Computational fluid dynamics (CFD) simulations were used for the evaluation of critical issues associated with coating processes with the aim of developing and optimizing this important industrial technology. Four different models, namely, the constant viscosity, shear thinning, Oldroyd-B viscoelastic, and Giesekus models, were analyzed and compared in a short-dwell coater (SDC) using a bio-based coating material. The simulation results showed that the primary vortex formations predicted by the viscoelastic models were highly dependent on the flow Deborah number, resulting in uneven stress distribution over the coated surface. For the viscoelastic models, the dominance of elastic forces over viscous forces gave rise to significant normal stress difference, primarily along the surface of the substrate paper. The shear-thinning phenomena predicted by the Giesekus model, however, tended to relax the stress development in contrast to the Oldroyd-B model. The observations indicate that a reduced coating velocity or modification of the coating material with a reduced relaxation time constant can significantly enhance the uniformity and thickness of the coating over the coated surface under controlled conditions.