Introduction:Espresso is an everyday essential in Italy, but in domestic coffee shops, it’s often the cheapest and least ordered beverage. Faced with challenges such as customer misunderstanding, high costs, and low production efficiency, many café owners have started to wonder: should this classic coffee be removed from the menu? This article takes a practical business perspective to explore the awkward position of espresso in the domestic market and offers useful operational advice and customer communication tips.

In Italy, espresso isn’t just a cup of coffee—it’s an indispensable part of many people’s daily lives. Locals are accustomed to standing at the bar, quickly sipping a small, intense shot of espresso with roasted aromas, which serves as one of their ways to relax and socialize.

However, in domestic cafés, espresso is often overlooked. Unless a customer specifically asks for it, this classic coffee rarely becomes the first choice. Not only does it have a low ordering rate, but it’s also usually the cheapest item on the menu, and sometimes even becomes the “accidental pick” of many coffee newcomers.

Not long ago, a café owner running a rural coffee shop shared his dilemma on social media: “Should I take espresso off the menu?” He admitted that the gap between the production cost and the actual customer experience made him start questioning the necessity of keeping it. This post quickly sparked widespread discussion, involving both industry professionals and general consumers, with a strong response.

According to the café owner, during holidays, many customers place orders directly through the mini program, with some choosing the most affordable option on the menu—espresso. However, when the roughly 30ml shot of espresso is served, customers’ reactions are often unexpected: “Why is there so little?” “It’s too bitter, can I add some milk and sugar?” “Can I get a larger size?”

Faced with these reactions, many shop owners end up transforming the espresso into a latte or americano to meet customer expectations, which satisfies the customers but also incurs additional material and time costs. The café owner stated that he understands newcomers exploring coffee, but when these “trial and error” costs fall on the business, he has to reconsider whether to continue offering this beverage.

This situation is all too familiar to many baristas. When facing customers’ discomfort with espresso, they typically choose to patiently explain or offer sugar and milk as alternatives, but deep down they know there's a clear disconnect between the nature of the coffee and public expectations.

In response to the question of “whether to remove espresso,” netizens offered a variety of practical suggestions. For instance, clearly indicating the volume on the menu, or pairing it with images for clarity; making it a hidden menu item available only to those who truly understand espresso; or merging espresso with americano under the same price point to reduce misunderstandings.

The café owner further explained his considerations in his reply. He emphasized that, as a business owner, he respects each customer’s drinking habits, but with limited resources and efficiency, it’s difficult to customize every single coffee. His concern is that even if he’s willing to remake a milk-added version for a customer, miscommunication or unmet expectations could damage both parties' experience and further impact overall service efficiency.

In addition, he analyzed that the ordering rate of espresso at his shop is extremely low—perhaps only two or three cups per month. For a rural café that mainly serves tourists, many customers are unfamiliar with the characteristics of espresso and often order it simply because it’s the cheapest option, not because they truly understand its flavor. Therefore, removing it from the menu directly could avoid unnecessary misunderstandings and resource waste.

As the base for many coffee beverages (such as lattes and cappuccinos), espresso should be a core element on café menus. However, when offered as a single drink, it’s often ignored due to its low price, intense taste, and small serving size. For many shop owners, keeping this classic coffee is more about respecting coffee culture than actual sales considerations.

In summary, whether to retain espresso depends on the café’s positioning, target customer base, and business strategy. For shops that focus on specialty coffee and cater to coffee enthusiasts, espresso may still be an indispensable option; but for cafés targeting the mass market or tourists, considering customer experience and operational efficiency, temporarily removing it from the menu is also a pragmatic choice.

The above content is compiled by CoffeeHunters, a coffee news website.