Summer poses a challenge for many bars and cafés: the heat reduces the desire for hot coffee, and with it, the usual consumption. But every challenge is also an opportunity. Renewing the offer, adapting to the seasons, and proposing new experiences is the key to keeping the focus on coffee high, even during the summer season.
Let’s explore how to do it effectively, consistently, and deliciously.
Why Coffee Consumption Drops in Summer (and How to Prevent It)
Market Data and Customer Habits
Industry research confirms that during the summer months, the consumption of espresso and hot beverages drops, especially during the central hours of the day. Customers tend to prefer cold drinks or smoothies, and only a portion remains loyal to the classic cup of espresso.
The Role of Temperature and Seasonality
Heat affects the perception of pleasure. A hot beverage feels less “satisfying” when temperatures rise. That’s why it’s essential to reshape the summer offering, focusing on cold alternatives that remain true to the world of coffee.
What to Offer to Keep Attention on Coffee High
Cold Espresso-Based Drinks
The first step is to offer cold variations that maintain the bold flavor of coffee:
– Shaken espresso
– Iced coffee
– Coffee with almond, oat, or coconut milk
– Espresso with flavored ice cubes (vanilla, mint, citrus)
These are simple, quick-to-prepare drinks, perfect for customers seeking something fresh yet intense.
Cold Brew: The Elegant and Natural Alternative
Cold brew is one of the most beloved trends: it’s brewed cold over time and features a smooth, aromatic, and naturally sweet profile. Served with ice or cold milk, it can become the highlight of the summer.
Affogatos and Gourmet Coffees: A Bridge to Dessert
Combining coffee with dessert is a great summer strategy: affogatos and gourmet coffee drinks offer a refreshing, indulgent, and profitable experience. The classic coffee affogato with vanilla ice cream remains timeless, but it can be easily personalized.
Even simpler options like cold coffee with whipped cream or espresso served with granita are perfect for the customer and a great way to elevate coffee.
Thoughtful presentation and creative pairings turn a coffee break into a small summer dessert. It’s another opportunity to highlight the quality of your blends, even in the warmest months.
How to Make Summer Coffee Consistent with Your Brand
Personalize Recipes with Quality Ingredients
Summer coffee truly stands out when each ingredient is carefully chosen. Using a high-quality blend, preferably single-origin, is the first step to offering a superior experience, even in cold drinks. Fresh milk or quality plant-based options like almond, oat, or coconut milk should complement rather than overpower the coffee’s aromatic balance. Even flavorings should be used mindfully, favoring natural ingredients and balanced dosages.
Personalizing recipes means conveying your brand’s value through every detail, making each sip consistent with your identity.
Presentation and Communication: The Secret Is to Make It Desirable
Even cold coffee needs a story. Give your drinks names that reflect your café’s identity and stick in the customer’s mind. Visual experience is essential: each recipe should be enhanced by careful presentation, bright and harmonious photos, and an always-updated chalkboard menu. Promote your seasonal drinks on social media with storytelling that highlights the value of the ingredients and the preparation.
Tastings and Pairings with Fresh Products
Organize small tastings or create simple yet refined pairings, like light cookies, artisanal ice cream, or filled brioches. Introducing a new drink helps build relationships, trust, and the desire to return. That’s how a cold coffee can become a little summer ritual.
Simplify Service, Not Quality
Ready-Made Yet Artisanal Preparations
Streamlining service is important—but never at the expense of the product’s uniqueness. You can prepare some bases in advance and personalize them with care at the moment. This reduces wait time while preserving authenticity.
Staff Training: Every Cup Tells a Story
The difference often lies in the person serving it. Staff should know the recipes, be able to tell the story behind the coffee origins, suggest pairings, and confidently answer customer questions. A well-trained, friendly, and knowledgeable service not only enhances the product but becomes a core part of the high-quality experience customers expect—and return for.
Summer Is a Time to Innovate
Summer isn’t a slowdown—it’s a season for experimenting with new ideas, attracting new customers, and showcasing coffee in fresh, creative, and unexpected ways.
Make your café a go-to destination for summer coffee.
Choose quality blends, communicate with passion—sip after sip.
Summer can become your greatest strength.
