COFFEE SHOP CULTURE: AN OBSERVATIONAL STUDY

KomuniTi, Vol.IV No.2 Juli 2012

1

Palupi*, Schmidt, I.**, Ouyang, F.**, and Zhu, Y.**
Junior lecturer at the Communication Science Department of Universitas Muhammadiyah
Surakarta, Indonesia; a Master at the University of Leicester.
** All the co-writers are Master candidates at the University of Leicester.

ABSTRAK
Coffee shops have been popular in many countries in the last decade. Previous study showed that
Starbucks has grown symbolic values that, creating the feeling of belonging culture to community
(Fioroni, 2007). The main aim of this study is to highlight the presence or absence of a
correspondence between the symbolic ideas that lay behind the image of the brand and the way
customers behave. The method of non participant observation is used in this research, involving
3 observers at Caffè Nero, Leicester. The findings show that discrepancies between the symbolic
values lying behind the image of the brand and the actual behaviours of customers were noted.
Moreover, particularly important is the tension between image of a large community and absence
of actual inter-customers relationships.
Keywords: coffee shop, culture, observation, etiquette, relationship.

INTRODUCTION

(conveyed also through the free Internet
access), its re-definition of the working

Coffee shops have raised the interest
of researchers in the last decade, since their
extremely vast and quick success could not
be explained only in terms of the inherent
value of the product they sell. Starbucks in
particular, being the progenitor of this
phenomenon, has been studied as an
example of how symbolic values associated
with a brand can contribute to its economic
success. Its bohemian and intellectual allure,
its image of a place of social connections

environment and the youth and spontaneity
of its staff have been indicated in a recent
study as some of the symbolic values that,

creating the feeling of belonging to a large
community, contributed to its impressive
growth (Fioroni, 2007). The present research
is aimed at finding out how these values are
translated into the actual behaviours of
customers, especially the aforementioned
idea of belonging to a large community. Yet
Starbucks has not been chosen as the object

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KomuniTi, Vol.IV No.2 Juli 2012

of study, since it has been shown that its

Leicester, using previous comparable studies

own expansion along with the emergence of

both as a basis for our methodological

competing chains is currently threatening its

choices and observational direction and as a

symbolic aura, due to a connection with the

means to either substantiate our findings or

homogenizing

highlight possible discrepancies.

cultural

impact

of

globalization (ibidem, p.179). This research

rather focuses on Caffè Nero, a direct

LITERATURE REVIEW

competitor, for two main reasons. Firstly its

Previous researches have focused on

narrower range of distribution might limit

the social implications of public places, such

the impact of the aforementioned symbolic

as coffee shops.

devaluation; secondly, as the self-portrayal

‘third place’ (Oldenburg, 1999), as a

offered by the company in the official

gathering spot in addition to home as a ‘first

website shows, the same values previously

place’ and to the working environment as a

indicated have been associated with this

‘second

chain. From the explained introduction, this

implications has been applied to cafes, to

study

highlight their impact on the life of their

revolves

around

three

research

place’,

Oldenburg’s concept of

with

all

its

social

customers. Interesting in this regard is a

questions:
Do customers primarily carry on

study by Waxman (Waxman, 2006), aimed

activities, such as reading, studying and

at finding why regular patrons tend to

writing, as the intellectual-bohemian image

establish emotional and habitual attachment

would suggest?

to their neighbourhood coffee shop. The
is

importance of physical factors, such as

established between customers and with the

architectural and decoration style, furnishing

staff

arrangement, lighting and view, is here

What

kind

members?

of

Is

relationship

there

an

actual

community?
What kind of etiquette is observed?

highlighted, similarly to the findings of other
researches (Kleinman, 2006, Graiouid, 2007;

Is this coffee shop a real quiet environment,

Simpson, 2008).

