How to carry out market research for a coffee shop

do market research for a coffee shop

Do you find yourself drawn to the warm atmosphere of cosy coffee shops and crave the taste of coffee first thing in the morning? If so, you may be thinking of opening your own coffee shop. 

Market research is not only essential in giving you a better understanding of the current state of the coffee shop industry (from how it's doing, to what concepts are hot or not), but it also helps you decipher how to mould different aspects of your business so that it attracts the right customers. 

To guide you through this process, we've outlined here the key steps in conducting thorough market research for a coffee shop.

What are the objectives of market research for a coffee shop?

There are three main objectives of carrying out market research for a coffee shop. 

The first step is to make sure that the market is not already saturated with existing coffee shops by asking yourself the following questions: 

  • Is the potential demand for coffee greater than the current supply?
  • Is there a specific group of customers that can't find what they're looking for within the city's existing coffee shops and restaurants?
  • Is there a street or area, in particular, that's lacking a coffee shop like the one you'd like to open?
  • Will your desired area for business be able to support the arrival of a new coffee shop?

Once you've answered these questions, the next step will be using the information you've found to identify a concept that will attract your ideal customers to your coffee shop. If you're close to a university or financial district, you'll, of course, be more likely to welcome a certain group of customers than others and will have to concentrate on adapting to their habits, tastes and needs. 

The third (and certainly not least) aim of a coffee shop's market research is to gather the data needed to assess the sales potential of your coffee shop.

3 questions to ask yourself when carrying out market research for a coffee shop

Here's a figure that should kick your coffee shop market research motivation into overdrive: one out of every two businesses fails to pass the five-year mark. Success is anything but a given, but failure is not inevitable. 

By taking the time to carefully carry out market research for your coffee shop, you can ask the right questions and limit the risks involved. It's about making the right choices from the outset to give your business every chance of success. 

To help you kick off your market research, we've listed the top three questions you should ask yourself:

  • What is your target customer, and what products and services are best suited to this group?
  • How do you plan to take market share from your competitors? What strategies will you implement to set yourself about from the area's existing coffee shops and restaurants? 
  • How do you intend to attract and retain customers?

Besides developing an attractive concept, you'll need to develop a strong marketing plan to get your name out there and create some hype around your coffee shop as the weeks and months go by. 

Trends to look out for in your coffee shop market research

Whichever industry you're working in, market research requires a detailed analysis of the market, its trends, and consumer expectations. You will also need to familiarise yourself with the regulations in force. 

Coffee shops, a growing trade?

Many entrepreneurs begin market research by checking out the health of the sector on a national scale. To do so efficiently, ask yourself the following questions: 

  • Is the coffee shop market growing or shrinking? 
  • How is the turnover of coffee shops evolving? 
  • What are the main obstacles to business development? What kind of difficulties do coffee shop managers encounter? Are they under pressure from their suppliers or find it tricky recruiting qualified long-term staff?

To find this information, you can check out hospitality insight industries, such as  Allegra Stategies , which regularly provide online reports on the coffee and related retail and food industries.

You'll also need to take a deep dive into the main trends within the coffee shop market and compare whether your business model aligns with them. If you sense an emerging trend that hasn't yet been tapped into during your coffee shop market research, you may decide it would make more commercial sense to go against the grain. 

You should also look at the competitive dynamics of the coffee shop market. The question here is to determine whether coffee chains (such as Costa, Starbucks, and Pret A Manger) truly dominate the market or if the rising popularity of independent coffee shops indicates their potential to come up on top.

Understanding the expectations of coffee shop customers

Once you've delved into the current state of the coffee shop market, it's time to understand the expectations and changing needs of consumers for the market research of your coffee shop.

  • What are the consumption habits of coffee shop customers today? Do they drop by on the way to work for a quick take-away latte or visit for a sit-in coffee and snack during lunchtime?
  • What are the characteristics of a typical coffee shop customer? Are there significantly more office workers than families and young groups of friends?
  • What is the average budget per customer?
  • What are the most popular products sold? Americanos, flat whites or snacks such as flapjacks and scones?

To answer these questions thoroughly, we suggest you take some time out to talk to local coffee shop owners and the customers themselves to truly get into the heart of what draws people into coffee shops and keeps them coming back. The deeper you delve into the coffee shop industry, the more reliable and relevant your market research for a coffee shop will be. 

The rules and regulations of a coffee shop market research

Your market research for a coffee shop also provides an opportunity to familiarise yourself with the regulations related to operating a coffee shop.

To find out about these specific regulations in more detail, read our guide on how to start a coffee shop .

Analysing the demand for coffee shops in your area

Now that you've built up a decent enough knowledge of the coffee shop sector, it's time to cast your eyes over the characteristics of the area in which you'd like to set up your coffee shop, otherwise known as the local market. 

You can start by assessing its size: what is the population of the city or town and how many of them fall within your target group? You'll also want to make note of the profile of the population (from age and gender to job status and level of disposable income) as well as how often people visit the area in which you'd like to operate your coffee shop. 

As part of your coffee shop market research, it's also important to identify, within the local market, specific locations that are likely to attract the most potential customers (whether it be a busy shopping street, near offices, or beside the coast). It is undoubtedly near these locations that you'll be most drawn toward when deciding where to set up shop.

Finally, assess local customer expectations. Is there a demand for a hot drink or snack in particular that currently isn't being met?

...and checking out your competitors 

Conducting proper coffee shop market research also requires a thorough analysis of the competition at the local level.

Start by rounding up all the coffee shops (as well as cafes, delis and restaurants that offer hot drinks) located near your business. You should look at their concept, the type of products and services they’re offering, as well as the prices charged, and their target clientele.

This information will help place you in the best position to stand out from what everyone else is offering, by serving up a different concept. Or, alternatively, by selling products that compliment the types of services and products offered by other local businesses within the area.

Size them up

You should also check out how much space and seating capacity each of your competitors can offer customers. You'll want to know how many employees they have too, as well as the turnover for each place. 

Bear in mind that if some of these coffee shops are operating within an established chain such as Pret a Manger or Costa, their large marketing budgets will make them your fiercest competition in this regard.

Consider their reputation

Analysing the reputation of your competition will also prove very useful when doing the market research for your coffee shop. Speak to local business owners and residents to gather solid opinions on each places quality or products and customer service. Put aside some time to google them, too, and look up online reviews. 

The aim here is to understand what customers like and dislike, so researching both good and bad practices will help you draw inspiration for your own concept.

Analyse how they attract customers 

Another way to strengthen your business's chances of success is to check out the main ways in which your competitors attract and retain customers. Looking at a variety of different marketing practices will enable you to come up with a unique marketing plan that is just as effective but geared towards your specific target market. 

First of all, determine the channels (whether it's Instagram, their own website or an email newsletter) through which your competitors communicate with customers and share news of promotional offers. Evaluate how effective they are and, if you think you can do better, write down how and put these valuable observations into action.

Finally, and most importantly, set aside a budget for promoting your coffee shop and communicating with customers. It's important to remember that even if you do brew the best coffee in the entire city, it won't matter if no one knows about it - so take time to review your marketing plan and how much money you can afford to invest in each action, whether it's setting up a website or printing street flyers. 

Defining the concept of your coffee shop

Once you've gathered all the information above, you can consider your coffee shop market research done and it's time to put this data into use.

Perhaps, for example, your research led to the conclusion that the market is simply too small for a new coffee shop or the business idea you had in mind isn't in line with customer expectations.

Or (we're hoping, anyway) you may have found enough data that confirms the existence of a real business opportunity - enabling you to kickstart the process of launching your coffee shop.

In this case, begin by developing your concept. This will enable you to target a clearly defined customer base and offer a service that meets their expectations in every respect, whilst ensuring you stand out from the competition.

Developing your concept will also help you define the ways in which you'll attract and retain customers. Collate these methods (and their costs) into a marketing plan that aligns with the objectives of your business and the desires of your target market.

Carrying out a quantitative study to test your concept on customers

By this stage, you've invested more time than you have the money into your business. Once the money is involved, it's a risky game. So before devoting chunks of your own or other people's cash into your business, test your concept out amongst potential customers by carrying out a quantitative study.

This test aims to accurately present your offer to a maximum of potential customers and to validate your concept, or to refine it even more if necessary for your coffee shop market research. 

You can carry out a quantitative study in a variety of ways. For example, If you are present on social networks, you will be able to quickly measure this adhesion thanks to clear marks of interest: a like on your page or, better still, a subscription to your newsletter to be kept informed of the evolution of your coffee shop business. 

