Does it have a window facing the sidewalk? Put pastries in the window. Angle some bright lights so they shine on the pastries. And make sure they're bright.

Does it have a window facing the sidewalk? Put pastries in the window. Angle some bright lights so they shine on the pastries. And make sure they're bright. Pastries are often an impulse buy. Most shops look quite dark on a sunny day. You need people to notice the food. You want everyone who walks by to see the pastries. Not a pastry sign, pastries. Also if your friend has a wife/partner get them to walk around the block in the morning and at lunch. Have them stop and look in the shop window at the pastries. People naturally look at things that other people are looking at.