Coffee is the fuel of the modern world. When Europeans began drinking less ale and more caffeinated beverages in the 17th century, and talking about ideas rather than just seeking a break from manual labor, the Age of Enlightenment was born.
Today, in many American cities, there are coffee shops on every corner, whether they’re independent cafes or Dunkin’ Donuts or Starbucks. Amid all the business and institutional models that are changing in the face of our growing ability to do everything online, the coffee shop alone seems secure: an irreplaceable gathering place full of beverages that cannot be downloaded.
This fact is not lost on those businesses and institutions that are struggling. And, probably wisely, they are all beginning to remake themselves in the coffee shop’s image. What we are about to witness: the coffeeshopification of everything