Analysis of Coffee Shops in Medan

R. Hamdani Harahap

and Yeni Absah

Faculty of Social and Political Science , Universitas Sumatera Utara, Medan, Indonesia

Faculty of Economic and Bussiness, Universitas Sumatera Utara, Medan, Indonesia

Keywords: Coffee Shop, Lifestyle, Three Types of Coffee Shop Such; Idealist, Pragmatic and International.

Abstract: This study aims to analyze the characteristics of coffee shops in Medan and how the perception of coffee

shop visitors to the presence of coffee shops in Medan. This research uses a descriptive qualitative

approach. Data collection is conducted by interviews with a questionnaire guide to coffee shop owners,

employees, and consumers in Medan. Besides, in-depth interviews were conducted with coffee shop

entrepreneurs/owners, baristas and coffee consumers. The results showed that there were three types of

coffee shops in Medan, namely idealistic, pragmatic and international. Coffee Shop has become a new

lifestyle place for young people in Medan City of Medan. The purpose to visit the coffee shop is to have

coffee, hang out, hang out with friends, add relationships, chat, play games and discuss with business

friends and college friends. Coffee shops have also become a new public area to add business relationships,

create new ideas, places of entertainment while enjoying coffee.

1 INTRODUCTION

One of the human needs is self-socialization, and

restaurants and cafes become places where people

can fulfill it. As the population grows, especially

young people, their needs also increase. One of the

businesses which appear and rapidly develops is

coffee shops which are usually called cafes which

shift in their meaning.The word, cafe (which means

coffee shop) comes from French. It used to be

simple and located on roadsides or pavements, but

today it is inside a starred hotel or a mall with

various names. One of them is a coffee shop which

also serves not only big meals but also serves its

customers with beverages and light meals (snacks).

The more important thing about a coffee shop is that

it also sells a good atmosphere.

Coffee is the main Indonesian commodity of

export. Indonesia ranks the third of coffee producer

in the world after Brazil and Vietnam. It contributes

to the neighborhood of 6% of the world's total coffee

production. It also ranks the fourth of the biggest

coffee exporters throughout the world with its

market segment of about 11% in the world.

(Raharjo,

2013; Nalurita et al., 2014; Suprayogi et al., 2017;

Wulandari, 2010; Drajat, 2007; Sari and Tety,

2017).

Today's rapid growth of coffee shops cannot be

separated from the influence of urban lifestyle which

serves enjoyable life for amusement seekers and

becomes the favorite place of nongkrong (chatting)

not only for young executives in office areas but also

for for any young people. The phenomenon of going

to a cafe is called the lifestyle in big cities. Students

in Yogyakarta have made coffee shops as the

nongkrong places for doing their assignments,

reading books, having a chat with friends, having a

meeting, playing cards, and playing music (Pramita

and Pinasti, 2016).

A lifestyle is a consuming pattern which reflects

one’s choices about how he spends his money and

time. Chaney (2011) said that lifestyle depends on

cultural forms, each of which is a style of manners,

how to use certain goods, places and times that are

characteristic of a group. But not the whole of their

social experience.

Nowadays, the number of coffee shops in Medan

is increasing. Therefore, it is necessary to analyze

the characteristics of coffee shops in Medan which

include the types of coffee, the types of food and

beverages served, barista (a person who is skillful in

making and serving coffee) and the turnover

obtained by the owners of coffee shops.

The history of coffee in Indonesia begins with

the Dutch who were colonizing Indonesia. By the

Harahap, R. and Absah, Y.

Analysis of Coffee Shops in Medan.

DOI: 10.5220/0010014002050212

In Proceedings of the 3rd International Conference on Social and Political Development (ICOSOP 3 2019) - Social Engineering Governance for the People, Technology and Infrastructure in

Revolution Industry 4.0, pages 205-212

ISBN: 978-989-758-472-5

205

mid – 1850s coffee productions in the Netherland

East Indies had overtaken that of India and Ceyla,

making Java the largest supplier of beans to the

Europian market (Teggia & Hanusz, 2003).

Since the Dutch Colonialism era, business in

coffee has not ended. After Indonesia got its

independence, it has produced good quality coffee.

