What is The 5th Wave?

‘The 5th Wave, The Business of Coffee’, represents an exciting and enduring new era for the global coffee industry. This new wave is born from a compelling combination of all four previous waves in the evolution of the coffee shop market over the last two decades.



From now on, the global coffee industry will see a greater influence from high quality boutique chains adopting a more advanced set of business practices, and delivering well-crafted artisan concepts at scale.

The 5th Wave is characterised by hyper-professionalism, operational excellence, investment in technology, and training and people development programmes – ultimately supporting valuable career paths for a new breed of hospitality professionals.

Successful 5th Wave brands will be unashamedly business-focused, and driven by genuinely passionate leaders, to deliver authentic and principled concepts that deeply connect with savvy millennial audiences.