With the news of Starbucks landing in Milan and Coca-Cola buying Costa Coffee, the chain that in the 90s converted the English from tea to coffee (2400 points of sale in the UK, 1400 in the rest of the world), the the dark beverage consumption outside of home is back on everyone’s lips. In fact, in recent years there has been an important evolution in coffee consumption, not yet at a mass level, and that has changed the relationship between consumers and brand.
After the Starbucks boom, started in the 80s first in America and then alla round the world, in 2010 began a phase for the market with a greater focus on high quality beans, delicate flavors, thus creating a new experience of coffee outside the home.
This trend (identified by Nextatlas and called Perspective Coffee Culture) started from the underground and involved a series of brands such as Blue Bottle Coffee or Joe & The Juice that promote and defend a point of view on coffee addressed to connoisseurs not for everyone, therefore of quality and linked to the instore experience.
In the meantime, Starbucks’ format and frappuccino have lost appeal and confidence among the youngest (see the profile of those who talk about it today in the world), now, the company with the creation of Roasteries (Shanghai, Seattle and now Milan) wants to move towards this trend, in which the highbrow coffee becomes mainstream.
This change has of course an impact on consumption styles, but also on the furniture and layout of the cafes/sales outlets, which today increasingly have a chemical laboratory vibe (as in the newly open Milan store). Coffee is back to being appreciated and subject of conversation and sharing among Millennials, a decidedly different profile fo Starbucks.