What’s Trending in European Cafés: More Than Just Coffee – Raymarts

Urban sociologist Ray Oldenburg defined the concept of the “third place” in his well-known book The Great Good Place, published in 1989. He explains that the home (the first place) is private, and work (the second place) is a structured social space. Third places, meanwhile, are relaxed social spaces where people can connect and build community in a range of different ways. What’s Trending in European Cafés: More Than Just Coffee – Raymarts

Although the term was coined almost three decades ago, the concept of the third place has existed for centuries. Coffee shops have long served as these spaces, dating back to the early 1500s across certain parts of Asia and Africa and later in Europe. During this time, coffeehouses (as they were referred to) often had long tables and benches, which helped foster a sense of community and encouraged people of various social and economic backgrounds to interact.

Fast-forward to the late 1990s, when large chains (most notably Starbucks) helped introduce the third-space concept to coffee consumers worldwide. Starbucks’ founder, Howard Schultz, was inspired by espresso bars he had visited in Italy and wanted to replicate the same environment in the US and other markets. Serving as a home away from home, the idea was to create spaces where customers could stay for hours beyond just drinking a cup of coffee.

As third wave and specialty coffee culture boomed in the early 2010s, coffee shops and roasters focused their attention on consumer education and knowledge sharing. This effectively placed baristas at the forefront of the third place concept and helped to bridge the gap in the supply chain.

How automation has changed coffee shops

Third wave coffee culture is synonymous with the craft of making coffee, with phrases like “brewed by hand” and “hand roasted” commonly used in the industry. But as consumer preferences have evolved, specialty coffee has embraced automation in a number of ways.

Many cafés have invested in automated equipment, including pour-over devices, tampers, milk foaming solutions, and super-automatic espresso machines, to drive efficiency and consistency. In addition to improving beverage quality, the use of these technologies has freed up baristas’ time to interact with customers in more meaningful ways – adding another layer to the third space concept.

Esat Kocadağ is the founder and CEO of Espressolab, a Turkish specialty coffee chain that operates in several different markets. “We have benefited from embracing automation, but it’s our baristas and roasters’ skills and expertise that help us to elevate the consumer experience,” he says.

Tradition meets specialty coffee in Turkey

Coffeehouses have served as the third space in Turkish culture for centuries. Since the Ottoman Empire in the 16th century, coffee has been ingrained into the fabric of daily life in the country. In 2013, Turkish coffee (also known as ibrik or cezve) was added to the UNESCO Intangible Cultural Heritage list for its integral role in social interactions and special occasions.

According to World Coffee Portal, between 2014 and 2024, Turkey’s per capita coffee consumption skyrocketed from 350g to 1.5kg, with 70% of that coming from Turkish coffee. But even as traditional brewing methods prevail, specialty coffee has become increasingly popular in the country over the past decade, especially among younger generations.

In recent years, an influx of international coffee chains has made Turkey one of the fastest-growing branded coffee markets in Europe. Consumers are also demanding more premium coffee options, helping to drive the popularity of specialty coffee shops and roasters.

Ersin Kefeli is the Marketing & Corporate Communications Manager at Espressolab, which opened its first café at Istanbul Bilgi University in 2014.

“Specialty coffee has grown in leaps and bounds across Turkey,” he says. “We believe that scaling is not an obstacle to maintaining quality – that we can build the specialty coffee market and increase both volume and quality simultaneously.”

Today, the specialty chain operates over 260 locations in Turkey, South Africa, Jordan, Germany, Qatar, and beyond. “We also have locations in less saturated markets like Libya, Iraq, and Lebanon to introduce more consumers to specialty coffee,” Ersin adds.

HOW CAFÉ DESIGN CAN ELEVATE THE CUSTOMER EXPERIENCE

Interior design and layout are integral to the overall coffee shop experience, creating an inviting atmosphere that draws customers in and keeps them coming back. Even considering the finer details, such as where to position the espresso machine, plays a huge role in how people interact with the space.Renato Correia is the director of coffee operations at Espressolab. He stresses the importance of staying on top of emerging design trends when developing a thriving café space.

“As new trends evolve, the philosophy behind café design has changed,” he explains. “Modern homes have become less cluttered and more functional, and café designs have mirrored these changes.

“Location is another factor to consider,” he adds. “A neighbourhood café will have different needs than one in a city centre. Understanding how customers interact with staff and each other in different locations is critical to curating a space that works to different strengths.”

Functionality is also a key consideration. A coffee shop’s layout will inevitably influence the flow of customers in and around the space, which also impacts barista workflow and overall café operations. “How customers move about a café and engage with the space and staff are essential to our design ethos,” Renato says.