There has developed a new craze in Britain in recent years. You can see it wherever you go; people walking or even riding bicycles, carrying a cardboard carton of the stuff. Yes, you guessed it, it's the coffee craze. The coffee experience has taken over from the can of cola and the coffee vocabulary litters our speach.



In America coffee drinking became particularly popular with the birth of a well known chain of coffee shops. In the caf's of Europe, particularly Italy, Spain and France, strong coffee has been the beverage of choice for centuries.

Drinking coffee has become so addictive that people will even queue up to be served their favorite variation, be it latte, espresso, mocha or a plain americano. One chain of coffee shops sells at least forty different blends of coffee from all over the world. There are blends from Latin America, Africa, Arabia, Asia and even Europe, as well as mixed blends and decaffeinated versions.

Coffee shops and caf's have popped up everywhere, in cities, towns and villages across the country. This phenomenon seems to have been caused by the desire of the youngsters of today to have a place to meet friends and do business as well as shoppers seeking refuge for their sore feet. Indeed coffee shops seem to be taking the place of the pub for many people.

Some business people even set up their offices in coffee shops; with the advent of wireless connections for their laptop computers and the ever present mobile 'phone, nobody actually needs to actually be in their office in order to work. This situation is ideal for informal business meetings as the atmosphere is much more relaxed than it would be at their place of work.

The coffee experience has now become such an important part of life so caf? owners need to look to their laurels if they are to survive. Customers are becoming far more selective when it comes to choosing the venue for their coffee drinking and the choice of products has a bearing too. With all the competition, only the coffee shops which provide the most comfortable atmosphere and best variety of coffees, well made, together with accompaniments such as pastries, cakes and biscuits will attract the most custom.

Customers expect not only different blends and origins of coffee these days but different flavors too such as cinnamon, hazelnut, nutmeg and chocolate. Not only must the coffee be well made and flavorsome but a wide choice of additives needs to be available. Gone are the days when white sugar would do; now there must be brown sugar, sugar crystals, honey and low calorie alternatives. The whiteners may include whole, semi-skimmed and skimmed milk, pouring cream, whipped cream and low fat powdered creamer. People aren't just looking for a drink but a whole experience when they go for a cup of coffee.

Consumers are even tiring of the more traditional ways of making coffee and are demanding that it be blended with cola, jam or spices usually associated with making curry. There are almost no lengths to which the coffee fanatic will not go to enhance the coffee experience.