At the same time, however, there is a growing trend of pairing coffee with more savoury foods, such as different breads and meats. But what about cheese?

Although it may sound unconventional, there are notable similarities in flavour (and even texture) between coffee and cheese. In turn, interest in trying different cheeses with particular coffees has started to gather some speed in certain countries.

To learn more about how coffee and cheese can complement one another, I spoke to two renowned cheesemongers. Read on for more of their insight.

You may also like our article on pairing food with specialty coffee around the world.

How are coffee and cheese similar?

As with coffee, there is a burgeoning market for fine cheese, also referred to as gourmet cheese or even specialty cheese. Although there are no formal definitions or classifications, there are some general similarities with specialty coffee:

• A focus on high-quality, artisanal products
• Differentiation in quality from a product which is traded as a commodity
• Cheese can often be traced back to a specific cheesemonger and/or farmer in a specific place or region
• An emphasis on how production methods affect flavour and texture

Bruno Cabral is a cheesemonger at La Caseïna in Barcelona, Spain.

“Cheese and coffee are both very complex products,” he says. “The flavours and textures you experience with cheese depend on different types of milk and different maturity levels, while with coffee, the flavours are a result of different terroirs.

“Both products are ancestral and natural,” he adds. “The raw materials you use for both are transformed into completely different products.”

Andy Swinscoe is an award-winning cheesemonger at The Courtyard Dairy in Lancashire, UK. He emphasises that not all coffees and cheeses can complement each other.

“You need to be careful when pairing certain cheeses with coffee,” he advises. “A good coffee or cheese can actually be overpowered, or the flavours can clash, if you get it wrong.”

Traditional and innovative cheese coffee drinks

While butter or Bulletproof coffee is popular in some Western countries (mainly North America and the UK), some Scandinavian countries also drink kaffeost, or coffee cheese.

This traditional Scandinavian beverage is made by adding small cubes of leipäjuusto (or bread cheese) to a cup of filter coffee. The cubes of cheese will melt slightly, and will absorb some of the coffee’s flavours. At the same time, the coffee will take on some of the cheese’s nutty and buttery flavours.

People in Colombia also enjoy café con queso, which is similar to kaffeost (although the cheese has a consistency more akin to mozzarella). As the cheese melts, it imparts creamy flavours, with some people removing the cheese to eat separately or with bread.

In recent years, we have also seen cheese foam become a popular addition to coffee and tea beverages – particularly across Asia. Cheese foam is typically made using cream cheese, whipping cream, milk, and sugar, and therefore tastes sweeter.

Similarly, a recent trend has seen Parmesan cheese grated over coffee cocktails (such as espresso martinis), which adds more of an umami flavour.

At the same time, we’ve also seen some examples of coffee-infused cheeses as a result of collaborations across the two industries. In 2016, Danish roaster Coffee Collective collaborated with Mads Østergaard Clausen from dairy company Arla Unika to make a Swedish Prästost and Dutch Gouda-style cheese made with coffee. Coffee Collective brewed 250l of filter coffee from Finca Vista Hermosa in Guatemala and combined it with 2,500l of fresh organic milk.

The roaster noted that after eight months of maturation, the coffee flavours were more notable in the cheese.

Identifying flavours in coffee & cheese

Although it may not seem so obvious, cheese and coffee do share some similarities when it comes to flavour and texture. 

For coffee, there are five main aspects of sensory profile: acidity, sweetness, bitterness, body, and aftertaste. But alongside these characteristics, we also talk about specific tasting notes.

The majority of coffee professionals use the Specialty Coffee Association’s Coffee Taster’s Flavor Wheel and World Coffee Research’s Sensory Lexicon to identify flavours and aromas in coffee. 

The Wheel has several flavour and aroma categories, including:

• Fruity
• Floral
• Sweet
• Spices
• Green/vegetative
• Sour/fermented

Within each category, there are several subcategories. For example, the fruity category is divided into four subcategories – which all contain at least another two subcategories, such as peach, plum, and apple, to name a few.

When it comes to cheese, industry professionals also use similar resources to assess flavour, aroma, and texture. The Academy Cheese Tasting Wheel is often used alongside the Academy of Cheese’s Structured Approach to Tasting model (SATC). 

“Coffee and cheese are not classically paired together, but some of the flavours are similar,” Andy says. “These include bitterness, sweetness, and caramel notes.

“Cheese has such a diverse range of textures, intensities, and flavours, so it can work well with many different types of drinks,” he adds.

The structure of the Academy Cheese Tasting Wheel is somewhat similar to the SCA’s Coffee Taster’s Flavor Wheel, with five key flavour categories: sweet, salty, acid, bitter, and savoury. Following this, each category has its own number of several subcategories. For instance, the sweet category has four subcategories, including fruit sugars and vegetable sugars – which also have flavours such as berry, tropical fruit, malt, and nut.

“With certain similarities in flavour between coffee and cheese, they are definitely compatible,” Bruno tells me.

Pairing coffee and cheese together

First and foremost, Andy recommends allowing your cheese to reach room temperature before pairing it with coffee. This allows you to experience the full spectrum of flavours and aromas in the cheese.

Similarly, your coffee should also be at a comfortable drinking temperature.

“The coffee shouldn’t be too hot, and it can even be made as cold brew,” Bruno tells me.

When choosing which coffees to pair with certain cheeses, he says that picking out similar or contrasting flavours – such as sweet and salty – is a good starting point.

“The first step is to visually analyse both products, such as the colour of the coffee,” he tells me. “For the cheese, you can also touch and smell it.

“Then you can taste each product individually,” Bruno adds. “After that, place some of the cheese in your mouth and take a few sips of coffee.”

Andy also emphasises that it’s important to taste the cheese before the coffee.

“You should cut your cheese into small, thin slithers, and taste it before and after drinking the coffee so as to allow the cheese’s flavour and aftertaste to come through first,” he explains.

Looking out for key flavour combinations

Andy explains how brewing method is a key aspect of choosing which cheese to pair with your coffee.

“Whether you choose to prepare coffee as espresso, a milk-based drink, or filter, it can have a huge impact on how much the coffee’s flavour comes through against the cheese,” he adds. “Moreover, it definitely affects which type of cheese you should use.”

Mouthfeel and aftertaste also play an important role in choosing which cheese to pair with coffee.

“Fat in cheese tastes complex, and the aftertaste is usually quite long, so the flavours linger for a while,” Bruno explains.

He uses the example of Queijo Minas Artesanal do Cerrado from the Cerrado Mineiro region in southeast Brazil and natural Brazilian coffee.

“There is a balance of the coffee’s sweetness and acidity and the saltiness of the cheese, which is a wonderful experience,” he tells me.

Regarding other types of cheese, Andy provides more combinations with coffee.

“The higher levels of bitterness and flavour intensity of medium and darker-roast profiles hold up well to blue cheese, as well as harder and drier sweet cheese like Parmesan, Gruyère, and Lincolnshire Poacher,” he says. “Milk-based coffees with more creamy textures and caramel and fruit flavour notes go well with Gouda and Vintage Red Leicester.”

Tips to get the best results

Bruno explains that there are a number of ways to approach pairing coffee and cheese.

“You can select coffee and cheese which was grown or produced in the same region, or has the same geographical indication,” he says. “Beyond this, it’s best if medium-roasted coffees are not paired with very strong cheeses. Likewise, coffees with more delicate flavours should be paired with semi-cured or soft cheeses.” 

Andy tells me that it’s also important to take acidity into consideration.

“Lactic-fermented goats’ cheese, which tend to have the highest levels of acidity, are some of the most complicated to pair with coffee,” he says. “However, they will work if you use a coffee which is also high in acidity.

“Cured or aged cheeses, such as blue cheese, have slightly spicy flavours, so they need to be paired with medium or darker roast profiles that have more body and sweetness,” Andy adds.

Ultimately, no matter which coffees and cheeses you decide to pair, Bruno says the experience should be enjoyable.

“Don’t be afraid to make mistakes, and if you do, try again,” he says.

Although it may not be the most popular pairing, it’s clear that when done right, cheese can complement and highlight the flavours in coffee.

Not all coffees may go well with certain cheeses. But by carefully choosing which ones to pair with coffee and experimenting with different kinds of cheeses, you may be able to uncover an entirely novel sensory experience.

Enjoyed this? Then read our article on umami flavours in coffee: What should you expect?

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One example is the flat red, an espresso-based drink which includes steamed pomegranate and orange juice. The beverage originated in Ukraine, where it continues to remain popular.

To learn more about the flat red – and whether there is potential for a wider market – I spoke to Vadym Granovskiy, owner of Coffee in Action, and Valeriy Siverchuk, owner of Black Cat & White Cat coffee shop. Read on for more of their insight.

You may also like our article on the flat white and where it came from.

Who invented the flat red?

Combining coffee with fruit juice is common in many parts of the world, especially in certain Asian countries. However, the flat red is somewhat of a distinctive beverage with a unique history.

Vadym tells me that he had been serving the flat red at his coffee shops – as well as some local festivals in Ukraine – for some time. Sadly, Vadym had to temporarily close Coffee in Action following the Russian invasion of Ukraine, and is now focusing on supplying Ukrainian soldiers with coffee brewing kits.

“I had been playing with the flat red recipe, and experimenting with the base of the drink, for quite a few years,” he says.

In 2016, interest in the drink began to grow after Vadym had finished competing in several UK and Ukrainian Coffee Championships. He tells me that Japanese automobile manufacturer Lexus reached out to him to collaborate on developing a premium coffee service setup for the launch of its new car range in Ukraine.

Inspiration for the flat red

As part of the collaboration, Vadym created a signature drink to represent each car, but he says the Lexus NX was particularly inspiring to him. Vadym tells me that the juxtaposition of the car’s white exterior and deep red interior prompted him to create the flat red – a play on the flat white. 