You can also, before opening your coffee shop, set up a stall at a local food market and let residents try the coffee for themselves. This will not only enable you to get your name out there and showcase your barista skills but also let you chat with visitors face-to-face to get their opinions on the coffee and if they have any suggestions as to how their experience could be improved. 

Write a business plan for your coffee shop

Has your coffee shop market research validated that there's room on the coffee shop scene for your concept? You can now get down to the next step in the development of your business: the business plan. 

A business plan is a document that describes your business, and its strategic, commercial, and financial objectives for the first three years of operation. 

It helps you verify whether your coffee shop has the potential to be profitable, at least on paper. As well as that, it will guide you through the very first steps of implementing your project, from covering what licenses you need to assessing start-up expenses. 

Your coffee shop's business plan will also be a valuable tool for presenting your project to potential commercial and financial partners, such as investors and suppliers.

As you can imagine, creating a business plan for a coffee shop is crucial. But it is also a technical and sometimes tedious job - especially if you aren’t a seasoned entrepreneur. 

To make the process easier for you, especially if it’s your first business plan, you can use online business plan software . 

There are several advantages to using software to create a business plan for your coffee shop:

  • It takes care of the calculations and creates the projected financial statements for you (income statement, balance sheet, cash flow statement, break-even calculation, etc.)
  • With business plan templates available and instructions for each section, you are guided through how to structure your plan
  • As an end result, you receive a professional document, formatted and ready to be sent to your bank or investors

If you are interested in this type of solution, you can try The Business Plan Shop's software for free by signing up here .

You can also have a look at our coffee shop business plan template to get some inspiration! 

We hope that this article has helped you better understand how to do market research for a coffee shop.

If you’d like more advice on any of the points mentioned above or any other element related to the creation or takeover of a coffee shop, please don’t hesitate to get in touch.

Also on The Business Plan Shop

  • How to improve a coffee shop's profitability
  • How to write the business plan for a coffee shop
  • How to take over a coffee shop

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Coffee shops and cafes in the U.S. - statistics & facts

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Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing

Coffee is popular worldwide and consumption is increasing, particularly in non-traditional markets. There is evidence that coffee consumption may have beneficial health effects. Consumers’ beliefs in the health benefits of coffee are unclear. The study aimed at analyzing consumers’ perceptions of coffee health benefits, consumption and purchasing motives of coffee consumers with positive perceptions of coffee health benefits, and willingness to pay for coffee with associated health claims. Data were collected through a face-to-face survey with consumers, resulting in a convenience sample of 250 questionnaires valid for data elaboration. Results were elaborated with factor analysis and logistic regression analysis. Findings revealed that a relevant minority of consumers believed that coffee could have positive health effects. The consumer with a positive perception of coffee health benefits is mostly male, young, works, is familiar with non-espresso-based coffee, consumes a limited amount of coffee (generally not for breakfast and often in social settings), and buys coffee at retail outlets. Consumers drink coffee for its energetic and therapeutic effects. Coffee consumption is still price-driven, but consumers are interested in purchasing coffee with associated health claims. There is the opportunity to improve the perception of coffee health benefits in consumers’ minds.

1. Introduction

Coffee is one of the most consumed beverages worldwide. Global coffee consumption is estimated to increase, particularly in non-traditional coffee drinking countries in Africa, Asia, and Oceania (+4.1%). Demand in traditional markets is estimated to grow by 1% in Europe and by 2.5% in North America [ 1 ]. Leading drivers for coffee market growth are innovations in out-of-home consumption, online commerce opportunities, and innovative brewed coffee beverage types [ 2 ]. Consumers are interested in coffee product quality and origin, as well as social, environmental, and economic sustainability [ 3 ].

Innovative coffee attributes related to the health properties of coffee could be a driver for coffee consumption [ 4 ]. Some researchers suggest that coffee might have the potential of a functional food thanks to its biochemical properties and the possible health benefits [ 5 , 6 ]. In particular, there is evidence that coffee consumption may have beneficial effects on non-communicable diseases (NCDs) [ 7 ]. This may contribute to the World Health Organization’s objective of reducing the relative risk of premature mortality from NCDs by 25% by 2025, by improving the modifiable risk factor of an unhealthy diet [ 8 ].

Consumers’ beliefs in the health benefits of coffee are unclear. Only 16% of U.S. consumers know about coffee’s health benefits, and 66% are prone to limiting their caffeine consumption [ 9 ]. Many European consumers are also confused about coffee’s impact on health, with 49% believing coffee has negative health effects [ 10 ]. On the other hand, consumption of green coffee-based beverages has become popular in recent years due to the belief in its beneficial antioxidant properties (e.g., chlorogenic acids, polyphenols) [ 5 , 11 , 12 ].

Coffee contributes to the daily intake of dietary antioxidants, more than tea, fruit, and vegetables [ 13 ]. A screening of the most consumed beverages for their bioactive non-nutrient contents identified instant coffee as the beverage with the highest total biophenol content [ 14 ]. Two other studies observed coffee to be the beverage with the highest total antioxidant capacity as compared to others like green and black tea and herbal infusions [ 15 , 16 ]. The biochemical composition of a cup of coffee depends on the degree of roasting, the type of bean (Arabica versus Robusta), and the coffee brewing method, including grind type [ 17 , 18 , 19 ]

There is little scientific knowledge on consumers’ attitude towards coffee health benefits. The perception of coffee’s health effects in consumers’ minds is unclear and has not been thoroughly researched. Past research studied consumer preferences and attitudes towards coffee attributes including sustainability, brands, coffee types, and motives for consumption like taste, energy, pleasure, socialization [ 20 ]. The paper aims to fill this gap in the literature and analyze the link between consumers’ coffee consumption behavior and their perception of coffee’s health benefits and risks. The research adds value to existing literature by analyzing what consumers perceive about coffee’s health effects. If coffee has positive effects on human health it would be important to educate consumers about the possible health benefits and the correct consumption of coffee. Therefore, it is important to first study the status of consumers’ perceptions about coffee’s health effects. Furthermore, this will allow for an exploration into whether there are marketing possibilities for coffee with health benefits considering the increasing consumption trend of healthy food.

In evaluating the healthiness of a cup of coffee it is important to consider that coffee drinking is a complex consumption behavior and that preferences and preparation methods are influenced by culture and tradition. To fully exploit coffee’s capability to impact on consumer food dietary lifestyle and health, there is need to better understand consumers’ coffee consumption habits, motives, and perception of coffee’s health benefits. Therefore, the objective of the research is to analyze consumers’ perception of coffee’s health benefits, consumption and purchasing motives of coffee consumers with positive perception of coffee health benefits, and willingness to pay for coffee with associated health claims.

Data was collected through a direct face-to-face survey with consumers using questionnaires with closed-ended questions. The structure of the paper is as follows. Section 2 provides a literature review of coffee consumption and purchasing motives and coffee and health, with a detailed review of the relevant literature on coffee’s effect on single health conditions. Section 3 describes data gathering and elaboration, and the data sample. Results are presented in Section 4 . This section first discusses the results regarding consumers’ characteristics and perception of health effects of coffee, followed by insights on consumers’ perception of coffee health effects and motives for coffee consumption and purchasing, and concludes with analyzing consumers’ willingness to pay a price premium for coffee with associated health claims. Finally, the paper provides a discussion and conclusions on consumers’ perceptions of coffee’s health effects, profiling consumers according to their attitudes towards health coffee benefits. Section 6 puts the topic into the broader context of consumers’ increasing interest in healthy food and eating behavior, and reflects on marketing possibilities for coffee focusing on specific health benefits.

2. Literature Review

2.1. coffee consumption motives.

The scientific knowledge on motives and preferences of coffee consumption and purchasing behavior is fragmented. Past research focused strongly on a limited number of specific issues, particularly on aspects of sustainability and fair-trade labelling of coffee. Evidence from a recent systematic review of 54 papers on coffee consumer research [ 20 ] identified the leading motives for consumers’ coffee consumption and purchasing behaviors. Results suggest that there are several leading motives for coffee consumption: functional, taste and pleasure, habit, tradition and culture, and socialization. The main limiting factors for coffee consumption are a dislike of coffee’s taste and a belief in its possible negative health effects. The functional and the pleasure motives are the two leading drivers for coffee consumption and are of similar importance across cultures.

