Yes, >90% individuals I see there are teens. Yes, it has become a kind of norm for teens. Youngsters for me are 15 to 24...lol...I know its my own definition and a wrong one with respect to international standards.
You are absolutely right when you say that youngsters are being targeted by larger coffee chains. This is so true, while I am also of the same thought as yours, that is, older adults are much more inclined to coffee drinking as compared to the younger ones. If these larger chains target the age group of 30-45, they can earn more profits as they are earning presently. OMG, so genius of me, I am just wondering why didn't I go for MBA marketing or something.......lol.....
One of the reasons could be they are trying to "hook" them younger, and have longer lasting clients.. I mean at 40 to 45 years old, most consumers normally stop going to coffee shops when they are let's say 60 right? (as an example)..
So... Say we take a client at the age of 40, until 60.. That's 20 years of patronage... Ok, so in that time let's say they have a morning cup of coffee at $2. They never fail, every single day they have their coffee... So... That would be 365 x 20 years so 7,300 cups of coffee. At $2 a pop, that's $14,600 per customer.
Now, let's say you attract teens and get them hooked on your coffee shop. They may not buy coffee every day, but let's say they go on weekends and maybe some evenings to use the internet, or to buy a cappuccino. so, let's say they get hooked, and they spend an average of maybe $5 per week at the shop from the age of say 19 to 30 (when they start drinking coffee religiously).
So... That's 52 x $5 that's $260 a year for 10 years so $2,600 extra per client. Now.. They started an average of 10 years earlier drinking coffee, so that is an extra $7,300 per client. so by attracting these youngsters into their shops, if they manage to keep them, they will be earning say $9,900 extra per client, than if they just started when they were 40. KA-CHING $$
multiply that out by say 100, 300 or even 1,000 clients (not unrealistic for larger chains...) and yep... quite an increase to profit...