Saturday, February 23, 2019
Direct Line


It is worth to ask more than one euro for an Italian coffee, the espresso?

One coffee? One euro. That’s clear. Be honest: if you pay 1,20 euros for a concentration elixir or a break will make you mumble, with the check in your hand, for at least thirty seconds. Then, back in the office you will start talking about the business owner and how unfair he is, because <<he is a thief, he only pays 20 cent for a coffee and blablabla>>

Ok, you’re right about that: powdered coffee costs 20 cent to bars. According to the FIPE (Italian Federation for Public Businesses) one kilo of coffee has an average costs of 21€ for the bar and for one espresso you need around 7gr of powdered coffee. With one kilo of coffee you can have 142 small-caps, that lowers to 130 because bars usually open early in the morning and barmen are sleepy just like you.

Now, be careful: in the past months the price of the espresso has risen because managements costs have increased. At the end, if you don’t consider in the receipts the cost of coffee, the work, the rent etc., at the barmen remain only 15 cents.

As usual, if you know you will understand better. And if you know the value of a coffee it will help also the bar owners.

We are going to explain it: an espresso can cost 1,50€ but the price has to be explained informing customers about the quality and the study that lays behind the coffee.

If you consider, in fact, that the quality level of a small-cap of coffee in Italy is the one described in the Italian TV program REPORT. So, don’t trust the experiments of those bars where a coffee only costs 50 cent: these are only games that don’t satisfy your taste buds and it’s not good for businesses.

Only if we get information on different blends, on preparation methods and searching for the best roasting will be possible to push customers to spend a bit more for a coffee and underline its own identity. Deep down, the espresso is the symbol of the Italian culture and it is worth to spend 50 cent more than usual for a great coffee.


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Pierluigi Capriotti
My name is Pierluigi Capriotti to be exact. Despite a degree in Architecture I'm a journalist. I write following temporary monomania and others that are chronic such reading, soccer, travels and food. When I write I use many asides – because I have the impression there is always something more to say. Because in those asides I talk about my passions. So that everybody will notice them but with nonchalance. I've never had a high regard for wisdom. And, thanks God, this helped me to leave for the foodiestrip journey with a spiritual-creative mathematician, an IT engineer who plays the Star Wars soundtrack with the coffee stirrers and a businessnerd. One way ticket. No return.