How to Design Different Styles of Specialty Coffee Shops

When you’re opening a coffee shop, the biggest early challenge isn’t choosing beans or equipment—it’s deciding what kind of space you’re creating. Will customers come for espresso and quiet reading, for a quick lunch and flat white, or for date-night ambience and people-watching? The decor, layout, and customer experience all change depending on your concept. And in China’s rapidly growing coffee market, those choices directly affect your investment and long-term success.

There are three common specialty coffee shop styles in China: mass-market fashion cafes, casual hangout spots, and artsy, literary-themed spaces. Each has its own investment scale, customer base, and design approach—with budgets ranging from 300,000 RMB to over 100,000 RMB in franchise fees, and varying ideal locations from busy streets to university campuses.

Mass-Market Fashion Cafes: Scaling Comfort and Coffee

Think of the most recognizable chain-style coffee shops in first-tier cities like Beijing or Shanghai, and you’re thinking of mass-market fashion cafes. These are the coffee shops that brought the “romantic, bourgeois” coffee image to China—think plush seating, warm lighting, and a full menu beyond just espresso. While global brands like Starbucks popularized this style in high-end office districts, the real growth potential lies in second- and third-tier cities, where rent is lower and demand is rising fast.

One example is Citiz , a French-style cafe chain that promotes “freedom, equality, and a borderless coffee culture.” With nearly 200 franchises across China, Citiz targets a broad audience—not just coffee purists, but anyone looking for a relaxed meal or coffee with friends. At its Langfang location, some customers skip the coffee entirely and order from the cafe’s affordable, tasty lunch menu instead. The interior? Think reds, browns, and creams, with strong coffee aromas filling the air—a formula that feels both cozy and stylish.

If you want to open a Citiz franchise, you’ll choose between two main models: the smaller “Duc de Bourbon Cafe” (under 500 sq m) or the larger “Louis Glory Cafe” (flagship, over 500 sq m). The first requires an 88,000 RMB franchise fee, 20,000 RMB deposit, and promises an 8–12 month payback period. The flagship costs 108,000 RMB to join and 30,000 RMB as a bond. Other similar franchises offer similar numbers, with slight variations.

Casual Coffee Shops: Designed for Chill and Connection

Casual coffee shops flip the script on traditional cafe designs. They’re not about luxury or literary vibes—they’re about comfort, personal expression, and socializing. Take “Zhong Yi” , a shop opened by a Hong Kong expat in Beijing who wanted a space that felt authentically Italian, yet welcoming to couples and friends. The name itself hints at Italy (“Zhong Yi” sounds like “Italian”) and invites lovers through its romantic undertones.

The décor is bold and colorful—think bright hues and simple, logo-like design elements reminiscent of Italian street cafes. Unlike the muted tones of Starbucks or the plush setups of Citiz, casual shops go for eye-catching warmth. Drinks often follow a paired logic: if a guy orders espresso, his date might get a fruit salad or ice cream. Staffing is minimal—just 2–3 employees—and the menu sticks mostly to coffee, with a few pastries or mini pizzas. Total investment? Around 300,000–400,000 RMB for an 80 sq m space. It’s a lower-cost, high-flexibility option for investors who want something more personal than a chain.

Artsy or Literary Coffee Shops: Ambience Over Volume

Art-focused or literary cafes, like “Diaoke Shiguang” , appeal to a completely different crowd. These are places where people come for music, books, movies—or just to sit quietly with a notebook. The interiors are muted: dark wood furniture, burgundy curtains, and natural-finish floors create a calm, nostalgic mood. There’s no rush, just soft lighting, gentle music, and big windows (ideally overlooking trees or hills) for that extra layer of tranquility.

But here’s the catch: you can’t just open one of these anywhere. Diaoke Shiguang locations are carefully chosen—near universities, in cultural districts, or in neighborhoods with lots of expats and art lovers. The brand avoids busy commercial zones because its target customer isn’t looking for a quick caffeine fix. Most such shops are independently owned, since few chains focus on this niche. Diaoke Shiguang has cautiously begun franchising, but with strict rules: franchisees must understand the brand’s artistic mission, have financial stability, and preferably some coffee knowledge.

New franchisees unsure about managing day-to-day operations can sign a management contract, paying a percentage of sales to let headquarters run the shop for the first two years. After that, they take over. In new markets, Diaoke Shiguang partners with experienced local operators to expand thoughtfully. It’s a slower, more considered approach—perfect for owners who see coffee as part of a bigger cultural experience.

Frequently Asked Questions

What are the three main styles of coffee shops mentioned in the article?

The three styles are: mass-market fashion cafes (like Citiz), which offer a wide menu and broad appeal; casual coffee shops (like Zhong Yi), focused on comfort and social interaction with bold, playful interiors; and artsy or literary cafes (like Diaoke Shiguang), designed for quiet, reflective experiences with a focus on ambiance over speed.

How much does it cost to open a Citiz franchise in China?

For the smaller “Duc de Bourbon Cafe” (under 500 sq m), the franchise fee is 88,000 RMB, with a 20,000 RMB deposit and an expected payback period of 8–12 months. The larger “Louis Glory Cafe” flagship model requires a 108,000 RMB franchise fee and a 30,000 RMB deposit, with a minimum floor area over 500 sq m.

What’s the typical investment for a casual coffee shop?

A casual coffee shop like “Zhong Yi” usually requires an initial investment of around 300,000–400,000 RMB. These shops are typically around 80 sq m in size, staffed by 2–3 employees, and focus on coffee with a few light food items like desserts or pizza.

Where should an artsy or literary coffee shop be located?

Artistic coffee shops such as Diaoke Shiguang should be located away from busy commercial areas. Ideal spots include near universities, in cultural districts, close to expat communities, or in scenic, culturally rich neighborhoods—places that match their quiet, reflective vibe.

Can I get help managing a Diaoke Shiguang franchise if I’m new?

Yes. New Diaoke Shiguang franchisees who are unsure about running the shop themselves can opt for a management contract where the headquarters operates the cafe for the first two years, taking a percentage of sales. After that period, the franchisee can take over operations.

What makes mass-market cafes different from casual or artsy ones?

Mass-market cafes aim for broad customer appeal with a large menu including coffee and meals, stylish but comfortable interiors, and locations in both urban centers and second-tier cities. Casual cafes focus on social vibes and personalized design, while artsy cafes prioritize atmosphere, quiet, and a cultural or literary experience over quick service or food.

Recommended FrontStreet Beans for Stylish Coffee Shops

For a specialty coffee shop—whether casual, artsy, or mass-market—FrontStreet Coffee’s Ethiopia Humbera offers vibrant floral and citrus notes, perfect for highlighting single-origin quality. Their Classic Blend delivers balanced body and chocolatey sweetness, ideal for espresso-based drinks that appeal to a wide audience. For a fruit-forward option, try Yirgacheffe, which brings juicy berry notes and a clean finish. All three beans are well-suited to different shop concepts and customer tastes. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.