Example Perceptual Maps for a Coffee Shop

Below you will find two different example perceptual maps for coffee shops.

Two variations of perceptual maps have been provided below (using different product and/or brand attributes), in order to give you a choice of the map that best suits your needs.

You should note that each mapping approach will “paint a different picture” of the market, which may help provide insight into the relative brand positioning strategies.

IMPORTANT NOTE: These example maps have been provided for educational purposes only and are estimates of brand positioning only, and should not be relied upon for decision-making. Perceptual maps used in marketing should always be based upon current and valid consumer image data.

Design Notes

Each of the example perceptual maps below have been created with the Excel perceptual map maker/template available for free download on Perceptual Maps 4 Marketing.

You can use this Excel perceptual map template in conjunction with the product/brand attribute ideas to design your own perceptual map (if required). Please refer to the list of tools and resources at the end of this post.

1st Example Perceptual Map for a Coffee Shop

Perceptual Map Scores Rationale and Discussion

For the product/brand attributes of: Quirky atmosphere to bland atmosphere

Shop 1. Artisanal Brews: With its upscale and serene atmosphere, Artisanal Brews offers a sophisticated yet unassuming environment. The focus on quality and sustainability lends an air of refinement to the ambiance. Rating: 6.5
Shop 2. RoboCafé: The futuristic, automated setting of RoboCafé is undeniably quirky, with its minimalistic design and robotic baristas providing a unique experience that sets it apart from traditional coffee shops. Rating: 1.5
Shop 3. The Bean Scene: As a hub for local artists and creatives, The Bean Scene boasts an atmosphere that is lively, eclectic, and offbeat. The ever-changing lineup of live music, poetry readings, and art exhibits further enhances its distinctive character. Rating: 2

Shop 4. Joe’s Grab ‘n Go: The no-frills, functional design of Joe’s Grab ‘n Go creates a rather bland atmosphere, as the primary focus is on efficiency and convenience for busy commuters. Rating: 8.5
Shop 5. Brewtopia: The playful and interactive environment of Brewtopia offers a fun and engaging experience for patrons of all ages. Its family-friendly atmosphere, featuring a dedicated play area for children and various activities, is anything but bland. Rating: 3
Shop 6. Green Oasis: The tranquil and eco-conscious atmosphere of Green Oasis, adorned with lush greenery, provides a refreshing and distinctive setting for patrons to enjoy their coffee and food. Rating: 4

Shop 7. The Study Lounge: Although The Study Lounge is primarily focused on providing a quiet and academic-oriented environment, the extensive library and private study rooms add a touch of charm and sophistication to the atmosphere. Rating: 5.5
Shop 8. The Budget Brew: The straightforward, functional design of The Budget Brew results in a rather bland ambiance, with the primary focus being on affordability and simplicity. Rating: 9
Shop 9. Global Café: The worldly atmosphere of Global Café, which celebrates diverse cultures and flavors of coffee-producing regions, is intriguing and vibrant. The globally-inspired pastries and snacks further enhance its distinctive ambiance. Rating: 3.5

Shop 10. The Coffee Express: While the train-themed design of The Coffee Express adds some novelty to the self-service coffee shop, its primary focus on efficiency and convenience for commuters ultimately results in a relatively bland atmosphere. Rating: 7

Note: These are hypothetical coffee shops and ratings developed with the assistance of AI tools.

For the product/brand attributes of: Self-service to full-service

Shop 1 = Artisanal Brews is a high-end coffee shop, specializing in sourcing and roasting rare and single-origin beans. The atmosphere is upscale and serene, with a focus on quality and sustainability. Customers can enjoy a full-service experience, with knowledgeable baristas and an extensive menu offering coffee tasting flights, brewing classes, and food pairings. Rating: 8.5
Shop 2 = RoboCafé is a futuristic, automated coffee shop that leverages cutting-edge technology to provide customers with a seamless, self-service experience. With a minimalistic design and robotic baristas, RoboCafé is the epitome of efficiency and convenience. Rating: 1.5
Shop 3 = The Bean Scene is a hip, eclectic coffee shop that serves as a hub for local artists and creatives. With an ever-changing lineup of live music, poetry readings, and art exhibits, The Bean Scene offers patrons a unique, full-service experience that goes beyond the typical coffee shop. Rating: 7.5

Shop 4 = Joe’s Grab ‘n Go is a no-frills, self-service coffee shop designed for busy commuters. With a simple menu of coffee, tea, and pre-packaged snacks, customers can quickly purchase their items using an easy-to-navigate kiosk and be on their way. Rating: 2
Shop 5 = Brewtopia is a family-friendly coffee shop with a playful and interactive atmosphere. Offering a full-service experience, Brewtopia features an expansive menu of specialty beverages and treats, as well as a dedicated play area for children and various activities for patrons of all ages. Rating: 7
Shop 6 = Green Oasis is a tranquil coffee shop with a strong focus on sustainability and eco-friendly practices. The shop is adorned with lush greenery and offers a full-service experience with a menu that includes organic, fair-trade coffee, and locally-sourced food options. Rating: 7.5

Shop 7 =The Study Lounge is a quiet, academic-oriented coffee shop that caters to students, professionals, and book lovers. With an extensive library, private study rooms, and a full-service experience, The Study Lounge provides the perfect environment for focused work and relaxation. Rating: 8
Shop 8 = The Budget Brew is a no-frills, self-service coffee shop that offers affordable prices and a simple menu of basic coffee drinks and snacks. With a straightforward, functional design, The Budget Brew is perfect for customers seeking a quick and inexpensive caffeine fix. Rating: 2.5
Shop 9 = Global Café is a worldly coffee shop that celebrates the diverse cultures and flavors of coffee-producing regions. With a full-service experience, patrons can explore an extensive menu of international coffee drinks and indulge in a variety of globally-inspired pastries and snacks. Rating: 7

Shop 10 =The Coffee Express is a self-service, train-themed coffee shop designed for busy commuters. With a streamlined ordering system, customers can quickly grab a cup of coffee, a pastry, or a pre-packaged sandwich before catching their train. Rating: 3

Note: These are hypothetical coffee shops and ratings developed with the assistance of AI tools.

