Well we’re glad you asked! Like we said earlier, most coffee shops rely on drive-by and walk-by traffic to generate sales. The best way to channel that traffic to your shop is by having some type of advertisement that potential customers can see easily. The best way to accomplish this is by having a giant sign above your store, and—if you’ve got enough money and the right location—another sign that’s fairly close to your shop and large enough to channel traffic. To run a successful coffee shop startup your sign needs to accomplish two crucial things. First, it needs to attract attention. According to the Council Post Americans are exposed to around 4,000 to 10,000 advertisements per day. We’re not saying that your sign needs to be the number one sign that people remember, it doesn’t even need to be in the top ten. But your sign does need to stand out enough to grab people’s attention. After that, your shop’s atmosphere, customer service, and products need to be able to keep them. The second thing that your sign needs to accomplish is that it needs to be easy to read from a distance. In today’s day and age people prefer quick, to-the-point, and readable content over long-winded explanations. The same goes for advertisements. Potential customers shouldn’t have search your sign like a detective to figure out what your company is. They should be able to take one look at your sign and go “Oh that’s a coffee shop!”. Therefore, a good sign is very important to your business because it can be the main factor when directing customer traffic to your coffee shop.