The owner of the restaurant was "fed up" because the customer ordered a 20,000 VND drink but sat there for 12 hours.

(Dan Tri) - The situation of freelancers, students sitting in coffee shops working and studying all day but only ordering a drink for a few tens of thousands of dong makes many shop owners have a "headache" in the problem of operation.

Having run a coffee shop for the past 7 years, Mr. Hoang T. - the owner of a coffee shop in Ben Cat City ( Binh Duong ) - is used to seeing some customers sitting "rooted" for hours in the shop. "Sometimes people only order a drink for 20,000-50,000 VND but sit for 10, even more than 13 hours," he shared.

This situation is not unique. Many coffee shops, especially those with large, quiet spaces, cool air conditioning and strong wifi, are increasingly becoming familiar workplaces for freelancers, students or remote workers. However, for many shop owners, this is a double-edged sword.

Restaurant owner has a "headache" because customers sit too long

On the one hand, this group of customers creates a crowded atmosphere, a feeling that the shop is “occupied”, helping to increase recognition. But on the other hand, they often sit for a long time with just a cheap drink, using electricity, wifi and air conditioning, causing operating costs to increase.

“Customers come in to buy a 40,000 VND drink, but sit for 6-7 hours, charging their laptops and phones, and sometimes even bring in outside food. A day like that is a loss, not a profit,” said Ms. Mai Lien, owner of a coffee shop in Cau Giay District ( Hanoi ).

For her, such situations are no longer rare but have gradually become a daily occurrence at the restaurant. Such customers are mainly students, remote workers or freelancers, they often choose a table near an electrical outlet, order a cheap drink and sit for 4-5 hours.

Many customers sit "rooted" in the coffee shop for dozens of hours (Photo: HT).

However, for many customers, coffee shops do not only sell drinks but also sell space and amenities. A cup of coffee for 40,000 VND or 60,000 VND does not only include the ingredients, but also the price to sit in a space with cool air conditioning, strong wifi, spacious space and especially a power outlet to work or study for many hours.

Pham Nam (28 years old), a freelancer, often goes to a coffee shop to work about 3-4 times a week because it is difficult for him to concentrate on work when he is in his rented room. “My rented room is quite small, and it is near the market so it is very noisy, making it impossible to concentrate. Coffee shops, on the other hand, are quiet, have air conditioning, wifi, comfortable chairs, and most importantly, the environment makes me feel like I am working seriously,” Nam shared.

He usually goes to the shop at 1pm and stays until late afternoon. For him, a 50,000 VND drink is not cheap, but he is willing to pay because he understands that he is not only buying a drink, but also renting a place to work.

Nam is not an isolated case. He represents a new group of customers in the coffee industry - people who do not simply come to drink, but also come to study and work in that space. The appearance of this group of customers has forced the shops to change both design and service.

A group of customers consider the coffee shop an ideal space for studying and working (Photo: Nguyen Ha Nam ).

In fact, many coffee shops have changed their business model to co-study coffee or co-working (shared office) to serve freelancer, startup or student customers... with full amenities such as power outlets, wifi, small meeting rooms and quiet space. Many shops are always crowded with customers and full tables.

It is important to clearly define your customer base from the start.

With 18 years of experience in the F&B (Food and Beverage) industry, Mr. Hoang Tung, Chairman of F&B Investment, assessed that the situation of customers coming to a coffee shop to order only one drink and then sitting and working for many hours is not uncommon and is causing many shop owners to have a "headache" in the problem of operation.

According to Mr. Tung, to balance cost control and maintain customer experience, the first thing restaurant owners need to do is clearly identify their target customer base. Each customer group will have different consumer behavior and service expectations, so correctly targeting the target audience will help the restaurant communicate more effectively and filter customers from the start.

"The function of tables and chairs and the design of the space also need to be clearly distinguished. Tables and chairs for customers to chat and relax will be different from the space for customers to study and work. Or the shops should calculate to divide the areas flexibly, for example a quiet area for working and a more open, dynamic area for chatting to serve both groups of customers effectively," he said.

According to the expert, every square meter of space must be calculated to generate revenue. Some brands have now applied technical measures such as asking customers to order more drinks while sitting for a long time, or limiting the time of wifi use via a separate access code.

However, Mr. Tung also noted that the customer base that sits for long periods of time at work is particularly valuable, they are often highly loyal, may not spend much in one visit, but return frequently. They also act as “decoys” - creating the feeling that the shop is always crowded and dynamic.

Mr. Tran Trung Hieu, Director of the F&B Academy of Business and Management Training, said that business people need to understand that cost is an essential factor in creating value for customers. "The more relevant and profound the value provided, the more opportunities there are to attract more customers, thereby increasing revenue," he said.

According to experts, instead of just focusing on cutting costs, restaurant owners should spend time cultivating the core values ​​of the brand, from space, service to products (Photo: Nguyen Ha Nam).

According to this person, instead of focusing on cutting costs, restaurant owners should spend time building the core values ​​of the brand, from space, service to products. “When target customers feel the value they receive is worth it, they will be willing to spend more time and spend more at the restaurant. At that time, the business will not only retain customers but also optimize operational efficiency,” he said.

For example, in recruiting staff, it is not only about recruiting simple staff, but also about recruiting people in a streamlined manner, with expertise that matches the restaurant's value orientation. This way, the team is streamlined, personnel costs are saved, and service quality is still guaranteed.

Instead of spending widely and lacking focus, Mr. Hieu advises restaurant owners to focus on investing in factors that create core values, while combining technology applications in management and operations to increase efficiency and optimize costs. Customers do not only spend on "price", but also on "value", bringing more value to have the opportunity to attract customers.

Source: https://dantri.com.vn/kinh-doanh/chu-quan-ngan-ngam-vi-khach-goi-ly-nuoc-20000-dong-nhung-ngoi-12-tieng-20250528171305609.htm