Indonesia ranked the third of the world's biggest

coffee producer after Brazil and Vietnam with a total

production of 748 tons or 6.6% of the world's

production in 2012 (Hartono, 2015). However, the

amount of coffee consumption in Indonesia is about

300,000 tons which are far below the consumption

of the other countries (AEKI), but the habit of

drinking coffee has become the habit of the

Indonesian people since a long time ago. Coffee was

used to be drunk by elderly people in their leisure

time, and they usually did it while they were

chatting with friends in coffee shops.

Today, the habit of drinking coffee is done by

almost all urban community. They enjoy coffee

while having a chat with friends and doing other

activities in coffee shops. These activities are

usually called nongkrong (chatting). The habit of

having a cup of coffee has become the culture of

several regions such as Aceh, Makassar, Bangka,

and some towns in Java (Ulung and Gamal, 2011).

Nongkrong or kongkow lifestyle has spread to

various towns in Indonesia, including Medan.

1.1 Problem Formulation

1. How about the characteristics of coffee shops in

Medan;

2. How about the perception of coffee shop

customers on the existence of coffee shops in

Medan.

1.2 Research Objective

1. To analyze the characteristics of coffee shops in

Medan,

2. To analyze the perception of coffee shop

customers on the existence of coffee shops in

Medan.

2 METHOD

2.1 Research Objects

This research used a qualitative method that

emphasized in-depth interviews and observation on

coffee shops in Medan. The research objects were

coffee shops in Medan. The samples were a partof

the population that was selected to represent groups.

There were 4 (four) groups of coffee shops: popular

coffee shops that come from foreign countries such

as Starbuck and Maxx which were located in or

outside malls and local or national coffee shops

which sold coffee in or outside malls. There were

five coffee shops in the first group and 20 coffee

shops in the second group as the objects of

interview. Some concepts used in the research were

as follows:

1. Coffee shop

A coffee shop is a (small) restaurant that serves a

place for drinking coffee fast with a light meal or

a big meal.

2. Consumer

a. Coffee lover (aficionado): One who enjoys

drinking coffee well and who understands it

well, but it does not matter if he does not

drink it in one day.

b. Coffee lover (aficionado): One who loves

drinking coffee very much so that he cannot

stand not drinking it in one day. He even

knows everything about coffee.

c. Barista: a person who is skillful in making

coffee and serving it to his customers.

2.2 Technique of Collecting Data

The data were gathered by conducting in-depth

interviews with the owners, the employees, and the

consumers of coffee shops in Medan, guided by

questionnaires. Besides doing in-depth interviews,

the writer also did guided interviews so that the

questions could be focused and not deviating from

the research problem. The key informants were as

follows: business people/the owners of coffee shops,

barista, and coffee consumers. Besides that, direct

observation was also done in the field, the selected

coffee shops.

2.3 Analyzing Data

The data were analyzed descriptively and

qualitatively based on the understanding of the

research problems or on categories that were by the

objectives of the research and the library study.

3 RESULT AND DISCUSSION

The type of coffee which is made in Medan is

generally Arabica, and the rest is Robusta. The

Arabica coffee made in the coffee shops in Medan

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comes from Gayo, Linge (Central Aceh),

Simalungun (Seribu Dolok), Karo (Cimbang,

Ajijulu, Namanterang, and Ajijae), Mandailing,

Sidikalang, Samosir, Flores (Bajawa), Toraja, West

Java (Mallabar, Bandung), West Sumatera

(Pasaman, Situjuh Gadang, Singgalang, and Solok

Surian), Kerinci (Kayu Aru), Lintong, and Arabica

from Brazil, Ethiopia, Guatemala, Kenya, and

Colombia). Meanwhile, Robusta coffee usually

comes from Sidikalang and Gayo. The variety of

coffee sold in the coffee shops is Ateng Super,

Sigarar Utang, Limes, Katmor, Kartika, Komasti, P

88, Gayo 1, Multi-variety, Lasunah, S795, Borbon,

Abbysina, Timtim, and Long Berry.

The quality of coffee used for the preparation of

a beverage is related to the chemical composition of

the roasted beans, which, in turn, is affected by the

chemical composition of green beans and by post-

harvest processing conditions; drying, storage,

roasting and grinding (Ayelign and Sabally, 2013).

The next question was about how the coffee was

processed before it was brewed. Most coffee shops

made coffee that came from semi-washed, full

washed, natural, honey, and wine processes. Semi

washed process is a process to accelerate the

processing. Coffee growers use this technique to

expedite the selling and to get cash. This technique

is commonly used by Arabica coffee growers in

Sumatera. A coffee grower who waits too long for

harvest will use semi-washed so that he will get the

result of the harvest soon.