Most important for the

good for working and studying?

present study are those aspects classified

In order to answer these questions, an

here as social, e.g. the possibility of

observation has been carried out in one of

occupying the seat for a long time, the

the shops belonging to the chain in

feeling of ownership and anonymity, and the

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3

opportunity to study and work. What is

that in the present digital society, people are

particularly interesting is the tension that

less attached to physical space; “For many

emerges between the feeling of belonging to

users of mobile technology, community

a community, highlighted for instance by the

metamorphoses into elevator music. We

idea of “familiar strangers” (Waxman, 2006,

know it is out there but are not really paying

p.48) and reciprocal support, and the more

attention” (cited in Kleinman, 2006, p.194).

individualistic behaviours, such as the

Empirical studies also seemed to agree with

preference for protected seats and the need

this. An informant in Kleinman’s (2006)

for anonymity. Indeed, the author suggests

comparative study in early days told the

that further research should focus on the

researcher that she even saw a couple who

alone customers and on revising the concept

finished their meal in the cafe talking

of ‘third place’. This ambivalence might be

separately on their mobile phones without

explained in terms of difference between the

communicating to each other the whole time.

feeling of a community and its actual

His research also showed that there is a

practice, reminding of Anderson’s concept

significant difference between France and

of imagined community (Anderson, 1991);

the United States in terms of cafe patrons’

Waxman’s article is therefore particularly

use of ICTs. While most US cafe customers

important, since it gives a solid basis to one

frequently use mobiles and laptops in cafes,

of the present study’s research aims, e.g.

it seemed to be a national culture for French

observing how patrons actually behave with

people avoiding these communication tools

each other and with the staff, to find out if

in cafes (ibidem.). Yet, as pointed out in the

the feeling of belonging to a community

introduction, the presence of free Internet

actually originates inter-personal attitudes

access contributes to a feeling of being-

and activities among the customers.

connected (Fioroni, 2007) that might have

Strictly related to this issue is the use

important implications in the definition of

of personal devices; a large number of

social

empirical researches have shown that,

importance of this issue, the present

among alone customers in cafes, some spend

observation is also concerned with the use of

time staring at their own laptops, listening to

ICT’s in Caffè Nero, among the other

their own MP3s, etc. (Waxman, 2006;

activities performed by customers.

Kleinman, 2006). Bugeja (2005) contends

connections.

Hence,

given

the

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KomuniTi, Vol.IV No.2 Juli 2012

A last issue that directed our

field-notes was adopted in this research, not

observation regards the etiquette observed

to

by customers; the intellectual allure and the

demographic factors, such as age, were

idea of a different kind of working

observed, in spite of the impossibility to ask

environment would suggest the prevalence

direct

of

of

researcher verification guaranteed by both

inappropriate behaviours. Yet Mckinnell

individual and in pair observation has been

(2006) pointed out that some Starbucks’

mirrored, to avoid any risk of subjectivity.

customers tend to buy the cheapest coffee

Yet this study differs in the mode of data

and transform it into the expensive one by

collection and analysis since, instead of

adding free condiments, such as milk and

using a grounded theory approach, in order

sugar;

so

to substantiate the findings and their

widespread to receive the name of “the

interpretation, a checklist has been prepared

Ghetto Latte”. This study suggests that

partially based on the themes emerged in the

coffee

assume

previous literature and results have been

unexpectedly inappropriate behaviours, and

analyzed accordingly. For the problem of

the present observation was hence also

access, the example of Aitken and Jahoda

directed to find out which kind of etiquette

(1983) was followed, in their observation of

customers observe.

young adults’ drinking behaviours in eight

politeness

this

and

practice

shops

the

has

customers

absence

become

can

disrupt

customers’

confirmation;

activities,

moreover,

and

multi-

If the mentioned researches have

bars in Glasgow, for which the authors

provided key themes and issues to direct this

requested official permission from the bars’

observation, other studies have been used as

owners.

a model to design the methodology. One
study

was

especially

useful,

i.e.

