It isn’t as if coffee shops are a new idea. Consumers throughout the United States have demonstrated their deep and consistent need for a great, rich, full bodied cup, often on a daily basis and in various consumption contexts. But a recent d  evelopment in the coffee shop market demonstrates how even a familiar daily ritual can evoke new and compelling appeals, when new marketers change just a few elements of the offering.

The latest coffee innovators are immigrants from Yemen who believe that U.S. consumers might enjoy trying some different beans and new methods of preparation. They appear to be right; popular Yemeni coffee chains already are ubiquitous in Dearborn, Michigan, home to one of the largest Middle Eastern populations in the United States, and their expansion to other regions continues to grow nationwide. Two of the most popular chains, Qahwah House and Haraz, already have locations in California, New York, Illinois, and Texas.

The appeal of Yemini coffee houses stems from the unique attributes they provide. They are designed primarily to be social locations. Patrons partake in an experience; they do more than purchase a product. The notion that coffee shops can be a third place, outside work and home, also is not totally new. When he founded Starbucks, Howard Shultz freely acknowledged that he was inspired by cafes in Italy, where people interacted frequently and socially. The Yemeni coffee houses embrace this notion as essential; they encourage people to come to meet and socialize, creating community and bonds, through the design of their operations. Most are open late, sometimes stretching into the early hours of the morning.

Furthermore, the menus are designed to foster a sense of community and cultural acceptance, particularly among members of Muslim communities in the United States. Yemeni coffee beans are a must. They get brewed and poured into a range of drinks that feature spices such as cardamom, nutmeg, and cloves. The rich flavors offer a pleasant sweetness, which the cafes pair with pastries, usually stuffed with honey or nuts and cheese. These tastes, resonant of Middle Eastern food traditions, encourage patrons to gather, sipping their warm beverages, and stake out tables with large groups of friends. Young people mingle, introducing themselves to those sitting at nearby tables, many of whom share similar cultural backgrounds.

Discussion Questions 

1. What are some third places, perhaps from your own life, that are designed primarily for casual social interaction?
2. Are Yemeni coffee shops simply the latest food trend? Or do they fill a larger cultural need for a certain type of space, such that they will persist as market offerings?

Sources: Ahmed Ali Akbar, “Late-Night Chai and Covert Flirting: Why US Muslims Flock to Yemeni Cafes,” The Guardian, February 17, 2024; Micheline Maynard, “Why Yemeni Coffee Is Catching on Across America,” The Takeout, September 12, 2023; Ramishah Maruf and Monica Halder, “What the Rising Popularity of Yemeni Coffee Shops Says About Third Places,” CNN, October 26, 2024