For one, they should have a Facebook page (where they can offer promotions). They should have a VIP rewards card that can be punched. After so many coffees, they should be able to get 1 free! They should have a Senior discount card too.
Signage: Should be large and loud and seen from any major intersection.
Offer discounts for anyone who lives in that town.
Serve the local business community and serve coffee at any of their functions for a % OFF.
Nice looking website with a downloadable discount.