Small details matter more than ever in today’s competitive business landscape — and coffee is no exception. Gone are the days when an unappetizing, basic pot of drip coffee in the corner was enough to satisfy customers. Now, coffee is an extension of the brand experience, a hospitality gesture, and an opportunity to both surprise and delight.
Whether you're a retail store, car dealership, healthcare campus, or office building, offering high-quality, personalized coffee can set your business apart. It increases “dwell time”, encourages repeat visits, and leaves a lasting impression that connects customers to your brand. With the right approach, coffee becomes more than a beverage — it becomes a powerful engagement tool.
Understand Your Customers and Their Preferences
The foundation of any great coffee program is understanding your audience. Who are your customers, and what do they value when they determine how to spend their money (and hopefully spend it within your business)?
- Busy commuters may prefer strong, fast, no-fuss options like bold drip coffee or espresso-based drinks with efficient self-serve stations.
- Health-conscious consumers look for dairy alternatives, sugar-free syrups, and responsibly sourced beans.
- Hospitality guests expect variety, convenience, and a polished, consistent experience—often with a touch of indulgence.
By identifying your primary users and tailoring your coffee offerings to their habits and preferences, you can ensure that your service feels intentional rather than generic. This not only increases satisfaction but also deepens customer loyalty.
Ask yourself:
- Do your customers prefer flavored drinks? Or is standard black coffee just right?
- Are they likely to want milk alternatives?
- Are they adventurous or traditional in their coffee choices? Any trends to consider?
- Do they care about coffee’s sustainability or sourcing?
You might be asking yourself, “Why does that matter?” The answers will shape everything from your machine choice to the syrups and signage you offer.
5 Types of Customization That Matter
Personalization is what transforms a basic coffee service into a memorable experience. Offering just a little extra variety or flexibility can create the kind of moments customers talk about—and return for.
1. Seasonal Drink Rotations
Bringing in seasonal flavors like pumpkin spice, peppermint mocha, or lavender honey can mirror what people love about their favorite cafés or coffee counters. These rotating offerings keep your service fresh and give customers a reason to come back to see what's new. Think of this as a “delight” function.
2. Flavor Syrups and Sweeteners
Simple additions like vanilla, hazelnut, caramel, and sugar-free options allow customers to create a drink that fits their tastes. Display them clearly and encourage experimentation to make it feel like a personalized treat.
3. Milk Alternatives
Oat milk, almond milk, and soy options are no longer niche — they’re expected in modern coffee service. Providing dairy-free choices signals inclusivity and care for dietary needs.
4. Presentation and Experience
How the coffee is served matters. High-quality cups and lids, branded sleeves, and inviting signage can elevate the experience and set you apart from the competition. Consider glassware for dine-in options or eco-conscious to-go packaging that reflects your brand values.
5. Loyalty Perks and Limited-Time Offers
Coffee can fuel loyalty, literally. Punch cards, digital rewards, or “coffee happy hour” specials can increase frequency of visits and give customers a reason to make your business part of their routine.
Use Coffee to Reinforce Brand Experience
Your coffee service doesn’t exist in a vacuum — it’s part of your larger brand story. Whether your business is playful and creative, refined and luxurious, or locally focused, your coffee program should match that identity.
- Eco-Conscious Brands might emphasize compostable cups, fair-trade beans, or reusable mug discounts.
- Premium Brands may showcase sleek machines, curated bean selections, or on-trend flavor profiles to create a high-end café vibe.
- Community-Centric Brands can highlight local roasters or regional favorites, making the coffee a reflection of local pride.
Customization isn't just about flavor. It’s about mood, message, and meaning. Even small touches like branded sleeves, clever signage (“Perk Up Here! We Like You A Latte!”), or chalkboard menus can enhance the brand-consumer connection. Special touches are just that: special.
Bernick’s Approach to Custom Coffee Programs
At Bernick’s, we know that no two businesses are the same, which is why we never take a one-size-fits-all approach to coffee. Our process is consultative, collaborative, and designed to build a program that fits your brand, audience, and operational goals.
Here’s how we help:
1. Personalized Equipment and Product Selection
From bean-to-cup machines like the De Jong Duke to high-volume brewers from Bunn and Curtis, we help match your machine to your space, staff, and coffee expectations. We also help you choose flavor syrups, milk alternatives, and sustainably sourced beans from respected brands like City Girl Coffee and New England Coffee.
2. Branded and Themed Layouts
We can help you create a visually appealing, brand-aligned coffee station complete with signage, cup branding, and thoughtful product placement. Whether it's a corporate office or a retail waiting area, your coffee bar will feel cohesive with your overall environment.
3. Turnkey Installation and Support
Bernick’s handles delivery, setup, and ongoing maintenance so you can focus on the customer, not the machine. Our team ensures everything runs smoothly behind the scenes while you deliver an exceptional front-end experience.
4. Ongoing Optimization
As trends change and your customer base evolves, we continue to support and adapt your coffee program — adding seasonal offerings, expanding capacity, or trying out new equipment as needed.
Real-World Success: Gilleland Chevrolet
One standout example of custom coffee success is Gilleland Chevrolet in St. Cloud, MN, an icon of community and legend in the automotive industry. Since the 1940s, Gilleland has dedicated its mission to the customer service experience, and has grown to include 83 dealerships in 17 states across the country.
One of Gilleland’s brand promises is “Relaxed Shopping Experience and Consultative Sales Process”, and what better to fortify that promise than with the offering of a great cup of coffee. Partners with Bernick’s for almost 40 years, Gilleland of St. Cloud is known for their high-quality service and welcoming showroom. During a facility remodel, Gilleland continued to trust Bernick’s to take their hospitality offering to the next level. Christy Gilleland is the Dealer Principal at the dealership and simply stated, “We have worked with Bernick’s since 1986 and their customer service is always impeccable.” She noted one of the partnership perks is Bernick’s reliability and service plan, making their hot beverage offerings “hands off” for Gilleland and seamless for the hundreds of thousands of customers who visit their showroom and service center annually.
The Challenge:
Gilleland wanted to enhance the customer experience in their service department and showroom with premium amenities that made guests feel relaxed and valued during their wait.
The Solution:
Bernick’s provided a bean-to-cup machine that delivers barista-quality coffee at the touch of a button. We worked with the Gilleland team to create a customized coffee bar experience that was easy for customers to use, with attractive branding, a full syrup and creamer selection, and consistent, high-quality drinks.
The Result:
Customers now associate the Gilleland experience with comfort, convenience, and care. The enhanced coffee offering increased customer satisfaction scores and encouraged repeat service visits. What was once a routine part of visiting the dealership is now a memorable moment, making even the mundane parts of life seem special.
Want to see more of the Gilleland Chevrolet and Bernick’s partnership story? Download the case study here.
Brew a Better Customer Experience
Today’s customers are looking for more than just transactions — they’re seeking connection, quality, and care in exchange for their money. Coffee, when done right, is a simple but powerful way to show them you’re listening. Whether you serve 10 guests a day or 100, a custom, quality coffee experience can leave a lasting impression and keep people coming back. And, there is likely a much easier solution than what you’re currently trying to manage alongside all your other business initiatives.
With Bernick’s by your side, crafting a coffee program that aligns with your brand and delights your audience is easier than ever. From product selection to service and support, we’ll help you brew something extraordinary.
