Building Your Espresso Menu

© Tradecra Coffee & Tea Ouiers - 2017 ESPRESSO What is espresso? Simply put, it’s a concentrated “shot” of coffee. It’s a way of brewing that uses pressure to force water through finely ground coffee. Espresso refers to the brewing method, and therefore it can be any blend, any roast level, and any country of origin. Because it is concentrated, it will be thicker and more syrupy than regular drip coffee. It will also have caramel colored foam called “crema” on top. Espresso can be consumed on it’s own, or combined with any number of different ingredients to create a variety of different drinks.

ESPRESSO Each roaster will have it’s own recipe, or “parameters” for their espresso. Please refer to these parameters when dialing in your shots. The following is a very broad definition: Grind 17-21g of espresso in the portafilter basket. Distribute and tamp the grounds. Insert into the grouphead and start the shot. The shot should take 23-28sec, and yield 1.75-2oz.

ESPRESSO MACCHIATO Macchiato means “marked” or “stained” in Italian. It refers to a traditional Italian espresso beverage consisting of a single or double shot of espresso “marked” with steamed milk. This should be served in a demitasse or small paper to go cup.

LATTE MACCHIATO Often confusing for customers, the latte macchiato is almost the total opposite of the traditional macchiato. This refers to a cup of steamed milk that has been “marked” with espresso. It’s essentially an upside down latte. Notable examples include the caramel macchiato, which is steamed milk with espresso and caramel on top. The latte macchiato should give the consumer a layered drink, that is stronger at the beginning and gets lighter toward the bottom. This is as opposed to a traditional latte, in which the espresso and milk are throughly mixed together.

© Tradecra Coffee & Tea Ouiers - 2017 THE LATTE The term latte is shortened from the Italian “caffè latte” and literally translates to “milk coffee”. A traditional latte is made with espresso and microfoamed milk. Sizes vary from 8oz- 16oz, and the amount of espresso varies from cafe to cafe.

LATTE The latte is made with espresso and steamed milk with microfoam. It should have a silky, smooth texture. The latte is generally larger than a cappuccino and has less foam. 8oz cup 2 shots of espresso 12oz cup 2 shots of espresso 16oz cup 3-4 shots of espresso

ICED LATTE The iced latte is a very popular variation on the latte, especially in warmer climates. It is very simple to make. You simply add cold milk to the espresso instead of steamed milk. To prepare, simply fill a cup with ice, add cold milk, leave an inch or so of room at the top, add your espresso shots on top, Stir and serve! The number of shots used should be the same as a hot latte.

FLAVORED LATTES Flavored lattes are very popular. The most common flavors are mocha (chocolate), vanilla, caramel, and hazelnut. They are created by adding a syrup, such as Monin, to the latte. Each brand of syrup will be a little different, but we recommend: 8oz cup 1 pump 12oz cup 1.5 pumps 16oz cup 2 pumps The syrup should be put in the cup first, followed by the espresso, then the steamed milk.

© Tradecra Coffee & Tea Ouiers - 2017 THE CAPPUCCINO The cappuccino is a traditional Italian beverage. The name comes from the Capuchin order of Friars, and refers to the color of their robes. It is made with espresso and steamed milk. The cappuccino is traditionally a smaller volume than a latte, and has thicker layer of microfoam. Microfoam is defined as foam with very very small bubbles, and a silky smooth texture. Foam should have no visible bubbles and be the consistency of wet paint.

TRADITIONAL CAPPUCCINO A traditional cappuccino is made with a double shot of espresso and steamed milk. I should be served in a 5oz - 6oz cup, so that the ratios are thirds (1/3 espresso, 1/3 milk, 1/3 foam). This style of cappuccino is very popular with “third wave” coffee shops, and is often only offered in a for here cup.

CAPPUCCINO - WET This refers to any cappuccino with microfoamed milk. The total volume could be anywhere from 8oz -12oz, and should have more foam than a latte.

CAPPUCCINO - DRY When a customer asks for a “dry cappuccino” they are referring to the quality and quantity of the foam. A dry cappuccino has more foam, and that foam tends to be lighter and more aerated (not microfoam). In many cases this foam is spooned on rather than poured. This was a popular way of making cappuccinos in the early 2000s, but has fallen out of fashion in recent years.

