Taking the plunge and opening a new business for the first time can be a nerve-racking experience. Countless things need to be taken care of—from choosing a name, registering your company, and crafting a beautiful logo to finding the perfect venue, hiring the right people, and much more.

And while all of the things mentioned above are fundamental for ensuring your coffee shop’s success, other vital elements are sometimes overlooked. Thus, if you want your coffee shop to be successful and thrive within and highly saturated market, you must have a clear mission statement and an inspiring vision statement. So, how do you create your coffee shop’s mission and vision statement?

The truth is there is no secret formula for the perfect mission or vision statement as these two key pieces are deeply rooted in a business’s core. Therefore, if you want to create compelling statements for your coffee shop business, you need to dig dip. Start by answering the following interrogations:

  1. What does your coffee shop do?
  2. How does your coffee shop do what it does?
  3. Who does your coffee shop serve?
  4. Where do you see your coffee shop in 5, 10, 20 years?

Once you have these figured out, writing your company’s mission and vision statement will come easily. 

Mission Statement vs. Vision Statement 

Before you can even think of writing any of these statements, you must first understand their differences. Hence, let’s start by defining each term.

A mission statement describes the company’s business, including its goals and objectives to reach those short-term goals. A vision statement, on the other hand, explains the long-term goals or your expectations.

In other words, a mission statement is the company’s reason for being, while the vision statement is what your business to become. And while the two are very closely related, understanding their differences can help you run a more efficient and lucrative business.

Thus, to write an effective mission statement and an inspiring vision statement, you need to combine elements of the present and future of your coffee shop to come up with a roadmap for your company’s purposes, goals, and values.

Writing Your Coffee Shop’s Mission Statement

The mission statement of your coffee shop should answer the first three interrogations we mentioned earlier:

  1. What does your coffee shop do?
  2. How does your coffee shop do what it does?
  3. Who does your coffee shop serve?

However, this does not mean you are going to literally answer each of these questions in a paragraph and call that your mission statement. Consider these three interrogations the ingredients to a recipe. In other words, these interrogations are merely the “must-haves” elements that should be included as part of your mission statement.

To make your job easier, you should follow these five principles when writing your mission statement:

  • Keep it short.
  • Use suitable language.
  • Acknowledge your audience.
  • Describe your company’s purpose.
  • Reference the present (your current situation)

You can also add a blurb on your brand’s purpose. Think about why you decided to open a coffee shop or what your motivation was. Remember, a mission statement ties back to your short-term goals and objectives.

Writing Your Coffee Shop’s Vision Statement

Once you have defined your coffee shop’s mission statement, you can move on to your vision statement. As explained before, your company’s vision statement will reference the last interrogation: where do you see your coffee shop in 5, 10, 20 years?

When writing your vision statement, you must describe your coffee shop’s long-term goals, expectations, and what you are hoping to accomplish. For instance, do you want to be the leading organic coffee franchise in the United States? Or do you want to become the “go-to place” for anyone who wants good coffee at reasonable prices?

Vision statements depict a future image, and so they should be three things:

  • Inspiring, it should motivate employees and customers alike to interact and connect with your brand.
  • Realistic, it is true that within a vision statement, you are projecting long-term goals. But, this does not mean that you should be unrealistic about your future.
  • Different, it must set you apart from your competitors. You should never emulate or try to become something you are not. Quite the opposite, think about how you are going to make your coffee shop stand out from all the other coffee shops around the world.

Know that your vision might change over the years, depending on how fast you grow, the market conditions, how scalable your business model is, and more. But, even if it does change, your vision should always align with your brand’s values and objectives.

Need some additional help with your vision statement? Check out this blog article with more helpful info!

Mistakes to Avoid When Writing Your Vision/Mission Statements

  • Don’t rush it!

A mission statement defines your company, and a vision statement will give you something to hope for. Thus, it is as important as your logo or your company’s name. So, do not rush it! Take the time to write, edit, and revise your key messages.

  • Don’t try to cover a lot of ground

It is entirely reasonable to want to extend your mission and vision statement and surpass the two-three sentence limit. But, remember that’s where websites, flyers, and other marketing efforts come in handy.

