A/B testing · Beverages

Digital Nomads/Entrepreneurs: As a co-working customer would you consider spending 3 USD in a gourmet single origin coffee?

Monica Dominguez Coffee Industry - Looking for collaborations/salesperson - Singapore & BCN

January 30th, 2020

I am testing my specialty coffee product and some people consider 3 usd for a big americano cup of coffee very expensive / very cheap depending on their coffee culture and other factors.


I go to a more specific situation...


1) If you are working remotely in your office

and you find out they sell a new single origin coffee

with a natural sweet taste and sustainable packaging

that you can buy onsite for 3 euros or 3 usd

would you prefer this option

or you would rather go to a cheaper take-away coffee outside?


and my last question or alternative question if you dont want to reply the question above:


2) If you are choosing between 2 coworkings and one have a higher membership pricing because they offer premium brewed coffee (not capsules or instant coffee) would you be keen to pay a little bit more or you dont care at all?


If someone can reply I will be supergrateful :D

Paul Garcia marketing exec & business advisor

January 31st, 2020

I never drink coffee, so I'm not your audience. But a yes/no here may provide faulty guidance. First, you have a self-selected audience of coffee drinkers who might answer, but you have no idea what portion of the audience this is. Second, there are many other conditions besides price that drive coffee purchase decisions. The origin of the coffee doesn't inherently make it tasty. Look at how many people go to Starbucks and buy expensive burnt coffee when they could have something "better" for less money.


As someone who ran a coffee shop and cafe, it is essential to have a variety of coffee types that appeal to a wider audience. The specialty coffees never sell as much as the "robusta" coffees. People simply have their habits. They like dark or light roast. They like flavored or unflavored. They like exotic or simple. The like espresso or drip. If you don't have half a dozen choices, you seriously limit your potential pool of customers.


Think about how many options the self-serve companies like Nespresso have, more than a dozen. How many of those actually get used in an office with more than one person's preferences? Well, generally 4-6. Some people even choose the type of coffee profile based on time of day.


Anyway, my point is not to thwart your attempt to collect a data sample. It's to point out that your data sample lacks enough context to prove a pattern. It would likely be more productive to set some conditions and ask an open-ended question(s) that doesn't color the response as much. For example, "What style of coffee do you drink when you're at work?" or "Where does the coffee you drink when commuting or when you're in the office come from?"


Good luck. Coffee is largely a commodity business, making it highly competitive and hard to capture market share. There are some smaller roasters who do well, but they have a very heavy lift to be known and adopted. There's very little money in simply distributing coffee from other roasters, unless you provide services. And services just aren't scalable.

nancy thomas ward

January 31st, 2020

sorry wrong person to ask as i live in Turkey where there is good coffee everywhere... Best