The article investigates spatial patterns of coffee shops across New York City, analyzing caffeine deprivation through Location Intelligence. It explores how data-driven site selection can help coffee brands and retailers unlock their potential by identifying areas with a large population but limited coffee shop provision, such as Arden Heights and Grasmere on Staten Island, and southeast Brooklyn and Queens. The analysis uses the SafeGraph Core Places dataset to identify coffee shops within New York City and the H3 hexagonal grid for spatial aggregation. The study creates a heatmap showing areas of caffeine deprivation, which can be used to inform site selection and improve customer experience. The findings highlight the importance of location data in avoiding million-dollar mistakes in site selection and provide insights into the utility of provision analysis data beyond site selection.