an

observation of people’s natural behaviours in

METHOD
Before

the

observation

was

one of the largest book superstores in

conducted in the field, an ethical approval

Canada (Dixon et.al, 2001). The authors’

was obtained which is required by the

research questions are similar to those of the

University of Leicester to conduct such field

present study, i.e. how customers behave in

research. Then the shop manager was

the environment of the shop. The same

presented a ‘letter of consent’ where it

unobtrusive kind of observation based on

clearly describes that all data’s that are

KomuniTi, Vol.IV No.2 Juli 2012

5

collected will be protected by 1998 Data

The observation was conducted on a

Protection Act and will not be used by any

typical work day, which was chosen

third

randomly in order to avoid any kind of

party,

and

which

he

consented

immediately.

biases or time that could coincide with the

In terms of the present methodology,

busy period of shopping habits of the local

there were three observers taking notes of

since it’s in the heart of a market area.

the customers, i.e. the sample of the studies

(Although the shop manager provided us

at Caffè Nero. This was designed to be a

with some information in the beginning of

non-participant observational study and none

our observation that there is more traffic

of the customers was interviewed nor spoken

from 3pm to 5pm on Thursdays and

to during the observation process. The note

Fridays). Three observers sat separately in

taking was completely unobtrusive. This

three different rooms of the coffee shop, not

method was chosen in order to not influence

to influence each other’s notes in any

the natural behavior of the customers and

manner, observed twenty customers and data

patrons. A checklist was used, so that there

collection session lasted for about 45

was consistency in recordsi; it was modeled

minutes. It may seem very short, but the

according to the research questions and was

observations provided wealth of data. The

partially based on some of the findings of

shop occupies the ground-floor and the first

the articles mentioned in the previous

floor of a three-storey building; the main

section. For example the classification of

coffee booth is located on the ground-floor,

single, couple or group customers was one

where most of the staff members work,

of the categories used to classify the patrons

while on the first floor armchairs and

and sitting preferences and types of activities

couches are provided in three distinctive

were some of the included dimensions. Yet,

settings. Therefore, one of the observers sat

when unexpected interesting behaviours

in the ground floor, where the way that the

have emerged, they have been included in

patrons are greeted and the staff interactions

the field notes and later analyzed, e.g.

amongst their colleagues and with the

customers’ tendency to sit facing the wall. A

customers could be more easily detected.

brief pilot session has been carried out prior

And the other two sat in two different rooms

to the main observation, in order to ensure

on the first floor, where more space and

validity and reliability of the checklist.

more

comfortable

seats

are

provided

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KomuniTi, Vol.IV No.2 Juli 2012

allowing more types of activities, also where

ACTIVITIES

more of the samples were observed. At the

The main observed activity was

end of the session the obtained field-notes

chatting, since the majority of customers

have been compared and collected by the

were seen conversing in either couples or

three observers as a team and the analysis

groups. If coffee in its variants was the most

has been written within 24 hours from the

common purchased item, a couple was also

observation, in order to maintain the

noticed, that did not have coffee, but only a

accuracy of the data.

bottle of water while chatting in a corner of
the room, such as the drink were secondary
to the conversation itself. Reading was the

ANALYSIS
During the observations, some trends

second most common activity, although less

could be noticed and themes emerged from

frequent

the analysis. For clarity the results have been

customers only could be observed while

grouped into three categories, associated

reading a book, while newspapers were

with the three research questions presented

much more common to be seen. As could be

in the introduction, i.e. activities, inter-

expected, reading customers were those who

personal interactions and etiquette. Before

had come alone and, if a friend joined them

the description of these trends, a note must

later, they would stop reading. The use of

be added about the observed customers.

electronic

There was an even distribution concerning

studying,

both gender and age; teenagers, young,

observed, since we noted a few customers

middle-aged and old people could all be seen

with their laptop and e-reader; yet

inside

some

usage was much more rare than expected,

differences were noted in their activities, as

especially considering that the shop offered

will be shown later in the analysis. Finally,

free Wi-Fi connection; only two people

the number of non-Western customers was

could be categorized so. Also studying was

much lower than we had expected in a multi-

an extremely rare activity; only one big

ethnic city, such as Leicester.

group of students was observed, occupying

the

coffee

shops.

