Cleanliness, they say, is next to godliness. Ultimately, the third important factor you want to consider is the cleanliness of the work area. Going by the latest retail consumer study carried out by M/A/R/C Research and National In-Store, 14% polled of polled consumers said they would discontinue visiting a store if their cleanliness expectations of the store were not met. However, 29% did agree to continue visiting but only if it were completely necessary. Cleanliness, is therefore, a major distinguisher between the best and worst coffee shops in town.