2.2. Coffee Purchasing Motives

Key coffee attributes that impact on consumers’ purchasing decisions are sustainability (including organic and fair trade), intrinsic quality attributes (e.g., roast degree, country of origin, variety), extrinsic attributes (packaging, brands), and coffee type (e.g., the espresso type includes black espresso and macchiato , that is, with a small amount of milk; other types include American long coffee (i.e., espresso topped with hot water), cappuccino, decaffeinated coffee, filter coffee, iced coffee, and coffee powder) [ 20 ]. A recent review on coffee purchasing motives did not identify studies that focused specifically on the relation between coffee price and consumer behavior [ 20 ]. There is limited research on consumer preferences for coffee’s intrinsic qualities. Preference for different intrinsic qualities depends on expertise and sensory skills of the consumer [ 21 ]. The untrained consumer has difficulties in distinguishing quality levels of coffee compared to an expert. The role of familiarity with the product is important in the assessment of its quality [ 22 ]. There is not much evidence on the role that extrinsic attributes and marketing play in buying decisions towards coffee; nonetheless, brands and labels are considered essential for the coffee industry. Research on brands, labels and packaging mainly concerns the willingness to pay for sustainability labels and the role of packaging and labels for the communication of sustainability information [ 23 ].

2.3. Coffee and Health

Consumers’ beliefs in health benefits or risks of coffee are inconclusive. For some the health benefit (e.g., anti-migraine effect) is a driver for consumption [ 24 ], others avoid coffee consumption for medical reasons like anxiety and insomnia [ 25 ], or because of the belief that coffee is generally bad for health [ 10 ]. Coffee drinking is not considered a health-oriented behavior, even if scientific evidence indicates that coffee can be part of a healthy diet [ 26 , 27 ]. The main health concerns arise with regard to the caffeine content of coffee [ 28 ]. Consumers see coffee mostly as a stimulant and are not informed about beneficial components and suggested health benefits [ 10 ].

Roasted coffee is a mixture of over 1000 bioactive compounds, with potentially therapeutic antioxidant, anti-inflammatory, antifibrotic, and anticancer effects [ 11 , 29 ]. Key active compounds are caffeine, chlorogenic acids, diterpenes, cafestol, and kahweol [ 7 , 30 ]. Coffee is rich in vitamin B3 and magnesium [ 6 ], and brewed coffee maintains the potassium concentration of the original seeds [ 31 ]. Caffeine is the most studied coffee component.

Scientific research has studied extensively the associations between coffee and all-cause mortality, cancer, cardiovascular diseases, neurological and gastrointestinal as well as liver systems, and all effects on pregnancy, with differing results over the years.

Current research concludes that coffee drinking is safe when consumed by healthy, non-pregnant women and adult persons in moderate quantity, equivalent to three to four cups per day, providing 300 to 400 mg/d of caffeine [ 7 , 26 , 28 , 32 ]. The largest reduction in relative risk of all-cause mortality was found with a consumption of three cups per day as compared with no consumption. Results suggest an inverse relationship between coffee drinking and all-cause mortality in men and women [ 7 ]. Daily coffee drinkers reduced their risk of dying prematurely compared with non-drinkers by 7–12% [ 33 ]. There were beneficial effects of coffee on cancer and cardiovascular diseases, as well as metabolic and neurological conditions [ 26 ]. Adverse effects of coffee drinking were mainly limited to pregnancy and to women at increased risk of bone fracture. Negative effects are mainly associated with caffeine rather than any other components in coffee [ 7 , 26 ]. Table 1 provides details on the studies focused on the effects of coffee on single health conditions.

Effects of coffee on single health conditions.

The main limitation in drawing conclusions on coffee health associations is that existing evidence is observational and of lower quality. More research is needed with data from long-term randomized controlled trials [ 7 , 26 , 28 ].

3. Materials and Methods

3.1. data gathering.

Data gathering was based on a direct face-to-face survey. Data was collected using questionnaires with closed-ended questions. The first question aimed at filtering interviewees so as to collect responses only from coffee consumers (i.e., those who generally drink coffee). The questionnaire includes five sections. Section 1 was on coffee consumption habits: types of coffee drunk (e.g., espresso, long coffee, cappuccino, decaffeinated, coffee powder, iced coffee, filter coffee); number of cups of coffee per day; occasions and places of consumption; companionship during consumption; consumption of other caffeinated drinks; type of coffee preparation; and outlets of coffee purchasing. Section 2 focused on motives of coffee consumption and purchasing ( Table 2 ). Section 3 focused on the perception of health benefits of coffee. In particular, the first sub-section included questions aimed at eliciting the view of the consumers as to whether coffee consumption can bring health benefits, can reduce diseases, can be a functional beverage for human wellness, and has nutritional properties that can improve human health. These items are based on coffee health impact literature review, past research studies exploring consumers’ perception of food healthiness [ 4 , 9 , 66 , 67 , 68 , 69 , 70 , 71 ], and the European Food Safety Agency food health and nutrition claims [ 72 ]. The second sub-section asked consumers’ opinions on the effects of moderate coffee consumption on diminishing the risk of diseases and on influencing a number of physical effects based on scientific-tested studies ( Table 1 ). Then, the third sub-section asked if consumers thought that there was a gender difference in terms of coffee consumption with respect to health, and whether decaffeinated coffee had different health impact compared to caffeinated coffee. These items are based on a coffee health impact literature review. Section 2 and Section 3 asked the respondents to rate each question using a 5-point Likert scale of agreement/disagreement (1: “totally disagree” to 5: “totally agree”, with scale end values anchored to interpretations), or with other responses options (e.g., “yes”/”no”) as reported in the Table notes.

Literature references for studied items in the questionnaire.

In the fourth section respondents were asked to state their willingness to pay (WTP) for the most common type of coffee product, the coffee brick pack. Only participants that more frequently bought this type of coffee were considered in the analysis. Participants’ WTP was assessed by applying the multi price list (MPL) in a hypothetical setting method, widely adopted in experimental economics [ 73 , 74 , 75 ]. This mechanism has the great advantage of being transparent and very simple to understand for participants. The minor disadvantage is the interval response with a psychological bias toward the middle of the list [ 76 ]. Before eliciting their WTP, participants were provided with a reference price for the product type that was identified based on current retailer prices. The price premiums went from €0.10/brick to €1.50/brick, with 15 price premium options with a €0.10 difference. Section 6 gathered information on the socio-demographic profiles of the respondents.

The questionnaire was tested in trial face-to-face interviews and the items identified as unclear or not important were revised. Interviewers carried out 272 interviews. Data cleaning led to the definition of a convenience sample of 250 questionnaires for data elaboration. The places of interviews were retail outlets, coffee shops, bars, and malls. Interviews were carried out from April to July 2018. At the beginning the interviewer declared the interview was part of a university study, wore a badge with name and university affiliation, and proceeded with the interview if the respondent agreed to participate in the research. The time necessary to carry out each interview was around seven minutes. No reward or token was awarded. Data were collected with the support of the Qualtrics survey program by uploading the answers gathered during the face-to-face interviews.

3.2. Data Elaboration

Data elaboration followed different phases. First, data elaboration calculated the consumers’ level of perception of coffee health benefits. The level of perception was calculated as mean value of the first sub-section items belonging to Section 3 , that is, whether consumers agreed that coffee consumption could bring health benefits, reduce diseases, be a functional beverage for human wellness, and have nutritional properties that can improve human health. The mean values of positively versus negatively inclined consumers were cross-checked with the analysis of variance (ANOVA). The levels of perception of positively versus negatively inclined consumers were cross-analyzed with consumers’ socio-economic characteristics and coffee consumption habits, and tested using the chi-squared test.

Second, the research identified the existing latent factors in consumers’ coffee consumption and purchasing motives, with the support of two factor analyses. Two separate factor analyses were run, one for coffee consumption motives, and one for the coffee purchasing motives in order to highlight possible different habits in the consumers’ approaches to coffee. The principal components method (PCA) and Varimax rotation (Eigenvalue criterion being higher than 1) were applied.

Third, the factors were used in the logistic regression (enter method), carried out to explore the relationship between consumers’ perceptions of health benefits of coffee and their consumption and purchasing motives. The factor variables were also checked for the multicollinearity analysis, to verify the possibility that one variable is a linear function of the other. Multicollinearity has been tested through tolerance and variable inflation factors (VIFs) [ 92 ]. Omnibus tests of model coefficient were analyzed to test the level-of-fit of the model. Model variance with Nagelkerke was considered. Finally, the research calculated the WTP and cross-analyzed values with socio-economic characteristics of the consumers. Data elaboration was carried out with the support of SPSS (version 21).

3.3. Sample

Out of the 250 respondents, the majority were women, and about half had an academic degree ( Table 3 ). There was a majority of people working, and a generally low or medium family income. The age was well distributed, as 55.2% of the respondents are aged younger than or equal to the average age, that is, 40.97 years (maximum age is 85 and minimum age 18).

