Like many young, urban professionals, we run on coffee. We especially enjoy frequenting independently owned cafes that pride themselves on ethically sourced beverages, strong local ties and a hip aesthetic.
They’re the kinds of places that sneer at the homogenization and predictability of Tim Hortons, Second Cup, Dunkin and Starbucks.
But as public space and consumer culture researchers, we began noticing a pattern: While the invention of new, nondairy milks to mix into lattes continues to amaze us, many U.S. coffee shops seemed to share a similar aesthetic.
What was up with all the exposed brick? Why did so many of the baristas look cooler than us, but also so similar to one another? And why did most menus appear on a chalkboard, as if we were still in kindergarten?
Weren’t we supposed to be in one-of-a-kind, authentic settings that make us feel unique and, let’s admit it, slightly elevated?
As it turns out, the visual patterns we noticed had never been backed up by research. So after a quick cortado, we set out to test our hunch that local coffee shops had adopted a uniform aesthetic.
Measuring homogeneity
We asked over 100 American and Canadian young professionals living in cities to share an interior image of their favorite independent coffee shop, describe why they liked the shop’s appearance, and document aspects of its interior design.
They could select these interior design features from a list of 23 common elements that we had identified in a pilot study – brick walls, marble counters, indoor plants, local art, vintage furniture and even the look of the baristas. Respondents could also write down other details they noticed.
The elements that they selected and wrote down showed a fascinating overlap.
Baristas led the pack: Two-thirds of the participants’ favorite local coffee shops had staff with tattoos or piercings. Over half had baristas with beards. Well over half of the respondents noted that their favorite shop had chalkboards, reclaimed wood features, local art, milk foam designs on beverages, local event posters and exposed brick. A large share of the shops had vintage furniture, community message boards and free books available to patrons to read. One-third of the images had indoor plants, trees or greenery.
Next up, we challenged the participants to identify the city where these coffee shops were located.
Using the images provided by the respondents from the initial survey, we asked 158 new and prior participants if they could match the location of the shops depicted in six photographs to Cincinnati, St. Louis or Toronto – cities chosen for their different architectural and aesthetic qualities.
Not a single participant was able to correctly identify the correct city for all the photos.
We gave respondents another chance by showing two pictures of coffee shops, one at a time. This time, the two shops were located in Chicago and San Francisco – again, places that pride themselves on their unique and recognizable design culture. They were now given the choice of these key cities to select from, as well as three wrong cities. Only 6% successfully located both coffee shops, and nearly 20% immediately gave up.
As one participant conceded: “Honestly, these aesthetics are very transferable now … they were random guesses and they could have been in any of the cities mentioned.”
In other words, independent coffee shops in North America have become so similar aesthetically that their location cannot be picked from a lineup. The purportedly unique and local feel of coffee shops has instead been homogenized into a singular, palatable, North American aesthetic.
Ironically, these shops have narrowed their aesthetics like a de facto brand franchise – exactly like the chain stores that their patrons ostensibly reject.
Computers and capital
So why is this happening?
New Yorker cultural critic Kyle Chayka has attributed aesthetic homogenization to popular social media platforms like Instagram. He calls it the “tyranny of the algorithm”: Social media algorithms promote the visuals that users are most likely to engage with. This, in turn, causes the same types of visuals to be liked and shared, since users encounter them more often. Because the algorithm sees they’re popular, it continues to promote them, in a self-reinforcing cycle. In turn, coffee shop owners also see these online images and try to replicate them in their own establishments.
Artificial intelligence will likely accelerate the digital homogenization of visual culture, since AI models are trained on massive datasets that feature widely circulated images. Whether it’s popular fashion, architecture or interior design, idiosyncrasies are collapsing into a generic, hegemonic aesthetic – what scholars Roland Meyer and Jacob Birken call “platform realism.”
Finance plays a role as well. With the average cost of starting a new coffee shop between US$80,000 and $300,000, and with only a small share of coffee shops expected to stay open beyond five years, banks are keen to reduce their risk. Many of them will therefore ask aspiring coffee shop owners to opt for cheaper interior design choices that appeal to the broadest customer base.
The consumer also plays a role
But patrons of hip coffee shops may also be to blame.
Decades before the rise of social media, AI and financial risk management, scholars such as Sharon Zukin revealed how young urban professionals paradoxically embrace the homogenization of their environment in their quest for authenticity.
Those exposed brick walls? Zukin already described how Manhattan real estate brokers had marketed them to gentrifying SoHo yuppies in the early 1980s.
Like their predecessors, today’s hipsters, creative professionals and knowledge workers are essentially cultural and aesthetic consumers. Many of them crave visuals – from fashion to architecture – that are different enough to feel cool and authentic, yet safe enough to match their lifestyle and their social status. They want a tasty latte as much as a palatable interior to drink it in.
Businesses and developers are eager to appeal to these upwardly mobile consumers. At the same time, they want to reach the biggest number of customers. So they tend to create repeatable, homogenized environments in what Zukin describes as a “symbolic economy.”
In coffee shops, patrons want more than a good espresso. They want to immerse themselves in a “scene” that matches their lifestyle and aspirations. And the exposed brick and the vintage furniture do just that – even if they’ve been copy-and-pasted in cities, small and large, across the nation.
As we chase authenticity, we may just be finding comfort in carefully curated conformity.
This article originally appeared on The Conversation. You can read it here.