Wait, So What’s The Difference Between a Latte and Cappuccino?

Very little! The cappuccino is traditionally a little smaller, but the real difference is the volume of foam. The foam should still be nice and velvety, there should just be a little bit more of it. With current market trends, the latte and the cappuccino are rapidly becoming closer and closer to the same thing.

© Tradecra Coffee & Tea Ouiers - 2017 CORTADO (AKA. GIBRALTAR) The Cortado is an increasing popular drink. The name comes from the Spanish word “cortar” which means to cut or dilute. It is sometimes called a Gibraltar, after the type of glass it is commonly served in. The Cortado should be a total of about 4oz. It should be equal parts espresso and steamed milk of latte consistency, and is typically only served “for here”.

FLAT WHITE This is a tricky one. It varies greatly depending on where you are and who you’re talking to. The name originated in Australia and New Zealand, but the name has been adopted by several large chains. General consensus says it’s basically a 6-10oz latte. Best to just ask your customer a couple of questions to figure out exactly what they’re looking for.

ESPRESSO CON PANNA Literally “espresso with cream”. In this case, they mean whipped cream. This is simply a double shot of espresso with a little bit of whipped cream on top. This can be stirred in, or just eaten with a spoon.

AFFOGATO Another traditional drink that’s experiencing a big comeback! The affogato is a double shot of espresso poured over a small scoop of gelato (usually vanilla). Ice cream could also be used. The hot espresso will partially melt the gelato. This can be eaten with a spoon, or stirred up and sipped. Best served in small a for here cup (6-8oz) with a demitasse spoon.

© Tradecra Coffee & Tea Ouiers - 2017 AMERICANO An Americano is a double shot of espresso with hot water added. It is widely believed that the drink was named after American G.I.s in Italy during WWII, who would use water to dilute the espresso to taste more like American coffee. Americanos range in size from 8oz - 20oz. Here are some suggested ratios:

8oz cup 2 shots of espresso fill with hot water 12oz cup 2 shots of espresso fill with hot water 16oz cup 3 shots of espresso fill with hot water 20oz cup 4 shots of espresso fill with hot water

ICED AMERICANO For an iced americano, you can use the same number of shots as you would for a hot americano. You’re simply going to pour them over ice water instead of hot water! This will create something similar to an iced coffee, but with that unique espresso flavor.

© Tradecra Coffee & Tea Ouiers - 2017 HOT CHOCOLATE Popular for very good reason, especially with children and around the holidays. Use any high quality chocolate, in syrup or powdered form. Simply put your chocolate in the cup, pour in steamed milk, stir and serve. Additions could include whipped cream, sprinkles, or additional flavors like peppermint or caramel! Recipes will vary based on the chocolate you’re using, but for a syrup (such a Ghirardelli) we recommend: 8oz cup 1 pump 12oz cup 1.5 pumps 16oz cup 2 pumps

STEAMER Like the hot chocolate, this combines steamed milk with any flavored syrup, such as vanilla, caramel, or hazelnut. Simply pump your syrup into the cup (You will want to use about twice as much flavor than you would in a latte), and pour your steamed milk on top. Stir and serve. Also, be careful using fruit flavors, as they can curdle the milk. If this happens, try steaming the flavor in with the milk. 8oz cup 2 pump 12oz cup 3 pumps 16oz cup 4 pumps

CHAI Chai usually comes in the form of a concentrate. It combines black tea with a variety of spices including cardamon, cinnamon, and clove. Refer to the instructions on the box, but most concentrates call for equal parts concentrate and milk. Pour your concentrate, combine it with cold milk, steam to latte consistency, pour into a cup and serve!

© Tradecra Coffee & Tea Ouiers - 2017 WHAT IS MATCHA? Matcha is a traditional Japanese green tea powder produced by stone-milling a shade- grown green tea called tencha into a fine powder. Matcha is unique among teas in that when we drink matcha, we consume fresh green tea leaf itself, ground and whisked up into an energizing, refreshing, shot. This shot can be used like a shot of espresso. Drink it on it’s own, or combine it with other ingredients to make variety of beverages!

MATCHA SHOT Think of this as the espresso of tea. This shot can be consumed on it’s own, or used as an ingredient.

Sift 1 tsp (2g) of matcha powder into a bowl Add 2.5oz (70ml) of hot water (about 160° F) Whisk with a bamboo whisk for about 15sec, until it’s rich and foamy.

