There are many ways you can survey your people about their wishes. This might literally look like a survey that you hand out for a few weeks within your shop. This could also be an online survey that you circulate through your email list or social media platforms. You could easily incentivize filling out this survey by offering a discount to everyone who completes it. While it is not practical to do for everyone, you might also consider conducting some one-on-one or small group interviews or listening sessions. Give a few key customers an opportunity to share everything about their desires for a coffee shop. Pay attention to where there is overlap between them, verify this agrees with your survey results, and lean into the areas that stood out the most to customers.