“I wanted to create a new type of beverage because I didn’t want to include milk,” he says. “Essentially, the flat red is a double espresso with freshly squeezed orange and pomegranate juice, but the juices are mixed together and steamed as you would with milk.”

In an effort to replicate the Lexus NX’s interior colour, Vadym says he initially used Sicilian blood oranges, but eventually added pomegranate juice. When a customer would order the drink, the barista would have to freshly squeeze the juice using a hand press. 

“Customers were filming the baristas, and taking pictures of the drink and posting them on social media,” he says. “It became a marketing tool, and we didn’t have to do much to promote it ourselves.”

How to prepare a flat red

In order to prepare a flat red, Vadym combines a double espresso with 110ml of orange and pomegranate juice, which he says roughly results in a 160ml drink. To produce a high-quality beverage, Vadym explains that both fruits are freshly squeezed using a hand press.

“We source oranges from Azerbaijan, Turkey, India, Israel, or Spain,” he says. “We focus heavily on sourcing the best ingredients which are always in season.”

When it comes to the coffee, Vadym tells me that over the years, he has switched between three to four single origin Ethiopian coffees for the flat red. However, he adds that because of seasonal variations, he now uses Brazilian, Kenyan, Tanzanian, and Rwandan coffee, too.

The recipe for the flat red is as follows:

• Pull a double espresso shot (around 50ml depending on the recipe)
• Steam 110ml of orange and pomegranate juice mix to 55°C (131°F)
• Pour the drink into a Duralex Picardie clear glass tumbler

“[Because it’s served at this temperature], you can instantly drink a flat red,” Vadym explains. “However, before taking a sip, it’s important to inhale the beverage’s aromas.

“It’s a complex and pleasant drink, particularly during colder seasons,” he adds. “It’s similar to mulled wine in a way.”

Why has the drink become more popular? 

In Ukraine, the flat red is a popular beverage among consumers. Vadym says that at one point, one out of every four drinks ordered at Coffee in Action was a flat red. Moreover, at festivals or events in the country, he would often sell up to 300 flat reds per day.

“Extracting the juice is part of the drink’s appeal,” he tells me. “When people order the drink, they watch the barista choose, wash, cut, and prepare the fruit by hand. 

“Although we make the drink quickly, it still takes a few minutes,” he adds. “Customers appreciate the craft and labour behind it.” 

Furthermore, he says that no two flat reds taste the same – mainly because the flavour of the oranges and pomegranates changes slightly according to the season. In turn, Vadym occasionally changes the ratio of orange to pomegranate juice, sometimes using a larger volume of orange juice for a sweeter drink.

On a similar note, because of its natural sweetness, Vadym says the drink is best enjoyed without milk or sugar. He believes this helps to increase the appeal of the flat red among specialty coffee drinkers. 

Popularity among tourists and locals

Vadym says the uniqueness of the flat red proved popular for tourists in Ukraine.

”People would order it and post it on their social media, or post a review on our TripAdvisor page,” he tells me. “The more reviews we got, the more people came to try it. 

“People who enjoy discovering local Ukrainian cuisine also enjoy the flat red,” he adds. “Some people tried it just for the experience, even if it wasn’t something that they would drink every day.”

Prior to the war, former soldier Valeriy ran Black Cat & White Cat, a coffee shop in Vinnytsia, Ukraine. He says that after receiving specialty coffee training from Vadym, he started to serve his own version of the flat red in his café.

“[When I first tried] the combination of espresso with pomegranate and orange juice, it was a real taste experience,” he says. “What’s more, the flat red’s unusual appearance and preparation method impressed me. 

“I named my version of the drink ‘kava po-granovsky’ after Vadym,” Valerity adds. “A lot of people who try the drink ask me about its unusual name, and some were so interested in it that they travelled to Kyiv to taste the original version and compare it with mine.

“Following Russia’s invasion of Ukraine, I returned to the army,” he continues. “But I look forward to when I can return to my café and serve the flat red again.”

Is there a wider market for it?

There’s no denying that the flat red is immensely popular in Ukraine, but is there potential for this to grow in other markets?

Vadym says that prior to the pandemic, interest in the flat red was growing outside of Ukraine. However, during the pandemic, he explains that limited support from the government meant many coffee shops had to temporarily close their doors.

“Some businesses closed permanently, but we managed to keep one coffee shop open,” he explains.

Impact of the war

Despite the loosening of Covid-19 restrictions, many businesses in Ukraine were sadly also impacted by the Russian invasion in February 2022. Since then, Coffee in Action has ceased most of its operations, but a small team of volunteers still work in Kyiv.

“We roast coffee and sell metal cups, portable burners, and cezves,” Vadym explains. “All of our products are sent to Ukrainian soldiers fighting in the war.

“When customers buy a bag of our coffee, another bag is sent to the front line,” he adds. 

Ultimately, although interest has dipped in the beverage following the pandemic and the war, Vadym says he uses the flat red as a way of spreading awareness of the issues in Ukraine.

“I host a number of coffee talks and workshops at embassies and events in the UK, Italy, Switzerland, Poland, and Turkey,” he says. “Right now, for me, talking about coffee is the best way to keep Ukraine in the news.”

It’s fair to say that events over the past two years have hindered the growth of the flat red. However, as the war continues in Ukraine, Vadym believes that it is much more than just a drink.

“With the flat red, I can tell the story of Ukraine’s resistance and fight for freedom,” he concludes. “It’s become somewhat of a diplomatic tool to connect with people and gauge their interest in what’s happening in Ukraine right now.”

Enjoyed this? Then read our article on signature coffee drinks in China.

Photo credits: Julia Kochetova, Serhiy Lysenko, Ukraine House Davos, Press Office General Staff of the Armed Forces of Ukraine, Oleksii Zubenko

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As with many other markets, drinks like these are becoming more common in the Chinese coffee sector. And with China’s coffee market experiencing considerable growth in recent years, signature beverages (or “特调咖啡” in Chinese) are becoming a key category.

So, which kinds of coffee shops offer these beverages, and what are some of the most popular options? I spoke with two local coffee shop owners to find out more.

You may also like our article on why coffee delivery is so popular in China.

Popular signature coffee drinks in China

The Chinese coffee sector has come a long way since Nescafé launched in the country in the 1980s. Historically, China has been a tea-drinking country, but in recent years, coffee consumption has increased – particularly in larger first-tier cities. In fact, Shanghai is home to some 8,000 coffee shops – the highest number of any city in the world.

The substantial growth of China’s coffee market is largely thanks to the growing influence of Chinese millennials, who are much more likely to be exposed to Western culture. In turn, this has helped spur the popularity of Western-style coffee shops in the country, which often serve signature beverages.

Although it’s difficult to know when exactly signature coffee drinks started to appear on Chinese coffee shop menus, it’s fair to estimate that it was sometime in the early 2010s. This was when more and more Chinese competitors started to take part in the World Barista Championship, which includes a signature drink course.

Tan Lei is the owner of Coffee Surround, a coffee shop in Shanghai. They say that signature coffee drinks can help to introduce more consumers to specialty coffee. 

“[Because of our tea-drinking history], coffee is quite foreign to many Chinese consumers,” Tan says. “Signature coffee drinks have additional flavours which can be more palatable for consumers.

“Moreover, signature beverages allow coffee brands to differentiate from one another and stand out,” Tan adds.

One of the most popular signature drinks is the “dirty” coffee, which is simply a double shot of espresso poured on top of cold milk. This creates a marbling effect as the espresso slowly mixes with the milk, which leads many coffee shops to serve these drinks in glasses or clear plastic takeaway cups.

Although Luckin and Starbucks are by far the most popular coffee chains in China, it is often independent coffee shops driving this trend. Some prominent Chinese specialty coffee shops – such as Manner, Seesaw, and M Stand – have “classic dirty” coffees on their menus, as well as serving seasonal variations which include different flavourings and sweeteners.

Recently, in larger cities like Shanghai and Guangzhou, more and more specialty coffee shops have been focusing on milk-based signature beverages. These coffee businesses often promote these drinks on popular Chinese social media and shopping platforms, including Little Red Book (“小红书” in Chinese) and TikTok (“斗音” in Chinese).

For example, Next Door’s Workshop (“隔壁工坊” in Chinese) in Guangzhou serves a signature cold brew which includes Sumatra Mandheling coffee, caramel syrup, full fat milk, iced sweet red beans, and lychee.

Chenyang “Vanilla” Li (“李晨旸” in Chinese) is the owner of Kokomo Coffee in Chengdu. 

“The third wave coffee market is growing fast in China, so more and more people are starting to drink coffee every day,” she says. “In turn, many coffee shops are trying to make a range of drinks which suit a number of taste preferences.

“If you mix coffee with juice or other flavours [to make a signature drink], coffee can be more palatable to a wider range of consumers,” she adds. “People are becoming more used to drinking flat whites or americanos every day, so when you serve signature drinks, you can add something special to their daily routines and let them try something different.”

Culinary and regional influences in Chinese signature coffee drinks

Milk-based coffee beverages are by far the most popular drinks in Chinese coffee shops. Many consumers also order additional syrups and sweeteners, including fruit and floral flavourings.

However, signature drinks can often vary according to different regions and climates. In warmer areas of the country such as Guangzhou, Shanghai, and Nanjing, where temperatures can reach up to 40°C (104°F) in summer, colder signature drinks are often popular.

Many of these include cold brew or espresso, as well as sparkling water, sodas, and homemade fruit jams – which are particularly popular among younger consumers. In other coffee shops in first-tier cities, fruit flavours like orange, grapefruit, and peach are particularly popular.

