Summer merchandising ideas for coffee shops and cafés

With the arrival of the warm season, coffee shops and cafés also need to refresh their image and update their visual communication. Summer merchandising becomes a strategic tool not only to catch the eye but also to highlight seasonal offerings, build customer loyalty, and give the venue a fresh, original touch.
From display solutions to promotions and themed packaging, here are some useful ideas to make your coffee shop even more appealing during the warmer months.

Seasonal packaging and sustainable materials
 

In summer, product presentation should reflect lightness and vitality. Colourful graphics, fresh textures, and smart materials are the way to go. Paper cups, bamboo stirrers, compostable straws, and plastic-free packaging are not just aesthetic choices – they’re also clear signs of environmental awareness.

Seasonal packaging not only makes summer offerings – such as iced teas, cold brew, or coffee creams – easily recognizable, but it also instantly communicates the venue’s positioning. In this regard, Portioli stands out for its attention to consistent and comprehensive branding: from takeaway cups to personalized napkins and 100% natural bamboo stirrers, every detail is designed to enhance brand recognition and create a cohesive, professional visual identity.

Stylishly displaying cold products

In summer, the refrigerated counter or display case becomes a key focal point. Organizing it with care and creativity is essential to capture customers’ attention in just a few seconds. Good summer merchandising involves a clear, tidy, and themed display: iced teas, coffee creams, juices, and light snacks should each have their own dedicated space, enhanced with visual elements like colourful labels, chalkboards, or wooden or lightweight metal stands.
Don't underestimate the importance of lighting: cool-toned, well-placed lighting on bottled drinks or ready-to-serve items helps make them look more appealing. Even small details make a difference when it comes to conveying a well-curated and consistent image.
 

Promotions and formats to share on social media

The summer season is also the perfect opportunity to try out new promotions. For example: discounts on cold drinks during the hottest hours of the day, "combo" deals with light snacks or summer desserts, or limited-time loyalty cards designed just for the summer. These are all great ways to encourage repeat purchases and make customers want to come back.

To give these ideas visibility, social media channels are essential. A well-curated photo, a behind-the-scenes reel of the preparation process, or even a small contest can spark engagement and boost your venue’s visibility. The key is to adopt a fresh tone of voice aligned with the summer vibe using seasonal hashtags, references to hot days, and even time-sensitive calls to action (e.g., “This week only”).

With summer merchandising carefully curated down to the smallest detail – from packaging to communication – any coffee shop can turn the warm season into an opportunity to stand out, surprise customers, and build stronger relationships. Even the smallest gesture, if well presented, can become a memorable experience.