Other repeated themes included the desire for something hot and tasty, as well as the routine and tradition of sharing a drink with friends as a social event. When choosing where to buy coffee, most people indicated that they preferred to go the closet location, but the decision to return was based on their own experiences and opinions as well as a combination of taste, price, and location. Speed of service was also mentioned as a factor when deciding where to go. When going for social reasons, atmosphere is important, but less when going alone. People reported getting information on new coffee house form word of-mouth based on other people’s experiences.