How to stand out in a saturated hospitality market

With plenty of “nice” cafes out there, it’s easy to fall into the vanilla trap: minimal menu, terrazzo tables, and a sans serif logo on the window. If your offering looks like everyone else’s, customers won’t feel the difference—and they won’t remember it either.

So how do you break free from café déjà vu?

Start with your POV (Point of View)

Your brand isn’t just what you serve. It’s the story behind why you serve it. Is your founder obsessed with regional Sicilian baking? Did your concept come from a family tradition? Was your whole venue inspired by a David Lynch movie? Lean into the weird, the wonderful, the you. That’s what builds loyalty, not just lattes.

Stop trying to be universally appealing

If your brand is “for everyone,” it connects with no one. Make bold calls in your design and copy. Choose a colour palette that doesn't live on Pinterest. Give your venue a name that sparks curiosity. Being remembered is more valuable than being liked by everyone.

Think beyond the fit-out

A beautiful space gets customers in the door. But a brand gets them to care. People will post your sign if it says something cheeky. They'll tag your takeaway cup if it's distinctly yours. They’ll come back if they feel part of something specific and interesting, not just another brunch spot with a rustic brick feature wall.

TL;DR?

If your vibe feels like déjà vu, it’s time to double down on what makes you different. Find the flavour in your story, and infuse it into every part of your brand.

Let's cook something up →