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Indie coffee shops are meant to counter corporate behemoths like Starbucks – so why do they all look the same?
Many U.S. coffee shops share a similar look despite innovations like new nondairy milks in lattes.
About two-thirds of people favored local coffee shops where staff had tattoos or piercings, showing a shared aesthetic trait.
Independent coffee shops in North America have become so similar in appearance that their location cannot be easily determined.
Cultural critic Kyle Chayka links this uniformity to influences from social media platforms like Instagram, suggesting people find comfort in curated conformity while seeking authenticity.