Brita Professional has teamed up with The University of Edinburgh to publish a new report into the dynamic coffee shop market. The Killer Concepts report provides new insight into the different elements of a coffee experience, what consumers are looking for and what will appeal to them in the future.
The report features specially commissioned research by Allegra Insight and analysis by Dr Eric Laurier, ethnographer and interaction analyst, University of Edinburgh. It explores the different needs and expectations of more than 800 regular coffee drinkers and reveals that there are three key types of coffee consumer – ‘shoppers’, ‘take-a-breakers’, and ‘socialisers’.
The report also delves into the detail of what each of these groups want from their experience. It shows that they have distinct differences when it comes to the emotional connection they have with coffee, how they want to be interacted with and what they use the space for.
Key findings include:
- ‘Shoppers’ are looking for a quiet, comfortable experience and are less inclined to build relationships with staff
- ‘Take-a-breakers’ visit throughout the day for a caffeine fix or a wind down – they are looking for a break in the daily routine and friendly interaction
- ‘Socialisers’ want to meet other people – friends, family – and they put the most value on friendly staff
- For all groups atmosphere, ambience and interaction were stated as the top three factors that encourage repeat visit
- Over half (58%) of consumers use the space to people watch and 1 in 5 use the space to meditate or relax
- In the future, consumers want to be able to use coffee shops as a meeting place, to wind down and attend events
- The physical design will change to create more interaction with the consumer – counters and bars will become lower and technology will transform customer engagement
- A comfortable environment is stated as an important factor by two thirds of consumers…but the three groups have differing perceptions of ‘comfort’. A ‘secluded nook’ is the most popular place to sit for ‘socialisers’ whereas ‘take-a-breakers’ prefer a window seat
- 20% of consumers admit to having a crush on a barista
Eric Laurier commented: “Understanding your customers and how to serve them is at the heart of any successful coffee business. Our report offers a series of insights into the café sector’s current situation, and looks at where it’s going next. It also reminds us that bad coffee is a sure-fire way of ensuring your customers never return, and provides advice on finding the right balance between service, intimacy and atmosphere.
