COFFEE AS A STORY

7 in 10 customers will buy more from brands they trust 6 and one of the most powerful ways for a brand to build trust is through storytelling and transparency. The popularity of speciality coffee shops in recent years is evidence of this, where consumers are caring more about the origin of coffee, the flavours, the ethics and the environment they’re in more than ever before.

So, it's now not only the coffee that draws people in; it's the story.

Coffee shops have become experts in storytelling, educating customers on the origin of the coffee, the roasting process and the flavour profiles. Ask a barista about a coffee and they’ll tell stories of the farmers who grew the beans, the journey the coffee took to get to the shop and how/why they’re brewing it the way they are. Some coffee shops even have in-store roasters, so customers can physically see and smell the coffee roasting process.

This storytelling creates a connection between the customer and the coffee, making the experience much more than just a simple transaction.

Take, for example, the Starbucks® Reserve Roastery in Milan. This destination offers a holistic, sensual experience to its customers, paying tribute to the ‘passion, science and craft’ of coffee. Which brings us nicely on to bringing theatre into the coffee experience.

Watching a skilled barista work their magic can be mesmerising and some coffee shops and cafés use elaborate brewing methods, such as pour-over or siphon brewing, to create even more of a visual spectacle.

On top of what goes on behind the counter, what goes on around the shop floor is also becoming a huge attraction for consumers. From roasting machines on show for the world to see how the coffee is roasted, to display screens and clever QR codes readily available to transport consumers to information hubs about where the journey began, every part of a coffee shop is starting to have a purpose. All of which add to the story and theatre of the overall coffee experience.

Coffee Is A Catalyst

The coffee industry has recognised that consumers demand transparency for them to keep coming back. They see coffee as more than just a beverage, but a catalyst for experience and positive change.

While there’s always been an element of showmanship in coffee shops, it’s largely gone unnoticed. But with the rise in demand for transparency amongst the wider industry, it’s presented a stage from which coffee shop staff can showcase their skills, educate their customers and inspire connections through meaningful experiences.

So, when a customer leaves a coffee shop, everything is in place for them to leave better informed, more confident in their purchasing decision and more loyal to that brand.