Specialty coffee has plenty of awards, judged by people who understand the technical side of it. It was always curious to me that the industry didn’t make more of an effort to get the views of the people who actually spend their money to buy that coffee.

Customers see things differently. They care about good coffee, feeling welcome and wanting to return.

So I started the People’s Choice Coffee Awards. No judges or scoring panels. Only customers voting for the coffee shop they love and telling us why.

The shop with the most valid votes wins.

Season 2 of the People’s Choice Coffee Awards brought in votes from 28 countries across six continents. Flat White Specialty Coffee & Kitchen in Qatar won.

To me, the most interesting part of the process was the comments people left when they voted. Insights I think you might find useful.

Coffee quality is still important

Around three quarters of the comments mentioned coffee.

People talked about flavour, quality, beans, brewing and specific drinks they loved. They praised shops that offered something interesting without making coffee feel intimidating.

Takeaway:

Protect your core drinks. Set clear recipes. Taste them during the day. Check calibration after busy periods. Track remakes and repeated complaints. Offer choice, but don’t let the menu become confusing.

Customers want to find a drink they enjoy and trust that it will still taste good next time.

Consistency builds trust

Consistency was a common theme. Across comments about coffee, food and service.

Customers noticed when a shop delivered the same experience across different visits, teams and locations.

Takeaway:

Choose the parts of the experience that should never change. The taste of core drinks. How quickly customers are acknowledged. Food presentation. Cleanliness. Music. The way problems are handled.

Measure those things regularly.

Important: if you operate several locations, experience each one as a customer. Your weakest branch still represents the whole brand.

Coffee is still about people

A lot of comments mentioned staff, service, owners or hospitality.

Customers remembered friendly baristas, welcoming teams and owners who took time to speak with them. They noticed when people seemed genuinely happy to be at work.

Takeaway:

Hire for warmth as well as skill.

Train people to notice the room. Who has been waiting? Who is a regular? Who needs help? Who wants to be left alone?

When somebody praises a member of staff, share it with the team. It shows everyone which behaviours customers remember.

Comfort changes how people use a coffee shop

Around one third of the comments mentioned atmosphere, comfort or the space itself.

People talked about seating, music, design, views, WiFi, parking and whether they could work or study. Some valued somewhere social. Others wanted somewhere they could sit alone.

Takeaway:

Walk through your shop as a customer. Order. Wait. Find a seat. Connect to the WiFi. Use the bathroom. Pay. Leave.

Watch how people use the room. Moving chairs, searching for sockets and avoiding certain tables are signs that the space isn’t working as well as it could.

Food is still important too

Around one quarter of the comments mentioned food.

Breakfast, brunch, pastries, sandwiches, cakes and healthier options gave customers more reasons to visit.

Takeaway:

Review your menu by occasion. What works before work? What suits a long breakfast? What do people order when they stay for two hours? What brings groups in at the weekend?

Kill any food items that don’t generate demand.

People want to belong

About one in five comments mentioned community, belonging, loyalty or feeling at home. People described coffee shops as part of their neighbourhood or weekly routine. They talked about friendships with staff, local partnerships and businesses they had supported for years.

Takeaway:

Decide where your shop fits into people’s lives. It might be the morning stop before work, somewhere to study or the place friends meet every Saturday. Make that use easier.

Support local organisations. Remember regular customers. Tell stories about the people and places around you.

Customers experience the whole business

Many voters mentioned coffee, people, food and atmosphere in the same comment. They weren’t separating departments or judging one part of the operation.

They were describing the complete visit.

Season 3 of the People’s Choice Coffee Awards is coming soon. Click here to find out you can take part.

FLTR Paper

What customers actually notice