In line with its history of tea consumption, many signature coffee drinks are influenced by milk and bubble tea beverages – which are both hugely popular in China. In fact, it’s estimated that sales of bubble tea in the country are around 140 billion yuan (US $20 billion) every year.

Similar to milk and bubble tea drinks, some signature coffee beverages also have a dense layer of milk foam on top, which can be made by steaming milk, using a cocktail shaker, or making “cheese foam”. The latter is a common addition to cheese tea, which is a popular iced drink believed to have originated in Taiwan.

The addition of foam not only helps to create different textures to the drink – it also adds a visual element which is becoming increasingly popular among younger consumers. In addition to this, some baristas will add dried fruits or flowers as a garnish, which enhances the visual appeal of the drink even more.

Certain types of plant milks have also become more popular in Chinese signature coffee beverages. For instance, specialty coffee chain M Stand recently launched an iced coconut milk latte and a coconut milk “dirty” latte, which are both served in a coconut shell.

Is there a wider market for these beverages?

It’s undeniable that China’s coffee market is growing. According to CBNData 2021’s white paper on trends in the country’s coffee market, around 60% of white-collar workers in the country drink three cups of coffee every week. 

Moreover, per capita coffee consumption in Beijing, Shanghai, Guangzhou, and Shenzhen is now comparable to that in some regions of Japan and the US – indicating significant growth.

Tan believes that as overall coffee consumption grows, so will the signature beverage sector.

“Many independent coffee shop owners and baristas are planning to leave first-tier cities and move back to their hometowns,” they say. “[It’s expected that] they will bring these types of drinks to smaller cities and towns.”

In recent years, specialty coffee brands like SeeSaw and M Stand have opened locations in second-tier cities such as Chengdu, Chongqing, Suzhou, and Hangzhou – indicating that the specialty coffee market is certainly growing. Both coffee chains serve a range of signature drinks, including “dirty” coffees and fruit-infused iced americanos.

Furthermore, as more wealthy Chinese expats are expected to move to other countries such as Singapore, Malaysia, and Thailand, we could see Chinese signature coffee beverages have more of an influence on these countries’ markets.

In fact, for many Chinese coffee brands, expansion into other Southeast Asian markets is common. Many of these companies already have a sound knowledge of these different cultures and their taste preferences, which allows them to develop and market beverages accordingly.

For instance, Japanese and South Korean coffee drinkers also have similar taste preferences to Chinese consumers, which could present an opportunity for a wider market for Chinese signature drinks. 

Although most consumers in Japan prefer black coffees, more and more younger consumers are starting to order iced milk-based coffees. Similarly, iced americanos are popular among millennial South Korean coffee consumers.

The surge in coffee consumption across China’s major cities has pushed local brands – including both larger chains and smaller independent businesses – to innovate. A large part of this revolves around signature drinks, which can create a whole new sensory experience for consumers.

It’s clear that these drinks are popular with Chinese coffee consumers, and there is also potential for them to become more prominent in other markets. However, how much they will influence wider coffee consumption is still a question that needs to be answered.

Enjoyed this? Then read our article exploring Hong Kong coffee culture.

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Consumed for centuries in some South American countries, yerba maté (Ilex paraguariensis) is a plant species which belongs to the holly genus. Once dried, its stems and leaves can be steeped in hot water to produce an earthy and slightly bitter tea-like beverage.

Today, yerba maté beverages can be found all over the world, including ready-to-drink (RTD) options which are becoming increasingly popular in the US and Europe. In fact, according to BevNet, the RTD yerba maté market was valued at US $93.2 million in 2016, and it’s likely this number has grown in the years since.

To learn more about yerba maté, how it is traditionally prepared and consumed, and its burgeoning RTD market, I spoke with three industry experts. Read on for more of their insight.

You may also like our article on whether green tea contains more caffeine than coffee.

A brief history of yerba maté

It’s believed that the Ilex paraguariensis plant was first discovered by indigenous Guaraní people who lived in what is now known as Paraguay. For centuries, it was consumed by indigenous tribes for cultural and spiritual reasons, as well as its purported medicinal effects.

The Guaraní people reportedly first chewed the leaves and stems of the plant, but then began steeping them in water to create a tea-like beverage. This would be brewed in clay pots or hollowed and dried gourds, and drunk using hollowed-out sticks as straws.

However, when European colonists arrived in Paraguay in the mid-1600s, the consumption of yerba maté was initially forbidden – largely because European colonial powers deemed the plant to be addictive.

In the years that followed, however, European colonists reversed the ban on consumption and forced enslaved native people to increase production. The first commercial trade route for yerba maté was established in 1645, allowing dried leaves and stems to be exported to European countries.

With consumption of yerba maté increasing – both domestically and abroad – it became one of the colony’s biggest cash crops. However, this growth came at the expense of exploiting indigenous people. Production then began to steadily increase in neighbouring countries, such as Argentina and Brazil.

In the late 1700s, European colonists were expelled from Paraguay, which meant many yerba maté plantations were abandoned, and in turn, production started to decline. 

Following a devastating war in Paraguay from 1864 to 1870, Argentina and Brazil annexed some of the country’s land, which included major yerba maté-growing regions. This meant Paraguay’s production came to an end, while both Argentina and Brazil began to grow and export more.

Understanding its cultural significance

Yerba maté has deep rooted histories in several different cultures in South America. 

According to Statista, Argentina produced more than 837,200 tonnes in 2019, while the National Institute of Yerba Maté claims 100 litres of the beverage are consumed every year per capita. Brazil, meanwhile, is the world’s biggest producer of maté based on statistics from the Food and Agriculture Organisation of the United Nations.

Callum Berry is the owner of Anam Mate, a yerba maté importer in the UK. 

“Drinking yerba maté is culturally significant [in some South American countries],” he says. “People grew up drinking it and still drink it today – it’s part of their tradition and heritage.”

For centuries, the drink has been prepared and consumed communally. Following on from the colonisation of native Paraguayan people, gauchos (who are considered to be South American cowboys) preserved the tradition of sharing yerba maté among friends and family. 

Andrés Puras Fernández is from Chile and runs a yerba maté Youtube channel. He tells me the beverage is still consumed via traditional means across South America today.

“In supermarkets and homes alike in Argentina, Brazil, and Uruguay, you will see yerba maté products,” he says. “You’ll find people drinking it in many places.”

However, both Andrés and Callum mention that the drink isn’t as popular elsewhere in the world, but say that demand seems to have increased in recent years. In fact, it is also commonly consumed in Lebanon, Syria, and other parts of the Middle East (mainly by Druze and Alawite people), but this is largely linked to historic migration from South America.

Andrés specifically mentions that his YouTube channel saw a significant increase in traffic during the pandemic, and that yerba maté’s popularity among professional UK football players could be attributed to overall rising demand.

“It’s not going to appeal to everyone because some people may want a more quick and convenient beverage,” he says. “But the traditional way of consuming yerba maté aligns with my own personal values – to slow down and take the time out of your day to enjoy it.” 

This idea is somewhat similar to the Slow Food philosophy, which embraces the idea of taking time to enjoy food and beverages – including coffee.

How do you prepare yerba maté?

Traditionally, dried yerba maté leaves are placed in a gourd. You then add hot water (which needs to be lower than boiling temperature, otherwise it could damage the brewing vessel) and allow the leaves to steep for a few minutes.

Once brewed, yerba maté is usually consumed through a bombilla, which is a metal straw containing a built-in filter. The gourd can then be refilled with water as often as needed or until the leaves have lost the majority of their flavour.

Callum tells me that while some consumers today opt for glass or steel brewing vessels and straws, many still prefer handmade gourds and bombillas made from natural materials. These can include certain types of woods, such as Palo Santo, or can even be made from hollowed, cured, and dried calabash gourds – a member of the squash family. 

Many people believe that drinking yerba maté from a traditional gourd imparts more flavour to the beverage, and ultimately enhances the overall experience.

“Compared to drinking from a mug, using a traditional gourd has far more cultural significance,” Callum explains. “You have to take care of your gourd, so the connection you have with it is unique.”

Andrés tells me that there is a culture of yerba maté enthusiasts.

“For people who really enjoy the beverage, they sometimes make their own gourds, bombillas, and other accessories because the culture is interesting to them,” he says.

Victoria de la Torre is the founder of SouthmaTea, a yerba maté supplier based in Buenos Aires, Argentina. She tells me that children drink maté in schools in Argentina, often adding milk and sugar to “make it more pleasant” for less developed palates.

Andrés says that climate can influence how people prepare yerba maté. For example, in countries which experience longer periods of warmer weather, many people choose to brew the beverage using cold water – which undoubtedly affects total brew time and the extraction of flavours.

Describing its flavours

“Bitter” is often a word used to describe yerba maté, but Victoria says that its flavours can vary according to factors such as origin and drying methods.

“Similar to coffee and wine, the flavours can vary depending on the terroir where it was grown,” she explains. “Some can have a more earthy flavour, while others can taste more complex, spicy, and bittersweet.”

She adds that Argentinian maté is usually grown in mineral-rich soil in the country’s rainforest, before the leaves are dried over fire, which can give it some smoky notes.

Andrés agrees, saying that once you become familiar with the flavours of maté, you are more likely to know where it was grown – much like with single origin coffees. He finds that Argentinian yerba maté is sweeter, making it a popular choice for first-time drinkers. 

Health benefits – and risks 

Around the world, many people drink yerba maté for its supposed health benefits. 

Clinical research has found that consumption of maté is associated with a number of positive effects, such as weight loss and protecting the immune system. Moreover, it contains several antioxidants such as saponins and polyphenols, which have certain anti-inflammatory and cholesterol-lowering properties.

However, these health benefits vary according to how much yerba maté you consume and how you drink it, as well as how the leaves are dried and processed.

