Page 44 - Homes Magazine
P. 44

                                 Move aside tea!
The coffee shop phenomenon has swept Britain’s high streets, and coffee is now our number one hot drink
 There’s no denying that the Bri􏰂sh, once a na􏰂on of tea drinkers, have passionately embraced coffee and coffee shops. Last year we spent £6.2 billion in coffee bars
Schultz returned home with plans to convince his company to open coffee bars in the Italian style. It took Schultz another five years to achieve his dream but in 1987 he bought the company and began opening Milan­inspired cafes. The company was Starbucks, and Schultz had begun the American coffee dream.
 across the country, an increase of £400 million on the year before. There are 16500
Schultz’s coffee bars incorporated the concept of the café as a place for mee􏰂ng friends. The idea was a fast and contagious success in the States. Americans did not just want to sit and chat with friends in Starbucks cafés; they wanted to lounge around listening to music, working on their laptops and reading books.
coffee bars in Britain and the sector is booming at a 􏰂me when other businesses are struggling.
Posh coffee may once have seemed frighteningly expensive, but many of us now see it as an affordable luxury; and for others it is prac􏰂cally one of life’s basic necessi􏰂es. Coffee shops seem to have a truly universal appeal; they have captured the hearts of men, women and even children from all social classes.
To meet these needs Schultz provided comfortable, so􏰀 sea􏰂ng and power sockets to make his customers feel at home.
In 1982 a young American businessman took a trip to Italy. His name was Howard Schultz and the company he worked for, a small coffee bean retailer, had sent him to Milan to inves􏰂gate espresso machines. But the businessman found more than coffee making appliances in Milan. One morning, as he visited an espresso bar for a quick caffeine shot, he no􏰂ced how Italians used their coffee
To test the concept of a café, Whitbread built a trial coffee shop in one of its warehouses in Bedford. Various styles of coffee were tested with different types of consumer. The company soon discovered that whilst the concept was good, it was hard to find a winning formula for the actual coffee. Whitbread decided it needed to buy in the coffee exper􏰂se it lacked and looked for a small coffee outfit to buy. What it discovered was a business that roasted its own coffee and had a modest chain of cafés. The company was small but it was a going concern with excellent coffee creden􏰂als.
houses as places for mee􏰂ng and socialising.
He was struck by how different this coffee experience was from the American model where thick, soupy filter coffee slopped out in diners was more the order of the day. Schultz described ­ “I saw something – not only the romance of coffee but the sense of community and the connec􏰂on people had for coffee, the place and one another. And a􏰀er a week in Italy I was so convinced with such unbridled enthusiasm that I couldn’t wait to get to Sea􏰁le to talk about the fact that I had seen the future.”
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Its name was Costa Coffee, and the rest as they say “is history”.
   



















































































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