Coffee Revolution – Ethnographic Research
Ethnographic Research on coffee culture in United States
Project for Master of Art, Design Management
The coffee industry and the coffee shop business has boomed in recent years. While fast food chains are growing at a rate of 2 percent each year, coffee shop chains grow more than 10 percent annually. The rapid growth of this ecosystem is fascinating. This research process consisted of diving into the journey of this boom, the current state of the industry, the influencing factors and players, and potential catalysts of the industry. The journey concluded with possible opportunities or new trends emerging within the market.