Mocopan Coffee’s Kyle Rutten on opening a café, and why it’s more important than ever to understand your market and stand out from the crowd. The modern café market is a very dynamic one. While there are many simple yet successful cafés operating today, it’s not as easy as it once was to get people through the door. Once upon a time a simple window sign that read “coffee” with a large lurking coffee machine in the background was all you needed to attract a crowd. Today it’s about more than just the caffeine kick. Customers want the story, the flavour, and the trust that the person making their coffee is excellent at it, and a great environment to experience it in. We want it all.