Revealed in the LAP Coffee incident, a glimpse of the soulless nature of our contemporary era? - The Heartlessness Era Reflected in LAP Coffee's Ethos
In September 2023, a new player entered the coffee scene, shaking up the industry and causing a stir among traditional café owners - LAP Coffee. Originating in Berlin, LAP Coffee has rapidly expanded to cover hotspots such as Munich and Hamburg. The chain's success can be attributed to its unique approach, creating a hype around a rather modest product. Unlike traditional coffee houses, LAP Coffee offers a different experience. The interior is characterised by bare surfaces and chalk-white walls, giving it a resplendent soullessness that some customers find appealing. Customers often find themselves staring at their iPhones, creating an apathetic atmosphere. The coffee at LAP Coffee is dispensed from a vending machine, a stark contrast to the traditional barista-served coffee. However, it is distinguishable from a hospital corridor vending machine's chicken soup, offering a taste that has drawn in customers. LAP Coffee's coffee may not be the centre of Instagram-worthy photos, with minimal hype compared to other eateries that attract Insta-gremlins with plush interiors or unique features. Yet, customers form lines outside LAP Coffee branches, eager to get their hands on a cup of its coffee. The chain's expansion has led to concerns among traditional café owners, as LAP Coffee covers 90% of humanity's daily need for soulless chains, often displacing traditional restaurants and small businesses. This has resulted in urban homogeneity, with LAP Coffee dominating many areas, leaving no competition in its wake. Despite the chain's minimalist approach, some coffee lovers find the fact that the coffee comes from a vending machine distasteful, equating it to assisted suicide. However, for others, the convenience and unique atmosphere of LAP Coffee make it a preferred choice. LAP Coffee's success can also be attributed to its association with a zeitgeisty atmosphere that reflects the isolation experienced by Generation Z. The chain has agreed with its customers on a short stay, unlike some Berlin eateries where a long wait can be expected. Micky Beisenherz, a world-renowned author, moderator, and podcast host based in Castrop-Rauxel, has been a frequent visitor to LAP Coffee. The first Starbucks store managed to achieve worldwide fame with a similar approach, establishing a certain coziness alongside its coffee, inviting customers to relax and hang out. However, the traditional coffee house experience, including reading the daily newspaper over a good espresso, charming interaction between customers and service staff, and a chat with the barista about African or American beans, is not a part of the LAP Coffee experience. As LAP Coffee continues to expand, it will be interesting to see how it shapes the future of the coffee industry and whether it can maintain its unique appeal.
