Quick answer: Start pre-opening marketing about 60 days before your doors open. Weeks 1–2: brand assets, Google Business Profile, social accounts and window signage. Weeks 3–4: behind-the-scenes content and an email list. Weeks 5–6: local partners, press and community events. Weeks 7–8: soft opening invitations, grand opening promotion and a final countdown. Use this template and adjust dates to your timeline.
Key takeaways
- 60 days gives time to build an audience.
- Google Business Profile: accurate details, by Google's rules.
- Window signage is your cheapest ad.
- An email or text list turns curiosity into opening-day traffic.
Why start early
New businesses face a tough first year; BLS data show that 82.5% of accommodation and food service establishments born in 2013 survived their first year. A strong opening builds momentum and early regulars, and that work starts before you open.
The 60-day template
Days 60–46: Foundations
- ☐ Final logo, colors and type; cups, sleeves and signage designed
- ☐ Website or landing page with opening date, location and email sign-up
- ☐ Social accounts claimed (Instagram, Facebook, TikTok)
- ☐ Google Business Profile set up following Google's guidelines: real business name (no added keywords), real address, accurate hours, most specific categories
- ☐ "Coming soon" window signage with date and social handle
Days 45–31: Build curiosity
- ☐ Behind-the-scenes posts: build-out, equipment arriving, menu testing
- ☐ Introduce the team and your roaster
- ☐ Start an email or text list ("first 100 sign-ups get a free drink")
- ☐ Share your story: why this neighborhood, why this café
Days 30–16: Community
- ☐ Meet neighboring businesses; offer opening-week discounts to their staff
- ☐ Partner with a bakery, florist or local maker for opening week
- ☐ Contact local media and bloggers with a short press release
- ☐ Join the chamber of commerce or neighborhood association
- ☐ Plan a donation or charity tie-in for opening week
Days 15–8: Soft opening and countdown
- ☐ Send soft opening invitations to friends, family and neighbors; see our soft vs. grand opening guide
- ☐ Post menu previews and drink photos
- ☐ Confirm grand opening promotions and giveaways
- ☐ Update Google Business Profile hours and photos
Days 7–0: Launch week
- ☐ Daily countdown posts
- ☐ Email and text reminders to your list
- ☐ Final signage and sandwich board
- ☐ Staff briefing on promotions and loyalty sign-ups
- ☐ Photos and video on opening day
Content ideas that work
| Week | Post idea |
|---|---|
| 8 | "Something's brewing" teaser with your logo |
| 7 | Before photos of the space |
| 6 | Meet the founder |
| 5 | Espresso machine arrives |
| 4 | Menu sneak peek |
| 3 | Meet the team |
| 2 | Cup and sleeve reveal |
| 1 | Countdown and opening details |
Budget (illustrative)
| Item | Range |
|---|---|
| Window signage | $100–$400 |
| Printed flyers | $50–$200 |
| Social ads (local radius) | $100–$500 |
| Opening giveaways | $200–$800 |
| Press and partner events | $0–$300 |
Measure it
- Email/text sign-ups
- Social followers in your area
- Google Business Profile views and direction requests
- Opening-week transactions and loyalty sign-ups
For the rest of the launch, see our opening menu guide, marketing calendar and how to open a coffee shop.
Make the reveal count
A cup and sleeve reveal is one of the best pre-opening posts you can make. Affogato Bean designs and prints branded cups, sleeves, signage and giveaway merch, with design help included. Talk to us about your opening timeline.
Frequently asked questions
When should a coffee shop start marketing before opening?
About 60 days before opening is a good starting point: set up your online profiles, put up signage, start social media and build an email list, then ramp up in the final two weeks.
Should a new coffee shop set up a Google Business Profile before opening?
Yes, as long as you follow Google's guidelines. Use your real business name and address, accurate hours, and the most specific categories.
What is the cheapest way to market a new coffee shop?
Window signage, social media, a Google Business Profile, local partnerships and an email or text list cost little and reach people who live and work nearby.
Sources
- Google Business Profile Help, “Guidelines for Representing Your Business on Google.”
- U.S. Bureau of Labor Statistics, “34.7 percent of business establishments born in 2013 were still operating in 2023.”
Sources checked October 2026. Statistics are reported as published by each source.