Coffeehouse Preferences in Mumbai's Elite Neighborhoods

We conducted a survey in some of the elite areas of Mumbai (Bandra, Juhu, and Santa Cruz) to gain insights into coffeehouse preferences of people, visit frequency, reasons for visiting, preferred types of coffee, and factors influencing their choices.

The survey gathered responses from 452 participants with majority of respondents between 18-27 years old, with 33% aged 18-22 and 39% aged 23-27.

Coffeehouse Preference:

The data reveals that Starbucks is the most preferred coffeehouse, chosen by 38% of respondents. Blue Tokai follows with 21%, while Coffee by Di Bella captures 5% and Third Wave Coffee captures 7% of the preference. The remaining 29% prefer other coffeehouses. This indicates a diverse range of preferences among respondents, with significant loyalty to several established brands as well as a substantial proportion preferring other coffeehouses, which includes local cafes.

Visit Frequency:

The frequency of visits varies, with 11% visiting daily, 21% visiting 3-4 times a week, 30% visiting 1-2 times a week, and 38% visiting less than once a week. This suggests that while a significant portion of the population frequents coffeehouses regularly, the majority prefer occasional visits.

Primary Reason for Visiting:

Socializing is the most common reason for visiting coffeehouses, accounting for 31% of respondents. Visiting to work or study is the next most popular reason, with 26% of respondents. Drinking coffee accounts for 23% of visits. Relaxation is a reason for 14%, and 6% visit for other reasons. This indicates that coffeehouses serve as important spaces not just for consuming coffee but also for social interactions and work-related activities.

Type of Coffee:

Preferences in coffee types show a varied distribution. Latte is the most popular (28%), followed by Cappuccino (24%) and Espresso (17%). Americano and Iced Coffee are preferred by 10% and 16% respectively, while 5% choose other types. This highlights a trend towards milk-based coffee drinks.

Importance Factors:

Quality of coffee is considered the most critical factor, with 60% rating it as very important. Customer service is also highly valued, with 54% rating it as very important. Ambiance and decor follow with 44%, while availability of food options is significant for 29%. Free Wi-Fi and location/accessibility are important for 25% and 49% of respondents, respectively.

Insights and Recommendations:

The survey highlights Starbucks' dominance in brand preference, the multifunctional role of coffeehouses, and a preference for milk-based coffees. Quality, customer service and ambience are key factors influencing coffeehouse choices.

Recommendations for Cafes:

1. Highlight Coffee Quality: Since 60% of respondents consider coffee quality very important, cafes should invest in high-quality beans and skilled baristas to maintain superior coffee standards.

2. Improve Customer Service: As 54% of respondents prioritize customer service, training staff to provide friendly and efficient service can significantly enhance customer satisfaction and loyalty.

3. Enhance Ambiance and Decor: With 44% of respondents valuing ambiance, investing in stylish and comfortable interiors can attract more customers looking for a relaxing environment.

4. Expand Milk-Based Coffee Offerings: Given the popularity of lattes (28%) and cappuccinos (24%), cafes should expand their menu to include a variety of milk-based coffee drinks to cater to this demand.

5. Promote Social and Work-Friendly Spaces: Since 31% of respondents visit coffeehouses to socialize and 26% to work/study, offering amenities like free Wi-Fi and comfortable seating can cater to these needs and attract more patrons.