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The right choice of location is half — if not two-thirds — of success. Even the most reliable station with excellent coffee won't make money if no one walks past it. That's why, before launching a coffee shop, it's important not just to find an available spot but to understand where it will actually work.
Let's figure out how to choose a location for a self-service coffee shop, which formats work better than others, and which mistakes most often get in the way of making money.
Why the choice of location is critical for a coffee point
A self-service coffee shop has no barista to offer drinks. It can't "draw in" a customer, so it has to stand where a person definitely won't miss it and will walk up to it on their own. And the higher the footfall, the more often coffee is bought on the go — which means the higher your revenue will be.
A poorly chosen spot means downtime, expired ingredients and zero profitability. You can only profitably install a self-service coffee machine in a place where coffee is genuinely relevant to people.
What affects the choice of location
When you're choosing where to set up a coffee point, you should consider not only visible foot traffic but also who these people are and why they're here:
You can place a self-service coffee shop even in a busy spot and still make nothing if the audience doesn't drink coffee in this format.
Where it's best to place a self-service coffee shop: locations that work
Grocery retail chains
Convenience stores, supermarkets and hypermarkets are some of the most stable locations. People come there regularly, and coffee becomes part of a routine purchase.
Pros:
Cons:
Takeaway: profitable if you manage to negotiate a reasonable rent.
Gas stations
This is the classic vending format. A gas station is a place where both drivers and passengers often grab coffee for the road.
Pros:
Cons:
Takeaway: a good option if the machine offers above-average-quality drinks.
Offices and business centers
Here coffee often replaces a trip to a café and rounds out breaks. If there are no competitors nearby, the spot will earn steadily.
Pros:
Cons:
Takeaway: an excellent spot for weekday footfall. Works better in medium-sized and large business centers.
Universities and campuses
Students and faculty actively drink coffee, especially in the first half of the day. The key is to set the price correctly.
Pros:
Cons:
Takeaway: it makes sense to bring such spots online in September and run them through the end of spring.
Food courts and malls
Places with heavy footfall on weekends and in the evening. Here it's important that the self-service coffee corner stands out and differs from competitors.
Pros:
Cons:
Takeaway: works if the machine is well designed visually and delivers consistent quality.
Mistakes when choosing a location
When launching, many entrepreneurs make the same mistakes:
A shopping mall may look prestigious but bring in zero revenue if no one walks past the spot.
A machine in a far corner is as good as not having one at all.
A cheap spot with no customers ends up costing more than a busy one with a higher rate.
Five coffee shops in one small area, and no station will survive the competition.
Don't sign a year-long lease without checking footfall for at least 2–4 weeks.
How to choose a location for a self-service coffee shop
To sum up, a good location is a place that has:
It's better to place a self-service coffee shop where people don't just walk past but where coffee becomes part of a familiar routine: a gas station, a store, the trip to the office, the break between classes.
Takeaway
Installing a coffee shop is only half the battle. The main thing is to find a place where it will turn a profit. Look for spots with high footfall, clear customer behavior and minimal competition. Don't be afraid to test: it's better to switch out a poor location after a month than to wait for sales to suddenly grow on their own.
A well-chosen location is the foundation of profitability. Everything else can be fine-tuned as you go.
