To find the number of regular coffees served at Shelley's Cafe, we start with the total number of coffees served, which is 40. We know that 90% of these were regular coffees.
We can calculate the number of regular coffees by taking 90% of 40:
\[ \text{Number of regular coffees} = 90% \times 40 \]
Converting 90% to a decimal gives us 0.9. Therefore, we can perform the calculation:
\[ \text{Number of regular coffees} = 0.9 \times 40 \]
Now, we multiply:
\[ 0.9 \times 40 = 36 \]
Thus, the number of regular coffees served by the cafe is \( \boxed{36} \).