Research from BRITA Reveals the Best Ingredients to Create the Perfect Coffee/Tea Space

Since the 17th century, coffee/tea shops have been synonymous with creativity and innovation. They’ve been fertile ground for philosophers, revolutionaries, artists and entrepreneurs in search of company, connection and lightbulb moments.

Now, BRITA Professional has carried out research among 2,000 consumers across the U.K., revealing the secret to how cafés could expand their appeal by creating an inspiring ambiance that fuels imaginations and innovations.

The Perfect Formula for Creativity

In a world in which many are working from home, and where many younger people live in shared homes with no communal space, it’s perhaps unsurprising that getting the coffee/tea shop atmosphere right is key to persuading customers to sit in rather than get a takeaway.

BRITA’s research shows that 48 percent of people sit in a coffee/tea shop instead of getting takeaway, as they enjoy the atmosphere. But to foster a creative ambiance, it’s important to get the décor, lighting, comfort and music right.

BRITA’s research reveals that what people are really seeking is all the comfort of home, combined with an inspiring, creative ambiance:

  • To create the ideal atmosphere where creativity soars, there should be some background noise but at a low level (36 percent). Pop music (19 percent), classical (17 percent) and rock (12 percent) all rate highly, but choices also need to suit brand identity.
  • Reflecting the desire for a comfortable space to think and collaborate from, 72 percent prefer natural lighting in their creative space, while armchairs and sofas are the most conducive seating choice for creativity (34 percent).
  • The color scheme for the perfect creative space is light and undistracting with pastel colors (22%) followed by light and warm colors (16 percent each). 

When asked what elements they would include when designing their own creative space for innovation, the top five most popular elements focused around being able to work comfortably: 

  • Reliable free Wi-Fi (53 percent)
  • Windows (47 percent) 
  • Comfy furniture (44 percent) 
  • Plants (43 percent) 
  • Easy to reach plug sockets (40 percent) 

Creativity and productivity ebb and flow throughout the day, creating peak demand in coffee/tea shops. The highest proportion of customers are most productive as they head towards lunch, with over a quarter (28 percent) being most productive mid-morning.

In addition to the research, BRITA Professional recently teamed up with Lois and Michela Wilson, inspirational founders of the opulent yet tasteful London café and landmark Saint Aymes, to support and celebrate coffee/tea shops as hubs of creativity and innovation.

The Wilson sisters noted: “The British are creatures of comfort and so, unsurprisingly, when asked what environment most sparked creativity, the majority of surveyed participants said their home. When we do leave our homes, overwhelmingly, we look for coffee [or tea] shops that mirror home comforts. It seems that the coffee shop is a sanctuary from home and anything that contradicts this is seen as a negative. Noise and communal tables send us packing. We will stay longer in places that facilitate great meetups, but we don’t want to be disturbed by strangers.”

Samantha Scoles, water sommelier and sales director at BRITA Professional, said, “Coffee [and tea] shop owners have a tough job to do in getting all the right ingredients in place to foster a beautiful, inspirational atmosphere for their customers. At BRITA Professional, we want to support our creative coffee shop customers by supplying the latest insights into what consumers are looking for in coffee shops. By developing spaces that further creativity and innovation, you’ll succeed in creating a space that customers want to visit again and again.”

BRITA Professional, founded more than 50 years ago, is one of the leading experts in the field of water filtration. The family business manufactures water filtration products for households and businesses in more than 60 countries. BRITA Professional products are designed to produce the best filtered water for food and beverage preparation by reducing particles, metals, minerals and chlorine that have an unfavorable impact on the taste, appearance and aroma.

For more information on BRITA Professional, visit or

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