“There are many varieties of maté,” Callum says. “Some are weaker-tasting, while others are stronger.

“Because it can be consumed over longer periods of time, it doesn’t result in a caffeine rush,” he adds.

“Yerba maté can be compared to coffee in terms of caffeine content,” Victoria explains. “It can be consumed throughout the day and it can help to keep you alert and energised.”

Typically, a 150ml serving of yerba maté contains about 80mg of caffeine, but different varieties can have varying amounts of caffeine. However, continually adding more water to the drink means caffeine intake can increase significantly.

Additionally, the stems and leaves are often dried over fire, and some sources suggest this can form polycyclic aromatic hydrocarbons. These are known to be carcinogenic, but more clinical research is required to scientifically verify any purported health risks and benefits of yerba maté. 

The rise of RTD yerba maté

Andrés says that while more traditional methods of consumption may not appeal to the majority of people, the increasing diversification of yerba maté products and preparation methods is helping to make the drink more popular. 

“In the US, some people brew it in a French press,” he says. “RTD yerba maté-based energy drinks are also becoming more popular, which can also include fruit to create different flavours.” 

There are a number of RTD canned maté products now available, particularly in the US and Europe. One prominent brand is Guayakí, which was first established in California in 1996. In addition to selling loose leaf yerba maté, the company also sells canned and carbonated maté beverages.

In 2021, the Coca-Cola owned subsidiary Honest Tea launched a RTD yerba maté drink, which included a number of different flavoured options. 

Callum also notes the variety of sweetened single-serve maté bags now available on the market for those looking for more convenient preparation methods.

In regards to its market potential, Andrés says that yerba maté is typically cheaper than coffee, which could help it to become more popular. However, he points out that because of the small number of maté-growing countries, it’s unlikely that production could scale significantly.

Callum believes that there needs to be a distinction between traditional yerba maté and RTD options – largely because they offer different experiences to consumers.

The rich history of yerba maté undoubtedly makes it a culturally significant drink for many people in South America. For more traditional drinkers, the ritual of preparing and sharing maté with friends and family is vitally important.

However, with the growing number of maté products available around the world, it’s clear that more modern ways of consuming the beverage are also becoming steadily popular.

“More people should try it,” Andrés concludes. “It’s an interesting drink with a lot of traditional heritage, but it isn’t valued enough.”

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However, some may argue that in order for specialty coffee to truly remain “specialty”, it will always be somewhat exclusionary. This might specifically be the case for those who are unable to afford more expensive coffee or equipment, and lead eventually to their ostracisation.

A large part of this problem is rooted in gentrification – which is when lower-income neighbourhoods, most often in cities, see a rising number of more affluent residents. This can result in a number of complex issues which affect marginalised communities the most. 

For many, the arrival of more specialty coffee shops is often a key sign of gentrification in certain neighbourhoods (although it is by no means the only indicator).

In order to learn more about the relationship between gentrification and specialty coffee, and what the coffee industry can do to address this, I spoke with founder and CEO of Brewpoint Coffee, Melissa Villanueva, and founder and CEO of Mayorga Coffee, Martin Mayorga. Read on to find out more. 

You may also like our article on being black in specialty coffee.

What is gentrification?

In order to fully understand the problems associated with gentrification and coffee shops, we first need to know what causes this process to take place.

Although gentrification is highly complex, it is essentially when a neighbourhood (often in a large town or city) which has historically received little investment and development experiences an influx of higher-income residents. As a result of the increasing migration of more affluent inhabitants, more urban renewal projects start to take place.

As part of these development projects, it’s common for more specialty coffee shops to open, accounting for the consumer behaviour of younger and more affluent demographics.

While gentrification does certainly mean that previously-neglected neighbourhoods receive some much-needed support and investment, it’s an unfortunate reality that the most vulnerable members of the community often aren’t able to reap the benefits for themselves. 

The increase in higher-income residents often leads to rising rent prices and higher costs of living in the area, which ultimately can displace the more marginalised and economically vulnerable inhabitants.

Again, while the reasons are deeply complex, this is largely a result of historical inequities which marginalised communities have been facing for centuries. 

“There is a lot of overlap between gentrification and race and ethnicity,” Melissa says.

As just one example of many, between the 1930s and 1960s, the US federal government classified certain neighbourhoods across the country as “risky” and “unfit for investment” – a set of policies referred to as “redlining”. In turn, many people of colour living in these areas at the time were refused access to loans, meaning they were unable to repair or reinvest in their homes, and led to an overall economic decline in these neighbourhoods.

Martin believes that we can draw comparisons between the effects of modern gentrification on marginalised communities and the colonial history of the global coffee industry.

“Coffee seeds were stolen from African people by colonists, cultivated around the world using slave labour, and traded through inequitable financial models,” he says. “The roots of the coffee industry were planted in the domination and displacement of brown and black people.”

However, Martin adds that some of these colonial inequities are still present in the coffee industry today.

“There are still many practices taking place in the industry which whitewash the history of coffee, as well as its different cultures,” he explains. “For example, some traditional Latin American brewing methods, rituals, or consumption trends are seen as ‘inferior’ [to specialty coffee] or are not given enough respect in conversations.”

Specialty coffee: a cause or an effect of gentrification?

Although there are many indicators that gentrification is taking place, the opening of newer, more expensive coffee shops in an underdeveloped area is one of them – which obviously means there is plenty of overlap with specialty coffee businesses.

This is largely because of prices. Broadly speaking, when specialty coffee shops open in these neighbourhoods, beverages are more expensive than they would have previously been. These higher prices are something that newer, more affluent residents might be able to afford – but they may well be too expensive for previous residents.

According to the Harvard Business School paper Nowcasting Gentrification: Using Yelp Data to Quantify Neighborhood Change, the opening of Starbucks stores (and other coffee shops more generally) is the leading indicator of gentrification. The research also concluded that the increasing prevalence of coffee shops alone led to a 0.5% increase in local house prices.

In response to the research, Starbucks announced it would aim to hire more local people to tackle issues such as local youth unemployment, but whether employers followed through remains to be seen.

However, the researchers stated in their findings that they were unable to determine whether coffee shops were a cause or an effect of gentrification.

While it’s certainly difficult to establish a cause-and-effect relationship between the two, Martin believes that coffee shops are a result of gentrification.

“The opening of specialty coffee shops in disadvantaged neighbourhoods follows on from ‘redevelopment’ programmes, which disproportionately affect black and Latino populations, as well as those who are on a lower income bracket,” he says.

“A new specialty coffee shop opening in a historically Latino or black neighbourhood does not automatically constitute an investment,” he adds. “[If not carried out thoughtfully and in partnership with the local community], it can be opportunistic instead.”

Melissa agrees, explaining that historical colonial inequalities are still linked to gentrification today.

“The US’ history includes slavery, which still has ongoing effects on black and indigenous communities,” she says. “Oftentimes, this was hidden under the guise of economic development, [but for less vulnerable and marginalised people].

“Gentrification usually results in the displacement of people of colour,” she adds.

Can gentrification be beneficial to specialty coffee shops?

While the negative effects of gentrification on marginalised communities are undeniable, it can also be argued that specialty coffee shops do benefit from gentrification. Ultimately, expanding their company in new areas and attracting more customers helps to keep their business profitable.

However, Martin says that only coffee professionals who are already in more fortunate positions can really benefit from these advantages – which compound the existing inequities in the coffee sector.

“Gentrification is only beneficial to those who are already more economically stable,” he tells me. “Historically, producers are the most vulnerable people in the supply chain, and while there has been positive change, indigenous and impoverished farming communities are still worse off.”

Melissa agrees, saying: “It’s difficult to make the coffee industry equally profitable across the entire supply chain, and usually it is producers who receive the least amount of money.”

Martin says that one of the ways we can improve equity in the coffee industry is by supporting members of marginalised communities to take up positions of leadership.

“The number of black and brown people occupying positions that cover ownership, management, and decision-making in the coffee industry is embarrassingly low,” he tells me. “Inclusivity and representation have definitely improved over the last five years, but we still have a long way to go.  

“We also don’t see minority-owned brands receive the same level of respect as other specialty coffee companies,” he adds.

How can specialty coffee businesses support local communities in a more sustainable way?

Considering the significant negative impact of opening coffee shops in underdeveloped areas, how can business owners ensure they are supporting communities, rather than contributing to their displacement?

Ultimately, Martin says coffee shops and roasters need to commit to creating real positive change.

“Some companies say they support initiatives and communities, but there is little to no evidence that they are having a positive impact,” he says.

“If you want to have a positive effect on communities, buy or rent an older building in an area that can benefit from investment,” Martin suggests. “Repair and renovate the building and strive to make sure that around 80% of your workforce lives within walking distance of your shop.”

In doing so, staff at the coffee shop will visibly be much more representative of the local area – making members of the community feel more welcome to visit.

“We build relationships with communities,” Melissa explains. “We make sure that we ask important questions like ‘is the space inclusive?’ and ‘do the people behind the bar look like the community that we are now a part of?’”

Menu prices are an important factor to consider, too. When opening a new location in an underdeveloped neighbourhood, coffee shop owners need to be mindful that some members of the community may be dissuaded from visiting their café if prices are too high.

However, Melissa explains that this can be a delicate balancing act between reasonable prices for consumers and making sure that you pay a fair, responsible price for the coffee you buy.

“I have been advocating for specialty coffee to be more expensive,” she says. “Compared to the wine or the craft beer industries, there is a dramatic price difference.

“You can buy a bottle of high-quality wine for up to hundreds of dollars, but a cup of specialty coffee usually costs no more than US $10,” she says. “The scope to justify the amount of work that farmers put into growing specialty coffee often just isn’t there.”

Another large part of working to resolve issues of gentrification is improving representation and inclusivity. 

