Photo by Gary Wilson Photo|Graphic, courtesy
of Coffee Bean International/Public Domain
CONSUMER COFFEEHOUSE WISH LIST
Just what do consumers want to see on
the menu at a coffeehouse?
In the Mintel report, “Coffeehouses
and Donut Shops, June 2010,” survey
respondents were asked, “Which of the
following are menu items you would like to
see more of at a coffeehouse?”
Public Domain is the retail “muse” of specialty coffee roaster/wholesaler Coffee
Bean International.
Base: adults 18+ with
Internet access who bought
drinks from a coffeehouse
in the past month
950
determining the direction to take the food,
says Alison Rosenblum, brand manager for
specialty coffee roaster/wholesaler Coffee
Bean International and its coffeehouse
Public Domain, both in Portland, Ore. The
roaster started the coffeehouse in 2010 as
its vision, or “muse,” of the ultimate coffee
experience combining great food and drink.
With a keen sense for coffee and no
foodservice background, Public Domain
outsources its bakery and other nibbles
to artisans who choose their ingredients
as carefully as Coffee Bean International
chooses its coffee. Additionally, they
wanted the shop’s aroma to be only that of
coffee, not simmering soup, for example.
%
Before opening a coffeehouse, Rosenblum
advises others to consider the needs and
desires of the customers in the area. If the
busiest time of day is morning just before
work, consider unique, hearty breakfast
items. If the clientele will be moms stopping
by after dropping kids off at school, provide
a snack or treat component, such as
biscotti or cookies, she says.
36
35
30
29
26
25
23
19
18
The downtown coffee-centric Portland
location drove many of the development
decisions for Public Domain, Rosenblum
says. The original plan of offering lunch
sandwiches was discontinued because the
hub of Portland’s famous food cart scene is
one block away. “It didn’t make sense to bring
in such a small quantity (of sandwiches) when
so many people go down the street and buy
a sandwich and come here and buy a cup of
coffee,” she says.
17
15
If Public Domain was a little farther away
from the food carts, the company would
have considered partnering with one of
them to bring in sandwiches.
Had Public Domain been built across
the river in more of a business area,
Rosenblum believes customers would have
wanted a different experience, and lunch
sandwiches and quiches might have made
more sense.
Breakfast sandwiches
Healthy menu items
Lunch sandwiches
Fruit and yogurt smoothies
Wider coffee flavor variety
Greater variety of healthy
breakfast options (such as
oatmeal, yogurt or lower-
calorie options)
More coffee drink variety
Salads
Different varieties of coffee
beans
Wider variety of tea options
Coffee drinks with extra
caffeine
None of the above
19
Source: Mintel/Coffeehouses and Donut
Shops, June 2010
