A cupping is a great way to get interaction and brand loyalty from your customer base. Give them the space to come and sample different coffees that you provide and allow them to learn some of the fine tuned skills of the barista. You will find that customers will trust you and care for you more when you provide them the voice to tell you the types of coffees they prefer. You get the double win of learning your customers palette as well as giving them by in to your brand.