If you’re planning to start a coffee shop or if you already own one and are looking to attract more customers to your shop, you’ll need to be perfectly clear about who your ideal customer is and who isn’t.
The target market for coffee shops is broad but complex. Remember, that not everyone who loves coffee is going to go to a coffee shop to get it. Many people prefer to drink coffee at home or in the office.
But the opposite is just as true. Not everyone who enters a coffee shop likes coffee. They may still go to a coffee shop for other reasons. And this is where the opportunity for any coffee shop lies.
So, who is the target market for coffee shops? And why do they go to a coffee shop when there are other alternatives available?
Go grab a coffee and keep reading to find out!
Who is the Target Market for Coffee Shops?
One of the best ways to understand the target market for coffee shops is to understand why people would go to a coffee shop rather than use a coffee maker to make coffee by themselves at home.
Once we understand the customers’ needs and therefore their motivation, we can segment the market and study each segment to see what attracts them to a coffee shop.
Such an analysis gives us the following segments of the target market for coffee shops:
- People who prefer coffee made by a professional barista
- People who love the social aspects of a coffee shop
- People who like the broad choices of coffee that are available at a coffee shop
- People who appreciate the relaxed atmosphere of a coffee shop
- People who need a break from their work or home environment
- People who would like a snack from a coffee shop
- People who work from a coffee shop
Now, let’s look closely at each of these types of people who are a potential market for coffee shops.
#1. People who prefer coffee made by a professional barista
Coffee made by a professional barista is going to taste better than coffee made at home, even if it is made with the best coffee maker.
This is because good baristas have years of experience making coffee and know exactly how to get the most out of the beans. They also have access to better quality coffee beans than the average person.
And so a prime segment of the target market for coffee shops includes people who are willing to pay a little extra for that perfect cup of coffee brewed by a professional barista.
#2. People who love the social aspects of a coffee shop
A coffee shop is a perfect place to catch up with a friend or meet new people. It’s a great place to work on a book someone’s been wanting to write or to get some work done in a relaxed atmosphere.
People who love the social aspects of coffee shops make up a large segment of the target market for coffee shops. They look for a place where they can relax and enjoy the company of others, even if they’re strangers.
#3. People who like the broad choices of coffee that are available at a coffee shop
One of the biggest differences between coffee made at home and coffee from a coffee shop is the variety of coffee choices that are available.
Most good coffee shops have different coffees to choose, from ranging from simple black coffee to a complicated caramel macchiato. Some even carry iced coffee.
This segment of the target market for coffee includes people who like to experiment with different flavors and who appreciate the knowledge of the baristas when it comes to coffee.
#4. People who appreciate the relaxed atmosphere of a coffee shop
People who appreciate the relaxed atmosphere of a coffee shop are looking for a place where they can take a break from their work or home environment. What’s important to them is not only the coffee but also the ambiance and vibe of the shop.
This market segment includes people who want to relax in a comfortable setting and people who want to be around others who are also taking a break from their day-to-day lives.
#5. People who need a break from their work or home environment
Very often, people who go to coffee shops are looking for a break from their work or home environment.
They may be taking a break from studying, from working on a project, or from taking care of their kids. Whatever the reason, they are looking for a change of scenery and a chance to unwind.
This segment of the target market for coffee shops includes people who are looking for an escape, even if it’s just for a short quarter of an hour. They may even not want any coffee but since they are in the coffee shop, they can be a great market for things other than coffee – like snacks.
#6. People who would like a snack from a coffee shop
Many coffee shops also offer a variety of snacks, from pastries to sandwiches. This can be a lucrative market for coffee shops because some snacks can be more profitable than coffee.
Snacks that people look for in a coffee shop include things that are easy to eat without necessarily having to sit down. They should also include things that go well with coffee. This includes muffins, cookies, cakes, pies, and cupcakes.
#7. People who work from a coffee shop
With remote working or “smart working” on the rise, an increasing number of people are working in coffee shops. This is because coffee shops provide a more relaxed and social atmosphere than working from home or from an internet cafe.
People who work in coffee shops tend to be freelancers, digital nomads, or people who work for startups. They appreciate the flexibility that working in a coffee shop provides and the opportunity to meet other people.
Conclusion
The target market for coffee shops includes more than those who love coffee.
For sure, it includes people who prefer coffee made by a professional barista. These are connoisseurs of coffee and they are also attracted to a coffee shop for the broad choices of coffee that are available at coffee shops.
Many people are attracted to the social aspects of a coffee shop. They appreciate the relaxed atmosphere of a coffee shop that gives them a break from their work or home environment.
Finally, people go to a coffee shop for a snack or simply to have a quiet place to work.