The man who knows why we're so hooked on coffee
| Abstract | It is one of the questions that has baffled economists, cultural commentators and consumer-watchers: why are people who drive a hard bargain in all other parts of their lives willing to spend £3 on a shot of coffee and some hot, frothy milk in a very large cardboard cup? The reason for the remarkable growth of one of the social markers of the past two decades - upmarket coffee shops such as Starbucks and Caffe Nero - could now be a little clearer thanks to an American academic who has undertaken a remarkable personal odyssey to try to get to the bottom of the conundrum. Bryant Simon spent a year visiting more than 400 of its coffee shops in several countries, observing customers for around 12 to 15 hours a week. He went to 25 branches outlets during four days in London, but admitted: 'I tried to have a drink in every one, but it was too painful on my system.'. | |||||||||
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