From coffee shop to diner, it’s just one step

For those who’ve just returned from a 24-month detox retreat in India—or for the rare few who haven’t yet noticed—hot beverages are booming in the French market.

There’s no need to dive deep into the details of this trend. It’s widely acknowledged across the entire value chain: consumer interest in hot drinks is on the rise.

Expertise, strong preferences, and the popularity of indulgent recipes are fueling this momentum. At the same time, consumption venues are multiplying, paying closer attention to quality and presentation.

Leading the charge? The coffee shop, of course—followed closely by cafés, hotels, and restaurants that have changed their perspective and are now fully embracing this opportunity. Also riding the wave is the growing “coffee-shopification” of bakeries and patisseries, where hot drinks now account for an increasingly significant share of turnover.

And Yet… There’s Still Room for Growth!

Thinking of quitting your job to open a coffee shop? There’s still time!

Already opened one? Congrats.

Not a coffee shop, but looking to upgrade your coffee offering? Then think twice before going for the cheapest machine, because:

• New generations are fully conditioned by the on-the-go hot drink habit, and they have no plans to give it up anytime soon.

• 90% of French breakfasts still happen at home (Speak Snacking 2024 – available on request).

• Everyone needs an extra break—ideally paired with a drink. Around 70% of the average 1.7 daily breaks taken by working adults involve either a drink or a snack.

• The coffee shop is becoming the new go-to place for socializing (young people no longer automatically meet up at bars), or for quietly working for a few minutes.

• Coffee shops convey (rightly or wrongly) a strong sense of well-being: think quality ingredients, hydration, natural benefits, and even detox vibes. It’s the perfect counterbalance to yesterday’s mindless fast food binge, a way to recharge and enjoy a small, cozy moment of calm.

  
  

The Coffee Shop: A Gateway Concept

Opening a coffee shop is an accessible dream for self-starters.Barista training now offers a professional pathway that easily grants one the title of “honoris barista causa.”

In no time, they’re nearly restaurateurs—ready to bring to life all the brilliant ideas they’ve been cooking up during their notice period or home renovations.

Plus, no need for kitchen exhaust systems. That’s why coffee corners are popping up everywhere—from museums to trendy clothing stores—featuring a sleek espresso machine, a stylish grinder, and three cookies politely keeping a slice of cake company.

This market is expanding at a double-digit pace—even during times of crisis—riding the wave of hot beverages, which continue to diversify, led by a focus on bean quality and creative recipes. But it’s not just the drinks that are drawing people in.

Let’s be clear: this isn’t about preaching the transparency of hot drinks to gain consumer trust, or about pushing gourmet drink recipes the way a cocktail bar highlights its signature creations. Nor is it just about the potential of established or emerging networks.

This is about recognizing that the coffee shop hasn’t yet hit its peak in France. And that opens the door for Coffee Shop V2—the next evolution of the model.

Coffee Bakery: The Future Format?

European markets—especially tourist zones—are now showcasing a new breed of coffee shops. They still lead with hot drinks, but now offer a more complete food menu, leaning into the American-style “coffee bakery” model.

Think:

• Brunch, all week long.

• Available all day.

• Starring roles for eggs Benedict and avocado toast.

• Supporting acts: burgers, bagels, muffins, English toast.

• And sometimes, a couple of signature dishes with just a hint of ethnic flair to spark curiosity.

Aside from a few highly niche locations offering only hot drinks and three slices of cake, today’s coffee shop thrives on moments—on offering consistent, tailored answers to consumer expectations. That means not just hot drinks, but fresh beverages and sweet & savory food options.

It’s all about a well-curated menu, built around a few signature items, and supported by enticing deals or combos that drive repeat visits and cravings.

Consumers are increasingly looking for brunch-style solutions—even during the week. Sure, for most French consumers, brunch is still reserved for weekends. But it’s now a great way to make up for a missed breakfast and enjoy a satisfying two-in-one meal, whether earlier or later than typical lunch hours.

The Hybridization of the Market: When Professions and Concepts Merge

Activities and roles are blending across the industry. Many outlets are seeking the perfect combo to meet evolving consumer expectations.

Bakeries are stepping up their hot beverage game, gradually becoming key players in the coffee scene. As traditional bars transform into café-restaurants, young consumers are abandoning the "bar" model for alternative venues. The bakery’s growing role will naturally push it toward the coffee shop playbook.

Meanwhile, cafés are evolving as well, expanding their savory offerings to include simple, gourmet dishes that are easier to prepare. This operational simplification is especially welcome at a time when many locations struggle with staffing and training.

Brunch Culture, Tourist Comfort & Beverage Flexibility

Tourists gravitate toward familiar, comforting spaces—those where they feel instantly at ease. They expect to see a few all-time hits (like the Caesar salad), dishes served plated or to-go, and of course, a latte macchiato in hand.

In these environments, naturalness goes beyond coffee. Menus cater even better to “free-from” preferences: gluten-free options, colorful vegan dishes filled with seeds and vegetables... It's about making everyone feel welcome.

And with alcohol licenses in play, this new universe opens the door for beverage cohabitation. Picture chicken wings and a Moscow Mule, or avocado toast and a Pisco Sour. This isn’t science fiction—it already exists.

Chains like Le Pain Quotidien have built their identity around this format for decades. Paris hotspots like Benedict, Hollybelly, Clint, and the rapidly growing Blondie concept embody this blend of cozy, cosmopolitan, and culinary-savvy.

Toward a French-Style Diner

This trend is set to expand to a wider array of everyday restaurants, tapping into a growing demand and a more streamlined operational model: understandable menus, quickly executed by lightly trained teams.

These multi-purpose spaces are perfect for:

• A remote worker needing a break,

• Two couples bumping into each other unexpectedly,

• Or a group of tourists exploring Paris.

What emerges is a French-style diner, gently shaking up France’s sugar-heavy habits and offering bold, flavorful, colorful alternatives.

In the end, success won’t just depend on what’s on the plate. It will come down to originality, atmosphere, social resonance, and—most importantly—excellence.