Hotels, cafes and restaurants always make sure
their commercial coffee
machines are well stocked with a wide variety of drinks. After
all, it makes sense for any business to try to appeal to the
broadest possible range of people.
But while they may be conscious of the financial benefits of
offering a wide selection, they may not realise that they have an
opportunity to learn a little more about what makes their customers
tick.
Donna Dawson, a psychologist, has argued that the type of coffee
people drink helps to provide a small insight into their
personalities.
As a result, businesses could find it a good idea to keep an eye
on what options people are going for when they use their coffee
machine. By understanding more about how people think and their
individual preferences and tastes, they might be able to offer a
much better standard of customer service, which in turn could
encourage them to come back or recommend a firm to their
friends.
So what conclusions can be drawn from the type of coffee a
person drinks? Ms Dawson believes instant coffee drinkers often
just want a "pick me up" to get them ready for a busy day. She said
they like very little fuss when they have their "caffeine" kick in
the morning, favouring reliability over a drink that is "too strong
or bitter".
By contrast, a person who drinks ground coffee tends to have a
keen eye for detail and is keen to make a good impression when
moving in social circles. Ms Dawson said this means they will go
further "to get a bigger reward", moving slowly when necessary
before acting to achieve their goal.
Satisfying customers is critically important for firms in the
hospitality trade, so any heads-up regarding what people like or
dislike could be very lucrative in the long run if it keeps them
coming back for more.