The Cup Guide was created to support and celebrate independent businesses within the coffee industry.

Our aim is to help people discover independent coffee shops, independent coffee roasters and specialist coffee equipment and service providers across South East England.

Independent Businesses Come First

We do not include large national coffee chains or corporate franchises. Our focus is on locally owned and independently operated businesses that contribute to their communities and the wider coffee industry.

Honest and Independent Information

We aim to provide accurate, useful and fair information about every business featured.

Inclusion in The Cup Guide does not represent an endorsement, quality rating, formal inspection or guarantee of quality. Our listings are intended to help people discover businesses, not rank or judge them.

How Our Directory Works

Businesses may be included in our directory through our own research using publicly available information. We do not require prior contact or permission to publish factual editorial listings.

Our listings are independently researched and written by The Cup Guide. Inclusion does not automatically mean that a business has paid for promotion, been inspected, formally assessed or received an award.

We aim to keep information accurate and up to date. Business owners are welcome to contact us to provide additional information, request corrections or ask for their listing to be reviewed or removed.

Photographs, logos and other copyrighted materials are only used where we have the appropriate permission or licence.

Listings, Featured Businesses & Paid Promotion

The Cup Guide offers different listing opportunities depending on the type of business.

Independent Coffee Shops & Coffee Roasters

Basic editorial listings for qualifying independent coffee shops and independent coffee roasters are free.

Our aim is to help people discover independent coffee businesses across South East England, and we believe every qualifying independent business should have the opportunity to be included in our directory.

Businesses wishing to gain additional visibility can choose to purchase a featured listing.

Featured listings may include:

• Prominent placement within the directory.
• Business logo and branding.
• Additional photographs.
• An extended business profile and description.
• Links to websites and social media.
• Additional promotional visibility.

Purchasing a featured listing is optional. Businesses can remain in our directory with their free basic listing without paying for additional promotion.

Coffee Equipment & Services

The Coffee Equipment & Services directory operates on a paid listing basis.

Businesses featured in this section have chosen to purchase a promotional listing with The Cup Guide.

Paid listings may include:

• Business logo and branding.
• Prominent placement within the directory.
• An extended business profile.
• Detailed descriptions of services offered.
• Photographs and promotional images.
• Website and social media links.
• Information about service areas and geographical coverage.

Businesses may be based outside South East England, provided they actively offer services to customers in at least part of the region.

Service coverage varies between providers. Not every business covers the entire South East, and customers should confirm availability directly with each business.

Transparency & Editorial Independence

All paid or sponsored listings will be clearly identified as promotional placements.

Payment guarantees a listing in accordance with the agreed arrangement, but does not guarantee an endorsement, recommendation, positive review or assessment of business quality.

The Cup Guide retains full editorial control over its independent articles, research and content. Payment does not influence editorial opinions or the information presented in our independent editorial features.

Businesses are responsible for ensuring that information, logos, photographs and promotional materials they provide are accurate and that they have the necessary rights to use them.

Where a business has a direct ownership or commercial relationship with The Cup Guide, that relationship will be disclosed.

Our Mission

Our mission is simple: to help independent coffee businesses get discovered, recognised and supported.

Discover coffee differently.