They are trying to prove that the image that going for coffee is part of the lifestyle and desirable. They segment themselves by providing not only coffee but also cakes and ice creams. As this data shows, more and more students have loyalty cards at Costa rather than at Starbucks or Union Café. Based on marketing research and segmentation, they always change their products and make customers try the new products for free first, then get feedback and launch the new products more over time.