Unique service; deliver differently.
I go to Starbucks because I'm part of a large demographic who feels rich when they spend a relatively small amount of money on a lifestyle luxury to receive a consistently stronger cup of coffee in an easy to find meeting place. I keep coming back because they manned-up and replaced my prescription eye-wear when it was accidentally misplaced by one of the store's management a few years ago.
Solve a problem or fulfill a desire better than the rest of the marketplace.
Find out what customers expect and then come to agreement and publicize what they can expect.
Tell a story people enjoy believing and then make it necessary for them to be a part of it.