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Attitude of your employees (i.e. baristas) especially when you are not there, is pivotal. Cleanliness of the shop and your equipment. Consistency of drink preparation. Wi-Fi. Type/Quality of music you pump in and at what volume. Delivering beverages to businesses in your area. Catering Events. Making your shop a kind of social hub where people can meet and share ideas and decompress. Place where customers can enjoy live music during the evening hours. Rotating art works where you generate extra revenue by sharing $$ from sales with the artist. Work with vendors in our industry who provide the best quality products.
As you can see for yourself, there are thousands and thousands of little things. It's by paying attention to the finer details that one does an excellent job or one does a mediocre job. Ball is in your court.
As for "theme" and "furniture" and the like, there are certain things that only you should decide. In other words, the style of the retail environment should reflect your own style and preferences. Asking other people to tell you about subjective matters is passing your responsibilities to someone else; you have to ask yourself those kind of questions, imho.
One thing you should have, though, is a poster-sized photograph of me prominently hanging on the wall so your paying customers can stand, pause for a few moments, and pay their respects. That is a must
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