Yet

than

tools
and

expected.

Notably

that

support

writing

could

few

reading,
also

be

their

an entire side-room, with books and notebooks; indeed the two people using a laptop,
being both young, could have been students

KomuniTi, Vol.IV No.2 Juli 2012

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reading or writing an essay, but being this an

unattended. Some customers left their bag or

unobtrusive observation, no more details

laptop for a while to go to the toilet or to

were available. Generally, while chatting

take some sugar.

was common across age and gender, reading

The only form of new socialization

was significantly more frequent among

was that offered by the staff members that

middle-aged customers; moreover the few

encouraged friendly relationships with the

seen laptops belonged to young people,

customers and were often seen having long

presumably in their twenties.

conversations with them or knowing their
tastes

INTERPERSONAL INTERACTIONS
The most interesting findings regard

and

preferences.

During

observation period, three people could be
observed,

having
with

a

friendly

conversation

were the most frequent type of group we

showing an evident sense of familiarity. ii
Particularly

the

very

the interpersonal interactions. Firstly couples

could observe, especially in the form of

the

store-manager,

interesting

was

the

dates, as it could be inferred from their

behavior of customers when choosing their

reciprocal attitude and behavior. Friendly

seats. No one was sitting in the middle of the

meeting among three or four friends were

room; although the place was crowded, the

observed,

individuals

only empty tables were those in the centre.

represented the least frequent category.

In fact, people tried to sit on the sides and to

However, it is important to notice that those

stay as isolated as possible. Notably they

individuals that came alone but were later

tended to face the wall instead of other

reached by one or more friends were also

people. Moreover, differences could be

classified as “group”, which happened very

observed

frequently during the observation time.

customers. Those who came alone often took

Particularly interesting is that no inter-

a long time to choose their seat, while

groups contacts were noticed and people

couples or groups seemed to pay less

tended to stick with the friends they came

attention and just took the first table or

with or to simply stay alone. Anyhow,

couch on the side they saw.

while

lonely

among

different

types

of

although no conversation occurred among

Concerning age differences, there

different groups of patrons, people were

was an even distribution among friendly

comfortable

groups and couples. Indeed only young

leaving

their

belongings

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KomuniTi, Vol.IV No.2 Juli 2012

couples were classified as dates, considering

was not crowded yet, the atmosphere was

their behavior and body language with each

almost as quiet as that of a library, making it

other, yet both group and couple meetings

virtually possible to practice concentration

could be observed among young, middle-

demanding activity, such as reading and

aged and old people. Even the friendly

studying. With more people coming in

conversations with the staff members were

though, everyone started to speak louder.

carried out by various aged customers. For

Yet, this did not disturb conversations and it

instance, there was a middle aged man at the

was still possible to easily talk to someone

counter queuing to make his order; while we

without needing to raise one’s voice.

was waiting, one of the staff members

Furthermore, no messy behaviors could be

greeted him by his name and asked him if he

observed and tables were generally kept

was going to order his usual “double

clean by the customers. Free ingredients

espresso”, the man responded by saying that

were also used in an acceptable way. Patrons

he was going to have something different

normally went to the board with sugar,

that day. From this instance, we can

chocolate and napkins only once to take only

understand that that particular customer is a

needed items (i.e. no excessive portions). No

frequent one and staff member has a close

customer was seen grabbing multiple sugar

understanding with him regarding his orders.

bags and leaving them to waste or coming

This incident could not have been avoided

back to the board more times.

from ‘eavesdropping’ since they were
reasonably loud. Staff members were very

DISCUSSION

friendly and cordial to their customers—in

Some of the findings are not totally

way that they made their customers feel at

consistent with the overall image of Caffè

ease.

