Walking up Broadway, Aviano’s signage is excellent. The main sign is visible from down the block and pulls you straight to the entrance. Additional signs on both major corners and even on the neighboring restaurant make it impossible to miss. But once inside, the experience stumbles. There’s no “Order Here” sign, and the retractable belt barrier is set up in a way that leaves you guessing which side is the entrance and which is the exit. The menu is legible, but seasonal specials — arguably the highlight — are tucked under the register, only visible when you’re already at the counter. Restrooms are hidden with no overhead cue. By the time you sit down, you’re left wondering: did I miss something, or is this how it’s meant to flow?

The interior balances industrial and soft — garage doors, exposed ductwork, Moroccan tile, wood, and plants. Oddly, there’s no aroma of coffee or pastries. The pastry case is small, poorly lit, and half-empty by 11:30AM, signaling it’s an afterthought. Day-old discounts make sense for the heavy student base (~95% of customers), but the variety felt uninspired. Plating is a standout: bamboo trays, white espresso mugs, and a sparkling water chaser. The retail case, however, leaned upscale with no grab-and-go items like sandwiches or burritos that would suit the student crowd.

Seating is limited and uncomfortable. A raised wood bench lines one wall — visually striking but hard-edged. Was this intentional to discourage lingering? If not, subtle cushioning would help. Plants soften the space, but otherwise the palette is neutral, missing the dark orange accent visible in their digital branding. Indoors: ~24 comfortable seats, ~40 squeezed. Outdoors: lots of underused potential, with space for more tables.

The barista was friendly, but no upsell was offered. For this demographic, a bundle like Cold Brew + Pastry for $10 feels obvious. The restroom is beautifully designed — jewel-toned tiles, deep blue wallpaper, purse shelf, tampons, diffuser — but undermined by small misses: no paper towels (air dryer only), a tiny open trash can, and a soap dispenser dripping onto the floor. Is this a maintenance issue or a design flaw? Either way, it mars an otherwise flawless space.

Tech-wise, outlets are scarce — only three back tables. The WiFi password was posted in comical fashion: a retro marquee behind the counter, visible only from the back, with the instruction “ALL LOWERCASE” written in all caps. Funny, yes, but not practical.

1. Ordering Flow: Add “Enter Here” and “Order Here” signage at the belt barrier. Relocate seasonal specials to a stand at the start of the line.
2. Restroom Wayfinding: Suspend a small “Restrooms” sign visible from the counter.
3. Food Strategy: Expand and relight the pastry case; introduce grab-and-go options (sandwiches, burritos).
4. Seating & Comfort: If hard benches are deliberate for turnover, fine — but if not, add cushions. Extend outdoor seating and incorporate the orange brand accent.
5. Hospitality Gesture: Train staff for light upsells and launch a Cold Brew + Pastry $10 bundle.
6. Utility: Add outlets along perimeter seating. Move WiFi signage up front.
7. Restroom Basics: Replace open bins with covered trash cans, add a paper towel option, and reposition the soap dispenser to prevent puddles.

Aviano nails visibility and vibe, but struggles with flow and function. Students already fill the shop, but between awkward ordering, limited food, uncomfortable seating, and scarce outlets, it risks plateauing. Some of the choices may be intentional — like harder benches to encourage turnover — but with targeted fixes, Aviano could evolve from a popular student hangout into the definitive campus coffee hub.