What are they drinking?
Hi MrBox,
I think it depends on how you market yourself - including the way your shop is set up and the way your menu is displayed. In my experience, it also matters what area of the country you are in - the more espresso educated, the more espresso drinks.
The little shop I'm working on in the Pacific NW right now does:
5-10% Coffee
10-30% depending on the weather! Fraps (cold drinks)
75% or more Caps and lattes (less on hot days)
5-10% Espresso (assuming you are including both demitasse and americanos)
The large shop I had in Indiana did more like:
35% Coffee
5% Fraps (cold drinks)
50% Caps and lattes
10% Espresso
One idea out there is to organize the shop and menu so that people are more inclined to by the higher profit/priced drinks - caps, lattes, etc.
Have Fun!
