Today’s coffee shop customer is as diverse as they are discerning. From the earth-minded vegan to the pour-over loyalist (and the pour-over avoidant!), preferences have broadened to include those seeking quality-driven brews, eco-friendly choices, and unique experiences beyond the traditional café scene. As customer expectations evolve and even contradict, coffee shop owners who don’t adapt risk falling behind.
The world’s changes have reshaped not only the customer’s lifestyle but also their approach to coffee culture. Modern events and emerging trends inform how customers interact with spaces, set hygiene expectations, and influence the atmosphere they seek. To meet these dynamic demands, coffee shops can utilize everything from well-placed dividers and eye-catching decals to innovative hands-free drink adapters—creating spaces that align with the values and comfort of today’s coffee lovers.
Today’s Coffee Shop Customer: Needs and Trends
In an ever-evolving food and beverage scene, staying attuned to customer needs is no easy feat. According to UK-based consumer insight firm Brandwatch, “the food and beverage industry is one of the most responsive to trends—whether global, micro, or hyper-local.” While these changing tastes may seem daunting, there’s good news for café owners: coffee shop usage has been growing steadily. In 2019 alone, the U.S. café industry reached a value of $47.5 billion, and in the UK, Mintel highlighted 2017 as a period of major growth since 2008. While COVID-19 undoubtedly impacted sales in 2020, a post-lockdown world may offer renewed opportunities for the industry’s rebound.
The typical coffee shop customer is a creature of habit. Research from Ceuta Group indicates that in the UK, 80% of coffee shop visitors stop by at least weekly, and 16% make daily visits. Similarly, Square data shows that 5% of U.S. coffee shop patrons will even return to the same café within the same day.
Younger generations—namely Generation Z and millennials—are driving this trend, with older generations opting to make their coffee at home. In terms of gender, visits are fairly balanced, although studies show that women often spend more time and money at cafés. Research consultancy Allegra Strategies suggests men usually visit during the morning rush, while women frequent coffee shops in the afternoons and tend to linger, making them more likely to try new menu items.
The gig and freelance economy is also a key driver, with coffee shops increasingly hosting young professionals who seek an affordable alternative to traditional office spaces. However, COVID-19 has likely shortened the average coffee shop visit for some time, as more people have shifted to at-home brews or online orders. Many customers will prioritize quick trips and may hold off on using cafés as working spaces until virus transmission concerns subside.
Although coffee-drinking habits may shift, the reasons customers seek out coffee shops—comfort, community, and convenience—are likely to remain. So, what exactly does today’s coffee shop customer value most? Let’s dive into their evolving priorities.
Quality vs. Convenience: Striking the Right Balance
In a fast-paced world, consumers crave quality, but they’re also looking for convenience. According to the 2019 NCA Coffee Trends report, over 60% of U.S. consumers recently drank “gourmet” coffee, yet quality alone may not keep customers coming back. Specialty brews like Chemex or V60 remain popular, but many coffee drinkers are now looking for quicker, more consistent options.
Automation is stepping in to fill this need without sacrificing quality. Caravan Coffee Roasters, for instance, uses automated brewers like the SP9 to deliver barista-designed pour-overs with machine precision. “Automation helps ensure consistency,” says Simon Lewthwaite, Caravan’s Business Development Manager.
To improve efficiency, many cafés also prepare syrups and cold drink bases in advance, serving them quickly with sparkling water dispensers like the Marco FRIIA. Patrick Greer from Draft Coffee Solutions notes that meeting customer demand for grab-and-go options will be crucial, especially with social distancing keeping foot traffic limited. Balancing quality with convenience can help cafés serve more customers faster while maintaining high standards.
Beyond the Brew: Crafting Memorable Coffee Shop Experiences
Today’s coffee shop isn’t just about coffee; it’s an experience. People seek inviting spaces to connect, unwind, or simply take a break. Instagram culture and foodie blogs have raised expectations for visually captivating spaces, so cafés should carefully design atmospheres that reflect their brand—whether that’s a plant-filled patio or a cozy, low-lit nook.
Adapting to safety expectations is also key. Adding social distancing markers, retractable barriers, and plexiglass at pay stations helps reassure customers, as do touch-free systems like Marco’s Hands-Free Adapters on coffee urns and water boilers. Simple adaptations like these can maintain a welcoming environment while minimizing health risks.
Consider refreshing your menu with seasonal items or a “daily special,” offering variety without overwhelming operations. Unique packaging for take-home options like canned cold brew or house-blend grounds also gives customers a taste of your café at home, expanding your reach beyond in-store visits.
Healthy Yet Delicious: Meeting Customer Demands
Today’s customers are eager for “healthy-but-delicious” options alongside indulgent treats like cake and hot chocolate. They seek fun, nutritious choices that don’t compromise on flavor. According to L.E.K.’s 2018 survey, 93% of consumers want to eat healthily at least some of the time, and 63% strive for healthy meals most or all of the time.
