Other observations complete the portrait of an addict.
Gourmet coffeehouses have extraordinary customer loyalty. About 12 percent of coffeehouse patrons nationwide visit four or more times a week, according to Mintel International Group, a market-research firm. Starbucks says that its typical heavy user shows up 18 times a month. What makes these numbers more impressive is that coffee, of course, can easily be brewed at home. And 67 percent of regular coffeehouse customers recently surveyed by Mintel agreed that gourmet takeout coffee is too expensive.
I do go to Starbucks several times a week, but I want to believe part of the lure is WiFi. Yes, I'm wireless at home. But, lounging at a neighborhood coffee house lets me read and write without domestic distractions, and, talk with friends as well as browse the Web. Really. The research sheds light on why, if it is convenient, I prefer a trip to Starbucks for a cup of theirs to brewing my own. I could also save at least a fiver a week by skipping a couple lattes at Starbucks.
I don't have any plans to quit. Though continual, my coffee habit does not compare to those of the heavy-hitters described in the article. I haven't experienced any noticeable side effects. Of most significance, I believe I've earned the right to good coffee. I began my working life at newspapers. The coffee we drank, whether during reasonable hours or while working news or copy at 2 a.m. or 3 a.m., was a burnt tasting, sludgy substance that barely deserved the name. I've paid my dues.