The "Third Wave" of coffee treats coffee as an artisanal foodstuff, like wine, rather than a commodity. It focuses on the bean's origin, the roasting profile, and the brewing method.
Customers today are educated. They know what a "flat white" is versus a "latte". They care about fair trade and direct trade. To compete, you cannot just serve "coffee". You must serve a story.
Transparency is key. List the farm name, the altitude, and the processing method on your menu. Train your staff to explain the flavor notes (blueberry, chocolate, jasmine) to customers. When customers understand the craft, they are willing to pay a premium price.