Sample characteristics.

* 39.1% did not respond to this question (“I do not know” or “I do not want to respond”).

4.1. Consumers Characteristics and Perception of Health Effects of Coffee

A relevant minority of consumers (25%) thought that drinking coffee could have positive effects on health ( Table 4 ). The average value of the perception on coffee health benefits of the positively inclined consumers was fairly high (3.7). The analysis of consumers’ socio-economic characteristics, coffee consumption, and purchasing habits of the positively versus the negatively inclined consumers showed interesting elements ( Table 4 ). A higher percentage of men (31%), of younger (30.4%), and of working (27.2%) consumers had a positive perception of the health effects of coffee consumption compared to female, older, and not working consumers. The level of education was not an explanatory characteristic for the perception of health effect of coffee consumption. There were more consumers that tended to drink non-espresso based coffee (36.2%), that consumed from one to two cups of coffee per day (32.5%), that never or rarely drank coffee for breakfast (34.3%), and that bought coffee in big retailer chains (27.9%) that had a positive perception of coffee health benefits. A chi-squared p -value confirmed the results. Other data support that positively inclined consumers tended to drink coffee with other people (28.5%), and that they did not to have coffee as a break (29.4%) or after lunch (28.1%).

Consumers’ perceptions of health effect of coffee consumption and consumers’ characteristics.

Note: *, **, *** Significant at p <0.10; p <0.05; p <0.01; a Based on the average value of coffee health impact perception. Negative and neutral coffee health impact (below or equal to 3); Positive coffee health impact (above 3). b “Espresso” type includes black espresso and macchiato , that is, with a small amount of milk; “Other types” include American long coffee (espresso topped with hot water), cappuccinos, decaffeinated coffee, filter coffee, iced coffee, and coffee powder. c The moka coffee pot is the most common coffee brewing technique in Italy. This results includes only the moka coffee pot and capsules as they were the most frequently ticked answers (94%). d Other sources of caffeine consumption, in addition to coffee, are: tea, energy drinks, coke, other caffeine drinks. Low/medium caffeine consumption has values of 1, 2, 3. High caffeine consumption has values of 4 and 5 in a 5-point Likert scale where 1 is “never” and 5 is “always”.

These results suggest that consumers positively inclined towards coffee health benefits are more likely to be male, young, and working, tending to appreciate non espresso-based coffee, consume in limited amounts and in social settings, and not usually consuming in the morning. They are more likely to purchase it in common outlets, probably with other food items.

Consumers are better inclined towards a limited number of benefits of coffee consumption ( Figure 1 ). In particular, almost 80% of consumers believe that drinking coffee increases blood pressure, more than half think that it decreases depression and headache, one-third that it decreases the risk of stress and anxiety, one-fourth that it decreases the risk of cardiovascular diseases, and one-fifth that it impacts on women’s capability to absorb calcium and minerals and stimulates the reduction of body weight. Consumers do not acknowledge other medically tested effects on pregnant women, diabetes, liver, cancer, neurodegenerative diseases, and pain.

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Consumers’ perception of health effect of coffee consumption (%). Note: Consumers’ response options were “yes”/”no” for each item. Therefore, the figure shows that around 80% of respondents thought that drinking coffee increased blood pressure.

Moreover, 61% of consumers believe that the correct number of cups of coffee per day is between three and four. According to scientific studies, this is the recommended quantity (equivalent to 300–400 milligrams of caffeine per day) [ 7 , 26 , 32 ]. Therefore, the vast majority has an adequate knowledge of the daily quantity of coffee to be consumed. Around 35% of consumers think that between one and two cups is adequate, values lower than the threshold set by scientists, thereby showing some skepticism towards coffee impact on health. Moreover, 84% of consumers think that the effect is similar in men and women, and 80% that decaffeinated coffee has a similar impact to caffeinated coffee on human health. These results support that consumers have adequate knowledge on the quantity to be consumed, the effects on gender, and the types of coffee, fairly in line with scientific evidence [ 7 , 26 , 32 ]. There is no evident misconception of the effects of coffee on health.

4.2. Consumers’ Perception of Coffee Health Effect and Motives for Coffee Consumption and Purchasing

The two factor analyses on consumers’ coffee consumption and purchasing motives identified seven main components ( Table 5 and Table 6 ). Four components derive from the factor analysis on the initial 12 items on coffee consumption motives, and three components derive from the factor analysis on the initial 13 items on purchasing motives. The second factor analysis was tested until all identified components had satisfactory internal consistency values. This lead to delete three items. In both factor analyses items were loaded into single factors, with factor loadings above 0.585. The Kaiser–Meyer–Olkin measure of sampling adequacy and Bartlett’s test of sphericity were calculated to assess the appropriateness of the data for factor analysis. The Kaiser–Meyer–Olkin index was 0.649 in the coffee consumption motives PCA and 0.660 in the coffee purchasing motives PCA. Bartlett’s tests of sphericity were highly significant (0.000). The cumulated variance values explained by the factors were respectively 66.2 and 66.3. Elaboration results confirmed the data appropriateness. The values of the factors were calculated based on the mean of the items loading into the single factors.

Factor analysis on motives for coffee consumption and convergent validity and discriminant validity for each construct.

Note: Diagonal data (in italics) represent Fornell and Larcker’s average variance extracted (AVE). Subdiagonal represent the inter-construct correlations.

Factor analysis on motives for coffee purchasing and convergent validity and discriminant validity for each construct.

The internal consistency and convergent and discriminant validity of each component was verified ( Table 5 and Table 6 ). The internal consistency of each set of items was measured using Cronbach’s alpha and composite reliability (CR). Alpha component values were from 0.633 to 0.771, and CR values were from 0.77 to 0.88 in the first factor analysis. In the second factor analysis, alpha component values were from 0.675 to 0.836 and CR values were from 0.81 to 0.94. Values were satisfactory and acceptable [ 93 , 94 ]. The average variance extracted (AVE) provides a measure of convergent validity, and ranged from 0.504 to 0.696 in the first factor analysis and from 0.510 and 0.776 in the second factor analysis. These were satisfactory as above the 0.50 threshold [ 95 ]. To confirm discriminant validity, the square root of each construct’s AVE was calculated to ensure it was greater than its bivariate correlation with other constructs in the model. This led to adequate outcomes. The results confirm the reliability and validity of the research components.

The factors were labeled according to coffee consumption and purchasing motives associated with the statements. Coffee consumption is driven by four main factors. The most important factor is the habit and pleasure of drinking it (3.1). This connects to the organoleptic characteristics that are coffee smell and taste, family traditions and habits, and the emotions and moods created by coffee. The energetic physical and mental awakening power of coffee is as important as its role in having a break during the day and socializing at work (2.7). The fourth motive for drinking coffee is its therapeutic impact, that is, the capability of coffee to help digestion, increase blood pressure, and alleviate headaches (1.7). Coffee purchasing is driven by three main motives. The main driving element is the price, that is promotion and value for money (3.3). Another key aspect is the declared aroma, recipe, level of roasting, and intensity (3.2). The coffee sustainability (1.8) does not strongly influence consumers’ coffee purchasing. In synthesis, consumers have a hedonistic approach towards coffee, focused on its taste, smell, and family habits and culture. Their consumer behavior is also driven by utilitarian reasoning, focused on price. In addition, coffee is drunk for its relevant socializing and energetic power.

There is a statistically significant relationship between consumers’ perception of coffee health benefits and motives for coffee consumption and purchasing ( Table 7 and Table 8 ). The VIF values were between 1.020 and 1.401, and the lowest tolerance value was 0.714. Therefore, there was no multicollinearity between variables. The significant relation is between the perception that coffee can have health benefits, and the following motives of coffee experience: habit and pleasure (0.017), aroma (0.048), and price (0.058). The significant relation is in some cases an unpredicted direction. If the consumers believe in the coffee health benefits, they tend not to drink it as a habit or for pleasure or consume coffee for its aroma. Moreover, the positively inclined consumers believe price is a motive of coffee purchasing. Results are confirmed by p -values.

Logistic regression on the relationship between consumers’ perception of coffee health benefits and motives for coffee consumption and purchasing.

Dependent variable: level of coffee health benefit perception—(0) negative and neutral (average value below or equal to 3) vs. (1) positive (average value above 3). Note: *, ** significant at p < 0.10; p < 0.05. Omnibus tests: 0; VIF: between 1.020 and 1.041; Nagelkerke R-square: 0.313. The limited number of consumers with positive perceptions of coffee’s health benefits and with consumption behavior driven by therapeutic motives (one consumer) suggests not including the therapeutic component in the regression exercise. VIF: variable inflation factor.

