Few things are more entrenched and personal than the pleasures of the daily coffee ritual. For some it might entail taking that first long sip. Or enjoying the rich aroma and initial caffeine rush. For others, however, it might involve idling eleven cars deep at a drive-thru. Or tossing a full cup in the trash because it bears no resemblance to what you just ordered. It might even include overpaying for these privileges, and then lining up to do it all over again the next morning.
Digital has been an undeniable disruptive force for retailers. What it has effectively done in a very short time is shifted the power from manufacturers, designers, and retailers to consumers. This has been very problematic for retailers who have either not recognized that fact or not adapted to address it.