Square and the Specialty Coffee Association Release Coffee Data Report in Honor of National Coffee
Day
Revealing the insights, trends, and consumer behavior that fuel the growth of the $21.5 billion* U.S.
independent coffee shop industry
Square, Inc. (NYSE: SQ) and the Specialty Coffee Association released a
Coffee Data Report today, in honor of National Coffee Day, on September 29 and International Coffee Day on October 1. Coffee
shop menus across the country confirm that caffeine-obsessed (including lactose-averse) Americans have more choices than ever
before. Receipts tell a similar tale: we are drinking more than 67 million lattes per year, replacing iced coffee with cold brew,
and switching from almond to oat milk. The report digs into the current state of coffee consumption across the U.S. and sheds light
on emerging trends disrupting the coffee industry.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180927005031/en/
Square Coffee Report 2018 (Graphic: Business Wire)
“The independent coffee shop is an integral part of so many neighborhoods. It’s a space where communities come together,” said
Peter Giuliano, Chief Research Officer at the Specialty Coffee Association. “But with that independence comes the unique challenges
of running a small business, while seeking to make coffee more sustainable from the farmer to the barista. In order to achieve
both, information is critical. That’s why we are thrilled to share these insights, ultimately helping independent shops make their
businesses more sustainable, allowing them to focus on the quality and community they provide each day.”
Key findings from the report:
- Though new to the coffee scene as of 2016, oat milk sales have increased 425% since June 2017,
projecting that oat milk may soon surpass almond as the fan-favorite. Almond milk remains the most popular alternative milk at
coffee shops across the U.S., with consistent sales in the past year.
- Flat Whites, an Australian coffee classic, are new to the U.S. coffee scene but gaining traction
fast. Flat White sales have increased 41% in the past year.
- Alaska is home to the highest-tipping coffee drinkers in the country, giving their baristas on
average, a 17.5% tip, six percent higher than the national average.
- A standard latte doesn’t cut it anymore. The average American requests two add-ons to their
customized coffee order.
Please find the complete Coffee Report at
www.squareup.com/townsquare/coffee-day-2018.
To celebrate independent coffee shops across the U.S., Square and the Specialty Coffee Association are hosting an interactive
coffee exhibit in NYC, Now Serving: Coffee, that brings coffee data to life, featuring Brooklyn-based Toby’s Estate
Coffee, who will provide free hands-on coffee workshops, discounted coffee drinks, and beans for sale. The exhibit is open to the
public from 11 AM to 7 PM on Friday, September 28 through Saturday, September 29. For more information and to RSVP, please visit:
www.squarenationalcoffeeday.splashthat.com.
For coffee connoisseurs not able to attend the event, you can celebrate National Coffee Day with
Cash App and save a $1 every time you swipe your Cash Card at coffee shops across the US. Simply select the Coffee Shop Boost
in app to get an instant $1 discount every time you use your Cash Card at local spots, national chains, and your favorite cafés
across the country (some restrictions apply, see app for details).
*Source: Specialty Coffee Association Retail Sentiment Index, 2018.
Data is based off of millions of anonymized transactions from thousands of coffee shops across the U.S. Data set includes
transactions from June 2017 to June 2018.
Square, Inc.
Media Contact
press@squareup.com
View source version on businesswire.com: https://www.businesswire.com/news/home/20180927005031/en/