Brits will seemingly do anything to avoid coffee decision derision, as more than 50% of respondents in a new survey admitted to not ordering what they wanted from a coffee shop through fear of being judged for their “fussy, weak or sweet” choice.
In what may seem like a startling confession, 80% of consumers said that they didn’t always order exactly what they wanted because they were embarrassed or concerned about a long queue developing behind them. And 52% said that they would judge someone who placed an overly complicated or fussy order, with the same amount claiming that it was embarrassing to add too much sugar or sweetener to a coffee and 55% saying that they would judge other consumers that ask for a cream-, sugar- or syrup-laden drink.
In its other findings, the survey from coffee supplier Rijo42 showed that a quarter of over-25s had never tried a “fancy” coffee beyond a cappuccino or latte, while twice as many men think that a cappuccino is an old-fashioned drink compared to women.
Only one in four people really like strong coffee, according to Rijo42’s research, and one in six considered themselves to be a “coffee expert” – rising by an extra 10% among the 25–34 year old demographic.
Rijo42 director Luis Nino said: “There definitely seems to be some coffee snobbery going on in the UK. People admitted they felt uncomfortable placing complicated orders in case someone made a judgement about them based on it, while others felt it might be frowned upon to ask for a weaker coffee, or a decaf version. And it’s not just paranoia – it seems we really are making assumptions about people based on their coffee shop order! But that’s despite the fact that the majority of us admit we’re no coffee expert.
“If people are being put off from ordering the coffee they really want, it seems crazy. Each to their own – the world would be a very boring place if we were all the same. If you want a half-foam cappuccino with five sweeteners, then that’s your decision. Reclaim your coffee choice!”
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