Why Coffee Shop Customers Choose One Café Over Another (And It's Not Just About Coffee)

The coffee industry is more competitive than ever.

From independent cafés and specialty coffee shops to major chains, customers have more choices than ever before.

So what makes a customer choose one coffee shop over another?

Surprisingly, it's often not the coffee.

The Real Reason Customers Return

Research from PwC found that 73% of consumers say customer experience is an important factor in their purchasing decisions.

Customers return because they feel:

A great cappuccino may attract a customer once.

A great experience keeps them coming back.

Most independent coffee shops focus on:

While these are essential, they are often not enough to build long-term loyalty.

Without a structured loyalty strategy, customers can easily switch to another café offering convenience, promotions, or rewards.

Studies have shown that loyalty program members visit businesses more frequently and spend more than non-members.

Customers enjoy earning rewards because it creates a sense of progress and value.

Even simple rewards can encourage repeat visits.

Examples include:

SME Loyalty allows coffee shops to:

No loyalty cards.

No expensive hardware.

No complicated setup.

Customers don't just buy coffee.

They buy experiences.

Coffee shops that reward loyalty and build customer relationships are more likely to enjoy consistent revenue and long-term growth.

PwC Future of Customer Experience Report (2024)

Bond Loyalty Report (2024)

Forbes Customer Retention Research (2025)