The Daily Grind vs. Swemromas
With midterms and papers mounting, a student’s dependency on caffeine begins to peak. Students can be seen at all hours with coffee cups in their hands as they chip away at term papers. One can say that the student body practically lives off of caffeine during this part of the semester. But where do they go to get their daily dose? Students at the College of William and Mary most often flock to the on-campus coffee shops The Daily Grind and Aromas Cafe at Earl Gregg Swem Library (otherwise known as Swemromas by the student body).
With its warm string lights and quaint decor, The Daily Grind is an ideal place for students to relax with a signature green mint mocha and listen to chill, alternative music while reviewing for exams. Swemromas, on the other hand, is the perfect place to grab a latte and refuel before heading back to Swem to hit the books.
ZACHARY LUTZKY // FLAT HAT MAGAZINE
My friends and I were curious. Between the two, which one is more popular? My “research team” consisted of my friends Aanika Kapoor ’23, Katie Carney ’23, and Rohan Chanda ’23. I observed in The Daily Grind while my colleagues observed in Swemromas. Our study took place on a Friday when students were filing in to get their final dose before the weekend. We conducted our research from 8:00 a.m. to 2:00 p.m., during which time both coffee shops were open, and we compared our results at the end of the day.
What we found was quite interesting. We observed that traffic within the coffee shops tends to ebb and flow at various times throughout the day. There would be instances in which the coffee shops tended to be very crowded, followed by periods when there were only one or two people at the counter.
ZACHARY LUTZKY // FLAT HAT MAGAZINE
The busy periods tended to be very brief, usually lasting around fifteen to twenty minutes, but during these times, there would be huge lines that flowed out the door or large crowds that would gather near the counter. At The Daily Grind, the busiest times of the day occurred between 9:00 to 9:15 a.m., 10:00 to 10:20 a.m., 10:55 to 11:00 a.m., and 1:00 to 1:15 p.m., with an extended busy period between 12:00 to 12:30 p.m.
The busy periods at Swemromas appear to mostly overlap with those of The Daily Grind, with long lines forming between 9:50 to 10:15 a.m., 10:50 to 11:10 a.m., and 12:00 to 12:20 p.m.
This pattern seems to coincide with the times when classes typically finish. For those who are on the go and need to quickly grab a drink or a bite to eat, it is best not to enter either coffee shop at the top of the hour. Instead, the best times tend to be either early morning or during the mid-morning lull.
8:00 to 9:00 a.m. appears to be the ideal time frame for students who need an early morning dose before classes. For those who are late sleepers, the best time seems to be between 11:15 a.m. and 12:00 p.m.
ZACHARY LUTZKY // FLAT HAT MAGAZINE
We also observed how many students entered and actually purchased food or a beverage. Over 90% of students that entered The Daily Grind purchased something while only 74% of students did so at Swemromas. This dissonance is likely the result of students going to Swemromas only to do work. While only 17% of students at The Daily Grind sit at tables to study, nearly 20% do so at Swemromas.
So, what did our study conclude?
To our surprise, Swemromas was the most popular coffee shop with 573 people entering during our observation period. The Daily Grind, in comparison, had over 100 fewer people despite its perceived popularity. It seems as though the hip aesthetic may not be sufficient enough to draw people to the Grind — it is possible that Swemromas’ wide tables and open study spaces appeal to more students.
Whatever the reason, next time you find yourself in Swemromas sipping on your Honey Do Latte, make sure to take a study break to enjoy the vibes of the College’s most frequented coffee shop.