Americans Keep Favorite Coffee Orders Secret Out of Fear of Judgment, Survey Finds
A recent study reveals that a significant portion of Americans hide their preferred coffee orders due to potential judgment from others.
One in three Americans admit to judging others based on their coffee preferences, according to a recent survey. This sentiment extends to personal ordering habits, with nearly a quarter of coffee drinkers (23%) keeping certain coffee orders secret, fearing they themselves might be judged.
The survey of 1,586 U.S. coffee drinkers, conducted by Talker Research, highlighted the diverse and sometimes unconventional ways Americans enjoy their coffee. Some respondents shared unique concoctions they prefer not to reveal publicly.
Among the secret orders mentioned are combinations like maple syrup and peanuts mixed into coffee, a black tea base with coffee added on top, and a double shot of espresso with caramel drizzle and cinnamon but no milk. Another individual confessed to liking a "double espresso with five sugars and a teaspoon of butter, extra whipped cream and caramel syrup."
Beyond specific orders, the survey also shed light on the timing of coffee consumption. Only 39% of respondents reported drinking coffee in the morning. A larger group, 46%, prefer coffee in the afternoon and evenings, a trend particularly noted among half of the surveyed millennials and Gen Xers.
Roast preferences were also detailed, with 58% favoring a medium roast. Light and dark roasts were equally preferred by 21% each. Black coffee drinkers represent only 14% of the respondents. The majority opt for additions, with 35% adding a little cream and 33% adding a little sugar.
The study also explored the evolving definition of what constitutes "coffee," with a majority of respondents agreeing that certain popular beverages can be classified as coffee. Frappuccinos (78%), espresso tonics (69%), nitro cold brew (67%), and pumpkin spice lattes (67%) were generally accepted. Chai (56%) and caffeinated "refreshers" (51%) also made the cut.
However, some beverages were more controversially placed. The "pink drink" (69%), "chaider" (a chai and apple cider mix, 65%), and eggnog lattes (54%) were more frequently listed as "not coffee."
Talker Research commissioned and administered the online survey, collecting responses from 1,586 American coffee drinkers between September 23 and September 28, 2026.