Latest Coffee Trends

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. One is that there is more control over the process resulting in a better taste. An ideal temperature for the water heating procedure is between 195-205 degrees Fahrenheit and vendors select the beans desired for each cup, grinding them fresh. Coffee shops have begun to weigh the costs and revenues of slower service through evaluating employees behind the counter and longer brew times, assessing how this effects prices and line waiting (Chaker, 2016).

Consumers ranging in age from 20-40 have grown up around the coffee culture’s bolder flavors, such as Starbucks’ offerings, which boosts the drive of slower service. Spencer Turer, vice president of coffee consulting firm Coffee Analysts, believes that conversations with the barista has become an important element of the experience, where shops occasionally offer lower countertops for customers to view their drink actually being made. (Chaker, 2016). This does make sense, as customers like myself want to feel more involved in their purchase decisions, even in a simple coffee shop.

If coffee shops are deciding to increase wait time from 30 seconds to 5 minutes, how much will they charge to cover the loss of volume in order to make their place of business practical? That is the million dollar question surfacing within the coffee shop industry. So, where does Starbucks fall in all of this?

Starbucks basically established the taste for specialty coffee, but they have encountered a recent problem: line speed. Slower lines make customers want to go somewhere else. Their solution? Starbucks developed new technologies to speed up the process for its customers, while still providing that high quality cup of coffee. A mobile order and pay feature is available on the company’s app, allowing customers to skip the long lines by ordering and paying for their hot beverage ahead of time (Chaker, 2016).

Since Starbucks still wishes to attract those patient customers, in 2015 they opened a “Reserve Roastery and Tasting Room” located in Seattle, Washington. This store features their small-batch coffees that are sourced from around the world and the coffees are roasted at the time the customer places their order. Coffee may be served by pouring hot water over a glass carafe where cups range from $3.50 to $6.50, or in a 24 ounce French press ranging from $8 to $13. These limited-quantity coffees and specialty brew methods will be offered by Starbucks as they plan to open 500 new “reserve stores” around the world within the next 3 years (Chaker, 2016).

Just when I thought Starbucks could not get any more innovative or more in-tune with customer preferences, they have exceeded expectations. By offering their traditional stores that include quicker mobile ordering processes, along with specialty “reserve stores” where customers expect to wait longer for superior, more expensive coffee choices, Starbucks has answered that million dollar question exceptionally in my book. The company is able to expand their business offerings with the intention to cover the loss of volume associated with longer wait times. If consumers continue to value waiting longer for a high-quality cup of coffee, Starbucks may just take off with this new development bringing them ultimate success.

Coffee shops will have to continue to keep up with existing consumers’ tastes and preferences regarding their desired wait time for exceptional coffee beverages. What do you think? Is the coffee industry one that requires quicker service to satisfy customers? Or is the quality and actual taste of the beverage more important to you? I am interested in your feedback, viewpoints, and suggestions. All are welcomed and encouraged to comment below. Thank you for listening!

Sources: Chaker, A. M. (2016, Mar 03). The ideal wait for coffee --- slower is often perceived as tastier; some shops lower the counters so customers can watch baristas work. Wall Street Journal Retrieved from http://proxy-wcupa.klnpa.org/login?url=https://search-proquest-com.proxy-wcupa.klnpa.org/docview/1769886695?accountid=14971