"The interior aesthetics of local coffee shops are not necessarily reflective of the local culture or geography, but of the expectations and aspirations of their globally aware consumers."
"While 'third wave' is a convenient label for such analysis, DCN's coverage of hundreds of independent coffee shop openings over the past decade underscores how diverse independent coffee shops are in practice."
Research indicates that independent coffee shops in the U.S. and Canada share similar interior designs, leading to a collective brand identity. This trend contradicts their image of authenticity and independence. Surveys reveal that these shops cater to the expectations of a globally aware consumer base rather than reflecting local culture. The study raises questions about whether coffee shop designs target the broader community or a specific demographic. The concept of 'third wave' coffee is defined by local ownership and unique aesthetics, yet the reality shows significant diversity among these establishments.
Read at Daily Coffee News by Roast Magazine
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