“More than ever, marginalised communities are becoming empowered to start their own coffee companies or to support those which are working to rebalance inequities,” Martin says. “We’re not waiting to be hired or to be given an opportunity.  

“An example is Cxffeeblack, created by Bartholomew Jones and Renata Henderson, who are unapologetically proud and vocal with their brand,” he adds. 

In fact, Cxffeeblack is currently working on a script for a TV pilot with HBO Max, which is inspired by Bartholomew and Renata’s experience of opening a coffee shop in a neighbourhood undergoing gentrification. 

“I think that the days of minority groups being observers in the US coffee industry are behind us,” Martin says.

The link between coffee shops and gentrification is well-established, but that doesn’t mean coffee business owners can’t have a positive impact on these communities. 

While the issues are complex and deeply rooted in historical inequities, coffee shops and roasters need to be mindful and thoughtful of the areas they work in.

“Listen to the existing community and make sure you serve them, too,” Martin concludes.

Enjoyed this? Then read our article on how green coffee auctions can be used to promote wider social initiatives.

Photo credits: Stephanie Hulthen Photography, Glass & Grain Photography

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Many are wondering if this market consolidation is the beginning of a wider change for the industry, and if specialty coffee may soon become dominated by a few holding companies, rather than being spread between a much broader range of brands.

However, it’s clear that Covid-19 shifted how coffee businesses operate, which ultimately influences the motives behind acquisitions. With more and more companies in the coffee industry now seeking guaranteed opportunities for growth, acquiring specialty brands could be a way forward.

To understand why coffee company acquisitions are becoming more prominent, and what this shift could mean for the global coffee sector, I spoke to several industry experts. Read on to find out what they had to say.

You may also like our article on opening & managing multiple coffee shops effectively.

What are mergers and acquisitions?

Mergers and acquisitions are commonly grouped together when talking about the transfer of business ownership or consolidation within the market. But what are the differences?

At its simplest level, a merger is an agreement between two companies to join together and form one company. This is done for a number of reasons, including establishing a broader market reach or gaining more market share.

Acquisitions, meanwhile, are when one company buys some (or even all) of another company’s shares. In this case, companies might retain their own names and branding, or the original operation might become absorbed and rebranded accordingly.

There are many reasons why companies choose to purchase shares in other businesses, or allow other companies to acquire stakes in their business. Similarly to mergers, the biggest reason is to expand or diversify their reach or customer base, or to enter new markets using another brand’s pre-existing expertise.

Alternatively, companies may acquire other brands to gain access to new technologies or intellectual properties. Not only can this help a business to keep up with competitors, it can also help them to quickly hire staff and access resources needed to launch new products and services.

Recent major acquisitions in the coffee sector

Over the past decade, there has been a run of significant acquisitions in the coffee industry – including both larger chains and smaller specialty coffee brands.

One of the most significant examples was in 2019 when Coca-Cola acquired UK coffee chain Costa Coffee for around US $5 billion. The acquisition was driven by a number of factors, but possibly because US consumption of carbonated soft drinks hit a 30-year low in 2017.

In 2021, Coca-Cola HBC (the world’s third-largest bottler of Coca-Cola products) purchased a 30% equity share in Caffè Vergnano – one of Italy’s oldest coffee roasters.

Another example is Nestlé, which purchased a majority stake in Blue Bottle Coffee in 2017 – a specialty coffee roaster in the US and Japan.

Corporate interest in specialty coffee brands has seemingly been increasing over the past decade.

In 2012, German conglomerate JAB Holding Company acquired San Francisco’s Peet’s Coffee – a pioneer of the specialty coffee industry. Subsequently, three years later, Peet’s purchased Stumptown Coffee Roasters – another prominent specialty roaster in Portland, Oregon. JAB Holding also acquired the coffee and food-to-go chain Pret A Manger in 2018.

Broadly speaking, these acquisitions of coffee brands are a means of expanding into new markets (such as specialty coffee) by leveraging existing expertise and established brands. For instance, Starbucks and Blue Bottle offer different products to two very different consumer bases, providing them with reach within two important (and profitable) market segments.

Acquisitions can also help existing brands move into new international markets, too. For example, international food and ingredients company ofi completed the acquisition of 116-year old Canadian coffee roasting and packaging company Club Coffee earlier this year. Ultimately, this gives the company the chance to expand in North America (one of the biggest global coffee markets) while retaining Club Coffee’s expertise and established brand image.

Has Covid-19 changed things?

While there has clearly been interest in acquiring coffee brands for well over a decade, Covid-19 has certainly influenced growth strategies for many companies.

Towards the beginning of the pandemic, a staggering 95% of out-of-home coffee businesses were forced to close operations for several months. Naturally, this resulted in a huge spike in home coffee consumption, as consumers started to prepare more café-quality beverages at home.

Undoubtedly, larger companies wanted to capitalise on this shift in coffee consumer behaviour, but doing so was by no means easy.

Umberto Doglioni Majer is President and Chief Executive Officer at Vea Ventures, a holding company  which owns several coffee machine brands, including Carimali, Elektra, and Bellezza. 

He explains that it can be difficult to scale a specialty coffee brand’s reach quickly because of the inherent challenges that come with it, such as sourcing high-quality and traceable coffee.

“[Specialty coffee companies] can be considered growth companies,” he says. “This term describes smaller brands which bigger companies can acquire as platforms to build on.

“However, returns on an investment like this don’t usually happen quickly,” he adds. “It can take years [to turn a profit].”

Umberto says that many larger companies are now seeking growth opportunities with a better chance of success. In his experience, he says this means acquiring shares in brands that are more established, with a proven record of profitability and a loyal customer base.

“Factors such as the pandemic, rising inflation, and crashes in the stock market have led to an increased interest in acquiring more established companies,” he tells me. “This is because these brands will already have better profit margins and larger consumer bases.”

Can specialty coffee brands remain competitive if the market consolidates?

The current economic climate for smaller coffee businesses is challenging to say the least. The C price recently reached a 10-year high, shipping is incredibly expensive, and profit margins for roasters have tightened in the past few months.

This has made it more difficult for smaller roasters and coffee shops to remain profitable, and less buying power means they may struggle to compete with more established brands which have been acquired by a multinational.

So what can they do to compete?

In some cases, smaller coffee companies can merge themselves. For example, Fairwave is a collective of specialty coffee brands who decided to merge following on from the pandemic. These companies include The Roasterie, Messenger Coffee Company, and Spyhouse Coffee Roasters.

However, the consolidation of brands doesn’t only happen through acquisitions and mergers – it can also take place through strategic partnerships and shared services initiatives. 

One example is The Curate Coffee Collective, which is a shared roasting facility in Portland, Oregon. Since 2020, the facility has been open to roasters of all sizes, and offers them access to equipment and office space, as well as educational resources. 

However, this model isn’t that common within the coffee industry – particularly in the specialty sector.

Spencer Turer is the Vice President of coffee consultancy Coffee Enterprises.

He points out that despite how difficult it can be for smaller coffee brands to remain profitable, mergers and acquisitions may not always be the best solution – especially with larger companies such as multinationals.

“The backbone of the specialty coffee industry is still largely formed of small regional companies,” he explains. “If these roasters and coffee shops have the skills, knowledge, and expertise – and are successful at what they do – then why should there be a reason for them to merge or be acquired by a bigger company?”

While mergers and acquisitions with larger brands can certainly help smaller coffee brands to grow and reach new consumer bases, there are also understandably concerns over how quality control can be scaled and maintained.

In the months and years that follow the Covid-19 pandemic, we will see just how prevalent mergers and acquisitions will be in specialty coffee – especially if the world moves towards a period defined by a global economic downturn. 

It’s clear that consolidation through acquisitions and mergers will nonetheless continue to be part of the conversation about how the industry evolves and scales into the future. This then raises questions about how smaller regional businesses can remain profitable.

Ultimately, for smaller coffee shops and roasters, the most important thing is understanding how you can continue to appeal to your customer base. In some cases, this might mean innovating in line with third wave coffee trends, but in others, it may mean just listening to what consumers want from you – and catering to that accordingly.

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In general, most coffee shops in airports are operated by larger chains, such as Starbucks, Costa Coffee, and Dunkin’. However, over the past decade or so, more and more specialty coffee roasters and brands have opened locations in airports to serve high-quality coffee to international travellers.

So, how can this change the consumer experience in airports? And what do specialty coffee businesses need to consider when entering this market?

To find out more, I spoke with two coffee professionals who operate businesses in airports. Read on to learn what they had to say.

You may also like our article on whether airlines are starting to offer better coffee.

Opening a coffee shop in an airport

In many airports around the world, you’re most likely to come across a multinational coffee chain shop – especially a Starbucks.

The company is particularly prominent in US airports because of a long-term exclusivity agreement between the coffee chain and HMSHost, one of the major food and beverage operators in the country’s airports.

However, in 2020, both Starbucks and HMSHost decided to end the agreement. The concessionary announced that it would open more local coffee shops in US airports, as it says airport operators are requesting more specialty coffee brands.

As such, we have seen a rise in the number of third wave coffee shops and roasters in US airports – including Stumptown and Intelligentsia. 

But this trend isn’t just popular in North America; more specialty coffee shops are opening in Europe and Latin America, too.

One such example is Café Pergamino, a specialty roaster in Colombia. The company operates a location in José María Córdova International Airport in Medellín.  

Pedro Echavarría is the general manager of Café Pergamino. He tells me: “We’re also going to open our second location in the main hall of the airport in the coming months.”

Yiannis Taloumis is the CEO and Head of Quality at Taf Coffee in Greece, which operates an airport location in Athens.

