Slower Service Equals Tastier Coffee….Right? How long are you willing to wait for a cup of coffee? 1 minute or less? Perhaps no longer than 3 minutes if you have somewhere to be and don’t plan on drinking it at the coffee shop. After all, it is a simple cup of coffee….shouldn’t it be ready almost instantly? Actually, the latest research says that quicker coffee implies cheaper coffee, and consumers would rather wait for tastier, high-quality coffee. The most recent desirable wait time is 4 minutes or more (Chaker, 2016). You may be wondering how and why this is the case. Consumers usually don’t like to wait long for any products they purchase, as society has preferred instantaneous satisfaction in recent years with the technological advancements making this possible in many industries. However, when it comes to individuals and their daily cups of coffee, waiting for a number of individuals is no big deal. For coffee vendors, there are benefits to slower-brewed coffee...