Therefore, do not overflow your statements with statistics or detailed information. Stick to your core values, goals, and objectives.

  • Don’t write a mission statement only to cross it off your to-do list

Lastly, do not write a mission statement because you have to or because every other coffee shop has one. A mission statement should be real, authentic, and sincere. So, if you are unsure of what to write, think back to the beginning and remember what motivated you to open a coffee shop in the first place.

Coffee Shop Mission and Vision Statements’ Examples

In case you need additional inspiration, let’s go over some examples. Below we will describe the mission and vision statements of seven of the most successful and renowned coffee shop brands/franchises in the world:

  1. Starbucks Coffee

    • Mission Statement:

“To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.”

    • Vision Statement:

“To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

  1. Dunkin Donuts

    • Mission Statement:

“To be the leading provider of the wide range delicious beverages & baked products around the kingdom in a convenient, relaxed, friendly environment that ensures the highest level of quality product and best value for money.”

    • Vision Statement:

“To be always the desired place for great coffee beverages and delicious complimentary donuts & bakery products to enjoy with family and friends.”

  1. Juan Valdez

    • Mission Statement:

“To captivate the world with Premium Colombian coffee while generating value to Colombian coffee growers.”

    • Vision Statement:

“To be the go-to franchise for specialized Colombian coffee and the largest ambassador of the identity of Colombian coffee growers.”

  1. The Coffee Bean and Tea Leaf 

    • Mission Statement:

“To create a spirit within our company that inspires our team members to provide our customers with a total quality experience: quality of product, service, and environment.”

    • Vision Statement:

“To be Simply The Best roaster and global retailer of specialty coffee and tea.”

  1. Lavazza

    • Mission Statement:

“A passion for excellence that makes every cup a unique experience.”

    • Vision Statement:

“To bring the culture of espresso around the world.”

  1. Nespresso

    • Mission Statement:

“Dedication to quality, style, and service to delight consumers At Nespresso, we have left nothing to chance. We source the finest green coffees from all over the world, blending unique aromas and flavors to meet every taste preference.”

    • Vision Statement:

“To be recognized as the ultimate coffee experience worldwide. For us, that means a relentless commitment to excellence in all that we do, and a commitment to continuous innovation, aiming to consistently create moments of pleasure for our Club Members.”

  1. Caribou Coffee

    • Mission Statement:

“An experience that makes the day better.”

    • Vision Statement:

“We aspire to be The Community Place I Love, and we’re committed to sharing an extraordinary experience that feeds the soul.”

Frequently Asked Questions

Why is having a mission statement important?

Many think that a mission statement is something meant for you to include on your company’s website or use it as a public relations tool. But, in reality, a mission statement is much more than that.
Mission statements play a crucial role in any organization. Primarily because they help maintain a brand’s focus, objectives, and attention. It also acts as a reminder of the company’s purpose and reason for being.

● As a result, a mission statement can also:
● Serve as a navigation tool in times of crisis.
● Be a medium for coming up with new and innovative ideas.
● Help shape the work culture within the company.
● Drive actions to achieve all short-term and long-term goals.
● Aid the company’s decision-making process.
● Position a brand within an industry/market by informing competitors, customers, shareholders, and more what you stand for.

What is the difference between a company’s mission statement and purpose statement?

The terms’ mission statement’ and ‘purpose statement’ are commonly used interchangeably. Nonetheless, these terms have some subtle yet significant differences. Simply put, a mission statement describes what the company does and how it does it. A purpose statement, on the other hand, usually focuses on why a brand does what it does — it explains its reason for being or “raison de d ‘être.

Moreover, a company’s mission statement is rational and functional, while a company’s purpose statement usually comes from the heart and focuses on the emotional side of the business.

As a result, the mission statement usually also includes the brand’s purpose statement.

To learn more on how to start your own coffee shop checkout my startup documents here

Please note: This blog post is for educational purposes only and does not constitute legal advice. Please consult a legal expert to address your specific needs.