The semi-washed method is not far different

from the full-washed technique, but after thecoffee

is hulled, it does not need to be soaked in water. It

can directly be dried up so that the process can be

shortened. Some coffee growers even hull the pods

or parchment when they arestill wet with the water

content of 60% which iscalled wet hulling. Its

purpose is to accelerate the process of drying up

because the coffee green beans are fried up. When

the pods with their husk are dried up, the dried beans

can be stored along with their parchment and the

coffee is hulled while it is dry. The semi-washed

technique is believed to be able to give the

characteristics of the coffee body (bitter and strong

astringent) which increase in prepared coffee. It

might be that Sumatera coffee has a higher body

character obtained from this process. Besides

accelerating its process, the semi-washed technique

is also used for the strategy to increase the coffee

body since most coffee lovers prefer coffee with

thicker taste texture. It was found that the semi-

washed technique yielded the best and unique taste

of organic Arabica coffee beans (Wahyuni et al.,

2013).

The full-washed technique is wet coffee

processing. The process begins with peeling coffee

pulp and husk by using a device which is called

huller. Coffee pods are put into a container above

the huller, and the grinding wheel is turned while

the pods are poured by water. The coffee beans

separated from their pulps and husks are put into a

reservoir or any container which will be filled up

with water. The process of full-washed technique is

done by soaking the beans with water which will be

changed after some time for dissolving mucus on

parchment. The essence of this soaking process is to

remove the mucus which is attached to the

parchment. Some experts point out that a full-

washed technique is used to avoid fermentation in

coffee. It is expected that there will be a clean taste

(it is only the taste of coffee). After the coffee beans

are removed from the water, they are dried up under

the sunlight to get 12% of water content in the

beans. This process takes some days, depending on

the weather.

The full-washed technique accelerates the

process of drying up coffee beans since they can be

avoided against excessive fermentation. This

technique is usually done in coffee processing mills;

it is aimed to keep the uniformity of taste in their

production. It is specifically designed to avoid

fermentation during processing. Fermentation is not

a taboo, depending on which level the fermentation

occurs. After the pods are dried up, the husk

attached to them (parchment) can be removed by

using a huller. When the coffee beans want to be

stored, it is suggested that the husk attached not be

removed. Processin with full-washed technique is

done in both Arabica and Robusta coffee. The

purpose of wet processing in Robusta coffee will

decrease the original body of Robusta coffee which

is known for its thickness. By processing with a full-

washed technique, Robusta coffee will be lighter.

Natural or dry process is a process that does not

use water; it even does not need a hulling machine

since the husks and pulps do not need to be

removed. After the coffee is sorted, the cherries are

directly dried up under the sunlight or by using

green-house plastic. This process of drying up the

cherries needs high sunlight intensity to make them

dried up quickly. The sooner they are dried up, the

more they can be avoided from fungi and the

sustainable fermentation process. The bean pulps

which are rich in sugar during their drying up under

the hot sunlight will provide good taste in coffee

beans.

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After the coffee beans are dried up with 12% of

water content, the processing was done, and the

coffee beans can be directly pulped to remove their

husks which are dry and blackened along with the

parchment. The coffee can also be stored for aging.

When some coffee shops introduce wine coffee, its

production must be from the dry process in which

fermentation occurs so that soft sweetness and sharp

acidity can be detected even though it will be the

acidity of red wine. After they are dried up under the

sunlight in two days, the husks will be withered ad

the mucus which contains a lot of sugar will be

sticky and cover thecoffee beans. This is why dry

process coffee has a high level of sweetness. Big

coffee industry hardly wants to do dry process

because they are reluctant to process such a large

number of pods and to take a long time. They are

also reluctant to dry up such a large number of pods.

The problem will arise when there is too much

rainfall in the drying location, the pods will change

to white due to the fungi.In consequence, bad taste

coffee will be obtained instead of good taste.

Wine coffee is dry process coffee which

originally came from Gayo. The coffee trees are

grown on an altitude of 1,500 meters under the sea

level. They have to be planted on a certain height

because the higher they are planted, the more their

latex is while they can be any type of coffee, even

peaberry will be okay; the important thing is that

they have good quality. The selected coffee cherries

should be in full red and ready to be harvested.

