Bean There, Dreamt That: Exploring the Cafe Dream Phenomenon
Posted on January 23, 2024 by Gitanjali Sarkar, One of Thousands of Career Coaches on Noomii.
This post is my attempt at unravelling the mystery of the emergence of a new trend in the careers landscape - the dream of owning a cafe/ food truck!
In the ever-evolving tapestry of dreams, a peculiar pattern has emerged among the youth of India. Millenials and GenZ, while navigating the intricate maze of career choices, have found solace in a peculiar aspiration – owning a cafe or a food truck.
As a seasoned Career Coach, I’ve had my fair share of dreams and aspirations thrown by way, but when I heard the cafe/ food truck dream more than twice in a week of talking to prospective coachees, I decided to pause and explore what’s behind this.
Picture this: a cozy corner cafe with aromatic coffee wafting through the air, or a funky food truck dishing out gourmet delights on the streets. It sounds like the plot of a feel-good Hollywood flick, doesn’t it? Well, welcome to the real life script of many millennials and GenZers.
In my numerous conversations with coachees, the cafe dream has popped up more times than I can count. At first, I dismissed it as a passing fancy. But as I delved deeper into the conversations, I realised that the cafes and food trucks are more than just a business fantasy – they are symbols of a profound yearning.
It turns out that behind the dream of brewing the perfect cup of artisanal coffee or crafting the quirkiest food truck menu, lies a desire for a simpler life. Millenials and GenZ are like the modern day philosophers, rejecting the rat-race for a quieter, more peaceful life.
The cafe, in its charming ambience and the promise of leisurely conversations, becomes a metaphorical escape from the hustle and bustle of a world dictated by deadlines and societal expectations.
In my quest to understand this emerging trend, I’ve encountered many a interesting story. Take Shreyasi, a 34 year old Finance professional who dreams of swapping her fancy MNC cubicle for a quaint cafe, overlooking the hills “I find myself happiest when I’m in the kitchen. But it’s not just about the food and the coffee. Somewhere, I yearn for a slower, more relaxed pace of life.”
Interestingly, this phenomenon is intricately woven with the desire to break free from parental and societal expectations. Many young dreamers see this as a canvas where they can paint their version of success, untethered from the pre-conceived notions of a successful career.
15 year old Deyosmita, a Grade 10 student contemplating her stream choice, shared her take on the matter in a candid chat about her future aspirations – “Don’t judge me. But actually, I want to have 3 different jobs, if possible and not just one career that I devote all of my time to”. When asked what those would be, she promptly responded, “Well, I would like to pursue research in psychology, open a cafe with a bookstore, and also start my own fashion line – and I would like to pursue all 3 together if I can. I definitely don’t want a 9 to 5.”
Its almost as if these cafes and food trucks have become modern-day symbols of the counter-culture. No longer satisfied with the conventional markers of success, the youth are carving out spaces where passion and authenticity take precedence over societal norms.
As a Career Coach, witnessing this emerging trend take shape in the psyche of the youth has been a rather interesting experience. More exciting is the prospect of helping some of them achieve this dream, of course in a way that resonates with their risk appetite and natural strengths. So, here’s to the dreamers, the rebels, and the future cafe owners – may your brew be strong, your menus diverse, and your lives as rich as the flavours you serve. Cheers!
