Page 57 - #59 English

Part 2

The first taste is

always with the eyes

Coffee shop today is a mecca for everyone seeking for a com-
fortable place to meet with friends, work or just spend time with a
cup of coffee reading or going through the web. But as we spend more
and more time in coffee shops we expect them to be more comfort-
able and interesting, majority of customers do not stick to one place
anymore as they want to be surprised over and over again. This change
in customers’ behavior mainly comes from the generations difference:
it is a well-known fact that little by little millennials are becoming
a bigger spending force than Baby Boomers or even Gen X. “We
see generational differences between our guests. Millennials know
what they want and know what they do not want. They follow
trends, ask for them, and they do not hesitate to spend a lot of
money for good food and drinks,” says Karolina Konecna, owner of
Proti Proudu . “I will say that today’s clientele, including millennials,
have a much higher expectation of their experiences but are also
willing to pay for that experience. People want quality more than
ever and also a connection to something real. People are really voting
with their dollars and if you make something real and of substance,
they are willing to vote for you.” Colby Barr said, co-founder, Verve
Coffee Roasters. According to the numbers from The Food Institute,
millennials spent 45% of their food expenditures away-from-home
in 2013 compared to just 37% for Baby Boomers, which shows that
almost half of all spend- ing of younger generation
is actually a habit of eating out.