This chapter has the aim to improve understanding of the in-store customer experience in the retail environment by analyzing the business of coffee shops in the United States market with a pecific focus on American and Italian chains. After a brief verview of the managerial literature on coffee shops, the main findings of the qualitative research is presented. In articular, this chapter outlines the features of the U.S. coffee shop landscape and explores american consumers’ perception of the coffee shop experience using nethnography. The results show a complex framework from the offer and the demand perspective that could also contribute to supporting coffee companies in managing customer experience
strategy in the American market.
