How do small businesses like this survive?

I have a local coffee shop that sometimes I stop in to. They've got this little thing going where they give you ice cubes made of coffee... in your coffee. So when it melts you aren't just left with water.

Here's the thing - They have a "$5 card limit". The coffee that they have is extremely expensive. If I go to Dunkin' Donuts and get an iced coffee, it's $2 and some change. This place, for the absolute smallest size? About $4.30.

I go once every month or so for something different, but I just do not get it. They claim to compete with the competition in the area (One of which is a WaWa), the other is a Dunkin'. They've told me that they are in direct competition with them, but I do not see it.

The chairs and tables are always empty. I'm always the only one in there. I cannot IMAGINE that they are even close to competing with 2 of the biggest retailers in the area where people get their coffee.

I cannot understand how they pay their rent or even survive?

To be clear, this is not me attacking them. If they stay open and make a killing, awesome. But with the card limits, the $4.30 for a small, the empty seats, ect - I do not know how they do it.

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