Relationship between consumers’ perception of coffee health benefits and motives for coffee consumption and purchasing, with chi-squared results

Note: **, *** significant at p < 0.05; p < 0.01.

These results suggest that if consumers drink coffee for the pleasure of it, out of family and traditional habits, and because of the taste and coffee roasting/recipes, then they are distant from the idea that coffee may have a positive health impact. If their coffee purchasing experience is influenced by the product price, then they are sensitive to coffee’s health impact. If coffee purchasing and consumption are not driven by hedonism and traditional routine and are not emotional, then their perception is better inclined towards new features of coffee.

4.3. Consumers’ Willingness to Pay a Price Premium for Coffee Health Benefits

The vast majority of consumers (74%) is willing to pay a price premium for coffee with health benefits ( Table 9 ). Given that the average price is around €2.75/brick pack, a €1.03 average price premium is equivalent to +37% (average price is €2.78/250 g brick pack, equivalent to €11/kg) [ 96 ]. The price premium is significant. There are variations among the different socio-economic groups of consumers. The highest price premium (between €1.00 and €1.50) would be paid mostly by older (62.9%) and higher income consumers (17.5%). A higher percentage of women (70.4%) are favorable towards fairly high coffee price premiums (between €0.51 and €1.00).

Willingness to pay a price premium for coffee with associated health claims (%).

5. Discussion

The debate over coffee’s effects on the human body has gone through various stages, with recommendations aimed at promoting or avoiding coffee consumption. The history of coffee started in the 15th century [ 97 ]. Its consumption first grew in Arabic countries and then expanded to Persia, Egypt, Syria, and Turkey. It was known as “wine of Araby”, and drunk as a substitute for alcohol, which was prohibited according to the Islamic religion. In the 17th century coffee arrived in Europe (e.g., Italy, England, France, Austria). Consumers increasingly drank it in coffee houses that become competitors for pubs, with coffee becoming a substitute for beer and wine. During the 18th century it became common in North America, and then, thanks to the optimal weather, it was cultivated in South America. Brazil is currently the most significant coffee-exporting country. During its long history, coffee has been criticized for various reasons: because it was considered to stimulate critical thinking (Mecca), because it was considered Satanic (Italy), because it was considered as a toxic substance used to bring about death (unsuccessfully) (Sweden), and because it threatened beer consumption and therefore local agricultural production (Prussia) [ 97 , 98 ]. As history shows, coffee consumption and the beliefs in its nutritional properties have always been intertwined. Coffee properties perceptions have often shaped coffee consumption and purchasing habits, including preparation methods, favorite types of coffee, and places of consumption and purchasing.

The present research paper provides valuable insights on consumers’ perception over coffee health effects, and profiles coffee consumers’ characteristics based on their positive or negative attitudes towards coffee health effects. There are a number of results that highlight consumers’ socio-economic characteristics and coffee consumption habits, consumers’ motives for coffee consumption and purchasing, and consumers’ interest in coffee with associated health claims.

The present research shows that men are more positively inclined towards coffee health benefits as compared to women. Women appear more skeptical, whereas a higher percentage of men already believe that drinking coffee benefits their health. Considering women’s general strong propensity towards healthy food [ 99 ], coffee with certified health claims may lead women to have a more positive inclination towards it. Moreover, the consumer with a positive attitude towards coffee health benefits is fairly young, works, and has a habit of drinking coffee in social occasions, in limited quantity, and in various preparations, not necessarily espresso. This approach to coffee drinking is in line with the most recent coffee consumption trends. Recent studies support that there is an increasing number of people drinking coffee, with interest in gourmet coffee, new types of coffee (e.g., frozen blended coffee drinks, nitro coffee, and cold brew), out-of-home consumption, and lower appreciation for cafe moka [ 9 ]. Moreover consumers believe coffee has some effects on the human body (e.g., blood pressure, depression, headache, stress and anxiety, body weight). This suggests that there are no specific misconceptions over coffee, but consumers are still not fully aware of coffee’s nutritional potential and health impacts.

Results on the motives for coffee consumption support that the energy coffee provides is the key health effect consumers aim for. Coffee drinkers expect improved alertness and higher physical and mental performance [ 24 , 25 , 77 , 78 ]. There are motives for coffee consumption that differ among the positively and negatively inclined consumers with respect to coffee’s health benefits. The positively inclined consumer to a certain extent values coffee for its aroma, pleasure, habits, and socialization. This is a relevant difference compared to past studies that supported taste as the main motive for coffee drinking [ 25 , 77 , 78 , 79 ]. In consumers, coffee evokes feelings of pleasure and comfort during the drinking experience [ 77 , 78 , 79 ]. The wide audience of coffee consumers gives particular importance to coffee habit and family traditions that influence preferred occasions, locations, and types of coffee consumption [ 24 , 25 , 82 ]

Despite the fact that positively inclined consumers drink coffee with others to have a break, socialization is not a key motive. This approach brings a distinguishing interpretation with respect to past studies. These studies suggest that drinking coffee is a way to socialize and be part of a group [ 25 , 77 , 79 , 82 ]. In synthesis, the energizing effect is what the consumer aims for. The consumer aims for a functional drink with a clear mental- and body-stimulating function. This is the same consumer objective for soft drinks and energy drinks.

Results on the motives of coffee purchasing support that for the positively inclined consumer, price is a significant attribute. The consumer is influenced by extrinsic coffee attributes. Coffee purchasing is to a certain degree driven by aroma, coffee recipe, brand, information, and emotions, but rather by rational and economic elements. Therefore, for these consumers messages focused on health claims that give value to the money spent may be important for coffee consumption and purchasing. Past studies found that the use of texts, brands, and metaphorical images on coffee packaging moderately influenced product expectations, intrinsic quality perception, and purchase intention [ 89 ]. Brand identification is especially important in the coffeehouse market [ 87 , 88 , 89 , 90 ]. Drinking a specific coffee brand (e.g., Starbucks) represents a status symbol and way of life for consumers [ 87 , 88 ].

Sustainability is one of the most studied subjects in consumer purchasing research on coffee [ 20 ]. Present and past research results suggest that aroma, price, and promotions are more important factors as compared to sustainability [ 85 ]. Only consumers with a strong attitude towards sustainability gave more importance to the sustainability claims over hedonic attributes and were willing to pay more for sustainably produced coffee [ 84 , 86 , 100 ].

The present research on consumers’ interest in the economic investment over coffee products with health claims further highlights the importance of price in coffee purchasing. Results show that price is an important element for all consumers and that coffee is mostly purchased from large retailers. The importance of price in coffee purchasing shows that coffee is still a rather undifferentiated commodity. Consumers with positive attitudes towards coffee’s health benefits give particular importance to price. Moreover, consumers are generally willing to pay higher prices for coffee with health claims. This is suggested for both positively and negatively coffee health-oriented consumers. In particular, women and consumers with higher monetary resources are more favorable towards healthy food. This is consistent with past research results [ 101 , 102 , 103 ].

The willingness to pay for coffee with innovative attributes is confirmed by the market expansion of coffee capsules. Capsules have been successful thanks to the low cost of machines, the ease of use, the practicality of packaging, and effective marketing communication campaigns [ 96 , 104 ]. This success was achieved despite the high price, with consumers willing to pay up to five times more than coffee powder brick (around €55/kg for coffee capsules). This market phenomenon has been disruptive for the coffee market. It contributed to stopping the price competition that excessively lowered the price of the powder coffee brick, coffee quality, and the capability for investing in coffee research and development as well as innovations.

6. Conclusions

Consumer attitudes toward food products determine consumption behavior more than knowledge. Attitudes and perceptions influence dietary behavior intentions [ 105 ]. Results from the current study on coffee consumers’ consumption and purchasing habits can contribute to a better understanding of food lifestyle decisions. The integration of knowledge of nutritional qualities with knowledge of consumers’ expectations and perceived food qualities allows for addressing possible misconceptions and more effectively defining food consumption and purchasing behavior recommendations.

There is an expanding consumers’ interest for healthy food. Consumers are increasingly aware of the impact food has on body functions [ 69 , 71 , 106 ]. Coffee consumption has often been negatively criticized for its health effect. Recent studies show that coffee can have positive health effects, but consumers are still cautious on drinking coffee. The coffee image is of a drink with a health impact, but not necessarily positive, and not based on the latest science-based outcomes. Coffee is used for its energetic and therapeutic effects. Together with other energy drinks, it is increasingly used as a substitute for soft drinks. Coffee is a drink with some advantages. It is naturally low in calories if drunk “black”, and it is a drink good for socializing. Coffee chains are expanding. Soft drinks companies are increasingly interested in developing their business to include coffee shop chains [ 107 ].

