Coffee is one beverage that’s managed to consistently maintain the same level of ubiquity and emotional connection with guests, as well as profitability for businesses. And for bar, restaurant, café, and hospitality operators, it’s no longer just a morning staple—it’s an all-day opportunity.
“Coffee is the second most consumed beverage in the United States after water,” said Natalie Webb, founder of Cafecita, a Los Angeles-based coffee roaster, which supplies coffee and assists restaurants, cafés, and hospitality businesses with their coffee programs. “It’s universally loved and has been for hundreds of years. It's how most people start their day and a staple on menus. The love and appreciation for coffee keeps its staying power.”
That staying power is exactly why hospitality operators across the country are rethinking how coffee fits into their beverage programs. What’s emerging is a clear shift: Coffee is no longer just a category; it’s a platform.
Coffee’s Staying Power: Ritual and Revenue
At its core, coffee’s resilience comes down to routine. It’s ingrained in daily life in a way few other beverages are.
“For starters, coffee is a classic beverage which is more or less baked into the zeitgeist of America,” said Tony Burgesen, general manager of Birdy's Behind the Bower, a Southern-inspired breakfast, brunch, and lunch spot in New Orleans. “Essentially, one of those things that are a non-negotiable part of most American mornings.”
That habitual nature creates a reliable baseline of demand—but it also opens the door for incremental revenue.
“Guests already know it, trust it, and crave it,” said Zach Hume, senior state manager at Middle West Spirits, an award-winning, Columbus, Ohio-based distillery focused on elevating the distinctive flavors of the Ohio River Valley. “But operators can still present it in fresh ways. Trends come and go, but coffee is tied to daily routine and those items tend to have real staying power on a menu.”
Jake Alexander, coffee director at Deep Roots Restaurant Group’s The Hope Farm—a farm-to-table concept on a working urban farm in Fairhope, Ala.—sees the same dynamic play out in service. “While trends are moving fast, I feel as though it is important to have a solid, traditional menu of all-time classics with additional seasonal options that offer some of the more ‘trendy’ drinks guests will be asking for,” he said. “People who love coffee will always love coffee and seek it out with their meal, which adds to the staying power on menus.”
The takeaway for operators: Coffee delivers both consistency and flexibility. It anchors the menu while allowing room for creativity.
From Morning Staple to All-Day Platform
One of the most significant shifts in recent years is the expansion of coffee beyond breakfast and brunch.
“Coffee is one of the few drinks that truly works all day,” said Doron Stephan Laurent, executive chef and co-owner of Madame Olivia, a French bakery and Mediterranean bistro in North Miami. “People start their morning with it, but they’ll also have it after lunch, during meetings, or with dessert.”
Indeed, operators are increasingly designing their programs around that reality.
“We see coffee becoming more of an all-day category,” said Laurent. “At Madame Olivia, guests order coffee at breakfast and brunch, but also in the afternoon with pastries or after lunch. Espresso with dessert is also very popular. Many restaurants are also using coffee in cocktails, espresso martinis, affogato desserts, or iced coffee drinks later in the day. The key is to think of coffee as a beverage program, not just a morning item.”
That shift is showing up across formats, according to the experts Bar & Restaurant News spoke with. For example:
- Afternoon service: Coffee paired with pastries or light bites
- Dessert programs: Espresso, cappuccino, and coffee pairings
- Cocktail menus: Espresso martinis, carajillos, and coffee-infused drinks
- Non-alcoholic offerings: Cold brew, iced lattes, and specialty beverages
At T Bar NYC, head bartender Kemar Savoury leans heavily into versatility. “Coffee has strong staying power on menus because it’s both a daily ritual for guests and a versatile ingredient,” he said. “While people still come for their espresso or after-dinner coffee, it also works beautifully in cocktails and desserts.”
That versatility translates directly into menu innovation—and revenue growth.
Coffee Cocktails and the Espresso Martini Effect
If there’s one recent trend that has reshaped coffee’s role behind the bar, it’s the resurgence of the espresso martini, as noted by numerous experts. In fact, it’s everywhere.