2nd Example Perceptual Map for a Coffee Shop

Perceptual Map Scores Rationale and Discussion

For the product/brand attributes of: limited menu choice to broad menu choice

Shop 1. Artisanal Brews: With an extensive menu offering coffee tasting flights, brewing classes, and food pairings, Artisanal Brews provides customers with a diverse range of rare and single-origin beans, as well as food options. Rating: 8
Shop 2. RoboCafé: Due to its focus on technology and automation, RoboCafé offers a more limited menu, designed for efficiency and convenience. Although the selection is smaller, the coffee options remain of high quality. Rating: 3

Shop 3. The Bean Scene: The Bean Scene offers a moderately-sized menu featuring traditional coffee beverages, as well as a selection of pastries and light fare. The primary focus, however, is on the unique artistic atmosphere and events. Rating: 5
Shop 4. Joe’s Grab ‘n Go: With a simple menu of coffee, tea, and pre-packaged snacks, Joe’s Grab ‘n Go is designed for efficiency and speed, resulting in a limited selection for customers. Rating: 1.5
Shop 5. Brewtopia: Brewtopia boasts an expansive menu of specialty beverages, treats, and light fare, catering to the diverse preferences of its family-oriented clientele. Rating: 8.5

Shop 6. Green Oasis: The menu at Green Oasis is moderate in size, focusing on organic, fair-trade coffee, and locally-sourced food options. While not as extensive as some other establishments, the selection is thoughtfully curated. Rating: 6
Shop 7. The Study Lounge: The Study Lounge offers a moderate range of coffee beverages, pastries, and light fare, emphasizing quality over quantity. The primary focus is on providing a conducive environment for study and work. Rating: 5.5
Shop 8. The Budget Brew: As an affordable, no-frills establishment, The Budget Brew offers a limited menu of basic coffee drinks and snacks. The primary focus is on providing a cost-effective experience for customers. Rating: 2

Shop 9. Global Café: Global Café presents an extensive menu of international coffee drinks, as well as a variety of globally-inspired pastries and snacks, offering customers a diverse range of options to choose from. Rating: 9
Shop 10. The Coffee Express: The Coffee Express provides a limited menu, designed for speed and convenience. Customers can choose from a small selection of coffee, pastries, and pre-packaged sandwiches. Rating: 3.5

Note: These are hypothetical coffee shops and ratings developed with the assistance of AI tools.

For the product/brand attributes of: Environmentally unconcerned to Environmentally-focused

Shop 1. Artisanal Brews: This high-end coffee shop focuses on quality and sustainability, sourcing rare and single-origin beans from eco-friendly farms. Although not its primary emphasis, Artisanal Brews maintains a moderate commitment to environmental responsibility. Rating: 6
Shop 2. RoboCafé: As a futuristic, automated coffee shop, RoboCafé primarily focuses on efficiency and convenience through technology. While it may implement some sustainable practices, its environmental focus is not highly emphasized. Rating: 4

Shop 3. The Bean Scene: The Bean Scene, a hub for local artists and creatives, engages in various eco-friendly initiatives such as using biodegradable cups and supporting local suppliers. However, its primary focus remains on the artistic atmosphere and events. Rating: 5
Shop 4. Joe’s Grab ‘n Go: With its emphasis on speed and efficiency for busy commuters, Joe’s Grab ‘n Go does not place a strong focus on environmental concerns. The use of pre-packaged snacks and disposable cups contributes to its lower environmental rating. Rating: 2
Shop 5. Brewtopia: Brewtopia, a family-friendly coffee shop, maintains a moderate commitment to environmental sustainability by implementing energy-saving practices and using eco-friendly materials in its design. Rating: 5.5

Shop 6. Green Oasis: Green Oasis is highly committed to sustainability and eco-friendly practices, from its lush greenery to its use of organic, fair-trade coffee, and locally-sourced food options. Its very name reflects its strong environmental focus. Rating: 9
Shop 7. The Study Lounge: As a quiet, academic-oriented coffee shop, The Study Lounge is moderately environmentally-focused, incorporating sustainable practices such as using recycled materials in its furnishings and serving organic coffee. Rating: 6.5
Shop 8. The Budget Brew: With its emphasis on affordability and simplicity, The Budget Brew does not prioritize environmental concerns, resulting in a lower rating for eco-friendliness. Rating: 1.5

Shop 9. Global Café: Global Café sources coffee from environmentally responsible farms around the world and offers a selection of organic, fair-trade beverages. While its environmental commitment is significant, it is not its primary focus. Rating: 7
Shop 10. The Coffee Express: As a self-service, train-themed coffee shop, The Coffee Express emphasizes speed and convenience for commuters. Its use of disposable cups and limited sustainable practices results in a lower environmental rating. Rating: 3