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Why do people go to a "Third Wave" Cafe? Where does "(Truly)Great coffee" rank? - Page 3

Postby lbp on Wed Jun 01, 2011 7:29 pm

Marshall wrote:I'm not sure what you meant here. If you mean "destination" in the sense of a remote resort or theme park (or a 3-star Michelin restaurant) succeeding because it becomes its own destination, then "no." I don't think any coffee bar can make it just on people who will go significantly out of their way for a great coffee. Those people exist (I'm one of them), but we're icing on the cake.

There has to be a base of consumers in the target demographics (of which there could be several) who are already there because they live, work or shop in the neighborhood. The owners and managers of these coffee bars put a great deal of thought into location, just as Starbucks or any other successful coffee bar does.

Commuter traffic is critical for drive-thrus, but those are not "third wave" (at least not yet).


...By destination, I mean (but I do not imply definition of the term "destination") a facility that I will seek out for its product excellence, but not merely because it is a convenient location.

Agreed the location must be reasonably convenient (I know, - define reasonable!...)
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Postby another_jim on Wed Jun 01, 2011 8:02 pm

lbp wrote:My first thought on all of this is whether, after consuming large portions of fish, paste, Tsipouro etc., that some significant (yet undefined) portion of restaurant row patronage cares about and appreciates fine coffee enough to actually go next door, down the block, or around the corner to finish it all with an excellent experience at "that espresso-coffee drink place."


Consider this: There are great restaurants and shops in suburban locations, but not a lot of great cafes. The only exception I know of is Klatch.

The neighborhoods I'm talking about are more like a suburban mall than like a row of restaurants with little else; people go there to hang out for a long time. They shop, see a movie, sit in cafes and bars, eat at the restaurants. People going to suburban malls do exactly the same thing. But the shops in malls are mostly repetitive brands and chains, while the exceptional suburban restaurants and shops can afford to be in isolated destinations where they don't have to pay a turnover rake. But in urban locations, the businesses in a "hangout neighborhood" try to be unique, and chain stores don't do very well. This makes such neighborhoods an attractive location for quality cafes.

I'm trying to think of good economic or sociological reasons why urban hangout neighborhoods and malls are so different. There are none if you look at each in isolation; so it appears to be an interactive tipping process. Thirty years ago, they were similar, and have diverged since then. Once this divergence starts, it might pay for each to focus more and more on different customer types, say comfort and novelty seekers.
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Postby lbp on Thu Jun 02, 2011 9:33 am

I think a difference might be that one survives on conformity, the other by remaining unique.
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Postby the_trystero on Thu Jun 02, 2011 3:10 pm

I think that's very true. Some people like familiarity, they go to Starbucks, others like to find unique experiences, they go to their local.
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Postby peacecup on Fri Jun 03, 2011 3:09 pm

A businessman has to make money to live, or has to be independently wealthy and very dedicated. A home barista just has to want good espresso. I guess if there are enough people around who will buy great espresso a cafe can focus on that. Otherwise they have to sell scones or find a new job. I suppose in most places it is difficult to attract enough espresso-lovers to pay the bills.

A big difference between bars and cafes is that the bartender need only open the bottle (or at best mix drinks) to pay the bills. The barista has to be very good...

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Postby lbp on Fri Jun 03, 2011 3:31 pm

Yes, like all businesses, it seems to be a balancing act.

..Making a business out of something that has an intangible or "artistic" (if you will) aspect to it always makes expectations and effort both very difficult to quantify.
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