It's hard to remember back when a cup of coffee for a dollar was considered extravagant. When I was in college, my partner and I ran a coffee shop in the student center. We sold coffee for 50 cents and cleared thirty cents a cup. And sold thousands of cups a day, all outsourced.
Of course, no one buys coffee today. We buy an experience. We buy a story and the way that this story makes us feel. It's a complex story, involving smells and tastes and the sound of the shop and words and more.
I've started a collection of bad photographs of coffee store menus. Here's my first one.
The lesson? Your menu (whatever your menu is, and yes, you do have one) is at least as important as your beans or your bread or your spreadsheets. Not because I say so, but because your customers demand it.