Imagine a place or situation where you combine the serene and peaceful act of reading a book with drinking a cup of coffee.
Of course you can do it in Books Etc., Dillions and Waterstones, but these are all in London. At least in Europe, this has rapidly changed the layout and atmosphere of what used to be a bookshop. Before the inclusion of coffee shops in bookstores in Europe, a bookshop simply consisted of books shelved under subject categories, where a customer would search for a book he required, or browse through a few books of interest and either purchase it or leave without making any purchase. In many cases bookshop assistants would frown upon customers who spend too much time ‘browsing’.
In much of Europe, the traditional bookshop has been transformed into an attractively decorated place for relaxation and contemplation, for education or reading pleasure. Bookshops such as Books Etc. includes a shelf for magazines and newspapers where on can drop by, pick up a paper and catch the daily news. Books Etc. has comfortable soft sofas for a reader to sit on and take their time reading, a coffee counter selling different flavored coffees and snacks. Customers usually select books of interest, purchase a cup of cafe or cafe latte and sit at one of the tables and ‘escape’ into their novel or travel book for a short period of time. Some, of course, get carried away happily for a few hours. The atmosphere and ambiance of such places is appealing for regular readers even if they have never purchased a book!
Bookshops such as Jarir, Tihama and Al-Shegrey in the Kingdom house a wide variety of good quality books, many of them imported from Europe. They also include a stationary, art materials and video films sections. The interior layout of bookshops in the Kingdom is usually above satisfactory and in the case of Jarir, excellent, although they tend to be lit by florescent lighting that does not help create the appropriate relaxing atmosphere for reading. Unfortunately, all these bookshops lack a coffee section. Although coffee culture has caught on in the Kingdom evidenced by the franchise of Starbucks and other mimics, the combination of book and coffee culture has yet to be introduced.
The main argument against introducing a cafe in a bookshop would be that it would not attract customers, or would not encourage them to purchase books or the combination of eating and drinking, and books will create untidiness.
There may be some truth to the contention that Saudis do not read as much as people in Europe. However it may be surprising to know that there is a growing number of people — men and women — who actually enjoy reading though they are not necessarily members of the educated elite. Evidence of this can be seen during the weekend when a number of men and women gather in the newspapers and magazines section of a supermarket, standing for periods of time reading and browsing. All these customers require is a place to sit and something to consume to make this experience more pleasurable.
Secondly, the more time a customer spends in a comfortable setting, the more likely he will return again and spend some time there. In turn a customer would probably introduce the bookshop to friends and the reputation of the place will spread by word of mouth.
Finally, the proximity of books with food and drink does not mean untidiness. Any adult is capable of consuming a coffee and reading at the same time without causing an accident! The food sold in such a cafe is in the form of light snacks and are fast to eat.
Bookshop and coffee culture is a growing industry and part of the pleasure of everyday life for so many people in Europe. In this way literacy is encouraged and a bookshop of this type adds to the quality of free time for people who work and has become a hobby for others. Even children are learning to select a book, sit comfortably, read or be read to by an adult because these bookshops have children’s section too, with appealing sitting areas.
Such bookshops may start slowly in the Kingdom and with time, they will catch on and will become a trend. People will start to understand the benefits of providing an atmosphere and place to read, and the whole experience of selecting, browsing and reading, not just the book itself.
