My favorite coffee shop is also an expensive coffee shop. They easily charge 1.5x to 2x what a similar beverage would cost elsewhere in this area. People happily pay this, and the shop is always busy.
Why?
The beverages are good and the service friendly. But so are other local shops.
What I believe sets them apart is the feeling you receive as a patron. Similar to Apple products, it is not about the capabilities of the computers (more can be had for less money), it is about the feeling you get when you are part of the cool, smart, sophisticated group. In the case of the coffee shop, I believe 90% of this feeling comes down to the design of the establishment. Here is what I’ve noticed about the space.
1. It is in a walkable neighborhood, which facilitates community and a feeling of belonging.
2. It is human scale. It has 10ft or less ceiling with large chandeliers that bring the scale down further around the tables. It has 7-8 tables inside and 4-5 outside. Further, tables are situated at the perimeter of the room, allowing a feeling of security. This well-studied concept of “ninja-proof-seats” is missed by so many establishments. A ninja proof seat is one where your back is to the wall and you have a good view of your surroundings, preventing others from sneaking up on you. It is why, when you sit in the center of the room, you have that uncomfortable, almost imperceptible feeling of being insecure and on display. The coffee shop does a good job of creating seating spaces that feel safe.
3. Ambient noise. Music is always playing, loud enough that conversations around you aren’t distracting but quiet enough for you to hear the people at your table. This gives a feeling of privacy, despite others being nearby.
4. In the rare times when it is not busy, it still feels occupied; the decor fills out the space and makes the space feel dynamic. It does not have the sterile feeling typically found in a franchises where the ceiling is acoustical ceiling tiles and the wall decor is large pieces selected for their efficiency in filling up the wall spaces.
These design choices don’t reflect a huge capital investment, so it’s baffling to me why more shops don’t adopt similar design thinking. Perhaps design upgrades are perceived as nonessential costs? Maybe it’s time to reconsider.
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