Discretionary Spending and Socialising

The hunt for the 'perfect' coffee is endless. Whether it be a standard flat white or a more adventurous soy double shot latte with an extra shot of vanilla we are all craving the same thing, coffee. Discretional spending on coffee is on the rise. Spending up to well over twenty dollars per day just on Coffee can not be justified.

How has it come to this? Socialising plays a huge part into factoring the amount of coffee we are consuming today. This is not only happening in New Zealand, but world wide. From experience, a customer is willing to pay the extra to get the 'perfect' coffee, going out of their way to drive further than their local coffee shop to guarantee a great coffee. This is now factoring in the price of petrol and the time they have taken out of their day only to purchase their perfect cup. This however is not only happening once or twice a week, but is happening up to four times a day. 
How can any one possibly justify spending this kind of money on coffee when a bag of instant coffee from the supermarket can cost the same price as one cup from a café? Okay, it dose not taste as great but saving yourself this kind of money could go towards a lot more important things.
Discretional spending on coffee is turning into a world wide phenonomen.  Business' like Starbucks have literally taken over the world with their well-known brand and chain-stores for their passion for coffee. 
Coffee consumption is the social thing to do. Coffee consumption is the trendy thing to drink in todays world making it so popular world wide.