The Psychology Behind Takeaway Coffee – CoffeeTalk

The concept of carrying a takeaway coffee has become a powerful symbol of empowerment, productivity, and belonging in modern society. It has shaped consumption habits so much that TikTokers are now unable to drink their favorite caffeinated drinks in anything but a takeaway cup, even if they’re not actually taking it away. This has led to a sense of belonging and connection to a larger cultural narrative, as seen in the popularity of celebrities like Carrie Bradshaw in iconic cities like New York City.

Psychologist and RoutineBase co-founder Aristotle Paulides explains that carrying a takeaway coffee makes us feel more powerful than just getting a caffeine fix. He believes that the act of holding that cup represents a busy, purposeful lifestyle, projecting an image of being engaged, productive, and on the move. This association can make people feel more confident or empowered, almost like they’re participating in a cultural ritual that highlights modern efficiency and urban sophistication.

The coffee consumption market is largely dominated by a handful of chains, and buying into the brand feeds into a sense of collective consciousness. If we’re buying the cool thing (even at the expense of smaller, local businesses), then we’re in with the trends. Grind’s head of coffee Howard Gill agrees with this idea, labelling the takeaway coffee an ‘iconic’ piece of culture.

Traditionally, cafes have functioned as a ‘third space’ – somewhere that’s neither work nor home, but a place where, as Howard notes, it’s possible to ‘build connections with both the people and the brand.’ The takeaway cup extends that relationship, reinforcing the connection with the brand’s identity.

Critically, with the rise of chains like Starbucks in the late twentieth century, coffee shops were forced to adapt. Consumers were increasingly asking to take things ‘to go’ rather than staying in to enjoy their hot beverage with friends or standing at the end of the bar to quickly drink their espresso and perhaps even chat to the barista.

Brands like Starbucks have slowly shaped modern coffee culture, for better or worse. Howard explains that this is innately tied up in economics as, with rising rent costs, cafes cannot rely on their customers sitting for long periods. To remain viable, cafes have adapted by making takeaway options more appealing – from beautiful, branded cups to high-quality drinks, even when served in paper instead of china.

Ultimately, coffee culture has become a powerful force, as people want to associate with brands that represent the best of this culture. This trend has evolved beyond just the drink – it’s now about the entire experience, the lifestyle, and the confidence that comes with it.

Read More @ Metro