Self-serve cafes place customization entirely in the hands of consumers
Implications - Taking the cafe concept to a much more curated level, brands are flipping the tables and turning consumers into hands-on baristas. The self-serve model not only increases brand-consumer engagement, it also appeals to discerning coffee drinkers who are very particular about the customization of their java. By giving consumers a chance to craft their version of a perfect beverage, these cafes allow for a truly personalized experience without any interference or potential misinterpretation by staff.
Workshop Question - How can you concede some control to put brand experience more into the hands of consumers?
Trend Themes
1. Self-serve Convenience - The trend of self-serve cafes and vending machines customizing java allows customers to have more control over their drinking experience.
2. Personalization & Customization - Customization and personalization gives customers a chance to craft a perfect beverage to their liking.
3. Automation - Coffee vending machines that replace traditional in-store transactions with automated systems reduce operational cost of businesses.
Industry Implications
1. Food & Beverage Industry - These trends in coffee customization align with the need for the food and beverage industry to cater to the customer's increasing expectation for customization and speed of service
2. Hospitality Industry - Hotels and restaurants can introduce beverage machines and services similar to made-to-order coffee except for alcohol, with customer satisfaction and convenience as the objectives
3. Retail Industry - Automated coffee vending machines that offer custom coffee machines like Nespesso can be installed in college campuses, cafeteria, airports and other such locations for improved customer interaction.
