I have a hard time focusing on just one thing but we are contemplating having normal dinnerware for those that are staying and to-go cups for people to take with them. We have been brainstorming various promotions and the appearance of the shop as well as the coffee that goes in the cups.
It's a balancing act, I think. You could have the greatest coffee in the world but if your shop looks like crap, no one's gonna want to come in and buy it.
On the other hand, your shop could look incredible and if your product stinks, then no one will buy it.