Coffee wine isnot coffee mixed with wine, but the

selected coffee pods picked without removing their

husks and fermented in a long time. The coffee

beans are oval with light brown color. Wine coffee

has very good taste and is delicious so that it is

unforgettable. The strength ofthistype of coffee lies

in its dominant acid, sweet,and a little bit bitter.

3.1 The Process of Brewing and

Roasting

There are two processes of brewing coffee done by

coffee shops: by using machine and non-machine.

Brewing coffee by using the machine is Espresso,

Long black, Cappuccino, and Latte. The process of

brewing coffee by using a machine that yields

espresso usually by mixing Robusta and Arabica

(blended). A research conducted by Tarigan, et. al.,

(2015) states that respondents prefer blended coffee

(Robusta + Arabica with the composition of 3:1),

especially in the change of color, aroma, taste, and

overall. Viewed from gender, men consider that

color, aroma, and blended coffee of 3:1 are better

than the other blends while female respondentsprefer

the color and aroma of the coffee.

The process of brewing coffee without machine

(manual brew) such as tubruk, 2

coffee, americano

coffee, black coffee, doppio, v60, aero press, french

press, vietnam drip, calita n60, rock presso, cold

brew, chemex, syphon, mocha pot, calita, javanese

(v60 cold), sanger, stirred coffee, kalita wave, coffee

o, and kopi tarik.

There are also coffee shops that make roasted

coffee although some others roast their coffee in

other places. The roasting machine is used to help

make coffee structurally and controllably. This

coffee roasting machine is equipped with

temperature and thermal measuring devices.

Temperature and heat are adjusted to the needs. The

advantages of a coffee roasting machine are to make

coffee equally well-done and not scorched, to make

it aromatic, and to get coffee beans equally well-

done.

Knowing the various levels of roasting in coffee

is similarly important to know what single-origin

which will be bought to make it. The level of

roasting, the way of making it, and the single-origin

are 3 (three) important factors in determining what

characteristics of coffee after it brewed. On the

average, roasted coffee is in the medium (M) and

dark level (M, D), or medium to dark level (MD)

which is usually coffee brewed with machine, and

light (L) level and light to medium level (LM) for

coffee brewed with non-machine (manual). For

those who prefer coffee with the texture of

resembling tea and the characteristic of mild, light

roast, the level of roasting is appropriate.

In general, the result of processing roasted coffee

includes five types: light, light to medium, medium,

medium to dark, and dark. The roasting process in

relation to and the types of coffee can be seen in the

Table 1.

The average temperature of prepared coffee for

coffee making with a machine such as Espresso is

C, the temperature of coffee made manually

(non-machine) such as Tubruk is 90

2nd Coffee

is 93

C, Americano is 90

C, Black Coffee is 90

and Doppiois 83

C. There is very little coffee which

is made in the temperature of 100

C except for

coffee which is made manually such as Mocha Pot at

the Busnul Kopi in which it is brewed in the

temperature of 110

C, but most of the coffee is

brewed in the temperatures from 78

C to 93

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Table 1: Result of roasted coffee in relation to prepared coffee.

Making

Roasting

Light

Light-

Medium

Medium-Dark

Dark

Espresso √ √

V60, Chemex,

Kalita √ √

Mocha pot √ √ √

Shypon √ √ √

Tubruk √ √

Aero Press √ √ √

French Press √ √ √

Vietnam Drip √ √

Rokpresso √ √

Source: Data of Research Result, 2018

According to some informants, to get a fruity

taste the temperature of prepared coffee is between

C and 82

C, to get caramel taste the temperature

is between 82

C and 92

C, and to get a chocolate

taste the temperature is between 82

C and 92

Some coffee shops even brewing coffee in the

temperature of 50

C for chypon and cold brew, and

the temperature of 77

C for Vietnam Drip. The

Busnul Kopi brews coffee on the average

temperature of 60

C to 90

The importance of the process of brewing and

roasting coffee in coffee content was proved by the

research conducted by Sridevi, et al. (2011) which

pointed out that there was a substantial difference in

cafestol and kahweol profiles brewed with highest

content of cafestol and kahweol in Turkish-style and

French press coffee. Similarly higher roasting

temperatures and prolonged roasting times had

significant influence on determining the profiles in

roasted beans.