“The Taf Retail Shop in Athens International Airport was open from December 2021 until May 2022,” he says. “In May 2022, we opened the Cultivos Coffee airport location, which is a concept inspired by Taf [focusing on higher-quality coffee].

“We partnered with Select Service Partner to open Cultivos Coffee in Athens International Airport,” he adds. “The shop serves high-quality espresso blends and single origins sourced from the Taf Direct Relationship Programme.”

How is the customer experience affected?

The concept of a coffee shop as a “third place” in society has been prevalent since the late 1980s. While home is the first place and work is the second place, third places are more relaxed public spaces where people can interact in a range of different ways.  

As most airports are busy places, convenience plays an important role in the consumer experience. Naturally, this means coffee shops in airports are rarely used as a third place and more so as a means of quickly purchasing a coffee to go.

“You have to focus on your takeaway service because fewer people are going to sit in and drink their coffee,” Pedro advises. This is largely because customers in airport locations are more likely to purchase takeaway coffee so they can have more time to navigate through the airport.

Not only does this mean roasters and coffee shops need to focus on their takeaway options, they also need to find ways to streamline service. This way, customers can receive their orders quickly, but also to a high level of quality – as is expected from specialty coffee shops.

However, Pedro tells me that achieving this can be challenging.

“Airport locations can be good for high-volume sales, but they can also limit the customer experience,” he says. “There needs to be a balance.

“Managing a coffee shop in an airport is different to a more traditional location,” he adds. “Our average location size is about 150m², whereas our airport location is around 20m², so space is one of the main constraints.”

To overcome these difficulties, specialty coffee shops in airports should provide some seating for customers who prefer to stay in. Although this can be tricky – especially if space is more limited – giving people the option to sit down with their coffee could be one of many ways to enhance the customer experience.

What about menu items?

Specialty coffee shops in airports need to consider their value proposition for customers at airport locations, as well as how much equipment they are able to install.

As part of this, coffee shops should factor in what beverages to include in their menus. For the most part, espresso-based drinks are suitable because of quicker turnaround times, whereas other drinks which take longer to prepare may not be appropriate for airport locations.

“We don’t have pour overs at our airport shop,” Pedro tells me. “There isn’t enough time to prepare them as people want their coffees quickly.

“Pour overs are one of the top-selling beverages in our more traditional locations, so we try to compensate by having different filter coffees available [on batch brew],” he adds.

As well as beverages, coffee shops should also think about their retail products, such as whole bean coffee, merchandise, and brewing equipment.

“A big percentage of our sales is retail bags of coffee,” Pedro explains. “For an airport location, this can have a huge impact as your brand can reach a much wider consumer base.”

Ultimately, these factors will also influence staff training and store layout – especially with significantly smaller floor and counter space.

“One of the challenges for baristas at Cultivos Coffee is to quickly provide all of the necessary information to customers, [such as origin, variety, roast profile, and flavour notes],” Yiannis tells me. “It’s key to find a balance between informing the consumer and respecting their limited amount of time to spend in-store.”

Broader considerations for airport locations

While an airport might not be number-one on the list for coffee brands looking to expand, Yiannis explains the benefits of doing so.

“Having a specialty coffee shop in an airport can open your doors to a much wider range of people,” he tells me. “It can give your brand a chance to shift consumers’ perceptions of specialty coffee.

“You can introduce more people to higher-quality coffee, too,” he adds.

However, airport locations can certainly have their unique challenges.

“Barista workflow is especially important as we have to keep in mind that customers are travellers and therefore are likely to be in a hurry,” Yiannis says. “But at the same time, we have to effectively communicate our values, such as the Taf Direct Relationship Programme, in a much shorter period of time.”

Another essential element of opening an airport coffee shop is making the decision between remaining as an independent business or starting a franchise store.

Pedro explains the latter is becoming increasingly popular.

“Most airports are trying to franchise stores to be run by major food and beverage operators,” he says. “Café Pergamino has been able to remain independent because we opened our airport location prior to the rising demand for franchising.”

As the specialty coffee market continues to grow, opening an airport location could be a viable way for some growing coffee brands to expand.

However, it’s clear that these locations may not be the most suitable for every business. As such, when expanding into this market, brands should consider the various challenges associated with operating an airport coffee shop – as well as making sure their operational approach is different to a regular city or town store location.

Enjoyed this? Then read our article on understanding the self-serve coffee machine market.

Photo credits: Taf Coffee

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To keep up with this explosive growth, many coffee events and trade shows are being held in China’s “first tier” cities, such as Shanghai, Beijing, Guangzhou, and Shenzhen. These events include trade shows, networking opportunities, and exhibitions, as well as China’s national coffee competitions. 

Felipe Cabrera is the CEO and founder of Ad Astra Coffee Consulting in Shanghai. In 2009, Felipe studied for his master’s degree in China, before deciding to permanently relocate there. He has been working in the Chinese coffee industry since 2015.

In this article, he explores why coffee events in China are becoming more popular and talks about some of the most prominent and influential events currently taking place.

You may also like our article on ecommerce & coffee in China.

Why are coffee events becoming so prominent?

In just a few years, the Chinese coffee market has grown rapidly. 

The industry has transformed from a market dominated by second wave coffee shops, to a sector with more competition than ever, as well as a growing understanding of specialty coffee culture.

Coffee culture is no longer exclusively for citizens returning from Western countries and expats. Instead, it has become a ubiquitous beverage for many people in larger cities to enjoy while having an afternoon coffee break.

While coffee culture is mainly evolving in first tier cities, more cafés are opening in the “new” first tier cities (previously second tier cities). These include Chengdu, Changsha, Nanjing, Tianjin, Qingdao, and others. 

If the market continues to grow at a similar rate, coffee culture will keep expanding to the second and third tier cities to attract a larger base of coffee consumers.

This rapid expansion has meant there is a broader range of coffee consumers than ever before. They have a variety of different purchasing habits and demands, and subsequently the different “waves” of coffee are collectively occurring at the same time in China – creating a truly unique market.

As a result, many coffee brands find it difficult to promote themselves without having to invest significantly in marketing.

For many Chinese coffee companies, attending or exhibiting at a coffee festival is a low-cost way to potentially generate sales. As with trade shows elsewhere, each coffee brand has its own booth, all of which are similarly sized, so the product or service remains as the focus of each business.

Some leading coffee events in China include Shanghai HOTELEX and the Shanghai Food and Hospitality China (FHC) festival.

Shanghai FHC Festival 2021

The 2021 Shanghai FHC festival took place from 9 to 11 November, 2021. It was one of the largest coffee events held last year, featuring extensive industry talks, as well as China’s national coffee championships. 

As with previous editions, a specific exhibition hall was designated for coffee businesses in the event arena. This was also where the Chinese Latte Art and Cup Tasters Championships were held, alongside a number of other less formal competitions. 

For the 2021 edition of the festival, the number of visitors decreased notably, mainly because of strict Covid-19 measures. Exhibitors and visitors were required to take a PCR test within 48 hours of attendance, as well as having to upload the results to a dedicated FHC app.

For the exhibitors, however, this meant a more competitive environment in which to promote and sell their products.

As well as this, the Shanghai FHC festival also highlighted some consumer trends in the Chinese coffee industry. 

First and foremost, it indicated that the country’s coffee market is continuing to develop to become more specialty-focused, with consumers opting for coffees with more complex flavour profiles, cleaner taste, and more acidity. There were also a growing number of honey, natural, and anaerobic processed coffees on show.

Visitors at FHC also seemed to be more interested in light and medium roasts, with many looking for balance, brightness, and sweetness. They were also increasingly looking away from “traditional” bitter coffee profiles – representing a significant change to consumer preferences from even just 15 or 20 years ago.

Many coffee brands also hosted coffee mixology sessions at the event. As part of this, we saw them offer signature beverages on their menus, as well as rarer and more expensive coffees. Several Gesha and Pink Bourbon coffees were on display, even if they were offered alongside commercial-grade coffee.

Domestic coffee brands from all over China were present at the Shanghai FHC festival, including several from Beijing, Qingdao (northern China), Shenzhen and Foshan (south), Guizhou (southwest), and Xi’an (central). 

One example is FU Roastery, a coffee brand from Kail in the Guizhou province – around 1,600km from Shanghai. Owned by a Chinese roasting champion, FU Roastery sells roasted coffee through Taobao and BiliBili, as well as its coffee shops.

Following on from other trends in the coffee market (notably seen at the 2021 HOTELEX Chengdu event), more specialty cacao and chocolate brands are also beginning to attend coffee festivals. One prominent example is Nibbo, a bean-to-bar brand originally from Shanghai.

Shanghai Lujiazui Coffee Festival 2021

A couple of weeks before FHC, the latest edition of the Shanghai Lujiazui Coffee Festival was held from 28 to 30 October 2021.

Shanghai Lujiazui Coffee Festival was established in 2016 with only 24 coffee brands exhibiting in its first event. Many of these brands were small coffee shops in Shanghai; some in the specialty sector.

Usually held in the heart of the Lujiazui district, this festival has now grown to include some 213 exhibitors. These numbers aren’t surprising as Shanghai is reported to have the largest number of coffee shops in any city in the world, with over 7,000 cafes. 

This is further proof that the Chinese coffee sector and interest in coffee across first tier cities is growing at a tremendous pace.

Around 35% of the market share at Luijazui belongs to major coffee chains. Conversely, of the remaining 65%, some 50% accounts for boutique or artisanal coffee shops which use specialty coffee.

While FHC was more popular with domestic brands, a number of large international companies attended the 2021 Shanghai Lujiazui Coffee Festival, including Starbucks, Lavazza, La Marzocco, and McCafé. 

Alongside food and coffee companies, a number of espresso machine and coffee equipment manufacturers were also at the event. Their contribution was particularly interesting, as it showed how local brands are increasingly catering to consumers’ demands for more ethical and environmentally friendly products.

