Q&A: The Coherence of the Cafe Experience

Ahead of the launch of our new magazine The Assembly Journal, we spoke with Assembly Head of Brand Ben Sibley about his article The Coherence of The Cafe Experience. The piece explores how the cafes that create brand coherence will stand out in a newly-competitive market - building trust and loyalty so they're set up for success in the long term.

Q: What’s driven the shift in UK specialty coffee?

We've entered a new era where a coherent, consistent experience - not just the coffee itself - is the true measure of success. For years, independent cafes in the UK differentiated themselves by centring on the quality of the beans in the grinder: how they're sourced, roasted, brewed. That remains an important signifier but it's no longer enough. From the space and service to the menu design and how the coffee feels in your hands, every detail matters more than ever before.

Q: What does it take for a cafe to stand out in this new era?

It comes down to the foundational pillars of branding. Four key elements blended together to create a memorable experience - an overarching vision, lived through values and communicated by voice and visuals.

1. The vision drives every decision, from the coffee to the customer interaction. It’s not always written out, but it’s felt in the space - a sense of purpose that makes customers feel comfortable and clear about what to expect. Does the cafe offer a relaxing escape or a sense of community? That vision should shape the entire experience.

2. Values are the practical application of that vision. They show up in the details: how staff greet you, the quality of the service, even how the coffee is made. A cafe that values hospitality above all else will make sure your name is remembered. A cafe that values quality will ensure every coffee is meticulously calibrated before it's on the bar. When values align with actions, it builds trust.

3. Voice is the cafe’s personality - how it speaks and connects with you. Whether it’s through social media, the menu, or the tone of the barista’s greeting, voice should be consistent but adaptable. A playful online presence might match a relaxed, welcoming vibe in the cafe, but a stilted, corporate tone would feel out of place. The voice needs to feels right for the moment.

4. Visuals tie everything together. Consistent design in everything from menus to signage creates instant recognition. Whether it’s a minimalist approach or a vibrant, eclectic aesthetic, the visual identity should feel cohesive. When the space feels like it’s part of the same story as the product, customers don’t have to think about it. It just feels right.

Q: How do these actually affect the customer experience?

These elements work together to make every visit to the cafe feel familiar and trustworthy. It’s not just about the coffee; it’s how the whole experience fits together. When everything aligns, it enhances perceptions of 'brand-lifestyle' congruence and fosters connection through a natural sense of 'this fits my life'. This is what keeps customers coming back time after time.

Q: So, what does this mean for cafes moving forward?

In recent years - in my eyes specifically 2022 onwards - we’ve moved from phase one to phase two in UK specialty coffee. It’s clear that the game has changed. Quality is now the baseline. To truly stand out, cafes need to master not just coffee, but every aspect of the experience.

Cafes with a clear vision, consistent values, and an identity that customers can connect with will be the ones that thrive. These cafes will define this next era.

Read the full article in the launch issue of The Assembly Journal, out soon.