Understanding the needs of the modern coffee drinker will help your operation stay ahead of the competition and drive profits.
Every generation has a different preference when it comes to their coffee. For instance, many Millennials and Gen Z have based their particular preference around sustainability and adventurous flavors, while Baby Boomers and Gen X typically drink coffee at a greater volume than younger generations.
Brunch is a great daypart opportunity to appeal to this demographic and allows operators to experiment with unique coffee formats and flavors. With their elevated sense of adventure, these generations are excited to try elevated cocktail menus and “boozy coffee drinks.” Iced, sweet drinks and customizable hot chocolates are also a great way to introduce younger generations to coffee culture.
For older generations, drip coffee remains king. Though recent trends indicate that as the populations continue to age, showcasing the health benefits of a particular coffee beverage has increasingly become a great selling point. Cold brew coffee, with its lack of acidic notes and refreshing flavor, has also shown tremendous growth for older generations.
Red Diamond, The Buzz About Coffee Report. 2021.
65% of 18 – 24-year-olds say they are most likely to consume coffee out of the home.
Source: 2019 NCDT
These folks see their coffee as a treat. For them, coffee is not a coffee without lots of milk, foam, and even chocolate powder. They enjoy drinking lattes, cappuccinos, mochaccinos, and macchiatos. They can be adventurous or stick to the usual – the common thread is that they all like to add a little something extra to their coffee of choice.
These coffee drinkers see their coffee as a treat in and of itself. They like to explore the subtle nuances of high-quality coffee. They love learning about the different properties that each individual cup offers. For them, more acidity is not a bad thing; they appreciate the opportunity to indulge in the sour, fruity and floral notes that would go unnoticed with the addition of creamers and sweeteners.