A traditional espresso machine, with its gauges, handles, and overall sleek industrial look, adds visual appeal to a coffee bar. Image courtesy of Bad Ass Coffee of HawaiiCoffee is hot, even though it is sometimes served on ice. Over the past few decades, the explosion of coffee culture in the U.S. sparked rapid growth of coffee-centric outlets from local mom-and-pop establishments to multinational chains. Today, many consumers enthusiastically pay $5 or more for their favorite premium cup of joe. According to market research firm Placer.ai, the coffee segment of the market outperformed the wider dining segment between 2019 and 2023, and there seems to be plenty of room for continued growth.
Part of this success is due to increased customer visits during what used to be considered off-hours for coffee-centric brands. Placer.ai research shows that coffee brands’ expansion of beverage and food menus is paying off in more mid-day business. That means increased income per square foot, more profitable businesses, and as a result of this success, more coffee-focused outlets.
From a developer’s perspective, coffee-based businesses complement the traditional fast-food lineup and provide a reliable tenant. “Developers considering new projects are wise to start with a plan that includes a coffee retailer as part of its QSR lineup,” according to an article by The Providence Group, a retail brokerage firm. From a franchisee’s perspective, the coffee segment promises many years of successful proprietorship.
Coffee bars can also be found in settings beyond a typical food and beverage environment including luxury retail, offices, hotels and co-living communities. In some cases, coffee bars in these places operate as separate businesses, adding a touch of class to the customer experience.
Some design principles apply to all coffee outlets, but different settings and business strategies cry out for tailored design and operational approaches. Designers carefully weigh elements of a coffee bar according to the brand and a desire to evoke a memorable vibe. Some coffee establishments focus on high volume and quick service, while others offer a European cafe-style presentation that welcomes patrons to linger in a comfortable setting.
“The experience is what it is all about,” says Joshua Zinder, managing partner of design firm JZA+D. “You need to understand your client, the brand and the guest, whether it’s a grab-and-go, or a place to lounge, or a space to co-work during the day.”
Patronizing a coffee business is a sensory experience. As you enter the door, the aroma of ground coffee and percolating grounds is strong, familiar and pleasing to coffee lovers. The chatter of machines grinding coffee beans and the burbling of espresso machines as they produce a hot beverage provide a distinctive soundscape. Designers build on these aesthetic assets, often creating a unique ambience using color, texture, materials, artwork and even by choice of brewing equipment.
Scott Snyder, formerly a marketing and branding/business consultant, currently CEO of Bad Ass Coffee, says that many coffee-centric establishments gravitate toward one end or the other of a design spectrum. On one side are outlets that embrace an industrial vibe with darker colors and materials. Other brands choose the opposite — a white, crisp, clean palette, “almost like a surgical suite,” Snyder notes. There are many possible variations between those two distinct visions, though, and Snyder’s current venture offers a good example.
Located in an office building dominated by white and gray materials, Sprig uses warm-colored wall adornments and decor to welcome customers. Photo by Michael Slack, courtesy JZA+D
Bad Ass Coffee, a brand born on the Big Island of Hawaii that takes its name from a population of wild donkeys that used to roam on the island, created distinctive location-specific branding. Associates greet guests with a hearty “Aloha!” as they enter the store. Background music by Hawaiian artists and surf-themed selections add a sonic impression. The color palette is rich with blues and greens, evoking clear skies, the ocean and lush vegetation.
Repeated geometric patterns of diamonds and tribal bands — designs used in jewelry and tattoos that honor native culture — provide decorative accents. The front of the customer-facing bar is adorned with basket-weave tile in warm wood colors, offering a nod to native craftwork. Baskets made of natural materials offer packaged snacks. Granite countertops contain minerals with hues that emulate volcanic soil. The overall effect is memorable, evoking a Hawaiian vacation.
Coffee bars in other settings aim for a more subdued experience. Alexander Zilberman, owner, AZA - Alexander Zilberman Architecture P.C., has worked on several retail projects that include coffee bars — some operating as standalone businesses within a retail shop. The purpose of such arrangements is to elevate the retail customer experience, which benefits the retailer’s bottom line. “When you have someone feeling good, they are more likely to make a purchase,” Zilberman notes.
