, Stories

Even if you have to close the doors during this pandemic for a few weeks or so, don’t let inactivity set in.

  • Deep clean your shop
  • Do inventory counts early
  • Plan out new drinks and food offerings
  • Design a secondary product sales area
  • Set up a place for your customers to purchase gift certificates
  • Build an email list if you don’t have one
  • Nuture your email list if you do have one and use it to help your customers face their own fears
  • Plan out your content, specials, and events for the rest of the year

And don’t stop talking to your people. Always market forward! This won’t last forever. Do what you can now to minimize the damage.

Marketing For the Future with Coffee

Don’t just roll over and give up. If you can stay open in some compacity during this period of challenge, then do so. Others are and they’re going to be rewarded at the end of it. You may as well be one of them.

The reason independent coffee businesses should work more creatively to come out ahead at the end of this is because the opportunity is there for them.

Sure, being able to serve your customers online wasn’t important before. But it is now. People who relied on staying in for their drinks or picking up their coffees are learning to order online. And they’re liking it.

Sure, you didn’t really pay much attention to your operating procedures for take-out orders. There wasn’t anything special to them before. There is now. Now they’re crucial to businesses who are staying open in the food and drink industry.

Now is the time to set long-term goals for your online ordering and take-out systems. Now is the time to see what works and what doesn’t. Discover how to make the process run smoothly for both your staff and your customers.

Originally posted as part of one of my recent Daily Espresso Shot articles on LinkedIn. Follow me at dianacacyhawkins on LinkedIn for more tips, suggestions, and opinions of marketing coffee.

Need help with Covid-19 recovery?

Check in with the Small Business Administration. There are small business loans available to help you through this time. But hurry! The need is sure to be great and the funds could run out before you get there.

Don’t forget to check with your local and state governments for any opportunities you can take advantage of.

Check out the small business guides here for help through the Covid-19 pandemic. The Small Business Owner’s Guide to the CARES Act is availabe in pdf at the bottom of the page.

Marketing Fresh Roasted Coffee

Tips, Techniques, Stories


Great advice for roasters looking to get their coffee into local restaurants.

Article can be found here.

Staying in business during the pandemic

Many fresh roasters have kept up with online orders while closing down for walk in ordering. Fresh roasters who did not offer online ordering started it. Do you have online ordering available? If not, be sure to start it soon.

Some fresh roasters are offering in town special delivery as part of their options. They’ve set it up so people can easily phone in orders or order through their website. Consider offering this service to your customers too.

Check with the local grocery store about stocking your coffee. Assuming that you already follow and meet regulations for food handling, this could be a good option for you.

Offering to refill non-eco friendly coffee bags for a discount is dangerous right now. Consider making your bags disposable and more eco friendly. Put the discounts on hold.

Here’s a link to an article on what some roasters are doing.



Do-it-yourself marketing tool: I highly recommend using Canva for designs you create on your own. Easy to use interface and easy to afford monthly price. If this is something you need check out the following link. (note: I get a credit to my account if you sign up with this url)
Join Canva Here

Switching to pickup-only ordering because of the pandemic? Joe is a mobile ordering app for coffee shops. Here are seven tips for pickup-only order success from Joe in this article. Note that they are waiving commissions right now on accounts with them. Good time to take advantage of their set up!

National Coffee Association COVID-19 Resouce Center webpage has answers to most of the questions you may have about our pandemic and your business concerns. Check it out here!

Need My Help?

I’m Diana Cacy Hawkins, an energized coffee writer helping coffee businesses go from surviving to thriving.

Learn more at Espresso Shot Marketing and contact me today.


Thought for Today


                                                                         Quote from Lee Milter

Coffee Industry News


Coffee IS Essential: Those of us who live coffee on a daily basis understand how it’s an essential staple to any home kitchen. Many other companies do too. Coffee and tea are two drinks that are in nearly every home in some fashion. While we humans could do without our sodas, coffee and tea has become part of the food group. And let’s face it, coffee is one of the few comforts we can easily make during difficult circumstances. Read the following article about a bunch of companies and associations expressing to the government that we need to be able to keep in stock what we use on a daily basis.

Here’s the article link.