The coffee market is very dynamic, and consumers are increasingly interested in artisanal coffee and small coffee breweries. Drinking coffee is already acknowledged as a pleasure. The aspects of aroma, taste, smell, and occasions of consumption are still crucial. However, there is space to improve perceptions of scientifically-based health benefits. To increase awareness and improve knowledge among consumers, coffee marketing strategies could focus more on health benefits and nutritional values of coffee [ 4 , 66 , 108 ] in addition to the other positive characteristics consumers already associate with coffee. As a result, coffee consumption could be marketed as being pleasant and healthy at the same time.

There are already examples for market trends and innovations focusing on the functional and health aspects of coffee. Ready-to-drink (RTD) coffee (packaged liquid coffee designed to be consumed when opened without any additional steps) is interpreted as a clean functional beverage category and a healthier alternative to soft drinks. The RTD coffee segment is expected to grow due to global trends in the coffee sector: worldwide coffee culture growth, active on-the-go-lifestyle, and investments by major players [ 109 ]. Some coffee brands already use health focused strategies for coffee marketing (RTD and ground coffee). RTD cold brew coffee is marketed as a sugar and fat-free alternative to traditional energy drinks [ 110 ] or as a probiotic cold brewed coffee supporting digestive and immune health [ 111 ]. There are examples for a prebiotic fiber-enriched ground coffees with digestive health benefits [ 112 ] and for antioxidant-enriched ground coffees [ 113 ].

The discussion whether coffee can be claimed as an actual functional food is ongoing and there is not enough long-term evidence that coffee can prevent disease. Therefore coffee consumption for health reasons requires further scientific evidence before being recommended and promoted [ 7 , 28 , 114 ].

Limitations and Future Research

There are some study limitations. Results come from a convenience sample, focused on Italian consumers. Future studies may aim for samples with statistical representativeness and compare perceptions of consumers living in different countries. Coffee consumption behavior is related to various countries’ consumption traditions and habits, and cross-country analysis may bring a more comprehensive perspective. Furthermore, considering the fast development in coffee consumption habits, future studies may focus the analysis on consumers that specifically favor coffee consumption out-of-home or specific coffee types preparations, such as filter, capsules, and powder. Future studies may also test consumers’ WTP for different combinations of coffees with associated health claims such as disease reduction and health-promoting effects. Finally, future studies may explore coffee consumption motives within the dietary lifestyle, so as to provide sound information on the food behavior of coffee consumers for nutritionists and doctors.

Author Contributions

The research reported in this paper is the result of the cooperation between authors. The specific author contributions are: Conceptualization, A.S.; Methodology, A.S.; Software, A.S.; Validation, A.S. and B.R.; Formal Analysis, A.S.; Data Curation, A.S.; Writing—Original Draft Preparation, Review & Editing, B.R. for Section 1 and Section 2 , A.S. for Section 3 , Section 4 , Section 5 and Section 6 ; Supervision, A.S.

This research received no external funding.

Conflicts of Interest

The authors declare no conflict of interest.

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  • Cafes In Moscow: A Russian Sojourn To Roasted Coffee And Buttered Croissants

Specialty coffee is quite new for Moscow city

23 Mar 2023

Specialty coffee is quite new for Moscow city but it’s good to know that now it has some handful of locations which are strictly focusing on professionally crafted coffee. Here you will find different types of coffee shops which are offering quality coffee with free Wi-Fi facility. Imagine you are taking a sip of the barista-made coffee in one of the cafes in Moscow while working on your computer – and how you can make this dream come true.

Top 10 Cafes In Moscow

Does the smell of roasted aromatic coffee attract you? Does the butter goodness on the side tempt you? Then check out the list of coffee shops which includes both specialty and historic cafés in Moscow city.

1. Mayak Café-Buffet

Mayak Café-Buffet

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The spot of this café was Previously occupied by the buffet of Mayakovsky theatre and in the later part; it was replaced by one club which hosted parties that were mainly attended by well-known actors and journalists. At present, if you are in search of a bohemian café –restaurant in Moscow, then probably this will be the best choice. The architecture of this café is really impressive and it is visited majorly by creative folks of the city. The ancient curved sideboards; decorated walls of the cafe will make you feel mesmerized. This hipster cafe in Moscow is famous for both French and Italian cuisine.

Must Read: 15 Interesting Things To Do In Moscow: Trekking, Opera, And More In 2022

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2. Bosco Café

Bosco Café

It is more than 16 years of its operation and still, Bosco Café is serving its guests with exclusive coffee in style. Since its inception, Bosco Café is making the life of the citizens of Moscow more entertaining and enjoyable. The two storied café is no doubt extremely stylish and attractive for its unique decoration. This café has been decorated in Liberty style now. This popular café is situated at the Red Square and this place is just perfect to have your lunch or dinner with family or even for just a coffee pause. The interior decoration is done with chandeliers designed at the popular Seguso factory in Venice. The café is perfect for a summer day visit.

3. Strelka Bar

Strelka Bar

This café has become extremely popular among the ingenious people in Moscow. The venue is really ideal for those who want to have peaceful meetings and want to relax their mind after having a hectic weekend. Normally the price range of the cocktails lies between 500 to 600 rubles. The interiors are designed with application of Scandinavian designs and that what created an amazing atmosphere in the bar cafe. Strelka is no doubt one of the best coffee shops in Moscow Russia with a difference.

Suggested Read: 10 Best Hotels In Moscow That Redefine Luxury Like None Other!

4. Enthusiast Moto Café

Enthusiast Moto Café

If the search is for one of a class café the visit here. this café is a perfect combination of a café, workshop of motorcycle and bike besides a vinyl store. If your car needs any repairing then you can simply come here and hand over your car to the experts. Let the experts remain busy with your car’s necessary repairing work and you just relax here and enjoy the sip of your favorite beer or coffee with snacks of your choice. You can also enjoy the music playing in the café. Special arrangements are made on Sundays by top-notch music groups to entertain the guests out here.

5. Café Milk

Café Milk

Previously this was the place from where fresh milk selling used to be done to the locals. This popular dairy shop has now been transformed into world-class café in Russia . Coffee served at this café is really awesome to taste and The interior decoration of this café have been done with black and white and no doubt this decoration attracts the visitors. The breakfast menu, as well as the tea menu of this café, managed to impress the guests out here.

Suggested Read: Shopping In Moscow: 14 Top Places That Will Make You Believe The City Is As Classy & Chic As Milan

6. Café Pushkin

Café Pushkin

Image Source If you love the taste of traditional Russian dishes then cafe Pushkin in Moscow will be the best choice for you. This café is extremely popular not only to the locals but also to the tourists to this place. This café has been named after the renowned poet Alexander Pushkin. If you want to know more about the history of this café then ask any of the waiters for an amazing guided tour. This tour will help you to know more about the rich history of Café Pushkin.

7. Bar BQ Café

Bar BQ Café

This café is situated between the entrance of the Kremlin and Red Square. The happening atmosphere and the delicious menus are the prime attraction of this café. Burgers, tapas, nachos and chicken wings, etc are offered at this café of great quality besides awesome caffeinated drinks. Here you will get a long list of cocktails with bruschetta with tuna, backed sweet pepper and lot more besides coffee.

Suggested Read: Russian Museums: For A Tour Down The Country’s Expansive And Profound Culture!

8. I love Cake

I love Cake

If you love the yummy taste of sweet of different varieties then this café will no doubt fulfill your wish completely. Once you are here you will become a huge fan of the sugary items offered in this café. Take the chance to taste American Pancake and waffles and trust us you will end up becoming a fan of this café. Whether you want to have exclusive cappuccinos or exotic lunch or breakfast, you will get here everything.

9. Coffee Mania

Coffee Mania

This one is one of the most popular coffee shops where stellar specialty coffee is available. Trained and award-winning baristas attend the customers here in the coffee shop. This café started its journey way back in the year 2001 and at present, this café has become a part of everyday life of the people of Moscow. People visit this café to have exotic lunch at the daytime and refresh the mind in the evening.

Suggested Read: Russia Circle Trip: 20 Places To Visit In Moscow And St. Petersburg In 2022

10. Vogue café

Vogue café

Image Source If you are in search of the best modern cafes in Moscow then vogue cafe will definitely fulfill your wish. This is one of the highly preferred cafés for the Fashionista crowd in Moscow. Normally people visit here after doing shopping in the nearby shopping malls. Huge lamps, classic interiors, stylish chairs of different color and sizes always attract the guests here. It was the year 2003 when this chic café started its journey.

