Running a specialty coffee shop is often romanticized — beautiful machines, perfectly dialed-in shots, and a steady stream of coffee lovers who appreciate the craft. But any coffee shop owner who’s been in the game long enough knows the reality is far more complex.
From humble beginnings to scaling a growing business, the journey is filled with hard-earned lessons most don’t talk about. If you’re thinking about opening your own café or already navigating the highs and lows, here are five truths I wish someone had told me before I started.
One of the biggest mistakes new coffee shop owners make is measuring themselves against the top-tier cafes in the industry. You see them sporting $30,000 espresso machines, in-house roasters, stunning interiors, and seemingly endless streams of customers.
Meanwhile, you’re fighting to afford takeaway cups or choosing between buying milk or another bag of beans.
The reality is — everyone starts somewhere. Comparing your early days to an established brand’s polished presence will only drain your motivation. Instead, focus on your own progress. Reflect on where you were six months ago — how many bags you’ve sold, how many regulars now walk through your door, and how your skills have grown. Small wins compound, and that’s how real businesses are built.
Many owners fall into the trap of assuming everyone walking into their café will care about the origin, process, and tasting notes of every bean. You expect customers to geek out over your latest Ethiopian natural or Panama Gesha.
The truth? Some just want a solid, bold cup of coffee that gets them through the morning.
Ignoring or dismissing customers who prefer dark roasts or traditional profiles is a missed opportunity. Those same people, given time and positive experiences, might become your biggest supporters — some may even grow into home brewers with serious setups. Respect every customer’s preference, meet them where they are, and educate gently. Your community will grow because of it.
Coffee is your craft — but running a coffee shop is a business. The sooner you embrace that, the better.
The uncomfortable truth is that most of your hardest — but necessary — growth moments will have nothing to do with brewing. Walking into meetings where suppliers or potential wholesale partners don’t take you seriously, raising prices knowing it might spark backlash, or putting your brand out there online where criticism is inevitable — it’s all part of it.
The shops that survive learn to lean into the discomfort. The ability to navigate these moments defines how far your business can go.
Cash flow is the silent killer of coffee shops.
Some months, everything clicks — the café is buzzing, wholesale accounts are growing, and the bank balance looks healthy. Then, there are months where you stare at your P&L, wondering how you’ll make payroll, cover rent, or even survive the next 30 days.
This is the reality of running a specialty coffee business — especially as you scale and feel the weight of supporting a team. It forces you to face tough questions, push harder on sales, and get creative in finding ways to keep the business afloat. The faster you accept this rollercoaster, the more resilient you become.
It’s tempting to want acceptance from the “cool” specialty coffee crowd — chasing barista championships, sourcing ultra-rare micro-lots, or roasting so light it alienates your core customers.
But in doing so, you risk losing the very essence of what made your coffee shop special. Your regulars come back because of the experience you create, not because you’re trying to mimic another café’s style.
Remember why you started. Stay true to your roasting philosophy, your service style, and your community. Specialty coffee is a journey — for you and your customers — and staying authentic will always serve you better than chasing trends.
Owning a specialty coffee shop is as rewarding as it is challenging. These lessons come from lived experience — from starting with almost nothing and growing into a six-figure business with a team to support.
You’ll face comparison, customer preferences you don’t expect, uncomfortable growth moments, financial stress, and the temptation to lose yourself along the way. But every hurdle is a chance to refine your craft, strengthen your business, and deepen your connection with your community.
If you’re building your coffee shop dream, remember — it’s not about being the biggest or flashiest. It’s about being consistent, authentic, and committed to your journey.
If any of these lessons hit home, you’re not alone — and you don’t have to navigate it all solo. Brewspace was built specifically for specialty coffee shop owners like you — designed to simplify the chaos of running a growing coffee business.
From managing recipes across locations to scheduling daily tasks for your team, Brewspace gives you one place to organize operations and keep everyone aligned. It’s your digital workspace — built by people who understand the unique challenges of our industry.
Because running a specialty coffee shop is hard enough — your systems shouldn’t make it harder.