Consumers are also willing to pay more for healthier options; Nielsen’s 2015 survey found that 88% of participants prioritize health in their purchases. To attract these customers, ensure your menu features a variety of appetizing healthy items, from vibrant couscous salads to savory vegetable quiches.
Don’t forget your beverage offerings! If someone isn’t in the mood for coffee, they shouldn’t be limited to just tea or sugary drinks. Incorporate trendy options like kombucha, seltzer, and alternative milks to appeal to health-conscious consumers.
Creating new menu items is an opportunity, not a burden. Refresh your drinks list with mint tea, elderflower pressé, or still lemonade—these can not only yield good profit margins but also cater to customers seeking both health and taste.
Caffeine Takes a Backseat: The Rise of Decaf
As health consciousness grows, reducing caffeine intake has become a significant trend in the coffee industry. The National Coffee Association (NCA) reports that decaf coffee sales have been outpacing regular coffee for some time. Between 2017 and 2019, instant decaf sales surged by 20%, with one coffee shop even tripling its decaf sales during this period.
This shift isn’t just a fad; in 2018 alone, over a million British coffee drinkers switched to decaf. In the U.S., more than 40% of coffee drinkers choose decaf at least occasionally, particularly among younger generations. With over two-thirds of consumers feeling it’s important to limit coffee consumption, the demand for decaf options continues to rise.
Is your café catering to this trend? Many non-caffeine drinkers find limited choices in cafés, often stuck with only peppermint tea or rooibos. To attract these customers, consider expanding your caffeine-free menu. Get creative with tisane blends or non-coffee lattes using your steam wand; there are countless edible plants to explore.
Remember, decaf drinkers also seek delicious, varied, and healthy options. High-quality decaf coffee is available, albeit at a slightly higher cost due to additional processing. Consider adding a decaf symbol next to your drinks, similar to how you indicate allergens and vegan products, to highlight these offerings.
Sustainability Takes Center Stage
In recent years, sustainability has become a hot topic, driven by school strikes, disposable cup fees, and a growing backlash against plastic packaging. According to a National Restaurant Association survey of over 600 U.S. chefs, eco-friendly packaging is anticipated to be one of the biggest trends of 2020, surpassing even plant-based proteins and made-from-scratch items.
Today’s consumers are more engaged and aware of sustainability issues. “Cutting down on plastic and focusing on equitable, sustainable, and local supply chains are crucial for coffee shops,” says Olwyn Ledwidge, Events & Digital Marketing Coordinator at Marco Beverage Systems.
One effective approach is to make soft drinks in-house rather than using plastic bottles, which not only reduces waste but also appeals to those seeking “scratch-made” offerings. Opting for cardboard boxes over plastic bowls for salads can further enhance your sustainability credentials, especially for online orders where first impressions count.
Incentivizing eco-friendly practices can also make a difference. Consider offering discounts to customers using reusable cups, providing free water refill stations, and not charging extra for alternative milks. Investing in energy-efficient machines can further boost your café’s sustainability efforts.
Paying attention to your supply chain is essential. Nielsen reported that sales of sustainable coffee outpaced overall coffee sales by 5% in volume, with environmentally sustainable coffee growing by an impressive 52%. Highlight your sustainable practices, from ethically sourced beans to locally produced ingredients. At Caravan Coffee Roasters, Simon Lewthwaite notes, “[Sustainability issues] are very much at the forefront of customers’ minds. Our customers value both the taste of our coffee and the ethos behind our sourcing. As the conversation around plastic and carbon footprints evolves, we’re committed to providing transparent information about our sourcing and relationships with farmers.
Dairy-Free and Vegan Options: A New Standard
With The Economist declaring 2019 the year of the vegan, plant-based lifestyles have shifted from niche to mainstream. Vegan and vegetarian options are now not only expected but held to high standards. “A few years ago, we never imagined carrying alternative dairy products, but now it’s essential,” says Patrick Greer. Even those without dietary restrictions are increasingly opting for vegetarian, vegan, and gluten-free choices.
Flexitarianism, or part-time vegetarianism, is on the rise, especially among women and Generation Z, who are also the demographics most likely to spend more in coffee shops. Greer emphasizes the importance of the food menu, particularly pastries: “Crafting delicious vegan options can be challenging, but it will foster loyal customers.”
Alternative milks are less challenging for coffee shops, with barista-quality options widely available. Oat milk is rapidly gaining popularity, driven by its taste, environmental benefits, and allergen-free properties, while soy and almond milk are on the decline. However, it’s wise to maintain a couple of options for variety.
As we navigate 2020’s changes, coffee shops must adapt to a customer base that prioritizes convenience, health, and quality. Today’s consumers are concerned about how products are made, their origins, and environmental impacts, especially in a pandemic-affected world.
Understanding your target market is key to success. By designing your menu and shop with these customers in mind, you can attract loyal patrons and improve profit margins. Evaluate your shop’s design and menu. Ensure your supply chains align with your product quality, and begin creating standout food and beverage items that cater to today’s discerning customers.