Nero. Firstly, the intellectual image of the
brand has no correspondence with the

ETIQUETTE

activities actually performed by the observed

People were generally polite and

customers. On the one hand, the company’s

really quiet. They seemed to observe a tacit

coffee shops are presented in their website as

kind of etiquette and even ring-tones were

a place “where you feel comfortable meeting

kept at a low volume. Especially at the

your

beginning of the observation, when the room

grabbing a bite to eat or just somewhere to

friends,

working

on

your laptop,

KomuniTi, Vol.IV No.2 Juli 2012

9

relax and read the paper”iii and the brand is

group contacts could be observed among the

portrayed as the catalyst element for “a

customers, that all remained either alone or

cultural community”iv. On the other hand,

with their friends. Patrons did not show any

the current observation showed a prevalence

reciprocal inter-personal behaviour outside

of friendly meetings, while reading was less

their original groups that could indicate the

common and the use of laptops was

creation of an actual community; interesting

extremely rare. This cannot be due to

in this regard is also the clear prevalence of

environmental features, since customers tend

dates, whose inherently exclusive nature

to behave politely towards each other by

does not offer strong possibilities of broader

keeping the volume of their conversation

and

relatively low, so that, even when the room

Furthermore, the frequent choice of sitting

was crowded, the overall noise was not

on the side, often preferring to face the wall

enough to compromise intellectually more

instead of other customers, seems to relate

demanding activities. Yet, these findings are

with

consistent with some of the literature

described in past research (ibidem). This

presented in the second section, especially

issue is extremely interesting, not only in

the discrepancy between the idea of a

relation to the nature of coffee shops but as a

community and individualistic attitudes.

starting point to highlight possible shifts in

Indeed this study cannot provide deep

people’s general conception and practice of

insights into people’s motivations and

community. Is the feeling of belonging

feelings, due to its merely externally

enough to create a real community or it is

observational method; yet the fact the people

just an illusion? How can the desire of

felt comfortable waiting alone for their

community

friends for a long time and leaving their stuff

harmonized? This is especially important in

unattended, seems to indicate the same

the new media age, where the concept of

feeling of trust and familiarity described by

community is changing and still difficult to

Waxman (2006). Furthermore the friendly

grasp. Further studies are required, possibly

relationship between staff members and

based on other qualitative methodologies

customers seems to be in favour of the idea

able to explore deeply people’s inner

of a community and to indicate a sense of

experiences.

attachment. On the other hand, no inter-

larger

the

inter-personal

idea

and

of

connections.

anonymity,

that

of

already

privacy

be

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KomuniTi, Vol.IV No.2 Juli 2012

are

needed, to explore the extent to which a

necessary also to substantiate or challenge

globalized phenomenon, such as that of

the findings of the present observation, due

coffee shops, influence or is influenced by

to some evident limitations. Firstly only one

local customs and culture.

Moreover,

new

researches

observational session has been carried out,
which clearly does not allow to generalize

CONCLUSION

the results, especially considering that, as the

In conclusion, bearing in mind how

store manager expressively stated, different

the limitations of this study undermine its

kinds of customers attend the coffee shop

authority and the possibility to generalize,

through different times of the day and week.

some

The presented findings would certainly be

highlighted.

more indicative, if longer and more frequent

symbolic values lying behind the image of

observations had been done. Secondly, only

the brand and the actual behaviours of

one coffee shop belonging to one brand was

customers were noted, for instance, the fact

considered, therefore, any conclusion cannot

that activities consistent with its general

be extended to the overall tendency of Caffè

cultural allure were not particularly frequent.

Nero, nor to that of coffee shops in general.

Moreover, particularly important is the

This limitation is particularly significant

tension between image of a large community

considering that, as shown in the literature

and

review (Kleinman, 2006), broader cultural

relationships. If the idea of a felt community

factors can influence customers behaviours

can connect these two poles, it certainly

that, in turn, cannot be explained only in

opens the way for new explorations of the

terms of coffee shop culture. This limitation

concept of community itself, which concerns

is even more important due to the observed

not only coffee shops but the general nature

limited ethnic range of customers.

of human relationships.

More

important

absence

issues

Discrepancies

of

actual

have
between

been
the

inter-customers

studies in different cities and countries are

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11

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