Less traffic, less customers: coffee sales in decline.
45% of American coffee cafe consumers report decreased visitation, market researcher Technomic states. This ist a result of the Technomic Ignite consumer panel. The consumers stated different reasons.
For their results, Technomic asked a total of 1087 consumers: 746 US coffee cafe consumers
who visit at least once every two to three months
and 341 coffee cafe consumers
who are visiting less often during COVID-19.
Base: 746 coffee cafe consumers who visit at least once every two to three months and 341 coffee cafe consumers who are visiting less often during COVID-19. Source: Technomic Ignite consumer data featuring the 2020 Bakery & Coffee Cafe Consumer Trend Report Pre-pandemic
visits to cafes were habitual for many consumers who stopped by while running errands or commuting. Shutdowns, stay-at-home orders
and remote work
have all significantly impacted consumers’ routines, having a disproportionate impact at some cafes. Indeed, the coffee cafe segment
went from being one of the fastest-growing menu categories in 2019 to now seeing drastic same-store sales declines and unit closures
among top chains.
Those visiting cafes less often note several reasons for decreased patronage
, including factors related to health, finances and changes in their day-to-day life. With patronage connected to other factors, like commuting and shopping, the return
of these occasions will depend on how the economy and office buildings reopen.