This is how coffee is served in Vienna coffee houses. It’s a tradition the independent businesses uphold. Small businesses are good like that, upholding traditions. Sure a coffee in a take-away cup is hand if you are on the go but sometimes sitting and taking time to reflect over a coffee can be more useful than forever being on the move.
While I was sitting at café Mozart looking at my second coffee the tradition of their service led my mind to wander about the difference between this experience and that of a less traditional coffee house like Starbucks, or Cafe Nero in London or Hudson’s back in Melbourne. While those corporate coffee houses clearly provide a worthwhile service – you only have to see how busy they are – it’s more about the community aspect, providing a comfortable place for conversation and identifying with the aspirations represented by the brands.
Café Mozart, Café Schwarzenberg and the many other similar cafes here in Vienna seem to me to be more about respecting their heritage of good coffee, good food (cakes) and good service. They have not, from what I can see, moved with the times. They don’t need to. They are proud keepers of tradition.
Many small businesses are equally proud keepers of tradition, in the face of competitor, media and peer pressure to move with the times and adopt the next big thing in their channel. We need to find ways to make it cool to preserve traditions, good traditions of course. We need to understand and uphold that change is not always necessary. We need to show our small businesses as being important for keeping our part of the world like we like it.
I’d hate to come back to Vienna and find fewer places serving coffee in this way. It’s part of the charm of the city for me. If the global brands win more business and close more independent coffee shops down then I’d have less of a reason to travel here. That may sound extreme but local experiences, like coffee served this way, is one reason I enjoy travel.