For example, the sustainable Chinese brand KAFFTEC (“咖法” in Mandarin) was present in no small part at Lujiazui this year, showcasing its cups, tables, and seats, all of which are manufactured from used coffee pucks and recycled plastics.

Alongside this, there was also a growing focus on the importance of convenience for coffee consumers in the domestic market. In line with this, one of the most significant trends at Luijazui was a rise in the number of semi-automatic espresso machines on show. Chinese manufacturer XLVI (which assembles semi-automatic machines in China using imported parts from Europe) was one of the most prominent examples of this.

How might coffee events evolve in China?

As China’s coffee consumption grows, coffee festivals and events are likely to become more frequent.

The China Coffee Association of Beijing states the country’s coffee consumption is increasing at an annual rate of 15%. In 2020, an average of one coffee shop opened per day in Chengdu City (the country’s third largest coffee market), now reaching a total of more than 6,000 cafés in the city. This indicates stable growth despite the impact of Covid-19.

However, in many cases, the pandemic was detrimental for coffee shop chains in the Chinese market. In January 2020, Starbucks China closed over 2,200 locations in the country due to forced social distancing measures.

While the coffee shop market may have taken a significant hit, sales of ready-to-drink (RTD) coffee have increased in the country. In 2021, Coca-Cola launched Costa Coffee-branded RTD cold brew coffee in China in over 150,000 retail outlets, as well as on ecommerce platforms – a thriving market in China.

At-home coffee consumption experienced a sharp rise during stay-at-home measures. Specialty instant coffee continues to be popular among Chinese consumers: some 32% of the population reported drinking instant coffee in 2016, and it’s safe to assume this number increased during 2020. 

Considering these trends, it would be no surprise if we saw the emergence of coffee events in China tailored to these rapidly-growing sectors. A shift in focus towards RTD coffee, at-home consumption, and domestically produced coffee may become more apparent, even though the out-of-home market is steadily showing signs of recovery. 

These two coffee festivals serve as interesting examples of the sheer pace of growth in the Chinese coffee sector.

However, the immediate future for the country’s coffee industry and growing trends remain surprisingly difficult to predict. Following the Covid-19 pandemic, the growth of the Chinese coffee market has slowed slightly, considering the closure of many coffee shops, as well as the cancellation of a number of coffee events and trade shows since 2020. 

As these restrictions begin to ease and more coffee events and festivals are held regularly in the country, the coffee market in China will continue to expand at pace and diversify. The country’s coffee sector is set to become even more vibrant and competitive, with coffee events poised to lead the charge in innovation and raising standards.

Enjoyed this? Then read our article on entering China’s emerging coffee market. 

Photo credits: Felipe Cabrera

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However, how coffee is paired with food varies greatly from region to region, depending on the gastronomic history of each country and its sociocultural context. Furthermore, thanks to different processing methods, roast profiles, and a variety of brewing methods, specialty coffee can provide a richer range of flavours and aromas than ever before – meaning potential for other pairings.

To learn more about how coffee drinkers pair their cup with food around the world, I spoke to a few different coffee professionals. Read on to find out what they had to say.

You may also like our article exploring the iconic pairing of coffee and doughnuts.

A few examples of food pairings from around the world

It’s no surprise that a region’s gastronomic and sociocultural traditions dictate how coffee is paired with food. To illustrate the sheer breadth around the world, we’ve put together a list of a few different countries and some of their common food pairings.

This list is of course limited by space, so please note that it is by no means exhaustive.

Kenya, Uganda & Tanzania

Peter Gakuo is a coffee professional from Kenya, and a writer for Perfect Daily Grind. He explains that while, historically, domestic consumption of coffee has been low in Kenya, interest has grown in recent years, especially among younger people.

Peter explains that Kenyan coffee and food pairings largely depend on a few factors: education, purchasing power, and geography.

“For instance, those with higher purchasing power in Nairobi usually drink coffee with buns or croissants,” he explains. “However, in villages and more rural areas, people often drink coffee with a dish called mandazi.” 

Mandazi is a kind of sweet fried bread which is prepared similarly to doughnuts, but served without frosting or a glaze. He explains that mandazi is also popular in Tanzania and Uganda.

In the villages, he says, coffee is often enjoyed black, and sweetened with sugar. However, more educated specialty coffee consumers tend not to pair it with anything.

Colombia

Pedro Miguel Echavarría is the manager at Pergamino Café in Medellín, Colombia. 

He tells me that the traditional pairings in Colombia include buñuelo (cheese fritters), pan de bono (cheese bread), almojábanos (corn and cheese bread), and pastel de guayaba (guava pastries). More widely speaking, cheese and breads are common accompaniments, with some consumers dipping them in the coffee.

However, while Colombia has a rich culture and heritage of coffee consumption, Pedro says that in his experience, specialty coffee is treated differently as far as pairings are concerned.

“Specialty coffee, for better or worse, is closely linked to food items that aren’t traditional in Colombia,” he says. “For example, it is linked to artisan bakeries, as well as breakfast items.

“At Pergamino, we have tried to start a bakery that serves a lot of traditional food (like almojábanos and arequipe cakes. However, in the end what was most popular with our specialty coffee was things like almond croissants, red velvet cake, and so on.”

Taiwan

Vincent Wang is in charge of quality control at Black Gold Coffee Company in Taiwan. He says that Japan has had a major influence on Taiwanese coffee culture, and as such, locals enjoy combining coffee with Japanese desserts. 

“In our experience, many of our customers like to order coffee with their dessert,” he explains. “We like to pair coffee with desserts from Japan, but often a slightly more ‘westernised’ version, but something that still retains that Japanese style.

“Beyond that, we’ve also started baking specialty bread,” he adds. “Alongside desserts, it gives us something else to attract the attention of our customers and introduce them to coffee.”

Panama

Jorge Chanis Barahona is a Panamanian gastronomy expert. He explains that in Panama, locals traditionally pair black coffee – with or without sugar – with cheese, bread, or with a tortilla. He tells me that it is also customary to throw the cheese into the coffee cup or dip the bread in the coffee.

Jorge believes that in his opinion, specialty coffee has more scope to be paired with different food items than wine. This is because it can be drunk hot or cold, and because there are so many different flavour profiles depending on how the coffee is processed, roasted, and brewed.

To this end, he has launched a pairing event called the Ritual of Panamanian Coffee, inviting hospitality businesses (including restaurants and coffee shops) from across the country. 

“This was a way to articulate how to pair Panama’s specialty coffee with food,” he says. “We used a structure designed and inspired by the origin, and Panama’s microclimates in Volcán, Boquete and Renacimiento.”

United States

Mehmet Sogan is the head roaster of Memli Coffee Lab, a roaster based in San Diego, California, US. He says that traditionally, people in the US pair coffee with sweet food items.

“In more classic cafés, you have cookies, as well as pastries with French influence, such as croissants or pain au chocolat,” he says.

One of the oldest examples of a food pairing in the country can be found in New Orleans, at Café du Monde. This is the beignet: a square doughnut-like pastry dusted with sugar and often paired with chicory coffee. 

“The reason why sweet foods and pastries are the most common is because of their chemical structure,” Mehmet explains. “Both in baking and coffee roasting, you have the Maillard reaction, where amino acids and sugar react… there is also a lot of crossover with the aromatic compounds released.”

Australia

Michael Rast is a barista trainer based in Australia. He mentions that coffee in Australia is often associated with (and subsequently paired with) breakfast foods.

“Typically, the most popular combination I’ve seen is a bacon and egg roll,” he says. “Pastries are also popular, as are full breakfast dishes.”

He adds that a typical breakfast paired with coffee might include sourdough bread, scrambled eggs, avocados, sausages, or bacon.

Spain

Dara Santana is a chemical engineer, a specialist on coffee brewing water, and the founder of Dart Caffeine in Spain.

She explains that in Spain, coffee is also typically enjoyed in the morning with something sweet, such as a churro, bread, or cookies. These are typically dipped in the coffee.

In the afternoon, Dara says that people often pair coffee with pastries such as croissants. She also notes that it is common for coffee to be paired with croissants in the afternoon.

Dara says that in modern Spain, deliberate coffee pairings are rare. However, the practice is on the up thanks to the growth of specialty coffee culture. Coffee pairing events have even been known to occur.

“The aim is to break down preconceptions about coffee being a drink just for the morning,” Dara explains. “In the future, we are going to give it a different concept in which we will realise that coffee pairs with any type of food.”

How can food pairings create a better sensory experience for customers?

Mehmet tells me that food pairings can ultimately be used to highlight the unique characteristics of different coffees, and subsequently educate people about how diverse specialty coffee can be.

“To bring more people into specialty coffee, first I show them what good coffee is,” he says. “To do so, I try to associate coffee with different interests. 

“This could be through coffee cocktails, food pairings, or any other interests that involve taste.”

He admits that it can be difficult for newcomers to differentiate between flavours in coffee, but giving people subtle hints can move the process along. To that end, his first goal is always the same: getting consumers to understand the differences between two coffees. 

This might be washed vs natural, different origins, different varieties, or even something as simple as different roast profiles. 

“With a natural Ethiopian coffee, you sometimes have those berry notes, while a washed Ethiopian is often more bright and floral,” he explains. “If I give them a blackberry or raspberry to pair with the washed coffee it brings the sweetness to the palate. When you do the same with the natural, however, it brings on more acidity.”

The process of pairing food with coffee

Mehmet explains that alongside flavour, to pair food properly, you should think about the texture and richness of both the food item and the coffee. This means that you should pair espresso differently to pour over, for instance.

