On Trend: A Case Study in Fika

There’s been much discussion in recent years around filling the consumer need for a “third place,” a term coined by sociologist Ray Oldenburg in 1989, which refers to a social environment that is a welcome escape from home and work. With professional and personal schedules melding into new individualized routines, the afternoon hours have become prime time for quick breaks and social gatherings. Although it’s tempting to make this time block a happy hour, that doesn’t always scratch the itch for a little escape, a little treat and a little time.

With the wave of Scandinavian cafés gaining momentum across the U.S., the Swedish “fika” concept is a welcome response to the rising demand for third places. Loosely translated as “coffee break,” it’s an intentional pause to stop and enjoy coffee or tea and indulge in a sweet treat—a far cry from the usual dash to the nearest Starbucks for a caffeine fix.

Süti & Co., a Scandinavian-style café in Boulder, Colo., offers a case study in the modern approach to fulfilling today’s growing desire for well-crafted, trend-forward menus. Chef/Owner Andrea Uzarowski celebrates her family’s Danish recipes with beverages like the Cardamom-Orange Latte and sweets like the olive oil cake, infused with cardamom and glazed with rosewater, and a sampler of Danish shortbreads, ranging from a chocolate shortbread filled with ganache and dipped in melted chocolate to a vanilla bean shortbread filled with toffee pieces. Her menu does more than just offer a sweet snack. Süti, and other new places like it, offer a welcoming respite. It has carved out opportunity, answering modern lifestyles with a feel-good aesthetic and cozy vibe. Uzarowski sees it as filling a gap in the market.

“One of the first things I missed when I moved to the U.S. was the lack of desserts that aren’t the typical overly sweet ones,” she says. “I missed being able to have a small treat with a great cup of coffee in the middle of the day.” She’s clearly onto something, with Scandi cafés and other global café cultures helping us slow down and rethink the value proposition of snacks, sweets and beverages like coffee and tea.