No business can do everything, so the easy way to start is to do the thing you can do well, as long as it is at least partly the thing that also makes you different.
In a suburb not far from me in Sydney, there is a street that over the last 5 years or so has evolved into an eclectic mix of cafes and restaurants, occasionally separated by some other hang-over shop from a previous age. There must be 25 or 30 of them down both sides of the street, each vying for a share of the dollars the punters bring in from all over Sydney.
One of the cafes, on a corner, not only has plenty of outside room on the footpath, friendly service, and a good range of only mildly over priced cafe meals, and treats, they also roast their own coffee beans. This just reinforces that they have the best and freshest coffee experience in the area, supported by a blend of service, location and that aroma as they roast.
It also confirms them as “knowing their coffee” an important cache in an environment where coffee-wankery is reaching disturbing proportions, and cafe’s are springing up like mushrooms after rain.
It cannot be too hard to set up a roasting operation, it delivers a great marketing advantage to the cafe, offers an added income stream from bagged coffee sales, and, oh, did I mention the aroma?
Differentiating yourself is a must in this homogenising world, and doing it in a way that reinforces the marketing story in the way this cafe has done merits competitive success, which by my observation every time I go there is substantial.