Barista Magazine

APR-MAY 2016

Serving People Serving Coffee Since 2005

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COFFEE RETAILING TODAY: A SNAPSHOT Editor's note: In January, our friends at Handground approached us about developing a survey for the coffee community—customers and professionals alike—to get a sense of how coffee retailers in 2016 are succeeding, what challenges they face, what customers are requesting, and whether the result every retailer hopes for—loyalty—is being achieved. Handground founders Daniel Vitiello and Brandon Warman received responses from 392 coffeehouses, and 759 consumers. Here are their findings. F O A M : N E W S CUSTOMERS COFFEE SHOPS AVERAGE AGE AVERAGE YEARS OPEN AVERAGE INCOME COUNTRIES COUNTRIES AVERAGE DRINK PURCHASE PRICE OF DOUBLE SHOT 78% MALE 22% FEMALE 39% SUBURBAN 51% URBAN 10% RURAL 42% ROASTER 58% NOT ROASTER HOW DO YOU DISCOVER COFFEE SHOPS? 33% 42% 26% 35% 9% 12% 10% 10% 9% 8% 7% 6% 6% 5% 3% 1% 0.3% WHERE DOES YOUR SHOP ADVERTISE? AVERAGE REVENUE 759 392 37 6 $71K 53 26 $3.71 $3.04 $538K OF COFFEE SHOPS SPEND LESS THAN PER MONTH ON ADVERTISING 67% $100 WEEKLY VISITS TO COFFEE SHOPS 0 0 40% 20% <1 1–2 3–5 5+ SALES BY CATEGORY EQUIPMENT SEE PHYSICAL LOCATION WORD OF MOUTH GOOGLE WEBSITE OR BLOG YELP INSTAGRAM FACEBOOK ONLINE OR PRINT AD TWITTER DO NOT ADVERTISE FACEBOOK MAGAZINE NEWSPAPER RADIO YELP GOOGLE ADWORDS INSTAGRAM WHOLE BEAN BAGGED COFFEE ESPRESSO DRINKS FILTER DRINKS TEA FOOD WHOLESALE 0 40% 20% 56% OWNER 15% BARISTA 30% OTHER 22 barista magazine

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