The analytics firm Coffee Navigator has developed and begun testing a methodology for the objective evaluation of urban coffee culture. The project was initiated by company founder Sergey Baburov. It introduces a unified and measurable standard known as the Coffee Maturity Index. This standard is intended to analyze and compare regional coffee markets.
The methodology is based on multifactor data analysis. The Index combines and weighs metrics such as coffee shop density, the share of specialty coffee establishments, the level and dynamics of consumer demand (drawn from search trends and social media data), and key economic indicators of local markets. This approach ensures a quantitative and unbiased assessment, without relying on subjective opinion.
“The market has long needed a common frame of reference. Until now, expansion decisions were often based on fragmented or anecdotal information,” says Sergey Baburov. “Our Index helps investors, chains, and distributors compare cities using transparent criteria. It allows them to see not only the current situation but also hidden growth potential. This is a tool for informed decision-making rather than just another ranking based on opinions.”
The methodology is currently being validated across 30 cities in Europe and the CIS. Early analysis has already started to reveal cities with high but underutilized potential. These places often remain overlooked by major market players.
The results of the pilot study will serve as the foundation for the first analytical report. This report will not only compare urban coffee cultures but also help create a new standard for industry analysis. Coffee Navigator plans to continue developing the project and aims to provide the market with a regularly updated, data-driven guide to navigating the competitive landscape.
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