Where the coffee bar is a supporting element, it’s important to make it blend with the host business, so that it is a complementary feature, not one aiming to steal customers’ attention from the space’s primary purpose. Zilberman offers the example of a Rag and Bone upscale clothing retail venue in Manhattan that welcomed local coffee purveyor Jack’s Stir Brew Coffee to operate within the space. “The Jack’s Coffee bar is kind of tucked away off to the side of the entry where it wouldn’t dominate the area visually,” Zilberman notes.
Jack’s does have features to call attention to itself, though. Branding elements include brand-specific cabinetry, featuring dark wood tones that blend well with Rag and Bone’s interior finishes. A sign splashed with Jack’s logo includes a touch of bright red background that stands out enough to call attention to the coffee outlet but is not so big and shiny as to visually shout its presence.
Caffe Illy opts for a luxurious, comfortable mood through choices of furniture, artwork, and materials. Photo by Michael Slack, courtesy JZA+D
In some coffee establishments, the coffeemaking apparatus itself acts as a decorative item. Traditional espresso machines sporting a refined, sleek industrial design are attractive focal points. At Bad Ass Coffee, the middle of a customer-facing counter is highlighted by a traditional-style espresso machine, Snyder notes. Most in-store orders are made on this machine. Some locations also have one or two automated espresso machines that are used primarily for drive-thru and pickup orders. The automated machines, with an institutional look, prepare orders more consistently, take less skill to operate, and allow associates to take orders and attend to other tasks while they produce the beverage. But Bad Ass values the appearance of the traditional style machines and their hand-crafted manner of operation for a richer in-store customer experience.
While design sets the mood, operational principles are just as important to fostering a positive customer experience. To enable optimal barista/customer interactions, Zinder recommends arranging coffee machines, pick-up areas and POS machines on the front bar, if possible. “This arrangement means you don’t have to turn your back to the guest,” he says. A viable alternative is to place the coffeemaking apparatus on the back counter but make sure it is visible to customers. For many patrons, conversation with the person preparing the order is a valued part of the experience, so don’t arrange displays or stack equipment on the front counter in a manner that creates barriers.
For efficiency, grab-and-go offerings should be placed near the order location or POS station, so patrons don’t have to pick them up after they’ve already paid. To support the efficient work of staff, place ingredients and equipment needed to fulfill orders close together. “Often, the person making the coffee is also the one running the register and doing preparation,” Zinder says. In such arrangements, envision the workspace as a small triangle where staff take orders at the order station, move to the back counter to create the drink, and return to the front to present the order and take payment. Store all ingredients within this triangle to minimize steps needed to prepare orders.
When planning for the flow of patrons, either a right to left or left to right arrangement can work just fine, Zinder notes. Whichever direction of the flow, though, it is important to place the order spot toward the beginning, and the pick-up area at the end, for logical, intuitive circulation. “If patrons feel it is difficult to circulate, they will go somewhere else,” Zinder warns.
Designers recommend paying close attention to the arrangement and operations of self-service condiment areas. A station should be placed as close to the pickup area as possible. Keeping them clean should be a priority, because when they become dirty and cluttered, they create a negative impression. To avoid that outcome, install an undercounter trash container. The counter should have a hole cut into it so that patrons can easily dump their stirrers, sweetener packets and other trash. The back of the self-service station must be easily accessible to staff, who should empty the trash regularly throughout the day.
“You also want to integrate storage within the self-service unit,” Zinder says. This provides for efficient access to supplies such as napkins, straws and cardboard cup sleeves. Staff need only reach under the station to replenish supplies without having to walk to a back-of-the-house storage cabinet. Periodically, staff should ensure that these items are well stocked.
At rush times, self-service stations get crowded. To reduce these occurrences, Zinder recommends placing an additional self-service station on the right side of the front door (from the inside looking out). Self-service areas, particularly ones that are some distance from the area where staff are stationed, are prone to getting dirty and trash-filled, he explains. Guests tend to look to their right as they enter, so placing a station on the left makes it less noticeable as they walk into the space.
Even though coffee bars typically do not offer as many menu items as an outlet with a full kitchen, they can still be highly successful, drawing in customers through much of the day. Inspired design is an important part of a winning formula in this market. Establishing a distinctive sense of place while promoting efficient service and a welcoming atmosphere bolsters the brand. “It’s about putting yourself in the customer’s shoes and knowing what you want the customer to feel,” Zilberman says.