ICED MATCHA Much like and Americano, matcha can be combined with hot or iced water to make a drink that more similar to a traditional tea. Iced Matcha is particularly delicious. Prepare your shot as directed above, and pour it over about 8oz of ice water.

MATCHA LATTE Matcha is also delicious when combined with steamed milk to make a latte! Just like with an espresso latte, you could serve it unsweetened, or with a little bit of sugar or a flavored syrup. Simply prepare the shot as directed above, and pour steamed milk into it. You can even make latte art with matcha!

© Tradecra Coffee & Tea Ouiers - 2017 I am a firm believer that every cafe needs a signature beverage. A good signature drink can turn you into a destination, a viral success, and set you apart from the competition which all, of course, drives sales. So…you want one, but where to start? Consider these guidelines:

Make it Entry Level: A good signature drink should be something that everyone can enjoy, even if they aren’t a connoisseur. Coffee and tea can be intimidating, so your signature drink needs to be approachable and unpretentious. This can be a great opportunity to introduce your customer to flavors that may be an “acquired taste”. Don’t like straight espresso? I bet you’ll love it over a scoop of gelato! A little intimidated by matcha? Put it in a mocha!

Make it Executable: You don’t have to reinvent the wheel. Some of my favorite signature drinks are fundamentally uncomplicated. There’s nothing wrong with using simple and common ingredients, as long as you’re executing it well. Don’t worry about doing something that no one else is doing – worry about doing it better. In a perfect world, you’re going to be cranking these out all day every day, so you’ll need them to be efficient & consistent.

Make it Marketable: Bottom line, you want people to post this thing on social media. For that, you’ll need two things: A memorable name, and a great picture. First: the name. Find something that ties to your business and your brand, and/or the culture around you. For example, if you’re near a college campus, you may want to do a play on words with their mascot. Or let’s say you’re a cool bar that plays vinyl…make it an homage to a favorite band! Second: it has to be visual. A striking color, and beautiful garnish, a unique glass; presentation is everything. A slice of lemon or a few sprinkles can really go a long way.

Get Inspired: There are so many places to find inspiration. Global cuisine, cocktail culture, the beer and wine world; inspiration is everywhere! Go grab a drink, browse the spice aisles at the grocery store, or stop by your local farmer’s market and taste fresh produce. Additionally, watching the Food Network or one of those awesome chef documentaries on Netflix is an easy, entertaining way to find inspiration. You could even check out a barista competition! Take notes, and don’t be afraid to try new things.

NEED AN EXAMPLE? Meet the Snowy Plover from Andytown Coffee Roasters in San Francisco. This thing is so popular, it’s made their out-of-the- way shop a real destination. They have Snowy Plover pins, Snowy Plover cups…we wouldn’t be surprised if there was a Snowy Plover Fan Club! It’s named after a species of bird that can be found on the nearby beaches. So what it this magical drink? It’s espresso, San Pellegrino, and huge dollop of thick, rich, lightly sweetened whipped cream. This is a great example of signature drink. It checks all our boxes! It’s approachable, it’s simple, it’s beautiful, and it’s got a memorable name that’s specific to it’s market.

© Tradecra Coffee & Tea Ouiers - 2017 BUILDING YOUR MENU Don’t feel like you need to put every one of these drinks on your menu. Especially with the espresso drinks, if people want them, they will order them regardless of whether or not you list it on your official menu. Your goal should be to showcase the items that you feel you do best. Keep it simple! Here are a couple of examples to get you started:

BASIC MENU This bare-bones menu is just the essentials. It lists all the most common items, and would be suitable for a location where coffee is not the main focus. Even the chai on this menu could be optional, but I find that many people ask will for it.

EXPANDED MENU Now this is a little bit more fun! Still keeping it relatively simple, but let's play around with things a bit! The main difference here is the addition of signature drinks and matcha. This offers many more options to the customer, without being overwhelming or over-complicated. Not listed here, but another great addition would be Cold Brew coffee on tap!

CONCLUSION The world of specialty coffee offers so many opportunities to make delicious beverages! We hope this guide has been helpful, and please don’t hesitate to reach out to your friendly Tradecraft team with any questions you may have.

© Tradecra Coffee & Tea Ouiers - 2017