The business of a cafe is all about identity. The food and drink and service? Once a certain bar of "good enough" is taken any further difference beyond won't m

The business of a cafe is all about identity. The food and drink and service? Once a certain bar of "good enough" is taken any further difference beyond won't make a decisive difference and that good enough bar isn't all that high (I wouldn't be able to run a cafe but plenty of people are). The rest is all in some way about identity. (Hopefully, and edit:) not in terms of who your ancestors were, but in terms of what cafes you like. From slick, perfectly interchangeable interior design showrooms to that hamster cafe in Fleabag, it's all about trying to make a certain slice of the audience feel that "yeah, I totally see myself going to a place like that" connection. If it works, that is if that audience not only exists in sufficient numbers but is also underserved, they did the right thing. Note that they aren't suggesting that people set cars on fire or anything like that, just that people who aren't physically addicted to cars might feel more are home than others.