Cafes that provide commercial coffee
machines are often seen as the equivalent for a pit stop for
busy people, so they can relax for a bit and top themselves up with
a stimulating drink and maybe a bit of food.
Of course, people who work in the same place day after day might
simply be in the habit of calling in at the same shop every morning
or lunchtime. But plenty have to move around, flitting between
different towns and cities all the time.
So with that in mind, what can coffee shops do to encourage more
loyalty from customers? Indeed, are they even loyal at all, or do
they just grab a brew from the nearest and most convenient place
around?
A recent study by Allegra Strategies found that those who
regularly ask for syrup with their hot drink consider themselves
pretty brand loyal. Figures showed that just 26 per cent go to a
coffee shop on the basis that it is the nearest one to them.
So maybe loyalty to a particular outlet is related to what
products people prefer. After all, it's safe to assume that people
who have more particular or elaborate preferences at the counter
want to be absolutely sure that their order meets their
standards.
People who are regularly on the move and will go anywhere to
grab just a quick brew might not be so exacting, so picking a
favourite coffee shop and making sure they go there exclusively
won't be high on their list of priorities.
Nevertheless, convenience is sure to be an issue both to
syrup users and other customers. People won't travel miles away
from their home or place of work to get a brew – and it's this
convenience which itself can be a reason for some customers to go
back again and again.