Actually I think the primary function of most coffee shops would be, to create a 'third place' - http://en.wikipedia.org/wiki/Third_place http://en.wikipedia.or

Actually I think the primary function of most coffee shops would be, to create a 'third place' - http://en.wikipedia.org/wiki/Third_place http://en.wikipedia.org/wiki/Third_place This is the strategy that the Apple Stores, Starbucks and lots of other organisations attempt to create. If this is successfully achieved, the actual quality of the cup of coffee would be less important. I think the majority of us, as consumers, like to think that we are completely rational and would frequent a coffee shop based upon the quality of the coffee. However the environment/branding of the shop, locality and the type of customers who are present - is in my opinion - more likely to increase sales once a minimum standard of coffee is achieved.