(Q uick note: this about Poland market)
As someone who spends a lot of time in coffee shops, I’ve picked up on
some key differences between names like Starbucks and more niche spots
like Green Café Nero. With insights from Brand24 reports and my observations,
here’s what I’ve found.
🟦Who I See at Starbucks:
When I’m at Starbucks, it’s like people-watching gold. You’ve got the
"always-on-the-go professional", hurrying in for their mobile order,
grabbing a flat white, and heading straight to their next meeting.
Then there’s the "freelancer", settled comfortably in a corner with
their MacBook, sipping on a caramel macchiato, probably scrolling
through Pinterest for inspiration (been there).
You’ll also see the "social group"—a bunch of friends, most likely
subscribed to Starbucks on TikTok, dressed in almost identical outfits,
all clutching iPhones. They’re usually catching up over frappuccinos,
snapping pics for Instagram, or recording a TikTok dance right outside.
And, of course, the "health-conscious crowd"—oat milk lattes in one
hand, protein boxes in the other, proudly repping the “sustainability
tribe.” It’s a mix of personalities, but somehow, Starbucks seems to
cater to them all.
🟦Starbucks’ Promises, Delivered:
Convenience: Mobile ordering and drive-thrus cater to the "on-the-go
professional", making it easy to grab coffee quickly.
Connection: The rewards app hooks loyal regulars with free drinks and
discounts, adding fun to frequent visits.
Community: Cozy cafés attract freelancers and social groups,
offering spaces to work, chat, or just hang out.
Sustainability: Eco-friendly initiatives appeal to the "sustainability
tribe", aligning with their values.
Inspiration: For bloggers or content creators, Starbucks doubles as the
perfect backdrop for aesthetic photos, creative work, or their next TikTok reel.
🟦Starbucks on social media:
Everywhere You Look: In just 30 days, Starbucks got mentioned 37K
times and reached 196M people on social media. Add another 230M offline,
and yeah, it’s hard to miss them.
Seasonal Hype:Drinks like the Pumpkin Spice Latte aren’t just
drinks—they’re moments. Hashtags like #StarbucksDrinks and #PSL blow up
on TikTok, pulling in everyone from students to professionals chasing that
seasonal trend.
Seasonal Hype:Their campaigns make you feel like you’re doing
something good—whether it’s using their app to customize your drink or
knowing your latte is part of a sustainability mission. It’s like, “Save
the planet, one coffee at a time.”
🟦Who I See at Green Café Nero:
Green Café Nero attracts a different crowd compared to Starbucks. It’s
not about trends or hashtags—it’s about people who want a quieter,
more intentional experience. Here’s who you’re likely to spot:
There’s always"The Planner", sipping their cappuccino while flipping
through a notebook or carefully typing on their laptop. I saw one woman
mapping out what looked like a business pitch—headphones in, completely
locked in her zone.
Then there’s"The Dreamer",tucked into a corner with a latte and a sketchpad
or book. Last week, a guy was sketching the café’s decor, completely lost
in his creative flow. It’s like the quiet energy here fuels their ideas.
Sometimes, you’ll catch"The Networker",casually dressed but clearly
here for something professional. I’ve seen small business teams huddle over
slides for a presentation or freelancers exchanging cards during a
coffee-fueled brainstorming session. The café’s calm atmosphere makes it
the perfect backdrop for meaningful conversations and deals.
And of course, there’s"The Connector",—a small group of friends
laughing softly over their coffee. One time, I saw a trio planning a hiking
trip, all sharing photos and snacks. It felt like a real connection,
not just casual small talk.
Green Café Nero just feels quieter to me—maybe it’s my brain playing
tricks, but the music there really helps me relax compared to Starbucks.
It also feels like Green Café Nero focuses more on connecting with locals
and embracing local tastes, rather than pushing a big, broad “American dream”
vibe.
🟦Green caffe Nero’ Promises, Delivered
Quiet Atmosphere: Perfect for introverts, creatives, and students
who prefer a calm, less crowded environment to relax, focus, or work on
personal projects.
Authentic Community Connection: Appeals to locals and young professionals
who value genuine, neighborhood-focused spaces where they feel a sense of belonging.
Simplicity and Comfort:Ideal for families and small groups looking for a welcoming,
no-frills space to meet, catch up, or unwind without the rush.
Subtle, Local-Focused Marketing: Resonates with people who appreciate
supporting businesses that integrate into their local
culture rather than following global trends.
🟦Green cafe Nero mentions
Green Café Nero isn’t trying to be flashy or take over the world—it’s all
about a chill, cozy vibe that feels local and personal. While Starbucks
goes big and bold, Green Café Nero focuses on making you feel at home.
It knows its people: They’re not trending all over the globe, but
with 52K non-social media impressions in 30 days (refers to impressions
coming from blogs, news sites, and forums, showing Green Café Nero connects
with people beyond Instagram or TikTok) , it’s clear they’re connecting
with a smaller, more intentional crowd.
It’s Chill, Not Trendy:The vibe here isn’t about keeping up
with trends; it’s about being comfortable. You’ll see students working
quietly, young professionals on a break, and even families enjoying the
laid-back atmosphere.
It’s About Real Connections: Green Café Nero loves working with
local businesses, offering discounts and hosting small events. It feels
more like a part of the neighborhood than just another café.
In the end, it’s all about what matters to you. Starbucks delivers big and bold experiences,
while Green Café Nero leans into quiet authenticity. You decide—I’m not you.
Kseniya H.
Founder od Desai agency, product designer, ML optimist, coffee shop
lover
