Go gourmet, get an impressive coffee machine, ramp up your prices and tempt in all the yummy mummies who have the cash and time to spend in trendy upscale cafes. Of course that may not work for your market, you may have to try and bump up your reputation more traditional ways. Try and establish a reputation for having the best something in town. A few hundred bucks on PR might get you a story in the local press, as would hosting some kind of event, a food related charity fundraiser or record attempt maybe? The cafe i go to sells the best coffee in town. I think that is the key. They roast their own coffee and that makes all the difference for me. I would say find an expert coffee maker and learn how to make the best coffee.