“I think the espresso martini has changed the expectation single-handedly,” said Burgesen of Birdy's Behind the Bower. “It is almost a rare thing to find a bar that can’t offer some iteration of an espresso martini.”
Overall, coffee has become more than a trend—it’s a gateway to other drinks, like espresso martinins.
“A coffee order can be one of the easiest upsell opportunities on the menu,” explained Hume of Middle West Spirits. “If a guest is already in that mindset, moving them into an espresso martini or a carajillo feels natural, not forced.”
Operators are building entire subcategories around that idea.
At T Bar NYC, Savoury highlights espresso martinis made with reposado tequila, Tia Maria coffee liqueur, freshly brewed espresso, and shaved chocolate, alongside affogato-inspired cocktails and coffee-driven desserts.
“By expanding coffee’s presence and highlighting its creative applications, operators can drive higher check averages and appeal to a wider range of customers,” said Savoury.
In New Orleans, Flour Moon Bagels—which makes classic breakfast sandwiches, made-to-order tartines, and fresh bagels—takes a similar creative approach. Co-owner and brand strategist Jeff Hinson described a frozen drink called the Coffee T’hini. “We use locally roasted cold brew combined with a tahini orgeat, Mr. Black coffee liquor, Cathead vodka, and cardamon bitters for a creamy, frozen pick-me-up,” he said.
The broader lesson: Coffee cocktails can be a revenue driver.
Don’t Leave Money on the Table
Despite coffee’s potential, many operators still underutilize it, per some experts.
“A lot of places treat coffee as an afterthought,” said Laurent of Madame Olivia. “If you only serve drip coffee, you’re missing the opportunity for higher-value drinks like lattes, cappuccinos, iced coffee, or specialty drinks. Another big miss is not pairing coffee with pastries or desserts. That combination naturally increases the check.”
That sentiment is echoed across the industry.
“Owners and operators often leave money on the table by limiting coffee to traditional service times or by underestimating its versatility,” said Savoury of T Bar NYC. “Many focus only on morning or brunch hours and miss opportunities to feature coffee in cocktails, dessert pairings, or specialty beverages throughout the day.”
Luigi Di Ruocco, co-owner and vice president of Oakland, Calif.-based Mr. Espresso and The Caffè by Mr. Espresso, points to two key gaps: creativity and pricing.
“Charge what it costs and incorporate a few signature items into drinks at a higher price point,” said Di Ruocco, whose company distributes quality coffee and equipment to top restaurants, hotels, and cafes, in addition to having a branded cafe in downtown Oakland. “People will pay $10 or $11 for a coffee drink at a restaurant if it sounds interesting.”
Other missed opportunities, according to experts, include:
- Lack of pairing strategy: Not bundling coffee with desserts or pastries
- Generic sourcing: Using indistinct coffee that doesn’t differentiate the brand
- Underdeveloped menus: Failing to offer premium or signature drinks
- Limited storytelling: Not highlighting origin, roaster, or preparation
“Guests desire something a bit more than a cup of coffee,” added Hinson of Flour Moon Bagels. “They want to identify with the roaster or the origin of the beans. They seek out those made by local roasters who have passion for their craft and the quality of the product.”
Strategies That Drive Check Average
Operators who are succeeding with coffee are doing a few things consistently well: elevating quality, leaning into customization, and creating high-perceived-value drinks.
At The Hope Farm, Alexander focuses on ingredient integrity. “As simple as it may sound, I always focus on using the freshest highest-quality ingredients, as guests can tell the difference and notice when you cut corners,” he said. “This also helps our barista team confidently sell new specials and seasonal options. At The Hope Farm, we have the added benefit of using farm-fresh ingredients grown right on our property, which is a huge selling point for our team.”
Across the board, five revenue-driving tactics stand out when it comes to coffee—per Bar & Restaurant News’ interviews—including:
Specialty Drinks: “Specialty drinks like espresso martinis, affogato-inspired cocktails, and coffee-based desserts give guests higher value options, while different flavors and unique presentations encourage them to try something new,” said Savoury.
