Free Customer Journey Map Template for F&B Owners

If you own a restaurant, cafe, or coffee shop, you're constantly looking for ways to improve your business. One tool that can be particularly helpful in this pursuit is the customer journey map.

free customer journey map template

A customer journey map visually represents the various stages a customer goes through when interacting with your brand, from initial awareness to post-purchase follow-up.

By creating a customer journey map, you can identify pain points in the customer experience, build customer personas, and develop strategies to improve customer service and support.

Download Editable Free Customer Journey Map Template 

OCM Recommends

Latest event/Webinar

power of market research

Learn more about the event on The Power of Market Research organised by Alumni of Adelaide University. 

**Gain insights into Singapore Industry with a free F&B industry report valued at $495. 

See you on 24 August 1630 hr. (Sign up below)

Free tickets code: adelaide0823

Starting a coffee shop?: Free Cafe Setup cost Calculator

Value of Customer Journey Map

One of the key benefits of a customer journey map is that it helps you create a customer-focused approach to your business. Instead of just thinking about your product or service in isolation, you can think about how it fits into the larger context of the customer's life.

By understanding the customer's expectations and needs at each stage of the journey, you can tailor your product or service to meet those needs better (e.g. should you manage your queue which is what Din Tai Fung did or make it less annoying like what Hai Di Lao is doing.

Another value add of a customer journey map is that it helps you identify pain points in the customer experience. These pain points can be anything that causes frustration or difficulty for the customer, from a slow checkout process to a lack of customer support (in the Starbucks example below, the customer is seen to be frustrated when she needs to travel to get her drinks, so the distance of seeing your advertisements to enjoying the products could delight or annoy your customers as well.)

By identifying these pain points, you can develop strategies to address them and improve the overall customer experience.

Creating a customer journey map also helps you develop customer personas. A customer persona is a fictional representation of your ideal customer based on data and research.

When you create customer personas, you can better understand the needs and preferences of your target audience and tailor your marketing and communication strategies to better resonate with them.

Download Editable Free Buyer Persona Template 

free customer journey map template

Customer Journey Map for
Service Excellence

A customer journey map is also helpful for developing strategies to improve customer service and support. By identifying the different touchpoints where the customer interacts with your brand, you can develop strategies to enhance the customer experience at each point.

This might include training your staff to be more responsive to customer needs, improving your social media presence to better engage with customers online, or developing new products or services that better meet the needs of your target audience.

How to Build a Customer Journey Map? 

If you're interested in building your customer journey map, keep a few critical steps in mind:

  1. Identify the different stages of the customer journey, from initial awareness to post-purchase follow-up.
  2. List the touchpoints where the customer interacts with your brand at each stage.
  3. Map out the customer journey, identifying pain points and opportunities for improvement at each stage.

To simplify the process, we've prepared a free customer journey map template, a customer persona template and a business model canvas template.

We've also included a customer journey map created by students at a tertiary institution based on their experiences interacting with Starbucks.

See also Domino's Customer Journey Map

By creating a customer journey map, you can better understand the customer experience and develop strategies to improve it. Whether you're looking to improve customer service, create new products or services, or engage with customers online, a customer journey map can help you achieve your goals.

So why not give it a try? Download our free templates and start building your future state customer journey maps today! Contact us to chat more about developing insights for your target restaurant audience. 

Contact Us

Please note that all fields followed by an asterisk must be filled in.

Please enter the word that you see below.


About US | OCM Profile

OCM ( was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link). 

In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years: 

OCM's campaigns: F&B Marketing Ideas by OCM 

OCM's Events: F&B Industry events by or with OCM

Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with. 

Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops: 

OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more. 

So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates: 

For regular coffee (F&B) related videos: OCM Youtube

For Daily Coffee Inspiration (fun coffee content): OCM IG

For insights into the coffee (F&B) industry: OCM LinkedIN 

PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).

Featured coffee brewing method: How to prepare V60 Coffee

Previously: Making Coffee with a Coffee Sock

Recent Articles

  1. Tim Hortons Singapore is a Canadian Coffee Chain?

    Nov 16, 23 09:00 AM

    Do you know that Tim Hortons Singapore is a Canadian Coffee Chain? Apparently only 46% knows that in our IG poll!

    Read More

  2. Coffee report on WMF Coffee Machine Brand in Singapore

    Oct 11, 23 03:45 AM

    coffee report wmf
    Coffee report on WMF Coffee Machine Brand in Singapore

    Read More

  3. What is the target market for Starbucks? 

    Oct 08, 23 11:04 PM

    What is the target market for Starbucks - research by tertiary students in Singapore

    Read More

Featured: Office Coffee Machines

Follow's board Office Coffee Machines | Singapore on Pinterest.

Do check out other cool boards such as the one all on how to make coffee and drip coffee.

Food and Beverage (F&B) Articles 

Sustainability Practices in Food Service 

3 Free Restaurant Marketing Ideas 

Cafe Scene in Singapore 2015

Singapore Cafes Reviews -Can they be Trusted? 

Location, location, location might be a myth! 

Walmart and Walter -The Power of Social Media

Importance of value pricing for Cafes In Singapore

Why Nescafe is still the Largest Roaster in the World?

Everyone likes Starbucks -here's why

Is your Cafe location an asset or a liability? 

Location myopia: why good anchor tenant might not be good? 

Measuring the Location attractiveness index. 

Social Media Crisis Management for Cafes in Singapore

What is a Brand Story?

Why I stopped Selling Social Media

Contact Us