3.2 Types of Food Sold

The food served by a special coffee shop which

prioritizes in selling specific coffee. The types of

food sold are french fries, fried banana, nut crispy

chips, rissole, fried tempe and tofu, hotdog,

toastedbread, hamburger, nugget, and omelet. There

are some more specific: the Sada Coffee serves roti

cane which cannot be found in other coffee shops.

The type of this coffee shop can be called as an

idealistic coffee shop; that is, a coffee shop which

specializes in selling original coffee with specific

food. There are other coffee shops that do not serve

original coffee. They serve blended coffee, a type of

Robusta coffee without processing, roasting, and

specific making, mixed with sugar or cream or even

coffee in sachets. The type of this coffee shopserves

varied food such as fried rice, ayam penyet, fried

noodles, Indomie, mie banda (Aceh), Tom Yam rice,

sapi lada hitam (black pepper beef), cumi asam

manis, kakap asam manis, fried kwetiau, ayam

sambal ijo, udang tumis, tom yam, beef/chicken

steak, capcay, nasi briyani, gost/chicken curry,

meat/chicken soup, kebab turki, ayam presto, ayam

terriyaki, mie kuah, fried vermicelli noodles,

martabak, etc. This type of coffee shop is called a

pragmatic coffee shop. It does not specifically serve

original coffee; it adjusts to market demand which

tends to buy Robusta coffee or coffee sachets and

other kinds of food.

3.3 Types of Beverage Sold

Each coffee shop claims that it serves special coffee;

for example, the Sada Coffee serves Sarabic Coffee

as the abbreviation of Sanger Arabica. Sanger is the

blend of coffee and condensed milk cream. Usually,

the coffee is coffee Arabica. The difference from the

usual cream is that it has the composition of 3:1

between coffee and cream. The coffee itself has to

be filtered with the specific style of filtered barista

by not using coffee machine, let alone Espresso.

Sarabica in the Sada Coffee is Arabica coffee with

cream. Therefore, its taste is different from Sanger

coffee which usually uses Robusta coffee.The

following are some beverages served at coffee shops

in Medan; they are Specialty Coffee, Peaberry

Coffee, and Honey Coffee.

HoneyCoffee is the honey process in which

coffee beans are peeled and dried up with a mucilage

layer which still covers the coffee beans. During the

drying process, this layer still absorbs air humidity

which makes it stickier andlooks like honey texture.

Honey Coffee iscoffee from an extraordinary

process where the wet coffee husk is directly dried

up without being washed which makes it a specific

taste character with a soft taste and lighter acidity.

Natural Coffee is coffee with horny husk process

which is still covered with mucus (mucilage) and

Analysis of Coffee Shops in Medan

209

directly dried up until the water content reaches 12%

and yields fresh and good fruity taste. In the natural

process, dried coffee beans are still in the form of

cherries, complete with all their layers. This natural

process will make the cherries fermented by

themselves (naturally) because the outer husks of the

cherries will be removed by themselves. This natural

process is believed to be able to give notes as fruit in

coffee with general hints such as blueberry,

strawberry, or tropical fruit. The coffee tends to be

low acidity, exotic taste, and more bodies.

Wine Coffee is coffee which is processed

naturally without pulping; it is then dried up and has

specific acidity like wine. The sensation of taste and

aroma of “wine” is so strong that processing this

coffee takes 45 days. During this period,all of the

aroma yielded by the coffee husks will be fermented

and absorbed by the beans.

Coffee shops in Medan also serve Cappuccino,

Espresso, Ristretto, Doppio, Americano, Espresso

Latte, Latte Macchiato, Flat White, Affogato, Black

Queen, Avocado Coffee, and Avocado Coffee Float.

There is also manual brew coffee such as V60,

Aeropress, French Press, Vietnam Drip, Tubruk,

Chocolate, Red Velvet Latte, Lemon Tea, Hot

Chocolate, Kalita Wave, Sweet Tea,

Rokpresso, Mocha Pot, Chemex, Cold Brew, and

Syphon.

