Ethnographic Study of Brewery Market
For my ethnographic study, I chose a small coffee shop called Brewing Market right on 13th and Walnut in downtown Boulder. I went in the morning, afternoon, and evening. The coffee shop is small with only 6 small tables and a small patio area. They have been established in Boulder for 40 years and seem to have a following of regulars in addition to a steady stream of different and new customers. Brewing Market is designed primarily for a to-go model and that is the behavior that most of their customers exhibit.
The intent of Brewing Market based on its design is to bring the customer immediately to the counter, place the order, then step aside to wait for their drink so the next customer can order. Once the order has been placed, a small display of merchandise and the counter with lids, sugar, cup sleeves, etc. is meant to draw the customer away from the checkout counter until their order is called. The call comes from right next to the checkout counter, prompting the customer to come get their drink at the same place they checked out. The next step is up to the customer. Plenty of tables and a nice patio allow them to sit and enjoy their order or, as most do, they grab their order and go about their day. In a nutshell, the intent of the space is to shuffle people through the order process quickly and efficiently, then provide space for them to sit if they like.
The elements of the design that best indicated the intent were the initial touch point as the customer approaches and enters the store as well as the flow and efficiency behind the counter. As the customer approaches Market Brewery, the patio area subtly directs them right into the front door, gracing them with advertisements and specials which are eye catching and useful. As you enter, a nice open space with a large counter is the first thing you see. This does an excellent job of funneling the customer directly to the POS display and initiating their order. The POS system itself is also very efficient.
Following the initial touch point the effectiveness of their design begins to decline. There are several key problems that I identified that significantly decrease the efficiency of the space. The first problem I have identified is the proximity of the pick-up counter to the check-out counter. They are essentially the same space. During slow times this is not an issue but when the place is busy this presents a couple problems. It forces people to violate personal space as they lean in to grab their order. It also creates significant clutter as people coming to get their order cross paths with people who are going to the ‘waiting area’. Additionally, the waiting area is not that well defined and some customers tend to meander the shop. The second key problem I identified is the size of the checkout area. Anyone that has more than 2 or three items struggles to put them down and pay or pick-up. A third key problem is the flow to the restroom and drink cooler. A tables obscures the path and once again causes a space violation. As people approach the restroom or drink cooler they are forced to pass very closely to the tables causing discomfort for both and if it is busy, can cause additional traffic problems. The last key problem I will discuss is the lack of food items on the menu. Market Brewery has a variety of food options at the counter but does not list any of them on the menu. This forces people to make the decision on the fly which slows down the process of ordering. All of these key problems could be fixed with some relatively simple design changes.
Any changes that would ever be able to be adopted by an establishment such as Market Brewery would have to be relatively simple and small. In the case of Market Brewery, the key problems can be marginalized or removed with a minor redesign of their counter space and the subtraction of a few tables. First, the pick-up counter needs to be moved. It should be located near the table that has the lids, cup sleeves, etc. preventing the need to return to the checkout counter. This also has the added benefit of more clearly defining the waiting area and keeps customers nearer the merchandise shelves increasing the likelihood of an impulse buy. The second key problem, the area of the checkout counter could also be solved with a small redesign. By clearing off some of the items on the counter and onto a display shelf more space would be available for the customer and make the experience less crowded. The third key problem involved access to the bathroom and the drink cooler. There is a table positioned in such a way that the people sitting at it almost appear to be guarding the drink cooler and the bathroom. Simply removing that table would open the entire area up. Based on my observations, not even 50% of the tables are used so this would not cause any problems. The final problem, not so much a design challenge for the space itself but adding a food portion to the menu would be very helpful and improve efficiency in the ordering process.
The proposed changes would help to ensure efficiency in the ordering process as well as making it a more pleasant experience. Separating the pickup and checkout counters and moving the pickup counter down the line provides a natural path for the customer and defines a waiting room. This would decrease clutter and improve space. Clearing some of the items off the checkout counter would also improve space for customers who may have a lot in their hands preventing any fumbling. Removing the chair from in front of the drink cooler and bathroom would improve the flow of traffic and give more room for back and forth. Finally, adding the food items to the menu allows customers to plan their order more effectively. This is how I propose that Market Brewery modifies their existing space to optimize the ordering process.
With all that said, it should be noted that the employees of Brewery Market of some of the friendliest and their customer service is exemplary. Additionally, their Chai Tea is outstanding! I highly recommend a visit to try their delicious brews. Despite the design challenges, it is clear why they are celebrating their 40th anniversary, they are outstanding.
