Ever since Starbucks opened its first UK branch in 1998, on London’s King’s Road, our high streets have become overwhelmed by the big chains: Costa, Caffè Nero, Starbucks and Pret a Manger.
There is no doubt that these chains have changed our drinking habits for the better, introducing us to a wider range of coffees and beverages, and bringing swift American-style service to the British high street. Twenty years ago, few of us would have been asking for a “latte to go” or ordering an Ethiopian-blend cappuccino. Ten years ago, according to the BBC website, there were fewer than 10,000 places to buy coffee in the UK and fewer than a third of those belonged to the big chains. By the end of last year, there were more than 22,000 coffee shops, and branded outlets had doubled in number.
Corporate uniformity for coffee shops and cafes
But the big chains have also brought with them a certain corporate uniformity: everywhere, we see the same logos, the same brands, the same chairs, tables and stools. Another high street, another Starbucks. And then there are the complaints that the owners of these chains don’t pay their fair share of tax, which adds to the sense that they have become too big and too powerful.
But is the march of the high street chains coming to an end? It seems that we are seeing a fightback from independent coffee shops. Last year, Costa saw its share price fall on reports that its sales had been hit by renewed competition from independent cafés. Consumers, said Costa, are becoming “more demanding”. Market research and consumer surveys show that customers want more than just a cup of coffee in anonymous corporate surroundings: they want something individual, local, special, distinctive, authentic, real. In short, they are turning to independent shops and cafés.
Coffee shop discerning customers
If you are the owner of a coffee shop, or if you are planning to open one, you will doubtless know your latte from your cappuccino – but as consumers become more discerning, you will need to think about broadening your offering and making your business stand out from the high street crowd.
The flat white, for instance, is a relatively recent arrival on the coffee scene – a shorter, stronger coffee that was introduced to the UK by coffee-mad Australian baristas. Is it on your menu? And do you have a variety of different coffee beans on offer? Be aware, too, that these days people expect to find alternatives to regular cow’s milk, such as oat milk and almond milk.
And what about tea?
This no longer comes in two varieties – with or without sugar. Green tea is increasingly popular, especially among younger customers, as are herbal infusions. Last year, research by Mintel showed that 37 per cent of British consumers aged between 25 and 34 had drunk five to six different types of tea over the previous month. The choice of drinks in your offering will help to distinguish you from the big high street chains. If food is part of your offering, handmade cakes and pastries will add an authentic flavour.
Cafe decor to be proud of
Likewise, you can make your café stand out from the high street crowd with your decor. Take time to visit some of the high street coffee shops in your locality, and ask yourself: how can I make my café look and feel different from these? As an alternative to bland, blank walls, you could source some vintage prints of your neighbourhood or local high street and get them framed and hung on your walls.
These will add individuality and would also be a talking point. Or you could feature the work of local artists. And do you have space for a bookshelf or two? In which case, you could become a mini-library, operating on trust, with customers free to borrow and return books at their leisure. Fairy lights trailed around the bar area add personality and a quirky touch to an interior. A handwritten chalkboard menu on the wall adds a personal touch – and also makes it easier to change things around and add new offerings.
Tableware for cafes
Cups and saucers can help your café stand out. Do they all have to be exactly the same? Mixing things up can help create a homelier atmosphere. If you serve tea in pots, an array of different decorative teapots can add interest to your tables – and look attractive stored on shelves. Your takeaway cups are also an opportunity to offer something distinctive: branded cups will cost a little extra, but they are unique to your café – and they function as a little travelling advert every time someone takes one out.
Furniture...
And then there is furniture. This is perhaps where the big high street chains are at their worst: ranks of identical chairs and tables which vary little from one branch to the next. These chains will have a strict corporate identity, which will prevent them from introducing anything that looks too distinctive or different. But if you are running an independent coffee shop, the choice is entirely yours.
Mix and match furniture for cafes
Why, for instance, should all your furniture look the same? Why not mix things up? Trent Furniture has a wide range of tables and chairs for use in cafés. Many of Trent’s chairs are upholstered in durable, easy-to-clean fabrics.
These offer a chance to add colour to your café – and they don’t all have to be the same colour; mixing and matching will create warmth and add to the sense that a human being rather than a faceless corporation is behind these choices.
Trent Furniture’s Italia bistro chair, for instance, is a classic design with an upholstered seat available in a wide range of colours and patterns. Or you could introduce a mix of wood and metal chairs and tables, combine traditional with modern, or source some vintage pieces to sit alongside new chairs and tables. Trent Furniture’s Bentwood Slatback side chair, for instance, could be used alongside Trent Furniture’s Dalton chair and its Napoli side chair.
How to arrange your cafe furniture
The way you arrange your furniture will also be important. Here again, you can stand out from the high street crowd. A typical high street chain café will have identical chairs and tables set out in rows, whereas a smaller neighbourhood coffee shop can set things out at different angles, as well as changing things around when the mood takes.
Mixing up furniture heights
Mixing high furniture with low is also effective: Trent Furniture’s Bella tall stool would look good at a windowside counter or alongside a Trent Furniture poseur table. Regular-height chairs and tables could fill the main space, while corners and walls could be occupied by low tables and chairs or perhaps even a sofa or two.
Finally, if you are independent and local, don’t be shy: shout about it. Publicity material and menus could be headed with a phrase such as “Your local independent café”. If you have a social media presence, make sure that you use it to emphasise your local independent credentials.
Eco-friendly cafe products
And with all the recent publicity surrounding the use of plastic cups and straws and their effect on the environment, perhaps now is the time to clean up your act and adopt more eco-friendly products such as paper straws and compostable paper cups with biodegradable lids. Again, if you are an eco-friendly café, don’t be shy: blow your own trumpet. Be proud of it. It will all help to make your café stand out from the high street crowd.