You can create a distinct brand for your coffee shop through a combination of unique (or themed) decor, menu design and wait staff attire. Choose a look or theme that will give customers a distinctly different, fun or interesting dining experience. 

You can also develop a customer reward program that lets frequent diners earn reward points. And most of all, by learning the names of your frequent customers, you'll make them feel welcome, and they will be more likely to spread the good word about your restaurant.