A look inside Richmond’s cult coffee culture.
Summary
Richmond’s coffee culture has been booming since the rise of third-wave coffee shops, Lamplighter and Alchemy Coffee. How does the popularity of these shops impact second wave coffee chains like Starbucks and first wave coffee brands like Folgers.
The Ask
First wave coffee (Folgers) is much more inexpensive than second (Starbucks) or third wave (Lamplighter) coffee. Second wave, is usually more convenient and has customer loyalty programs. Why are Richmond’s choosing third wave shops?
Challenge
Understand how the rise of boutique coffee shops impacts the rest of the coffee industry.
Methodology
Investigation Participants:
Baristas
VCU Students
Young Professionals
Situation
Coffee-lovers in Richmond gravitate toward boutique shops.
Tension
The real competition was against the second and third wave coffee shops. Starbucks and boutique shops are around the same price, however the boutiques have smaller menus, are not opened as long, and do not offer reward programs.
Insight
The essence of coffee from the taste, to the atmosphere, provides a resource for instant relaxation.
Final Summary
My Role:
Research: Interviews | Surveys | Competitive Analysis
Presentation: Deck Design
Lessons Learned:
The insight is not always obvious