In the landscape of today’s post-pandemic society where leisure trends are in constant flux, cafés remain a steadfast presence.
They are evolving beyond mere eateries to become vibrant community hubs that offer unique experiences, provide spaces for work, a third space to relax in beyond work or home and present healthier dining options.
These are among the emerging trends identified by several café owners in Northampton.
In part two of this exploration into the town’s thriving café culture, I took to the streets of Northampton to engage directly with café owners. Their insights reveal how their establishments are adapting to and responding to society’s evolving tastes.
Community Hub
The growth of technology means people are increasingly glued to their phones and laptops; shops are scaling back their physical presence and adult community spaces are diminishing.
This change has affected social connections and contributed to a sense of community disenfranchisement.
Vanessa Brown, business development manager of Grandbies coffee shop in St. Giles Street points out that cafés are stepping in to bridge this gap.
We are noticing more and more people who are feeling lonely and disconnected turning to cafés for a sense of support and community. Cafés are transforming into therapeutic spaces.
The proprietor and founder of Overstone Park School, Marion Brown, wanted to redirect her efforts to make a different type of contribution to the community . Named in honour of her grandchild’s birth, she opened Grandbies in August 2023.
Home to a coffee house, clothing boutique and space for local creatives, it strives to enhance the lives of its patrons through poetry readings, art exhibitions and engaging discussions. “Just last week we hosted thirty women on International Women’s Day exploring the essence of womanhood,” says Vanessa. “In the pipeline is a children’s book club, a lego club and a sip and paint activity.”
Bing Wan, the owner of Matchbox café on Abington Street, believes that every café cultivates its own unique culture, appealing to a distinct customer base. “Our location just off Abington Street means we’re a bit of a secret but once people discover us, they not only return but spread the word to their friends.”
The allure of Matchbox Café, he says lies not just in the quality food but also in the atmosphere and camaraderie it fosters. The café’s compact layout and friendly staff promote engaging conversations where spontaneous conversations break out amongst customers.
One of his customers commented,
‘I like to think of coming to this café as ‘keeping the cheese on the cracker,’ i.e. doing whatever it takes to keep sane and decompress from the stresses of work and home.
While I go to lots of different places, Northampton’s coffee shops stand out evolving into a third space, a haven between work and home.”
Creating a community hub is also at the heart of the business philosophy of Jeyes Apothocoffee shop, a family-run business in Earls Barton.
Encompassing a café, gift shop, museum and exhibition space, Jeyes strives to offer quality locally-produced food and a friendly ear to people of all ages, says café owner Georgina Jeyes.
Café culture to us has always been a place for people to come and find a friend and be with somebody, and if anything we’re getting busier.
“I think people have more time on their hands and are seeking out these communal spaces more and more,” she says.
“We cater to two types of customers: those who are loyal and return frequently, and out-of-town visitors attracted by the fact we are part of the Northamptonshire Heritage Forum.
Our regulars come in knowing they’ll receive friendly service and locally-sourced food; it’s common for many of our customers to become friends. They often stop by twice a week.”
Georgina has also observed a cultural shift towards more people working from home who seek out cafés for social interaction as well as a hot beverage.
“It’s something we encourage,” she says. “Step away from the computer screen and take a break, home workers. Leave the digital workspace behind for a moment and come have a cappuccino and slice of cake amongst friends.”
Coffee and… a unique experience?
There is noticeable trend for cafes to utilize their space by offering unique events and experiences along with their victuals. This trend may have had had some roots in the pandemic; with hospitality venues forced to close, owners had to innovate to stay afloat, forcing them to tap into their creativity and use their space in a different way. This adaptation persisted, becoming a continued trend where the use of space became a multi-faceted business model.
Owner of The Eccentric Englishman café and cocktail bar in St. Giles Street, Liz Cox reflected on emerging from lockdown two years ago. “We realized that with people coming out of restrictions, there was a strong desire to go out and engage in activities again, so we saw it as the right moment for us to make our move.”
Aiming to create an atmosphere that blends elements of Phileas Fogg and Alice in Wonderland, she envisioned a space where guests could leave their concerns at the door and simply enjoy themselves. “We deliberately pursued an experiential approach.
Staying ahead of the game is essential, especially with the constant influx of new cafes.
We distinguish ourselves by hosting a variety of events – from bottomless brunches and quizzes to setting up a bereavement cafe and a book club. Diversifying our offerings is crucial because if we were just another cafe, we wouldn’t be able to remain competitive.
We are about to launch a new activity called “Piddled and Paint,” in which customers can enjoy a cocktail or tipple of their choice along with nibbles as they paint.”
Georgina agrees with the need to adapt to a changing business landscape. “With greater competition, you simply have to adapt and up your game,” she says.
“We are always thinking ahead and planning what we can do next, constantly exploring new ideas, events, and collaborations from afternoon teas to music evenings, book launches to wine tasting, weddings, and parties.”
Growing demand for quality and speciality coffees
Caffé d’Italia, nestled on Fish Street, attracts coffee lovers thanks in no small part to its owner, Emanuele De Palma.
Known for his playful sense of humor and the signature chocolate heart atop his cappuccinos, Emanuele is well-known in Northampton.
Reflecting on his over two decades in the café business, Emmanuel observed a notable shift in consumer preferences. “There was a time when tea was the most popular beverage on our menu. But now, there’s a growing demand for unique and high-quality coffee experiences, something we’ve always been passionate about providing,” he shared. This transition from tea to coffee mirrors a broader trend, with more people seeking out premium coffee options and exploring the diverse offerings from different brands. Café d’Italia offers a selection of specialty coffees and contributes to the burgeoning appreciation of fine coffee among its patrons.
Healthy Eating and Dairy Alternatives
Consumers pursuing plant-based diets are increasingly looking for alternatives to dairy products and prioritizing healthy eating options, notes the owner of The Shed Café in Village Walk, Billing Garden Centre, Lyn Fulbrook.
“We prepare all our food from scratch – all our cakes are home-made. Having been open for over a decade, we attract customers from all over Northampton in search of top-notch, home-cooked meals.
“I’ve observed a growing demand for healthier, dairy-free, gluten-free, and vegetarian options,” Lyn says.
With a steady 15 percent growth over the past five years, it’s evident that cafes are firmly maintaining their relevance in contemporary society.
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