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As a customer when I am about in winter I am always enticed into eateries that display signs for hot chocolate and other warming and filling hot stuff. If the store has a visible heater (wood heaters are great if you can have one) that you can sit near it is even more tempting. Not just ‘come in for hot chocolate’ boring signs, they have to have a bit of colour and pictures of steam, lol.
It is all about comfort foods and hot drinks on cold days – and enough room around the seating that people are comfortable bringing their shopping in. Make it cosy.

This works in all the local cafes and pubs that I know of an use in the towns around here.