Review of Related Literature
Coffee is hot and cool. No longer just a commodity and a cliché, coffee-based specialty drinks are achieving new glamour status as the beverage of choice among the young and the hip.
Gourmet coffee is becoming more of an away-from-home phenomenon. While bean retailers and roaster retailers once dominated the sale of gourmet coffee, beverage bars are now outstripping them as the most important outlet for distribution of specialty coffee, according to figures from the Specialty Coffee Association of America. Starbucks Coffee is into the coffee specialty beverage market, hoping to create a significant new channel of distribution for their product, while at the same time building brand identity to spur retail bean sales.
The coffee bar trend, however, seems to be fuelled by more than just the desire to sell-and consume-better coffee. It also may be answering a lifestyle need. Increasingly, coffee bars are turning into cafes and coffees houses, where people can kick back by themselves, or relax with friends or business associates over a cup of coffee. “When people finally get a good cup of coffee, they want something to go with it, and they want to be able to sit down and take