They try to demonstrate the image that going for a coffee is part of the lifestyle and is desirable. They segment themselves by not only providing coffee but also cakes and ice cream. As this data shows that more students have loyalty cards from Costa rather than Starbucks or Union Café. Based on market research and segmentation, they always change their products and force customers to try the new products for free first, then get the feedback and launch the new products further into the market.