The Rise of the Afternoon Coffee: How the 3 PM Ritual Is Reshaping the Industry
For decades, the coffee industry ran on a single, unshakeable truth: coffee is a morning drink. CafĂ© traffic peaked between 7 and 9 AM, drive-thru lines wrapped around the block before noon, and by mid-afternoon, the machines cooled down and the baristas restocked for tomorrow. The story of coffee was a story of the morning….