Brought a cafe in a small town… street appeal lacking

Brought a cafe from previous owners in a small town, town only has about a population of 1900 people but it’s on a main highway and you’re forced into town. The locals have kept this coffee shop going strong for over a year, but there is another larger cafe on the main road that has captured most of the out of town traffic, it’s about 4 times the size and is more of a cafe restaurant then a “mom and pop” coffee shop. I want to get that street appeal without compromising on the current small town favourite representation and reputation.

Any suggestions?