In addition to James Hoffmann’s current discovery on the financial efficacy and place of pastries in coffee shops today, the Assembly Coffee has shared an insight with its peers in the independent coffee world into consumer preference.
To increase participation amidst professionals and non-professionals, guests were surveyed in the previous coffee festival and subsequent events, evaluating different brewed coffee of various strengths in an anonymously submitted form.
The objective of this article is to know why a considerable number of consumers still favor chains in spite the rapid growth of the independent coffee sector in recent years. The questions that trigger this survey were “we are dead set on specific brew concentration within coffee but do these correspond with the preference of coffee consumers?” and “if not is this potentially a tool to encourage the involvement of coffee consumers?”
About 450 people participated in the survey, with 81% of them being professionals in coffee.
One of the most surprising outputs showing the contrast in coffee preference among professionals and nonprofessionals was related to the strength of the brew. Three black coffees of different brew strength were handed over to respondent as defined by percentages.
A: 10 percent
B: 5 percent
C: 1.5 percent
They were asked to rank them in order of preference. 59.1 percent of coffee professionals favored 5 percent brew while 31.8 percent favored 10 percent. The number that supported 5 percent jumped to about 70 percent among the nonprofessionals.
The result showed that consumers’ involvement in free coffee could be influenced by the brew strength of coffee as revealed in a published analysis of the survey.
Other study question included homemade coffee versus drink orders in café. Home brewing is factors that prevent patronage to an independent coffee shop. What also informs a consumer to purchase a coffee was also investigated when respondents were asked to select between, trade model, taste, wait time or convenience.
Taste time: 37 percent
Business model: 28.2 percent
Wait time: 13.5 percent
Assembly team encourages others in coffee to lead more research into consumer thread, owing to a small sample size used in analyzing this study. Particularly as they relate to differences among independent shops