What Cafe Customers Really Want in 2025: Research-Based Secrets Behind Cafe Choice

1. Intro: What Do Customers Actually Want from a Cafe? ☕️

• The video opens with the question: "What do customers really want from a cafe?"
• "Better latte art? Faster service? Or just really reliable Wi-Fi?"
• To find out, the presenter — who works for a coffee roasting company — conducted a large-scale survey together with an independent research team.
• "This research was done in Australia, but apart from my accent and my love of flat whites, I think the insights apply to coffee lovers around the world."
• Key premise: The video previews 4 major insights that will be useful to cafe and coffee shop operators worldwide.

2. Price Is NOT the #1 Factor in Choosing a Cafe! 💡

• "There's a lot of talk about price increases in the coffee industry, but price isn't the top reason people choose a cafe."
• Research findings:
  • Taste ranked first (cited as the top priority by 73% of respondents)
  • Price and location came next
• "Across all age groups and all regions, these three always came out on top."
• Age-based differences:
  • Younger customers care more about sustainability and dietary options
  • Older customers prioritize convenience
• "No matter who you ask, taste, price, and location are always the core factors."
• Key message for cafe operators:
  • "Price matters, but quality is non-negotiable."
  • "Customers can tolerate a price increase, but if quality drops, you'll really lose them."
• Less important factors:
  • Food, milk/dietary options, sustainability — fewer than a quarter of respondents rated these as important
  • "These factors matter to some customers, but the basics — taste, price, location — make the biggest difference."

3. Even With Rising Prices, Customers Won't Give Up Coffee! 💸

• "You might think that when prices go up, coffee consumption will drop — but the reality is different."
• Data:
  • "Even as prices rise, coffee remains a daily habit that most people simply won't give up."
  • "Most customers plan to spend more on coffee this year, not less!"
• Reasons:
  • "The biggest reason is simple: their regular cafe has raised its prices."
  • "Others said they want to treat themselves more often."
• The minority who plan to cut back:
  • "61% said they'd make more coffee at home."
  • "But very few said they'd switch to a cheaper cafe."
• Core message:
  • "Quality is still the deciding factor. Even when money is tight, customers show loyalty to the cafes they trust."
  • "For cafe operators: focus on quality, set your pricing strategy wisely, and your regulars will stick around."

4. The Real Reason People Buy Coffee: 'Treating Yourself' Is the Trend! 🎁

• "We asked: what was the last reason you bought coffee outside the home?"
• Most common answer:
  • "Bought coffee as a treat for myself"
  • "We tend to think of coffee as a social act — meeting friends, gathering with people — but in practice, personal reasons are more common."
• All top 3 reasons were related to personal needs
• Age-based differences:
  • Ages 18–34: 47% said they bought coffee as 'a treat for themselves'
  • Ages 55+: only 34% gave the same reason
  • "Older customers are more likely to buy coffee when meeting family or friends (34%)"
• Implications for cafe operators:
  • "Younger customers treat coffee as a personal ritual, while older customers connect it more with social occasions."

5. Alt Milk Surcharges: What Do Customers Think? 🥛

• "We asked how customers feel about surcharges for alternative milks (soy, almond, oat, etc.) at cafes."
• Results:
  • "86% of customers who order alt milk said they'd accept paying no more than 50 cents extra."
  • "31% believe there should be no surcharge at all."
  • "This proportion is higher among younger customers — who are also the biggest consumers of alt milk."
• Options for cafes:
  • "One approach is to keep a small surcharge. Most customers are fine with a reasonable extra charge."
  • "Another option is to eliminate the surcharge entirely and fold it into the base coffee price."
  • "Based on the research data, calculations show that raising the base coffee price by just 15 cents is enough to offset a 50-cent alt milk surcharge."
  • "Of course, every cafe's situation is different, so careful judgment is needed — but this could be a competitive advantage, especially for younger alt-milk-loving customers."

6. Wrap-Up & Further Resources 📊

• "If you'd like more in-depth data or additional findings, I'll leave a link to the full report in the video description."
• "Thanks for watching!"

Key Takeaways

• Taste, price, location: The three pillars of cafe selection
• Quality is absolutely non-negotiable
• Even with price increases, customers won't give up coffee
• Younger customers: a personal treat; older customers: a social occasion
• Younger customers are more sensitive to alt milk surcharges
• Consider raising the base price instead of adding a surcharge

"Customers can tolerate a price increase, but if quality drops, you'll really lose them."

"Most customers plan to spend more on coffee this year — not less!"

"Very few said they'd switch to a cheaper cafe."

"Younger customers treat coffee as a personal ritual, while older customers connect it more with social occasions."

"86% of customers who order alt milk said they'd accept paying no more than 50 cents extra."

"31% believe there should be no surcharge at all."

That's a full overview of what cafe customers truly want in 2025 — why they want it, and the strategies cafe operators can draw on! Feel free to ask any questions 😊