Marketing and IT for coffee shops: regular guests, pre-orders and numbers for every location.
People find a new coffee shop on the 2GIS map and through Instagram photos, but habit is what makes it their regular place: fast service, on the way to work, with rewards for every cup. We cover both stages — map listings and ads within a couple of blocks, QR menu and website, loyalty and pre-orders connected to your POS.
Six services for coffee shops.
Menu and QR menu, locations with hours, pre-orders, beans with Kaspi Pay, coffee breaks, two languages.
from ₸300,000Mobile appFor coffee chains: timed pre-orders, rewards, subscription, Kaspi Pay, POS sync. iOS and Android, from 8 weeks.
from ₸2,500,000CRM & automationGuest base from the POS, loyalty, automated messages, reviews, location reports in Telegram, B2B order pipeline.
from ₸350,000SEO2GIS, Google and Yandex Maps listings, location pages, menu, beans and coffee breaks, ru/kk.
from ₸200,000/moTargeted adsInstagram and TikTok within 1–2 km, openings, seasonal menu, loyalty, coffee breaks for offices.
from ₸150,000/moSearch adsGoogle Ads and Yandex Direct for beans, coffee breaks, mobile bar and franchising, map ads, ru/kk.
from ₸150,000/moA coffee shop lives on a low ticket and high frequency. In our experience and according to market data, the average ticket in Almaty and Astana is ₸1,500–3,500, and a regular guest comes 2–5 times a week. So the economics are driven not by a single sale but by retention: a guest who picked you on the way to the office spends over a year about as much as a restaurant bill.
The choice is almost always local. People search for a coffee shop nearby in 2GIS, Google Maps and Yandex Maps, look at interior photos and the menu on Instagram and go where it is on their way. A 1–2 km radius works, not ads across the whole city. Separate revenue streams are corporate coffee breaks, beans and merch, and delivery through Wolt, Glovo and Yandex Eats.
A classic sales-pipeline CRM is usually not what a coffee shop needs — a loyalty program, POS data and clear reports by location matter more. Below is what we do for coffee shops: each service has its own page with features, integrations and prices.
What coffee shops come to us with.
- Loyalty on paper stamp cards: guests lose them, there is no data on who they are, and there is no way to win back a guest who stopped coming.
- A morning line of 8–10 people, some guests walk off to the place next door — and there is no pre-order to grab a drink without waiting.
- Listings in 2GIS and Google Maps are half filled: outdated opening hours, no menu or photos, reviews without replies.
- Instagram ads run across the whole city, while guests actually come from offices and homes within 1–2 km.
- In a chain of several locations, the owner collects revenue, average ticket and the share of regulars by hand from different POS systems and chats.
- Nobody sees the seasonal menu and new drinks except those already at the counter: there is no guest base for push notifications and messages.
What matters specifically in Kazakhstan.
- 2GIS — the main guide to coffee shops in the city: a listing with menu prices, photos, opening hours and replies to reviews brings in guests no less than Instagram.
- Kaspi — most guests pay with Kaspi QR at the counter; Kaspi Pay in the app and on the website enables pre-orders without cash or a terminal.
- POS and fiscal data operator — sales go through a POS (iiko, Poster, r_keeper, Quick Resto) with fiscal receipts; loyalty and pre-orders must work through it, not alongside it.
- Aggregators — Wolt, Glovo and Yandex Eats bring delivery and a noticeable share of orders in residential areas but take a commission; your own pick-up pre-orders win back part of that margin.
- Two languages — under the language law, menus, signs and price tags are presented in Kazakh and Russian; a website, QR menu and ads in both languages widen the audience, especially in Astana and Shymkent.
- Seasonality — in summer demand shifts to iced drinks and lemonades, in autumn student and office traffic grows, in winter it is hot seasonal drinks and gift sets of beans.
The order that pays back faster.
- Maps and Instagram — complete listings in 2GIS, Google Maps and Yandex Maps, a menu with prices, replies to reviews. It is free traffic that many underuse.
- QR menu and a simple website — menu, locations, corporate orders and beans; the base for maps and ads.
- Loyalty connected to the POS — a digital card in Wallet or a Telegram bot instead of paper cards; you get a guest base.
- 1–2 km geo-targeting — for a new opening, seasonal menu and loyalty sign-ups.
- An app with pre-orders — for a chain of 3–5+ locations with a guest base and morning lines.
Why you should count returns, not clicks.
With a ₸1,500–3,500 ticket, a single visit does not pay for advertising: in our experience and according to market data, acquiring a new guest through targeted ads costs ₸1,000–3,000. What pays back is a guest who comes 10–20 more times. So we measure results in shares: how many new guests joined the loyalty program, how many of them returned within 30 days, how visit frequency and average ticket changed.
The practical takeaway: guest base and loyalty first, ads second. Ads without loyalty bring people once, and a month later you are paying for the same guests again.
Questions from coffee shops.
How much does a website for a coffee shop cost?
A one-page site with menu, QR menu and locations costs ₸250,000–400,000; a coffee shop or chain website with menus by location, corporate orders, beans sales and two languages costs ₸600,000–1,200,000. Details on the coffee shop website page.
Does a coffee shop need its own app?
A single location usually does not: a digital loyalty card in Wallet or a Telegram bot solves the task for a fraction of the cost. For a chain of 3–5+ locations with morning lines, an app brings pre-orders, rewards, a coffee subscription and push notifications. More on the coffee shop app page.
Does a coffee shop need a CRM?
A sales pipeline in amoCRM is needed only for corporate orders, wholesale beans or franchising. For guests, what matters is a base from the POS, loyalty, automated messages and review collection — that is what we mean by a CRM for coffee shops.
Do targeted ads work for a single coffee shop?
They work around specific occasions: an opening, a seasonal menu, a loyalty launch, corporate coffee breaks. 1–2 km geo-targeting with a budget from ₸200,000 a month makes sense for an opening or a chain; for a single location a one-off ₸300,000 setup is sometimes enough.
Can loyalty and pre-orders be connected to our POS?
Yes, iiko, Poster, r_keeper and Quick Resto have APIs: app orders land on the POS and the bar printer, and rewards are credited against the fiscal receipt. If the API is closed or the POS is outdated, we will suggest using the POS's built-in loyalty.
Other industries
Run a coffee shop or a chain? Describe the task — we will tell you where to start and what it costs.
Tell us how many locations you have, which POS you use, where guests come from now and what hurts most: lines, returns or ads. We will reply with a plan and estimate within 1–2 business days.