Just what are your customers paying for, and what does it cost you?
Justifying cup price
When specialty coffee hit London in the noughties a couple of mistakes were made. Ben Townsend, one time founder of The Espresso Room, has previously pointed out that we launched too cheaply by setting prices at only a small premium to high street coffee shops to encourage accessibility. I don’t disagree, but my sense has always been that the more egregious shortcoming was made by shops who told customers that the cup price of specialty coffee was set because espresso machines and green coffee are expensive. Many customers have come to believe that this is the situation – and now shop accordingly.