Ron Cortez also passed along an interesting article with some interesting facts. Granted, the facts are from Australia but maybe they apply here in the U.S. Females aged 16 to 24 prefer chains to independents, which are more popular with older coffee-drinkers. Company directors and senior managers also prefer an independently made coffee, while clerical and administrative workers plump for chain cafes. The study also found Australian-born customers are more likely to buy coffee at a cafe, while overseas-born customers – especially Asians – prefer brand-name coffees. Dr Chen said the divide was based on “symbolic wants”. Fans of chains are more interested in a cafe’s atmosphere and decor, and with having a wide variety of products available. Independent customers are more price-sensitive, want good food with their coffee and want staff to treat them as regulars. You can read the article here.