Coffee shops, however, provide customers with more than a latte or mocha. Coffee shops are places where people meet with a business partner or old friend, access public WiFi, listen to an open-mic session, study for an exam, or read a book. Thus coffee establishments provide a gathering place and potential economic benefits greater than the price of a vanilla latte.
Though the snack and nonalcoholic beverage bars is a small industry, comprising less than 1 percent of total statewide employment, it is a growing industry. Growth in both the number of establishments and employment in the industry has outpaced the average rate of growth for all industries. From 2002 to 2012, the industry's employment increased by almost 50 percent in Oregon, whereas total employment for all industries increased by 5 percent. Similarly, the number of establishments increased by 38 percent compared with 14 percent for all industries. Growth at snack and nonalcoholic beverage bars has also outpaced the larger food services and drinking places industry.
Growth in the number of coffee shops has created greater competition along with a more educated customer. This has increased the emphasis on the quality of the product being served. Dan Buck, who is the Creative Director and Public Relations Director for Dutch Bros. Coffee, mentioned that it's important to focus on the quality of the product and keep it as high as possible. Also, with several coffee establishments open for customers, it's important to provide high quality customer service. Dan Buck said Dutch Bros. Coffee helps accomplish this by hiring workers who are charismatic and "genuinely love other people."
Coffee and tea manufacturing - an industry closely tied to coffee shops - also relies on quality products to succeed. Though some coffeehouses roast their own beans, there are several coffee roasters throughout the state from Portland down to Ashland, and east in Sisters, Bend, and Pendleton. The coffee and tea manufacturing industry in the state has steadily increased from 10 business units employing 467 individuals in 2002 to 47 units employing 725 in 2012 (Graph 2). The average annual pay for the industry in 2012 was $38,733, which is higher than the average for coffee shops, but lower than the all-industry average.
Several new coffee shops and roasters have opened in the past few months. Some of the establishments are:
- Red Daisy Coffee Company opened in Albany. Albany Democrat-Herald, 10/21/2013
- Chrysalis Coffee opened in McMinnville. News-Register, 9/12/2013
- Nehalem Beehive, a tea and coffee bar, opened in Nehalem. Headlight-Herald, 8/14/2013
- Bentley's Coffee, a drive-thru coffee stand, will open in Keizer. Statesman Journal, 8/11/2013
- Vul Coffee Roasters will open in Salem. Statesman Journal, 8/4/2013
- 11 Roasters, a coffee roaster, opened in Bend. The Bulletin, 7/24/2013
- The Corner Cup, a coffee shop, opened in John Day. Blue Mountain Eagle, 7/16/2013
- Stim Coffee opened in Jacksonville. Mail Tribune, 7/1/2013
More listings can be found on the Around the State page on QualityInfo.org by clicking on "Business and Employers" under "Data Tools."
However, workers in the industry, especially younger workers, can obtain other benefits, specifically work experience. Compared to other industries, coffee shops tend to employ a larger share of younger workers. Data for just the snack and nonalcoholic beverage bars industry is not available, but it is for the larger food services and drinking places subsector. In 2012, 14 to 24 year olds comprised approximately 34 percent of the food services and drinking places workforce compared with 12 percent for the total workforce. These younger workers in the industry can learn skills and gain valuable work experience that will allow them to be successful in other occupations. For instance, they can learn how to work in a fast-paced environment, receive payments, provide customer service, and acquire "soft" skills such as showing up to work on time, working in a team, and communicating with customers.
From their originations in the Middle East in the 15th century to "penny universities" in 18th-century England and arrival in the American colonies, coffee shops were hubs for social interaction. As noted in an article titled "Coffee-houses: The internet in a cup" from The Economist, "Coffee-houses were centres of scientific education, literary and philosophical speculation, commercial innovation and, sometimes, political fermentation."
Today, coffee shops are still viewed as gathering places. They offer an atmosphere conducive to meeting with a co-worker, business partner, or friend. Coffee shops can also serve as music venues for aspiring musicians and galleries for artists. However, the idea of coffee spurring social interaction also extends beyond coffee shops to coffee stands. As Dan Buck at Dutch Bros. Coffee said, "Since the beginning of time, coffee has been a social event." People can enjoy that type of social activity in the car as well as through interactions with their co-workers and friends.