Further Read: With The Red Square Turning White, Snowfall In Moscow Hits A 100-Year High!

The aromatic smell of the roasted coffee will spark up energy in you to make you feel happy and satisfied. So if you are on a trip to Russia then look for the best cafés in Moscow. The above 10 Cafes are the most happening ones in the city.

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Ratings and reviews, location and contact.

It is located in GUM , big shopping mall in Moscow. It was a good place to hang out after shopping. Nice coffee with good dessert. You can go to visit the showcase of the dessert, especially you got no idea what it is ,... the look and taste also excellent. More

Love it!!! Always dine here when in Moscow. This place never disappoints, it has been very consistent in quality and service for years. They know what they are doing. Great coffee. Very friendly waiters. I like many things on the menu, my recent fave is... their new desert “Rake” and smetannik. All time faves - Blini with meat and blini with salmon, syrniki. Schnitzel, pelmeni. Great thing that they also opened up in New York City about 2 years ago. Go Coffeemania!!!! ❤️ More

Very beautiful place! atmosphere, coffee, staff! well done!! whenever I am in Moscow i will come back!

Just love this chain (even present at airport) and this very location, much better than the Goum's. Hours are great and service is fabulous: they are often full, but they bend over backwards to help. One evening, we realized after getting our soups that we... were going to be late for our concert, they just canceled the rest of our order, even though they had started preparing it! Another time, I was in the neighborhood when my cellphone battery died on me as I was expecting an important call. I went in Coffeemania and they graciously brought me a charging pad! Service is really professional and so friendly, which keeps us coming back! Yes, it is a bit pricey, but the food is good on the whole, and the place is charming and relaxing even when full: I am not crazy about their crab filled rolls, nor their desserts overly sweet ( make sure you only take the bite size portions) but I just love their soups, salads, sandwiches, mulled wine and sea buckthorn tea! Highly recommended! More

hypothesis research about coffee shop

We visited here twice on our trip to Moscow. Its in the centre of GUM so I thought it may be just a tourist trap. But no, we had a light lunch, tried the dumplings, a veg salad and mulled wine. The next visit involved... more mulled wine and delicious layered cake. The staff were genuinely friendly and helpful. More

hypothesis research about coffee shop

The coffee continues to be good, the place is fine in summer and when it is cold. The sirniki ( cottage cheese baked) with smetana ( sour cream), the borsch soup are very tasty. the salads are fine. try bora bora, very tasty. at lunch... time the wine is lower priced. the coffee is still amazing. the service is very good. More

We stumbled upon this restaurant while walking around the Red Square/GUM area. At first, it seemed to be a sit down coffee house with desserts, but the menu showed there was a greater selection of food available. We were in between meals, so we just... ordered soup to hold us over and warm us up. We tried the traditional Russia borscht and the homemade chicken noodle soup. Both were tasty and filling. We also had a latte and tea. The latte came with a cute design and the tea is served loose. There is a great dessert bar to choose from too. There are English menus and English speaking staff. It's an open-kitchen layout, so you can see everything being prepared. The kitchen staff is meticulous with the plating presentation. I watched one lady wipe excess sauce off the side of a bowl to ensure it was presented properly. Overall good find with average prices. I would come back and try a real meal here since all the food around us looked and smelled good, especially the hamburgers. More

hypothesis research about coffee shop

It was a pleasant lunch and dinner. The service was a bit confused, but overall, not so bad or not aggressively rude, as it can happen in Moscow... They had nice selection of hot drinks and coffee was quite good as well!

I came in and asked is they had the possibility of coffee to go, the hostess said yes but when I asked her to see the menu to see what food they had she condescendingly asked “didn’t you want it to go?” and then proceeds... to not give me the food menu, even though I said I wanted to see it. She was then abrupt again in another encounter as I was waiting for the drink. It made me feel unwelcome and judged by her. As a hostess she is the first person to interact with a customer, and I expected better considering the prices in this place. Asides from that, the raf was really good but expensive. More

hypothesis research about coffee shop

Thank you for your review — you help us become a better place! We apologize for the behavior of our hostess. We strive to make every visit to our restaurant an unforgettably pleasant experience, so we are very sorry for your spoiled visit. Please come... More

An excellent place for brunch, or lunch. Soups and salads are excellent. Great service. Fast. Well located. Right in the heart of the city. Very close to the metro so access is not a problem.

For this price I'd like to get some better food, but it was not worth it. I tried two salads and both were not tasty. More

Hello Aleksandra! We're deeply upset about your experience in Coffeemania but want to thank you for your review nevertheless — you help us to improve ourselves! We very much hope it was not the last your visit to our restaurants and we still have a... More

I was at Coffeemania and the staff were really polite and nice - I speak limited Russian! I had roasted vegetables, potatoes and sausages with a beer. It was nice but not cheap compared to other places in Moscow.

hypothesis research about coffee shop

Nice, not bad service, waiters sakind behind bar on icecubes, model type hostess with searching look, and security avioding your view... If you want to met deputies of ministers, secretaries etc from Government its here. KGB Guys from building on Lubjanka also here, expencive suites... of President administration guys also visible... Provintial elite- deputy of Governers etc and theif pretty wives and beautifull ... Excorts will impress you... Expencive? Yes. But its Moscow, babe( More

The place is just fantastic and I loved this place for having a cup of coffee and the experience was lovely here, the food here is superb and fantastic too

We tried this cafe for a snack one afternoon but returned for dinner later. The food and service were very good and I would recommend it to anyone.

COFFEEMANIA, Moscow - __liy Cherkassky Pereulok 2, Boulevard Ring - Menu & Prices - Tripadvisor

  • Service: 4.5
  • Atmosphere: 4
  • For Business
  • Special Offers
  • Golden Ring
  • Murmansk & Northern Lights


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hypothesis research about coffee shop

Top 8 Moscow Coffee Shops

Are you planning to visit Moscow? Do your friends or closest ones call you a “coffee-enjoyer"? Then you are probably curious about the places and features, which represent coffee culture in Russia, and, to be more exact, in Moscow. In that case this article will definitely be of help!

We have analyzed some insights and blog posts by local coffee nerds, who have their favourite hang out places. Well-informed guests of the city tend to follow their example and come there to enjoy coffee during their  tours in Moscow . So let us share their knowledge with you: there is a list of the best Moscow coffee shops!

hypothesis research about coffee shop

Authentic Moscow Coffee Shops


hypothesis research about coffee shop

Fame of this coffee shop Moscow began in Soviet times on Oktyabrskaya Street because of marvelous pancakes with chocolate, which were a real chic for any sweet tooth! Since then the chain has collected many awards, and now Shokoladnitsa has much more points in Moscow. Its menu is broadened, but something lovely and nostalgic still left. Maybe because of those legendary pancakes, now not only with chocolate, but with a myriad of toppings. There you can find either classical coffee types, brewed using all the traditional methods, or specialties, such as “Columbia”, rich and rough, with chocolate after-taste and dried fruit aroma.

In 2014 Shokoladnitsa bought out another giant of top Moscow coffee house chains – Coffee House, which is still functioning under its original brand. There are many cozy places to visit!

Coffee House

hypothesis research about coffee shop

Owned by its former closest rival Shocoladnitsa, Coffee House chain is notable for its moderate prices and convenient wide network of locations, especially in the Moscow centre. You can enjoy a cup of high quality coffee right here at the table or take a coffee-to-go. Each and every Coffee House Moscow has a unique interior, atmosphere and a number of habitues.

The menu includes mainly espresso-based drinks: you can either have classic options or customize your drink. Some of coffee menu positions have also cup size options. For fans of coffee with toppings we recommend paying a special attention to Double Cappuccino: Marshmallow + Caramel, Caramel Popcorn, Chocolate + Nuts and more will certainly suit your tastes! Besides, if you prefer iced and hot coffee-based cocktails or loose-leaf tea, they can be found there too. For hungry ones there is always something to eat: soups and salads, fast food, special breakfast and lunch menu, freshly baked pastries, ice-cream and even alcoholic beverages. So Coffee House is a Russian franchise not just of coffee houses but actually of fully-featured cafes!


hypothesis research about coffee shop

Opened in 2001, this chain of coffee house Moscow is considered to serve one of the best coffee in Moscow, and it’s not only quite expensive and fashionable, but also a pioneering in some way. Coffeemania employees were the first in Moscow who selected and fried coffee beans on their own, and brewed coffee using Chemex. The high prices there are justified: the guests are paying for exceptional service and consistency.

