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“Time is money.” This expression takes on new meaning in the cafes of Spain, where a bold and innovative trend is transforming the way establishments make money.
Instead of charging for orders placed, some cafes are implementing a model that takes into account the time customers spend at the table. The idea, which has already sparked heated debate, is attracting attention for its impact on the consumer experience and the sector's profitability.
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The change in the billing model is in line with a reality experienced by many merchants: prolonged occupation of tables, often with reduced consumption, can harm customer flow and limit profit potential. In this new format, the length of stay becomes a monetization factor, encouraging a greater turnover of people and, consequently, increasing the turnover of establishments.
But how does this strategy actually work? The concept involves using devices or systems to calculate the time each customer spends at the location. From there, a fixed amount is charged per minute or hour, depending on the policy of each café.
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This approach has divided opinions and raised a series of questions: are consumers ready to pay for time instead of consumption? And are establishments prepared to deal with the challenges of this new logic?
In addition to exploring the pros and cons of this model, it is important to understand the cultural and economic context that motivated this innovation. The relationship between Spanish people and coffee, the impact of the pandemic on the sector and changes in consumption habits are just some of the factors that help explain why this idea is gaining traction.
Whether for those who see time as a precious resource or for those who prefer to enjoy it without rushing, the practice of charging for staying at a café has implications that go beyond the final bill.
Discover the details of this trend, the stories behind it, and how this approach is shaping the future of hospitality.
The concept of charging for stay: How does it work?
The idea of charging customers for their time in cafés is not new, but it has gained traction in recent years in several Spanish cities. This model involves calculating the price of the experience not only based on the amount of food or drink consumed, but also on the time the customer spends at the table. In practice, establishments introduce a fixed amount per minute or hour, which is added to the total amount consumed.
The way it works is quite simple: upon entering the café, the customer is informed about the time-based charging policy. Some establishments use individual clocks or timers, while others prefer to calculate the time based on the arrival and departure times, recorded manually or through a digital system. This practice has proven especially popular in cafés that offer additional services, such as coworking, high-speed Wi-Fi access or reading spaces.
Among the arguments in favor of the model is the possibility of optimizing the use of space and ensuring a constant flow of customers. On the other hand, there are those who criticize the approach, claiming that it can limit the social experience that is so traditional in Spanish cafes. The balance between offering a pleasant and profitable experience continues to be the main challenge for the owners of these establishments.
Adapting the model to the local lifestyle
Spain is known for its café culture, where people spend hours chatting, reading or simply watching life go by. It’s a habit that’s deeply ingrained in the Spanish way of life, so implementing a time-based pricing model requires careful adaptation. Unlike countries with a faster pace of life, such as Japan or the UK, Spaniards value the slow, peaceful moments of café life.
To accommodate this reality, many businesses have opted to make their model more flexible. Instead of charging from the first minute, some establishments offer an initial free period, usually between 15 and 30 minutes. This time allows the customer to decide whether they want to stay for longer, paying for the use of the space, or move on to another location. In other cases, coffee shops implement a hybrid system, combining time-based charging and mandatory minimum consumption.
Furthermore, the location of the café also influences the acceptance of the model. In urban areas, where the pace of life is faster, the practice has found greater acceptance. In smaller towns or cities, where the habit of spending long hours in cafés is more prevalent, the reaction has been more conservative. This shows that adaptation is not just a matter of business, but also of respecting the local way of life.
Economic advantages for establishments
Implementing time-based billing can bring significant advantages to café owners, especially when it comes to optimizing revenue and controlling customer flow. In a traditional model, it is common for tables to be occupied for hours with minimal consumption, which can harm the establishment's profits. The time-based system, on the other hand, turns permanence into a direct source of revenue.
This strategy also encourages table rotation, allowing more people to have access to the space throughout the day. In addition, many cafes that adopt this practice invest in improvements to the environment, such as more comfortable seating, unique decor and technological resources, such as power outlets and high-speed internet. Such improvements make the space more attractive to remote workers, students and readers, segments that tend to value time spent in the place.
On the other hand, operating costs can also increase. Introducing systems to monitor dwell time, such as apps or digital clocks, requires initial investment and maintenance. Even so, many entrepreneurs report an increase in profitability, especially in areas with high population density and high tourist flow, where customer turnover is essential to maximize profits.
Impact on customer experience
The shift to a time-based billing model has generated mixed reactions among customers. For many, the opportunity to enjoy a well-equipped space with additional services justifies the charge. However, others see the practice as a break with the tradition of cafés as places for socializing and leisure.
One of the main concerns raised is the impact on the customer’s emotional experience. Cafés are traditionally places of relaxation, where people can forget about the clock and enjoy the moment. Introducing a time-based charge, even if well-intentioned, can create a more pressured environment, where customers feel rushed to consume and leave.
On the other hand, there are those who appreciate the transparency and clarity of the model. Knowing exactly how much they will be charged for their time allows customers to better plan their stay. In addition, many establishments that have adopted this practice stand out for the quality of their service and environment, which contributes to a more pleasant experience and justifies the cost.
Public reaction and criticism of the model
Although the idea was well received by a younger, more digitally savvy audience, not everyone was in favor of the practice. One of the main points of criticism is the impact on accessibility. For many, a café is a democratic space where everyone can relax regardless of their purchasing power. Charging for time can drive away people who cannot afford the additional cost, restricting access to a more elite audience.
Another counterargument is the potential reduction in the spontaneity that characterizes the café experience. With a timer in mind, customers may feel pressured to consume quickly or cut short their social interactions, something that contrasts with the essence of cafés in Spain.
Still, there are efforts to mitigate these issues. Many entrepreneurs are adopting flexible policies, such as reduced prices during off-peak hours or discounts for students and remote workers. The aim is to balance profitability with maintaining the welcoming spirit that defines cafés in Spanish culture.
Success stories and lessons learned
Despite criticism, several cafés in Spain have successfully implemented the time-based pricing model. One example is “Café por Minuto” in Madrid, which has managed to attract a diverse clientele by offering a welcoming environment with free access to books, board games and high-speed Wi-Fi. The establishment also provides unlimited coffee and tea, which adds value to the experience and justifies the time-based charge.
Another notable case is that of a café in Barcelona that adopted a monthly subscription system for regular customers. For a fixed fee, customers can use the space without time limits, which has created a loyal community of remote workers and freelancers. This hybrid model demonstrates that it is possible to serve different customer profiles while maintaining profitability.
The owners of these establishments stress the importance of clear communication about charging rules. They also emphasize the need to create an environment that offers more than just coffee, including comfort, activities and exclusivity. These lessons have served as inspiration for other entrepreneurs who want to adopt similar practices.
Conclusion
The expression “time is money” takes on a new dimension as Spanish cafés have adopted the strategy of charging customers for staying at their tables. This innovative approach reflects an adaptation to the modern market, where efficient use of commercial space is essential. With the growing popularity of cafés as spaces for remote work and extended socializing, café owners are faced with the challenge of balancing hospitality with profitability. Charging for time offers a creative solution to increase customer turnover, optimizing revenue without necessarily raising product prices.
On the other hand, this practice generates debates about customer experience and changes in consumer behavior. While some people may consider charging for time as an incentive to productivity, others may feel that the measure reduces the feeling of comfort and welcome traditionally associated with coffee shops.
In short, this trend represents a bold step in the reinvention of the gastronomic sector, adapting to the demands of an increasingly fast-paced world. At the same time, it challenges entrepreneurs to find a balance between innovation and tradition. Will this idea expand to other countries or will it remain a Spanish exclusive? Only time – and customers – will tell. ☕
