coffee business strategies

Latte art is all the rage; videos show master baristas adorning their cappuccinos with creative and sometimes whimsical designs in milk: flowers, holiday symbols and even a skull and crossbones; but, does this really help you sell more coffee? (note: latte is the direct translation of milk and should not be confused with the Americanized slang for a Cafe Latte (coffee milk) beverage)

Latte art is a good motivational tool to excite new trainees about the possibilities that await as their barista skills develop; however, you should always stress the importance of a drink tasting good first. We have been approached by shop owners and trainees that wish to learn how to make the rosetta, heart or other images that they’ve seen on some video even before they know how to pull an espresso shot! It is important to channel this enthusiasm into less visually exciting, but more practical underlying barista skills. A rosetta atop a 10 second shot will not sell more drinks.

Latte art should be reserved as the crowning achievement of a skilled barista’s abilities and not practiced in a commercial environment until that barista can consistently demonstrate the quick and correct execution of a proper traditional drink with minimal waste.

A well-formed traditional cappuccino is more difficult to create than most people expect; obtaining the correct color distribution, foam density, foam consistency, temperature and flavor is not an easy task — but when done correctly, I believe that it is a far more beautiful sight than any gimmicky design.