Why People Love Coffee Shops

With over 64% of Americans consuming at least one cup of java a day, it’s no surprise that independent coffee shops represent over $12 billion in coffee sales. Neighborhood coffee shops have become a significant gathering destination, and for some people, they serve as an office, and perhaps even a home away from home.

What is so appealing about coffee shop culture? How does one define a great neighborhood coffee shop? When I started to explore local shops to photograph and share my appreciation of this culture, I observed that all successful shops have at least two of what I’ve dubbed the Three Pillars: Service, Vibe and Product.

Since coffee is a customer service based industry, the service — your interaction with the staff — is critical. Yet you would be surprised to learn how many shops are heavily lacking in this area. The quality of attention shown to a customer is very important. From the minute I step foot into the store, I am conscious of how the employees make me feel. Walking into a coffee shop for the first time may be an intimidating situation if you aren’t familiar with the menu or baristas; it’s up to the staff to make this space feel inviting.

The vibe goes hand in hand with the service. It is the feel of the shop: the acoustics, the atmosphere, the musical playlist, the overall esthetics of the business. The amount and kind of seating is important. Since the coffee shop is like a second home to many, it should be comfortable for customers.

While service and the vibe are significant, the product – the actual coffee – needs to match, on a consistent basis, what customers are looking for, so they become repeat patrons and sustain the business. The quality of the beans, the roasting style, variety of flavors, types of milk – all those add up to a superior cup of coffee, with a different formula appealing to each customer.

It may seem that enjoying a cup of coffee is a simple pastime, but there are a lot of factors before you even take a sip that can influence the experience. The next time you’re sitting at your neighborhood coffee shop, consider these three pillars and how they affect your visit.