Coffee Crisis Answers: One solution may have been found for coffee farmers in Kenya. More research is needed yet, but it looks promising.
“Currently, 95 percent of Kenya’s coffee farms grow coffee as a monocrop. But based on recent proposals, more farmers may decide to intercrop with macadamia trees.”
Check out the article here.

In the Know…The coffee industry isn’t immune to people trying to cash in on imposter beans. Knowing where your beans come from and being sure you’re serving the best quality is crucial. Here’s one instance of how countries and coffee growers are dealing with the situation. This involves the Blue Mountain Coffee. I see a lot of group chatter about how to make sure the Blue Mountain coffee you buy is real.
Jamaica launches crackdown on counterfeit coffee.

Reports and Resources from Coffee Business Strategies

Small Business Survival: What we learned during spring/summer 2020: Written for coffee businesses, but suitable for all independent businesses in the food and drink industry. Three sections of valuable information your business needs to survive and thrive in the current climate and beyond.

Section one goes through the challenges our businesses met with and how we overcame them. Filled with valuable real life information from real businesses beating the historic disruption we find ourselves in, this section is the driving force behind why I wrote the book.

The second section is an add on section that takes us through the changes in consumer behavior in 2020. Using information mostly gathered from OneTable research team, this section dives into how consumer thinking changed. What stays as being important before 2020, what behaviors did consumers learn in 2020, and what they liked. What behaviors are here for the long term that you need to plan for.

The third section is a bonus section. I go through the essentials of a business plan and provide a real world example that you can break down and use to make your own, or revise your current one.

Available through Apple and Nook Books now. Coming soon to Amazon and in print.

Buy Small Business Survival: What we learned during spring/summer 2020 here.

Coffee Shop Strategies – Quick reference book for independent coffee business owners. Whether you own a coffee shop or a coffee roastery, or both, this is your next must-have guide.  Put your hands over your ears and chant “nah, nah, nah!” to all those “marketing gurus” saying you have to spend thousands of dollars with them to increase foot traffic and sales. Find out how to market your shop effectively with less stress and money here. Written by Diana Cacy Hawkins.

Only available directly from Diana Cacy or by joining Coffee Business Strategies Newsletter

In The Works!

Coffee Business Strategies Encyclopedia: This project has turned into something much bigger in response to what the coffee world needs. Not your average business strategy manual. Much more, complete with insight from real life businesses meeting and overcoming unforeseen challenges. With added insight of what to expect from the future and how to plan for it.

Topics include:

  • safe business operations
  • how to shift during times of radical changes
  • establishing/strengthening your brand
  • effective marketing tools and techniques
  • preparing for future events
  • and much more

(Not positive we’ll keep the same title.)

Finding Little Blue Coffee Company: There’s a new business coming to town. Dive into the story of how a determined business owner decided not to cancel plans to open a new coffee store during the pandemic. Don’t sit and wait for better times that may never come. Make your goals on a schedule that caters to you and not just when the world makes it easy.

Energized Coffee Calendar: A helpful time saving tool for creating your coffee related content. Designed to help you find ideas for your blog and social site posting that match with what’s happening in the world of coffee during that month. Coming once our events around the world are back in full swing.  Watch for it by clicking here.

Coffee Blogs That Work: A complete guide on making a business blog work for you without costing you so much valuable time and expense. No one taking advantage of that great offer you have going on in your shop right now? Do you write blog posts, then get bored and frustrated, feeling as if no one cares? Let’s fix this now. Stop pulling out your hair and chugging the hot coffee whenever you think about a business blog. Blogging doesn’t have to be time consuming and it can be fun, strengthening your marketing strategy by connecting you with your regular customers and encouraging them to keep returning…and telling all their friends to start being your customer too. Let me show you how to run a business blog that makes you money and makes you happy to maintain it. Coming soon to CoffeeBlogsThatWork.com

(The Calendar and Blog Guide work together. They will be created with up-to-date changes we see in buying behavior starting in 2020.)

Infographic sets and other printables: Designs for your business. Print them off in your office and use them in your business.


Coffee Business Strategies is a division of Cacy Enterprises LLC                              Manager, Diana Hawkins

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