By Clara Maasz
Independent coffee shops have taken a huge boost in success over the last number of years, with cafe's continuing to open around the UK. We associate coffee shops with charm, warmth, and comfort through both atmospheric and aromatic experiences. The café of 2023 can be many things, there is an abundance of styles to choose from if you're willing to put in the work and find one that fits your vibe. Coffee shops represent personality and lifestyle choices, choosing a coffee shop can be a deeply personal recreational activity. The hunt for the coffee shop that matches your demeanor, personality, and/ or vibe can be an enjoyable leisurely task, like an accessory to your outfit, the right coffee shop can enhance your day and tells the world, and whoever else you chose to share your day with, this is who I am and this is how I want to be viewed. You might be thinking, "hold on it's not that deep, I just walk into the first coffee shop I wander past, this required no effort of subliminal messaging and I don't care if my coffee matches my vibe...how millennial!" - fair enough, however you don't escape the judgmental gaze so easily, even this tells us everything we need to know about you - you value convenience.
Convenience is a modern day luxury - anything we want, whenever we want it. There is a lot to be said for convenience, it enables us to get on with our days and allows us to move forward as a species at a rate unseen ever before in human history; however, many people are waking up to the idea that convenience does not always equal better. Coffee shops can be viewed in varied lights, they can be thought of as leisurely, enjoyable and comforting, but they are also thought of as a passing destination, a grab and go, a necessary momentary stop that enables us to get on with the more pressing matters of the day. High street coffee brands have mastered the art of both, although some lean more heavily on one end of the spectrum than others. Mainstream brands such as Costa, Starbucks, Café Nero, and Pret, along with any others you can think of, make up the majority of our coffee shops with independent stores making up only 1% of coffee shops in London. London as an example, is a place of business and like in most UK cities, convenience is high on the priority list for those with busy schedules, this is where high street brands with drive through and click and collect come in handy, they have purpose in a meaningless not going to make a dent in your life kind of way.
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The question surrounding charm vs convenience will be viewed through a different lens depending on your lifestyle choices as well as external influences. As one of the older members of the Gen Z generation, I know that there is value and appreciation in both charm and convenience and I believe we are probably one of the first generations along with a number of millennials to have found a place for both in equal measures. The value of grabbing a quick consistently well made brand coffee on the commute to work does not go unnoticed, however, we are a generation who do enjoy a catch up with friends in an environment that oozes charm, character, good vibes, and social media appeal. As mentioned in my last blog post, social media appeal is huge, it has an important impact on creating a lasting community surrounding a business, and can be the make or break of success in a social media age - this is where charm comes in for the win. In 2023, charm has all the reason to beat convenience every time, with independent coffee shops popping up on more and more street corners and offering take-out, fresh baking, great home made food and a sense of community, supporting local, good quality and Instagram appeal.
Charm may never outdo convenience for some, but that would be their loss. Coffee is one of life's little pleasures, it is a ritual, a therapy, a joy, and it is something that brings people together. You may ask why all the fuss and nonsense surrounding a cup of coffee, and you'd be right about some of it, but I respond that the reason it remains an important aspect in everyday life is because the simplest things in life bring us the greatest pleasure.
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