Consumer-facing businesses such as restaurants and
hotels frequently offer a commercial coffee
machine as part of the service. It's a great way to satisfy
people's insatiable desire for a hot drink and to increase revenue
at the same time.
But with such a wide selection of varieties on offer, can any
conclusions be drawn from how they like to take their brew?
Donna Dawson, a psychologist, certainly believes so, suggesting
that people's preferences when it comes to coffee says a lot about
their personality.
For example, she stated that those who enjoy a cup of black
coffee tend to be very forthright with their views and not afraid
to be uncomfortably honest when necessary. Ms Dawson said these
people embrace a challenge and tend to be on the go most of the
time.
Black coffee drinkers were also described as highly creative
individuals who are "fast thinkers" as well as "fast
talkers".
This marks a contrast with those who prefer milk with their hot
drink, whom Ms Dawson suggested are often social coffee drinkers.
She said they don't like strong tastes and "bitterness" and
particularly enjoy other people's company.
The psychologist added that taking sugar with a cup of coffee is
a clear sign that a person has a sweet tooth, or needs a boost
ahead of an energetic day. Nevertheless, Ms Dawson said she
believes these people are fairly content and satisfied with where
their life is at the moment.
Sometimes it can be worth getting under the skin of customers in
order to deliver a better quality of service. Questionnaires and
expensive computer software can certainly help businesses find out
more about people's preferences and buying habits, but often
keeping your eyes open on the front line can be very effective
too.
It could also be highly lucrative, especially as figures
from LV= show many Britons are unwilling to give up their daily
brew from a coffee shop, despite growing pressures on their
finances.