As western cultural icons in Niš go, Costa coffee is second only to McDonalds. Coffee (and burgers) clearly not being a niche in the market here (unintentional pun), did nothing to deter the respective multinational corporations from setting up shop. Understandably the majority of customers fall into the under 23 age bracket, it's very popular with teenagers. It nobly brings to Niš such cultural artifacts as the no-smoking area, pre-midnight closing time and credit card payment for coffee. For emergency caffeine-stops only, in the main square.