Moscow, Russia — Qahwa World
The number of purchases at traditional coffee shops across Russia fell by 7.3% year-on-year in the January-October 2025 period. This data, compiled from a joint study by fiscal data operator Platform OFD and the self-service coffee chain Tochka Chernogo, highlights ongoing traffic challenges in the food service sector.
Revenue Rises Despite Fewer Transactions
Despite the drop in customer visits, the overall turnover (revenue) for coffee shops actually increased by 10%. This seemingly contradictory growth is attributed to a significant jump in the average check, which grew by 14.4% to 412 rubles.
Key Reasons for the Traffic Decline:
Declining Purchasing Power: Experts believe the primary cause of the falling traffic, which has been observed for a second consecutive year across the catering industry, is the decrease in the population’s purchasing power.
Shift to Cheaper Options: A segment of consumers is shifting towards more economical alternatives, including:
Fast Food: The fast-food segment saw a traffic increase of 3% in Moscow, according to Focus Technologies.
Retail Coffee Points: Retailers are posing serious competition by actively developing self-service coffee points within stores and opening their own cafe formats.
Nataliya Savostina, Marketing Director for Shokoladnitsa Group, noted that consumers who are always looking to save money are the most affected and are particularly sensitive to price changes.
The Rise of Self-Service Coffee
In contrast to traditional cafes, the self-service coffee point category demonstrated notable growth:
Transaction Growth: The number of checks at self-service coffee points rose by 9%.
Slower Check Growth: Turnover only increased by 7% due to a more modest rise in the average check of 4.9% (to 107 rubles).
Sergey Kaletin, COO of Uvenco Group, stated that demand for self-service points has been rising over the past five years. However, while affordable, the self-service model cannot yet offer the ambiance and unique experiences of a full-service café. For instance, at Vkusvill, purchases of coffee drinks in their “café” format grew by 38.5%, compared to just 0.3% in their self-service points.
Industry Strategy and Outlook
Coffee shops are forced to adjust prices to compensate for the outflow of visitors and rising costs. This includes optimizing cost structures and growing the average check not only through price increases but also by adjusting the product assortment. For example, Shokoladnitsa Group is maintaining prices for coffee subscriptions to sustain demand.
Experts predict that future development in the segment will be determined by economic factors and consumer purchasing power, which will continue to drive the choice between a traditional café and a more cost-effective self-service option.
