Do you ever wonder why people have a willingness to spend their money for a glass of coffee instead of buying a meal? The most famous coffee chain shop, Starbucks Coffee has built in many places in Indonesia. People are feeling proud of seating or just holding a cup on their way to their office. Price is not mattered anymore as long as the benefits of buyers equally as they spend the money. Otherwise, others still like to go to traditional coffee shop for the authentic one. Based on my personal experience, four main things differ people to choose which one they will go are ambiance, taste and time serving, food company and membership.
The first thing is ambiance of the coffee shop starts from entering the store, ordering the drink, picking the seating chairs, taking the drink, and sitting while enjoying the music Details are very important for Starbucks Coffee. They thought the place is everything and you can feel that comfortable ambiance when you are entering their shop. In a traditional one, usually, most of the chairs are looking similar. When you sit down, the waitress comes to you to ask the drink that you want. The decoration of the traditional coffee shop is simple, and most of the place are not using air conditioner.
The second thing is the taste and time serving. In Starbucks Coffee, you can try the medium coffee mix with the range of flavors, for instance, caramel, mocha, chocolate, green tea. Besides, you can add the topping with the whipped cream, caramel or chocolate sauce or cinnamon powder. The average of time serving is less than five minutes, compares to traditional one is usually takes five to eight minutes. On the other hand, traditional one offers limited flavors or mixed taste. Mostly, people find the black and strong coffee, and they can add with white sugar or sweetened condensed milk.
The third thing is the food menu that the shop offers to you. Starbucks Company provides the western food company, for example, sandwich, croissant, panini, cookies, yogurt, and juice. It is unique with the traditional coffee shop in my country, Indonesia; you can find our traditional food and mostly served in fried like fried soybean cake (tempe goreng), fried cassava (singkong goreng), fried tofu (tahu goreng) with the spicy sauce. If you want just to have a snack time, maybe traditional it can be better for you. On the other hand, if you like to eat as your main meal like breakfast or lunch, just go to Starbucks.
The last thing is the loyalty program that the shop offered. If you are going to Starbucks, they engage with their customer through Starbucks Card. You can get a free drink if you purchase their merchandise or top-up with the card. In addition, you can get free food or beverage when you already buy ten foods or drinks. As a member, you also get daily or weekly advertisement if there is any promotional event that the company offer. On the other side, many the traditional shop does not give the loyalty program. The shop usually maintains from how they serve the customer to get back to their shop.
In conclusion, people have several preferences to choose the coffee shop. Sometimes, the price is not the main thing; people can negotiate with other things if they get the same advantages. The other things can also play a big part to influence customer’s decision namely the atmosphere of the place, the taste and time serving, the food menu and the membership. When we think people come to the coffee shop for drink good coffee, sometimes we get wrong. People tend to go to coffee shop, although they are not looking for coffee, but also for the place that makes them comfortable to spend their time.