Secondly, Coffeemania barista are true masters and have many professional awards. They created a special blend of espresso and prepare on its basis either classic cappuccino, lungo, latte and others or gourmet coffee cocktails, e.g. "Cappuccino Cream" or "Flat White" (New Zealand recipe).

Thirdly, Coffeemania is proud of their "Sweet collection" containing more than 40 kinds of exclusive confectionery products. And finally, at Coffeemania you can just have a hearty meal, prepared right here: salads, sandwiches, soups, hot and cold appetizers, omelettes and porridge, hot dishes and pastas.

Every restaurant of the chain is uniquely designed, and the most luxurious interior is at the Grand Coffemania. This main Moscow coffee house is located at the mansion on the Lubyanka, Maly Cherkassky Lane (right opposite the 5-star St. Regis hotel). It is one of our favourite places and worth checking out!

hypothesis research about coffee shop

The most ambitious franchise of coffee shop Moscow that mushrooms and aims to take over the world (at least the part of it, which hates the letter "x" to be in the word "espresso"). Employees of this Russian coffee company go to African and Latin American countries themselves to select beans. While preparing all the drinks, barista follow recipes at the atomic level.

At the Double B coffee and tea shops there are also stores, where you can buy coffee beans, tea, as well as devices for brewing coffee and sets for tea parties. There is no meal menu, though a large variety of coffee-based beverages. In addition to classic espresso-based cappuccino, latte or ristretto, there are also drinks brewed slowly in Chemex, Hario and AeroPress. A sweet tooth will be delighted by author’s drinks - latte with syrups, "Coffee wind" espresso with hazelnut mousse, raf coffee with cream and vanilla sugar, with lavender, sage or citrus.

Coffee Bean

hypothesis research about coffee shop

Coffee Bean is a pioneer of coffee movement in Moscow. In 1996 they first called themselves a coffee house Moscow and were first to ban smoking in order to preserve coffee aroma. Now Coffee Bean serves one of the best coffee in Moscow at seven coffee shops, each of them with its unique interior.

However, all the Coffee Bean points have similar atmosphere, coziness and very friendly service. In such places it’s nice not just to drop by, but to stay late. Of course, with a cup of coffee. The company offers a choice of more than 40 specialty varieties from the best manufacturers (grinding depends on your taste, too) and everything necessary to brew your favorite beverage at home. In the menu there are also sandwiches, desserts, freshly baked pastries. Some clients even saw movies and music videos were being filmed at one of the coffee shops!

hypothesis research about coffee shop

Prime is a well-developed Moscow self-service restaurant chain offering natural food and coffee at affordable prices that is also highly recommended. It is a part of Novikov Group, a company that owns 55 elite high-quality cafe chains in Moscow, which surely meet customers' expectations.

Coffee served here – cappuccino, espresso, latte, which are popular in Russia – are worth a try. Apart from coffee, you can enjoy there fresh juices, yoghurt drinks, sandwiches, salads, soups and desserts. Prime is the first chain that offers natural food without any preservatives, food colorants or taste improvers in a form of “fast casual” restaurants. It means quick service + quality meals, which are convenient to enjoy even on-the-go, thanks to a handy packing. There are a plenty (about 50) points of Prime cafes all around Moscow, including city centre. So if you are keen on a tasty and healthy meal with a cup of coffee, do not miss a chance to drop in!

Global Self-service Coffeehouse Chains Moscow

hypothesis research about coffee shop

Starbucks is a very well-known American coffee shop chain with more than 22 000 points in the world. Those in Moscow differ very slightly, if at all, from the chain coffee houses in other megalopolises. So if you decided to drop by, be sure to get the same level of service.

Typical Starbucks visitors are mobile, energetic hurriers and workaholics, and the company came up with special no-spill cups and convenient cardboard trays for them. You can drink coffee at work, in a traffic jam, on a park bench and just on the go. Starbucks now offers 78 thousands of beverage combinations: coffee beans of all kinds, various types of milk, syrups, temperature and so on. Popular are hot espresso-based drinks, flexible to the needs of each and every client. Please also note - it’s not only a "coffee to go" chain, you are always welcome to have a sit at a table and enjoy sandwiches and cakes.

Costa Coffee

hypothesis research about coffee shop

Costa Coffee chain came from the UK and has 17 coffee shops in Moscow, mainly located in the centre of the city. As at Starbucks, the level of service at Costa Coffee Moscow is as high as everywhere else.

Costa Coffee adheres strictly to the original technology of slow roasting coffee beans. This process reduces an inherent harshness of coffee, neutralizes its bitterness and provides the best taste and aroma. This coffee house Moscow offers its guests a unique mixture of “Mocha Italia”, created by Costa brothers and used until now at all the points. It’s also worth mentioning that the clients are usually amused by reasonable lunch prices, which includes coffee or tea, toast, salad or sandwich.

Would You Like a Cup of Coffee?

That is what you’ll hear at a coffee house somewhere in charming Moscow city, while having a quick coffee break or a plentiful lunch during one of our Moscow tours English . It will be a pleasure for us to arrange one of the tours in Moscow for your party and give you an insight into a local coffee world!

About the author

hypothesis research about coffee shop

Diana Zalenskaya, a travel professional and destination expert for Moscow, Russia.

hypothesis research about coffee shop

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  1. (PDF) Researching the Coffee and Coffee Shop Industries

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  2. How to carry out market research for a coffee shop

    Consider their reputation. Analysing the reputation of your competition will also prove very useful when doing the market research for your coffee shop. Speak to local business owners and residents to gather solid opinions on each places quality or products and customer service. Put aside some time to google them, too, and look up online reviews.

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    Coffee consumption may have a protective effect on the risk of stroke [36,37], especially in women . Research found a 30% lower risk of mortality from stroke of coffee consumers compared to non-drinkers . The reduced risk for cardiovascular conditions is related to the antioxidant effects of coffee [26,39]. Type-2 Diabetes

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    Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237 International Journal of Research and Review ( 399 Vol.8; Issue: 1; January 2021 ... towards coffee shops are neutral or mediocre with a value of 208.85 which is in the value range between 159,01-231,00. This attitude

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    Restaurants have been using robots to meet the increasing consumer demand for food customization and safety and contactless service operations. This study identified the antecedent factors influencing a customer's attitude and acceptance intention toward a robot barista. To this end, we conducted a questionnaire survey from 10 to 24 January 2020, on a sample of 317 Korean consumers who ...

  17. An Ideal Coffee Shop for Students'S Studying and Working Purpose

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    RESEARCH : Coffee Houses - Download as a PDF or view online for free. RESEARCH : Coffee Houses - Download as a PDF or view online for free ... Hypothesis A good coffee house does not depend upon the taste of the coffee served. ... (2005, October 7). The Starbucks brandscape and the discursive mapping of local coffee shop cultures. Retrieved ...

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    Thesis About Coffee. 812 Words4 Pages. Attention Catcher - Hook: Coffee is Second Sought Commodity after oil and over 500 billion cups of coffee worldwide drink every year. Thesis statement: In this essay I would like to share this re-search about coffee and coffee shop industry in UAE I will discussion: ♣ What is coffee and made from what.

  20. 10 Outstanding Cafes In Moscow You Must Pay A Visit To

    This one is one of the most popular coffee shops where stellar specialty coffee is available. Trained and award-winning baristas attend the customers here in the coffee shop. This café started its journey way back in the year 2001 and at present, this café has become a part of everyday life of the people of Moscow.

  21. THE 10 BEST Cafés in Moscow (Updated 2023)

    Cappucinoff Coffee Shop. 206 reviews Closed Now. Cafe, International $$ - $$$ Menu. Stopped at this place to drink a coffee on our way to the Kolomensky park and... Good food and place. 25. Dizengof99. 265 reviews Closed Now. Cafe, Middle Eastern $$ - $$$ Dizengof 99 is an Israeli-style hummus cafe not far from the Clean Ponds area...

  22. COFFEEMANIA, Moscow

    227 reviews #2 of 462 Coffee & Tea in Moscow $$ - $$$ Cafe European Central European. Маliy Cherkassky Pereulok, 2, Moscow 109012 Russia +7 499 495-15-82 Website Menu. Closed now : See all hours.

  23. Top 8 Moscow Coffee Shops

    Costa Coffee. Costa Coffee chain came from the UK and has 17 coffee shops in Moscow, mainly located in the centre of the city. As at Starbucks, the level of service at Costa Coffee Moscow is as high as everywhere else. Costa Coffee adheres strictly to the original technology of slow roasting coffee beans.