In general, based on the types of coffee and food,

coffee shops in Medan can be classified into three

types: Idealistic Coffee Shop, Pragmatic Coffee

Shop, and International Coffee Shop. Idealistic

coffee shop is a coffee shop that serves coffee by

paying attention to the origin of the coffee; for

example, Ajijae coffee comes from Ajijae village,

Karo Regency. The coffee shop prioritizes Arabica

coffee because it is preferred when it is made with

manual brewing. In the brewing time, barista plays

an important role, especially when he brewed it

manually (manual brewing) and when he makes

espresso coffee with machine. The type of this

brewing highly prioritizes the originality of the taste

such as calling V60 coffee brewing with Gayo

Arabica coffee. The types of food served are not the

main course but light meals such as fried

potato/cassava, timpan, risolle, roti srikaya, roti

cane, tempe, and waffle. Some coffee shops even do

not serve food at all except coffee. Pragmatic coffee

shop is a coffee shop that serves various types of

coffee, from Arabica coffee, Robusta coffee, until

coffee in sachets. It does not focus on the origin of

the coffee or the role of barista in brewing coffee,

either manually (tubruk) or Espresso. It also does

not emphasize on the way of brewing the coffee,

even if the coffee has been blended with sugar,

cream, chocolate, and other tastes such as jelly and

edible seaweed. The types of food sold are light

meals such as fried potato/cassava/banana, grilled

banana, rissole, waffle, timpan, and other traditional

pies, toasted bread, tempe, and tofu. It also sells

main dishes such as rice mixed in with the

accompanying dishes, fried rice, meatballs, mie

ayam, ayam penyet, pan-fried noodles, pan-boiled

egg noodles, Mie Aceh, Indo Mie, Ifu Mie,Sate,

lontong, pecal, and gado-gado. International Coffee

Shop is a coffee shop that serves many types of

coffee, especially Arabica coffee and Robusta

coffee, liberika, or the mixture of these three types.

It does not specifically mention the origin of the

coffee since the coffee is usually mixed. For

example, coffee which comes from Gayo, Aceh,

North Sumatera (Lintong, Mandailing, Sipirok,

Karo, Samosir, Simalungun), West Sumatera

(Situjuah Gadang), Jambi, Kerinci (Kayu Aru),

Bengkulu, and Lampung which is called Kopi

Sumatera (Sumatera Coffee). It does not much

emphasis the role of a barista in brewing coffee

although there is always a barista in this coffee shop

his skill is not much used. Its brewing process uses

machine (espresso) even though some of them use

manual brewing. It does not prioritize the originality

of the coffee in the brewing. Besides coffee, it also

serves the cake, pie, croissant, cupcake, and muffin.

To make it clear, see Table 2.

3.4 Customers’ Perception on the

Existence of Coffee Shops in Medan

Some reasons of customers for visiting coffee shops

are being invited by friends, looking for friends,

chatting with friends, relaxing, trying to taste coffee,

trying to taste food in a comfortable atmosphere, the

coffee has good taste, trying to feel new place and

atmosphere, the coffee shop is comfortable, the

place is close to their home, finding better taste of

coffee, and the coffee and the food are cheap.

Customers usually know a coffee shop from friends,

from social media,they used to visit that place, the

coffee shop is close to campus, being invited by the

coffee shop owner, and it is the first time they visit

it. The conclusion is that friends become the main

source in recommending a coffeeshop. Besides that,

social media are the most important means for

customers in finding places a coffee shop.

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Table 2: Classification of coffee shops in medan based on thetypes of coffee and food

TYPES OF COFFEE/

FOOD

IDEALISTIC PRAGMATIC INTERNATIONAL

Types of coffee  Tends to use

original/local arabica

 Tends to use robusta

sachet coffee

 Tends to use arabica

Origin of coffee  Originality (names of the

origin of coffee)

 Not clear and

important

 No detailed origin

 Blended coffee

Brewing process  The importance of barista

 Using machine (espresso)

 Manual brewing

 Barista is not important

 Brewing machine and

Skill are not

Important

 Existence of barista

 Machine and

manual brewing

Types of brewing  Prioritizing Originality of

Taste such as Espresso,

V60, Dopio, Americano,

etc.

 Coffee with Cream

and Chocolate

 Coffee mixed with

other tastes

 Not emphasizing on

originality

 Coffee mixed with

other tastes

Types of food/

Light meals

 Not emphasizing on main

dishes. Sometimes

without Light Meals.

Types of Light Meals:

Fried Potato/Cassava,

Bread with Jam, Tempe,

Rissole, Waffle, Roti

Cane, Timpan

 Main Dish: rice with

other food, Fried Rice,

Fried Noodles, Ayam

Penyet, Mie Aceh, Indo

Mie, Ifumie, Sate,

Lontong , etc.

 Cake

 Pie

 Cup Cake

 Muffin

 Croissant

Source: Research Result Data, 2018.