“It depends on the origin and the process, because that defines a lot of the flavour descriptors, as does the mouthfeel and body of the beverage,” he explains. “For example, if you make Ethiopian coffee in a dripper versus as a latte, you have a completely different mouthfeel.”

Like Mehmet, Michael believes that when it comes to specialty coffee, the processing method influences a lot of the decisions.

“Washed coffees are probably better with simple pastries, like croissants or cinnamon rolls,” he says. “Meanwhile, natural coffees are nicer with heavier things, with chocolate, fudge, or custard tarts.

“When it comes to pairing, there are two options,” he adds. “Either pair with notes that go well together, or with opposites, which creates a new and surprising flavour.”

Dara also notes that in her experience, using a scientific basis for pairing food and coffee is a good place to start. She notes that different acids are helpful in particular.

“If a coffee has certain chemical attributes, and you find a food that complements it, either by offering a contrasting or a similar flavour, you can create a sensory stimulus,” she says. “Start by looking at the chemicals contained in the food or the coffee.

“Let’s take acids, for example. If there’s acidity there, find out if it’s lactic acid, acetic acid, tannic acid, malic acid, citric acid, or so on… then create your pairing based on that.”

Interestingly, Mehmet adds that there are some instances where pairings simply do not work, in his experience.

“For example, seafood and spicy food are very hard to pair,” he adds. “You don’t want the food to overpower the coffee. You have to find the right balance, and in these cases, it’s almost impossible to do so.”

There’s no arguing that specialty coffee culture has changed the richness and breadth of the flavours we experience in our morning cup. As we see greater recognition of this differentiation, it’s only natural that coffee professionals around the world look to pair foods with a range of different high-quality coffees.

While coffee pairing doesn’t yet enjoy the same kind of prestige or reputation as wine pairing, there are clearly some cultural norms and traditions around the world which we can use as a precedent. Bread, pastries, cheese, desserts, and breakfast all appear to be staples, and going forward, these can be great starting points for the wider specialty coffee sector to leverage.

Enjoyed this? Then read our article exploring how artisan bread and specialty coffee are linked.

Photo credits: Dara Santana, Michael Rast, Jorge Chanis, Mehmet Sogan

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One of the biggest drivers of this is convenience. As this consumer priority persists, coffee shops are placing a greater emphasis on their food and snack offerings.

However, there’s more to it than that. Recent trends suggest that customers now want to enjoy fresh, high-quality food with their coffee. Over the last 10 years or so, emerging trends in the foodservice sector (farm to table, Slow Food, artisanal baking, and so on) have mirrored the priorities of third wave coffee consumers.

So how can coffee shop owners make sure they pair the right foods with their coffee? To find out, I spoke with two coffee chain experts. They told me more about how they choose food for their premises. Read on to find out what they said.

You might also like our article on six coffee consumer trends around the world.

Deciding which snacks to sell – and when

The coffee shop is changing. As well as places where consumers can grab a cup of coffee, consumers increasingly expect cafés to be one-stop-shops for snacks and soft drinks as well as a cup of coffee. 

Dawn Boulanger is vice president of marketing at Tri Star Energy, owner of the White Bison Coffee brand. She explains that the business’ menu development was influenced by demand, and what people wanted during the busiest hours of the day.

“We focused on conveniently serving great coffee drinks and breakfast, which is our busiest time of day,” she says. “Now, our breakfast menu includes made-to-order sandwiches, scrambler bowls, fresh fruit, and parfaits.”

However, White Bison also caters to customers looking for snacks later on in the day.

“We have a bakery selection that includes sweet and savoury pastries, muffins, cookies, and a small offering of handcrafted lunch sandwiches and salads,” she adds.

Another factor to consider is seasonality. Consumers often opt for seasonal items, and coffee shop owners can drive additional demand by offering limited edition products. Starbucks’ famous pumpkin spice latte is a good example of a beverage that does this. 

However, the same logic applies to snacks. 

Katie Lister is vice president of marketing at Ole & Steen, a Danish bakery and café with branches in London and New York. She says that its menu is constantly rotating, especially when it comes to seasonal items. 

“We change the menu seasonally while always keeping some favourites, which will always sell and are not season-sensitive,” she explains. “The weather has a lot to do with it. Lighter bites in the spring and summer, and heartier, warmer fare when it turns cooler.”

Specific menu options to consider

Your establishment’s food offering will be driven by a number of factors, including the specific consumer needs you are trying to meet. For example, your coffee shop might meet demands for breakfast and brunch with local consumers; alternatively, it may be more popular for sweet treats and desserts.

If your focus is on breakfast and brunch, baked goods are a great place to start, and they generally pair well with coffee. Many countries have long traditions of pairing coffee with pastries. Specific items here could include muffins, bagels, croissants, spandauer, cinnamon rolls, tarts, and waffles. 

You could also add breakfast offerings with hot sandwiches, toast, eggs, or local delicacies, but naturally, these will require an on-site kitchen. 

In addition to breakfast and brunch, many coffee shops also offer more substantial options for lunch and dinner. In most cases, they will choose light, refreshing foods to serve, such as salads, sandwiches, wraps, and soups. 

These can often be enjoyed cold or prepared quickly, minimising any additional workload for the barista.

Dawn tells me that White Bison’s grab-and-go section offers a wide variety, including “meat sticks, boiled eggs, and nutrition bars”.

Finally: dessert. In some parts of the world, coffee is enjoyed as a post-dinner treat, often accompanied by cakes or other desserts. 

As these foods often don’t require an on-site kitchen, they can be a convenient and cost-effective option for café owners who simply want to test out the local market.

Pairing your food with your coffee

Once you have an idea of the general direction you’d like to head in, start thinking about the coffees you offer and how your options might pair. It’s important that they complement one another, as a mismatch can be detrimental.

There are several food combinations that are broadly accepted as “good” coffee pairings. For example, the sweeter, more developed notes of darker roasts often pair well with chocolate. They also go hand-in-hand with pastries and doughnuts – the latter of which is especially popular.

On the other hand, medium roasts can be a versatile go-to for lighter lunch and dinner options – such as sandwiches and wraps. They also work well with more savoury breakfast items, such as bacon or eggs.

Finally, lighter roasts. These pair well with buttery or fruity flavours, making them the perfect counterpoint to croissants, fruit-based desserts, or gingerbread.

On the savoury side, bagels are popular with lighter roasts, and their versatility with toppings allows you to customise exactly what you offer for the coffee in question. 

Ultimately, there are endless combinations when it comes to pairing coffee with food. As recent trends have shown, something as simple as artisan bread can work perfectly – it just depends on the flavour of the coffee.

Finalising your menu and sourcing ingredients

Before you finalise your food and snack menu, it’s important to make sure that what you’re offering will be accepted by consumers. 

Firstly, take a look at food trends. There are many different ways you can do this. One way is to partner with a research firm that specialises in analysing consumer behaviours. This allows you to set specific parameters for the research, and understand what foods would best meet your customers’ preferences. 

Think about who comes into your coffee shop. Which generation do they belong to? What kind of coffee do they drink? Are they there to grab something and go, or do they want to sit down and stay a while?

Another way is to look at food trend reports. These can cover general food trends (for a wider picture) or those specific to the coffee industry. 

Finally, do some market research. Take a trip to competitors’ stores and take a look at what they offer. 

“We got our inspiration from other coffee shops and analysed product mix data from our convenience store brand,” Dawn explains. “We also did food cuttings with our internal teams and narrowed the menu down from there.”

As you work to finalise your menu, you also set out a plan for sourcing your food items and ingredients.

Today’s consumers put a lot of focus on both quality and freshness, and there’s increasing pressure to “buy local” – whether it’s pre-prepared food items or the ingredients you use to make them.

“Make sure you’re getting the best quality, and then customers will return,” Katie says. “All of our food is prepared by our bakers, but the ingredients come from a wide variety of sources. 

“Many of these are small, UK businesses, such as farmers for our bacon, smokeries for our fish, and so on.”

Elements of a successful menu

Now that you’ve decided on a menu and you’ve started serving food and snack items, how exactly do you determine if these items are a success? 

Furthermore, how do you know when something should become a menu staple? Or if it should be seasonal? Or maybe if it’s time to take it off the menu completely? 

Obviously, if something is flying off the shelves with high sales and a good profit margin, it’s a keeper. However, one of the most important things to remember when determining if a snack or menu item is successful is listening to the customer. 

If your customers are talking about it, recommending it, and coming back for more, you’ve likely got a hit.

“When something becomes a favourite or a signature item, it quickly gets a reputation via word of mouth, and demand goes up,” Katie says. “With each new menu change, we’re listening to customers but also making any new offerings as delicious as possible.”

However, it’s also important to remember that successful menus have a balance between these staples – which appeal to a large consumer base – and items that capitalise on emerging or “newer” consumer trends. 

“Some folks are creatures of habit,” Dawn adds. “They like to eat or drink the same thing every day.

“At the same time, some are more adventurous and like to try new things. It’s good to have a balance.”

Following these trends isn’t just about keeping things fresh, either. It’s also a vital opportunity for your business to attract new and different customers. After all, it’s important to stay relevant if you’re going to be around for years to come.

“Make sure [the food] compliments your coffee offering, adds to the guest experience, and isn’t too challenging to execute,” Dawn concludes.

There are many things to consider when offering food for your coffee shop, including how it pairs with your coffee, what time of day food will most likely sell, seasonality, and more. 

Ultimately, the most important thing to do when developing a food and snack offering is to always remember what consumers are looking for and what current food trends say about what’s selling. 

As long as you’ve done the preparation and put the time and effort into planning your menu, you’ll be able to experience the same success enjoyed by many other coffee shops around the world.

Enjoyed this? Then try our article on the evolution of convenience store coffee.

Photo credits: White Bison Coffee, Ole & Steen, Unsplash

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