Summarize this article in one sentence.
Your business plan should already have detailed marketing plans in place. Your goal is to make your business visible to customers and provide a compelling reason for them to visit. Form social media accounts, run ads in your local papers, and make yourself a public figure by visiting locales like fairs and farmers markets. Gift-certificate giveaways and "free food" promotions are very popular ways to draw attention to your business. You can also donate gift certificates as prizes for local charities, nonprofit, and professional organizations. This will generate goodwill toward your business and spread the word about your business. Consider inviting your local food critic to your business. While you can't control what they write, it's a good way to get some press for your business. Loyalty cards work well for fast-food restaurants and coffee shops. Even if you meet with success once you open up, don't rest on your laurels. Give surveys. Ask your customers what they like and what they don't like about the business. Ask what they would like to see that you aren't currently doing. Ask how they feel about your location, your interior, your menu offerings. Listen to what your customers say, regardless of how it may make you feel. You can even incentivize these surveys by offering a free product or meal if customers return the survey to you. Once you're up and running, the biggest day-to-day expense you face will be the cost of food and beverages. However, you should make sure that your food and beverage costs don't add up to more than 25-40% of your revenues. Payroll is another reliable chunk of expenses. In general, payroll should cost no more than 20-25% of revenues. This is especially important for coffee shops, where the average transaction is fairly small (usually, around $3). Make sure that you also have plenty of accompaniments, such as pastries and muffins, and encourage your staff to recommend them to all customers. Coffee should not be more than about 40% of your weekly sales volume. Don't go overboard with the accompaniments, though. Have a good selection, but you don't need to have six types of quiche and twelve types of cookie. Trying to sell too much of a variety increases costs without increasing benefits.

Summary:
Market your business. Stay in touch with customers. Keep an eye on expenses. Upsell.