At Birdy’s, drinks like a Rose Honey Latte or Ube Latte increase perceived value and encourage trial.
- Pairings: “Coffee with pastries, cakes, or desserts works very well,” stressed Laurent. “…Guests are happy to add a coffee when they’re already ordering food or dessert.”
- Cold Foam and Texture: “Cold foam is very popular right now,” noted Webb of Cafecita. “I recommend offering a higher-end, specialty drink with cold foam in addition to traditional coffee drinks. Cold foam is easy to batch ahead of time and makes the drink very decadent.”
- Customization: From milk alternatives to spirit swaps in cocktails, flexibility increases both satisfaction and spend. “If a guest doesn’t like tequila, we can swap in vodka; if they want less caffeine, we offer decaf; and we can create lighter or non-alcoholic versions,” shared Savoury. “By giving guests choices and elevating the coffee experience, operators can drive both higher sales and stronger customer satisfaction.”
- Iced and Refreshing Formats: “If you have a coffee drink that is refreshing, you can pair it with foods as a refreshment,” suggested Mr. Espresso’s Di Ruocco, highlighting the importance of format or style in driving sales. “For example, it’s much easier to wash down a burger with an iced latte than with a hot coffee.”
Rising Expectations in Non-Coffee Venues
As specialty coffee culture has expanded, guest expectations have risen—even in venues where coffee isn’t the primary focus.
“There is a higher standard of what quality coffee and tea beverages should look and taste like now, and that starts with having a well-trained barista team who can anticipate what might be ordered, and can execute a wide variety of drinks with ease,” said Alexander. “If your restaurant offers coffee service of any kind, there is an expectation from guests that they can order what drinks they are familiar with and would typically order in a cafe. You need to be able to deliver on those expectations outside of a traditional cafe setting.”
Savoury agreed: “Guests now expect the same care and flavor they’d find at a specialty café, even in bars or full service restaurants. That means freshly brewed espresso, high quality beans, top notch coffee ingredients, and careful preparation. Creativity is key, too, through coffee-based cocktails, desserts, and unique flavor pairings. Drinks like a perfectly crafted espresso martini or a tiramisu dessert can set a venue apart.”
That doesn’t necessarily mean building a full-scale coffee program—but it does mean getting the fundamentals right.
“You don’t need to run a specialty coffee bar,” Laurent added. “But the coffee can’t feel like an afterthought anymore.”
Interestingly, in cocktail settings, execution may matter more than sourcing.
“For coffee cocktails, I think expectations have shifted less around the coffee source and more around the presentation,” said Hume. “Guests may not care whether the bar is using cold brew, concentrate, pods, or another efficient format, as long as the drink is consistent and well executed. What they do expect is for it to feel polished, elevated, and intentional.”
Coffee and Dessert: A Natural Pairing
Few pairings are as intuitive—or as profitable—as coffee and dessert at a restaurant or bar. “Coffee and dessert go together naturally,” said Laurent. Many guests might skip dessert alone, but they’ll order dessert if they’re also having coffee. For restaurants, it’s a great opportunity because both coffee and desserts tend to have strong margins.”
That dynamic makes coffee a powerful tool for increasing attachment rates.
“A quality coffee after a great dinner proves that every aspect of the dining experience has been considered…” noted Alexander. He also emphasized the importance of offering strong decaf options to capture late-night demand.
For operators, the opportunity is two-fold:
- Increase dessert sales through pairing
- Drive high-margin beverage revenue
“It’s a simple way to make the experience memorable and boost sales,” Savoury added.
Operational Pitfalls to Avoid
While coffee’s upside is clear, execution remains the biggest challenge.
“A common mistake is investing in expensive equipment but not training the team properly,” shared Laurent. “Coffee is very technical—grind, calibration, milk steaming—and if the staff isn’t trained, the quality suffers.”
