We are allegedly a nation of tea drinkers and yet coffee shops are rapidly taking over our high streets in the UK and they always seem to be busy no matter how many of them there are. What has caused this seismic cultural shift and is there any sign of the coffee revolution slowing down?
Consumption
Surprisingly the proliferation of coffee shops and their evident popularity has not actually led to us drinking more coffee. We are drinking less of it overall as the huge sales in coffee shops has led to a reduction in the volume consumed at home. If we are not rushing home to drink more coffee then the rise of coffee culture has to be about the venues as much as the drink itself.
A Lifestyle Choice
Coffee shops are lifestyle choices, places to relax, to meet with friends, to spend time with the family. They are about food as well as drink and have rapidly replaced the traditional pub as the meeting place of choice. Coffee shops are brighter, more contemporary and more family friendly than the pub and offer popular meals, snacks and treats that have universal appeal.
The High Street
Coffee shops are so popular now that every other unit on the high street seems to be occupied by one coffee chain or another and many independents are popping up too. Even when the other shops seem empty you can pretty much guarantee that you will have to queue for a coffee and that was true even in the recession. People may have been strapped for cash but they still found a few pennies for a latte when they were out and about.
Quality and Pricing
Pricing has been crucial to the success of the coffee shops. The ever increasing competition has kept price increases to a minimum. Coffee has become an ever more affordable treat, keeping the customers coming. The level of competition has also meant that standards have stayed high. Bad coffee and cakes would be commercial suicide with so much choice available and so a bad experience is rare. People may default to coffee shops simply because they can rely on them to deliver.
The Future
As consumption in the UK is still relatively low by European standards there is evidently plenty of scope for further growth in the market. There are still new coffee shops opening by the day and they all seem to be attracting enough custom. They appear to be a bit like motorways. The more capacity that is available, the more traffic heads their way. Our thirst for coffee is influencing other products too. Coffee flavoured everything is in vogue and even the latest Yankee Candle scented candles are themed on coffee!
Coffee shops have been innovative in their offering and have introduced shakes, smoothies and a raft of interesting variants on the usual coffees. Doubtless they will continue to do this and so will attract a broader clientele as well as ensuring that their existing visitors never get bored of the menu. Coffee shops have certainly not hit the ceiling yet and look set to dominate our lives even more in the future.
Article by Sally Stacey