As a cafe owner, you're always looking for ways to improve the customer experience and increase revenue. But have you ever stopped to consider that your unlabeled retail shelves could be silently stealing your sales? It’s an issue many cafes overlook, but failing to display prices is a barrier that may cost you more than you think.
Chris Tate here, Pablo & Rusty’s Operations Manager and cafe owner. In this piece, I’ll explain why having clear pricing on your retail shelves can be the difference between running a profitable cafe or a business that’s missing out on revenue from your current customers.
The problem: Unlabeled shelves create a mental load for customers
Imagine walking into a cafe and spotting a bag of coffee or a cute cup you’re interested in. You glance around, but there’s no price in sight. Do you ask a staff member for the price? Maybe. But more often than not, customers simply move on.
This small frustration adds to what psychologists call “mental load”—the cognitive effort required to process information and make decisions. When prices aren’t visible, your customers have to work harder and in many cases, they choose the easiest option: to not buy at all.
Why mental load matters in retail sales
For customers, shopping at a cafe should be simple and enjoyable. When you make them guess or ask for prices, you're increasing their mental load, which can make decision-making feel stressful. Instead of having time to evaluate a price and decide if they want to buy, they’re forced into a quick "yes or no" situation. And too often, it’s a no.
This hesitation can be enough to stop a sale in its tracks. Now multiply that by all the customers who passed by your beautifully displayed retail shelf but didn’t ask about pricing. That's a lot of missed opportunities!
The benefits of clear pricing
Adding price tags to your retail shelves does more than just answer a customer's question—it’s a smart business move. Here’s why:
Increased sales: When customers see prices, they can immediately decide if they want to buy. No hesitation, no awkward questions. Just a smooth, natural shopping experience.
Improved customer confidence: Clear prices give customers confidence that they're making informed decisions. There's no fear of overpaying or misjudging value—everything is right in front of them.
Reduced staff workload: Your team is busy enough serving customers and making coffee. By displaying prices clearly, you free them from having to answer “How much is this?” a dozen times a day.
Lower mental load: Customers appreciate the ease of browsing and buying when prices are clear. It’s one less thing to think about and that can mean more sales for you.
With clear pricing, you’re giving customers more reasons to make impulse buys, boosting their average spend per visit. And those small sales—bags of coffee, travel cups, snacks—can add up significantly over time.
For more tips on boosting retail sales, check out our guide to increasing cafe retail sales and customer experience.
Using strategic pricing to communicate value
Price tags aren’t just practical—they can also be strategic. Here’s how you can use pricing to your advantage:
Highlight promotions: If you’re running a special, use pricing tags to show the discount clearly. Customers are more likely to buy when they see they’re getting a good deal.
Promote bundled deals: Use your price tags to encourage customers to spend more. For example, offer a discount on a bag of coffee when purchased with a coffee cup and mark it clearly on the shelf.
Communicate value: Use pricing to reinforce the quality and sustainability of your products. Price your items confidently to reflect their true value and origin.
Curious about how to set your prices for maximum impact? You can explore more on adjusting your coffee prices for profitability.
Practical tips: Shelf labels
Keeping your pricing up-to-date and professional is key. Here are a few tips:
Use durable materials: Opt for weather-resistant or reusable tags that stay looking sharp, even with daily wear. We use small tags that can be changed easily.
Clear font and design: Choose large, easy-to-read fonts and consider colour schemes that align with your cafe and brand aesthetic. Your tags should be as visually appealing as the products themselves.
Handwritten tags: While handwritten labels can work, you need to ensure they’re neat and legible. Cluttered tags can make your cafe look “messy”. Invest in a label maker or custom tags for a polished look.
For more insights into enhancing customer engagement, check out our article on the transformative impact of genuine customer engagement.
Why retail sales matter for your cafe’s bottom line
Adding or optimising your retail shelf space is a powerful way to increase profitability. By enhancing the customer experience with clear and thoughtful pricing, you can boost your average transaction value and improve your cafe's financial health.
At our SYD CBD cafe we’ve seen a dramatic increase in retail coffee sales and overall average order values since updating our retails shelves pricing. The two month period following the introduction of new signage we saw a 25% (combined) increase in revenue across our retail offerings.
Along with physical changes to our retail displays. We also upskilled our team so that they could better educate our customers about our retail offerings.
Is your cafe bustling but you're not sure how to manage the crowds? Learn more about balancing busyness and profitability in our post, Is Busier Always Better?.
Time to review your retail pricing strategy
Take a moment to review your retail shelves. Are your prices clear, visible and designed to encourage customers to make a purchase? If not, it's time to rethink your strategy.
Need help optimising your retail shelves or pricing approach? Pablo & Rusty's can offer advice on how to improve your cafe’s retail sales with effective shelf strategies.