Other common pitfalls include:
- Overcomplicating the menu
- Overinvesting in equipment without a clear strategy
- Chasing trends without mastering basics
- Offering too many options without consistency
“There is a downside in trying to do too many new things all at once,” said Alexander. “Find the drinks and steps of service that you and your team are great at and then scale your program with your team's abilities. This helps create an identity for your program, guarantees quality results while maintaining brand standards, and allows your team to keep growing.”
A possible pitfall for high-volume operators is speed. According to experts, it’s just as important as quality when it comes to coffee or coffee-based drinks—and the two must coexist.
“Batching items like cold brew and having specialty drinks pre-made and ready to pour help us keep up with the demand and maintain speed of service,” said Hinson, whose team tries to account for how many guests they’ll serve during a weekend, festival, or event, versus a typical weekday.
At Birdy’s, the team pulls espresso in advance for cold and shaken drinks, while their three-port espresso machine can easily helps with a high volume of hot espresso drinks.
Across the board, experts said best practices include:
- Batching and prep ahead
- Streamlined menus
- Strong staff training
- Clear workflows
- Right-sized equipment
“Consistency is more important than complexity during busy service,” noted Laurent.
Opportunities: Coffee as a Broader Category, Making Simple Changes for a Big Impact
Lilly Jan—a food and beverage management lecturer with the Nolan School of Hotel Administration at the Cornell University’s SC Johnson College of Business in Ithaca, New York—sees coffee transforming into a broader category overall.
“Coffee seems to be shifting from a single product category into a broader beverage platform with influence by the increased cultural interest in wellness, personalization/customization, and experience,” said Jan, who pointed out that the rise of functional coffee is an important trend to watch.
“There are more drinks coming to market that are positioned around ‘health’ benefits like energy, focus, and nutrition, whether that’s protein coffee, adaptogens, or other ‘enhanced’ beverages,” explained Jan. “I would say that feels like its reflective of a broader shift in how consumers are thinking about coffee as a whole; as an item that can also serve greater utility in their lives. As part of that, coffee shops are also expanding beyond coffee with items like matcha, chai, and other non-coffee drinks growing with younger consumers.”
For operators looking to profit from coffee and coffee trends, or wanting to improve their coffee program, the consensus among experts seems to clear: Focus on fundamentals before chasing innovation.
“Start with the basics: better beans, proper calibration, and good staff training,” suggested Laurent. “Then add a few attractive drinks—iced lattes, matcha, or a seasonal specialty latte. You don’t need a huge menu.”
Other high impact moves include:
- Partnering with local roasters
- Simplifying the menu
- Standardizing recipes and execution
- Adding a few high-demand items
- Improving milk options and customization
- Enhancing atmosphere and presentation
- Offering coffee cocktails and pairings, if that’s appropriate for the establishment
Ultimately, success comes down to clarity and consistency. “A small program done well can make a big difference,” said Laurent.
The Bottom Line with Coffee & Hospitality
Coffee’s staying power isn’t just about tradition—it’s about adaptability. Coffee can be a morning ritual, an afternoon pick-me-up, a dessert companion, and a cocktail ingredient—or more. It’s both familiar and endlessly customizable. And for operators willing to treat it as a strategic pillar rather than an afterthought, coffee offers one of the most reliable paths to increased revenue and guest satisfaction.
“Coffee is no longer just a side option,” said Savoury. “It reflects overall quality and attention to detail.”
Aaron Kiel is an award-winning journalist and PR professional with more than 20 years of experience in the beverage, tea, coffee, hospitality, and technology sectors. He contributes to Questex’s Bar & Restaurant News as a reporter/writer, and he was previously the editor of Questex’s World Tea News, as well as the Specialty Coffee Association’s member journal, The Chronicle, among other editorial roles. His work with Bar & Restaurant News has earned multiple accolades, including the 2025 Folio: Eddie & Ozzie Award for “Range of Work by a Single Author – B2B” and the 2024 award for “Best Single Article, Culture & Community – B2B.” He also received a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category for best single article. In addition, Kiel was named a recipient of the 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram @adventurer_explorer or visit akprgroup.com.