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Talking about coffee
25 May 2020

Momenti Dirompenti #3: is there really the possibility of raising the price of espresso at the bar?

We talked about this during our live appointment of “Disruptive Moments” of Friday 8 th of May, with two exceptional guests: Maurizio Giuli, marketing manager of Nuova Simonelli Group and Stefania Pompele, Journalist and Sensory trainer of Dissapore.
The whole conversation started analysing two aspects of the problem: the fact that, out of habit, the price of an espresso coffee in Italy, is often nailed to the one-euro coin and the lack of a real differentiation of the price based on the offer.
When we find ourselves choosing any type of food product to buy, the price becomes synonymous of a higher or lower quality. But when it involves an espresso this does not happen, and the question is why?

We could talk for hours about it and we can speculate in this regard, however the underlying problem still remains, which is the lack of consciousness based on the culture of coffee!

How do we establish the price?
While on one hand, as confirmed by Maurizio Giuli, a notional price level is the meeting point between supply and demand, on the other hand it is the consideration of the value provided by the supplier.
In the cost of a cup of coffee the whole supply chain should be enclosed from the long production process, to the know-how of the barista who has the responsibility of the difficult task to provide the consumers with the added value of the correct extraction and consummation of coffee.
Courage is needed and we must strongly commit ourselves to create a movement for real quality coffee.

Only this way the responsibility will no longer be in the hands of the
individual producer, the roaster, the barista or the consumer, but it will provide a perfect platform of knowledge.

Let’s try to reconstruct for example the purchase of an espresso. A consumer at the bar asks for an “espresso” and knows he has to pay 1,00 Euro.
But what if instead of asking for the usual unidentified coffee, he or she would ask for a specific type of coffee?
If the consumer doesn’t have the skills to do this, the barista should be the one proposing it, trying to understand the taste of his client, to be able to do him the best recommendation according to his palate.

In such a scenario, our goal is to arouse curiosity in the consumer, making him more aware, informed and happy to have spent a few ten cents more for a new and rewarding tasting experience.
To conclude: the key to everything is culture, at all levels of the supply chain!
As with everything in life, when we start to get to know something new, there is more chance that we will become passionate about it: for coffee it works the same.

When the consumer gets to try the quality, it gets difficult to move away from it.

The same for the barista’s, once they read the satisfaction in the customer’s eyes, they will hang on to it.
It is up to us coffeelovers and operators in this sector transmitting our passion throughout trainings and sharing our knowledge gained over years of experience.