Some other reasons for customers to visit a

coffee shop are as follows: they want to enjoy the

coffee since it has good taste, the coffee makes them

relaxed, they need caffeine, they drink coffee while

they are smoking, drinking coffee is healthy,

drinking coffee will arouse enthusiasm, following

trend which makes them like it, enjoying sipping hot

coffee, and coffee will have good taste when it is

blended with cream. However, there are some

people who do not drink coffee because it is bitter,

brings about gastric acid, and having a slight cold. In

the interviews, the respondents were also asked

when they visit coffee shops. Most of them said that

they had visited coffee shops since the previous

year, in 2017. Some of them said that they had

visited coffee shops since 2016, some said since

2017, and some said they visited coffee shops this

year (in 2018), and some of them even said that they

had visited coffee shops since 2012. These data

indicated that there was the correlation between the

existence of coffee shops in Medan and the time

when the respondents began to visit coffee shops.

The purpose of customers to visit coffee shops is

to drink coffee and to maintain ties of friendship

with friends, to chat, to get together with friends, to

add relation, to chatter away/to gossip, and to play

games. A coffee shop has become a lifestyle for

young urban people. According to the customers,

the taste of coffee highly influences them to visit

coffee shops. The taste of coffee is different from

one to another and influenced by the types of coffee,

the way of processing it, the roasting level of coffee,

and theway to brew it by barista. The customers visit

coffee shops to enjoy the coffee taste, and they

admit that each coffee shop has a different taste to

each other since it is influenced by the factors which

have been explained above even though a few

customers taste is not important for them since they

do not know about it. The customers generally state

that the taste of coffee they like most is that it is a

little bit acrid and slightly bitter in taste (body),

some customers do not like bitter taste, combination

of bitter (body) and acid (fruity), too strong acid, its

chocolate taste, its aroma is not too strong, a little bit

sweet, and the combination of sweet and acid. In line

with the research conducted by Faisyal dan Murwani

(2008) on the factors which influence consumers in

selecting coffee powder brands in Jakarta, the result

of this research shows that some attributes which

influence consumers in selecting coffee powder

which will be consumed, based on its level of

interest, are good/stable/enjoyable taste, reachable,

affordable, made of selected beans, aromatic,

available in sachets, refined coffee powder, ward off

sleep, popular brand, and attractive advertisement.

According to the respondents, light meals

(snacks) which are suitable to eat while drinking hot

coffee are toast, potato, white bread, fried banana,

sweet cake, peanuts, fried cassava, mole cricket,

chips, bakwan, and custard apple bread. Since taste

is very important for customers, they identify coffee

shops which they think appropriate for their taste.

Analysis of Coffee Shops in Medan

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They say that the existence of coffee shops in Medan

has allowed them to find new friends, to find a

network for getting employment, the places where

they can discuss new ideas, the places where they can

take a break from work so that they will be fresh. and

the positive public space for young people.

A research conducted by Hewlet and Wadsworth

(2012) which points out that caffeinated tea/coffee

consumption was associated with both alcohol and

smoking behaviors and tea and coffee drinking

patterns are related to demographics, health and

lifestyle factors. Future caffeine research may need

to consider whether a broad distinction based on

caffeine consumption or non-consumption alone is

always appropriate.

4 CONCLUSION

1. There are three types of coffee shop in Medan:

Idealistic coffee shop, pragmatic coffee shop, and

international coffee shop.

2. A coffee shop has become a lifestyle for young

people in Medan.

3. The reasons for them to visit coffee shops are

being invited by friends, finding new friends and

wanting to chat with friends, removing bad

feeling, wanting to taste good coffee, the price of

coffee and light meals is affordable, andwanting

to be more enthusiastic.

4. The purpose of going to coffee shops is not only

to drink coffee but also to maintain ties of

friendship with friends, to chat with friends, to

get together with friends, to add a relationship

with other people, to play games, and to discuss

business with friends and campus life with

friends.

5. A coffee shop has also been a new public area for

adding business relation with friends, creating

new ideas, and becoming an amusement place

while drinking coffee.

RECOMMENDATION

It is recommended that the Medan Municipality

provide aid and policy for coffee shops as follows:

1. Providing promotion so that coffee shops in

Medan will be known by the people in and

outside Medan

2. Performing education on coffee

3. Establishing a free of charge school for barista

graduates

4. Campaigning coffee shops and local coffee of

North Sumatera

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