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Express Coffee Martinis
Profitable Buzz Behind the Bar
By Susan M. Zimmer
 Shaken, stirred, studded with coffee beans and sweating caffeine —
Espresso and Coffee Martinis quickly are becoming the new champion of
cocktails in lounges, clubs, bars and restaurants across America,
especially as the fall season progresses.
Espresso/Coffee Martinis are
the Martini drinks of the moment. Just when we thought cappuccinos,
cocktails, mocktails, mochaccinos and Martinis couldn’t
get sexier and sassier, the world’s stage is raising the curtain to
this new breed of beverages. In an aggressive and rapidly changing
world of the bar, trends rise and emerge unto universal consciousness.
Observe.
Going Gourmet
During the 1990s, we all watched with fascination as the conservative
cup of coffee evolved into the espresso era and cappuccino years. Many
thought this espresso explosion was a trend. Clearly, we have realized
these specialty coffee drinks now have become a new lifestyle within
society.
Similarly, the traditional Martini has evolved from the Great
Depression through the debonair Rat Pack era to the “Sex and the City”
popularity. As with specialty coffees, Martinis have become a
permanent classic beverage around the world. This American-invented
Martini today is being raised, held, admired and reinvented with shots
of caffeine. Coffee Martini recipes are stirring up the imaginations of
consumers and bartenders alike. Iced, shaken, straight up or on the
rocks, the Martini, as we knew it, will never be the same.
No question, a Martini is a Martini because of the glass in which it’s
served, but bottom-line profit is about what the consumer wants in this
classic glass — this glass in which much of the Martini charm seems to
lie. Customers look so sleek and sophisticated as they lean into it and
lap it up. Mixtures of caffeine, creams, alcohol, liqueurs and syrups
served in a sleek and sophisticated Martini glass are shaking up social
sipping scenes everywhere. This Espresso and Coffee Martini recipe
revival is shocking everyone.
Today’s ever-evolving Martini can be many things — Chocolate,
Cranberry, Strawberry, and yes, even Green Apple Martinis. Of all the
Martini recipes imaginable, the ones that make more “cents” than others
are the Espresso and Coffee Martinis. Here’s why. One shot of quality
espresso coffee can be as profitable as a shot of liquor. One doesn’t
have to be a bean counter to quickly realize that selling blended shots
of espresso coffee with liquor and liqueurs in a Martini glass will
generate incremental profits to an operation’s bottom line.
Recipe Variety 101
There also are as many ways to pour a Coffee Martini as there are
liquors. As they would probably say in Seattle, there can be as many
coffee-themed Martinis as Starbucks has bean blends. No beans about it,
Coffee Martinis are not just a double buzz on the body, but more
importantly they impart a profitable buzz on the bottom line of an
owner’s beverage program.
Offering delicious espresso/coffee based-Martinis to customers
generates increased total dollar sales, gratuities and repeat business
when properly presented. Educate and inform servers that espresso
coffee has less caffeine than regular coffee, and that it also makes
for a great liquid Martini dessert!
A Tiramisu Martini‚ for example, one of the 101 coffee-based recipes
offered in the best-seller “Cappuccino Cocktails & Coffee
Martinis,” a coffee recipe and guidebook, is made by blending vanilla
ice cream, tiramisu syrup, cold espresso coffee and Amaretto liqueur to
a velvet smoothie and serving it in a refreshed
cocoa-rimmed Martini glass.
Another sensational sippable — a Spiked Frappuccino — is made
from a slushy blend of intense coffee, Kahlúa and crème de cacao and is
served in a marvelous chocolate-rimmed Martini glass topped with
whipped cream and studded with two or three coffee beans. Intoxicating,
addictive and perfectly legal, this decadent drink will have your
customers begging for more while witnessing customers will be impressed
by these new Coffee Martini presentations.
Make Up a Menu
With customers becoming more educated about coffee, these rich and
tasty beverages are positioned to deliver big profits to your
operation, but also affordable commercial espresso coffee pod machines
are available to produce perfect and consistent shots of espresso coffee behind the bar.
Equipment such as the Lavazza Espresso Point pod system and Illy Café’s
Francis Francis machines can assist in making your coffee Martini menu
program possible. Not only do these machines make it easy to operate,
they also offer cost and waste control. Last but not least, setting up
a well-promoted, high-end Coffee Martini menu, delivered by educated
and energetic employees will generate top-dollar profits.
A pioneer in serving Coffee Martinis is P.F. Chang’s China Bistro chain
of restaurants. Due to customer demands, they have long recognized that
more creative beverage programs needed to be implemented. Coffee-based
Martinis have been pouring profits for P.F. Chang’s chain of
restaurants since 1997, and they continue to be one of their
best-selling beverages.
“Fact is,” explains Mike Katzman, P.F. Chang’s Nevada market
partner, “customers imbibe this popular Coffee Martini breed of
beverages. It attracts all walks of people. Over the past 11 years, our
beverage menu exposure has quadrupled, resulting in exponential
profits.”
Martini menus have become such a strong and profitable product category
that they appear to be muscling in on the extensive wine list. Within
some on-premise operations, as is the case with P.F. Chang’s, the
Martini menu has become part of the main menu by offering dessert
Martinis to patrons.
In pursuit of their perfect signature sippable, P.F. Chang’s China
Bistro’s corporate office formed a taste-testing panel in 2004, with
more than 1,000 companies participating, of which 20 beverage recipe
finalists were chosen. The No. 1 winner that best represented P.F.
Chang’s by theme was crowned The Orient Express Martini. Interestingly
enough, this 2005 Restaurant & Bar Award-winning Martini is a
coffee-based Martini with splashes of vanilla vodka and Monin syrups.
The Buzz Increases
The role of the barman as a barista (Italian word for barman) is
quickly becoming an international definition. Alcohol is a standard
staple at most espresso coffee bars throughout Europe, and it only is a
matter of time before North America joins in. Currently, many American
lounges are not governed by liquor law restrictions and therefore are
able to capitalize from this new, profitable and popular beverage
product category.
Now, as coffee shops try to become upscale coffee pubs and Martini
cafes, bar-goers becoming more selective with the coffee that is served
and more espresso machines brewing behind all foodservice bars, the
next inevitable phase of this coffee evolution is to embrace the buzz
of blending brewed espresso coffee with alcohol and syrups behind the
bar.
Espresso and Coffee Martinis are an idea whose time has come. Today’s
trend is turning into tomorrow’s tradition. Offering Espresso and
Coffee Martinis is a real opportunity for all on-premise operations to
capture new revenue at this new-age beverage beginning.
So, grab more of life’s profits by the beans, and set up your espresso coffee machines! NCB
Susan M. Zimmer is the author of international bestseller
“Cappuccino Cocktails & Coffee Martinis” guide/gift book (ISBN No.
0-9688048-0-2). To order the recipe/coffee guidebook, call (877)
888-8898 or visit coffeemartinis.com for more information.
Bean Brands
Tasty, unique and creative coffee cocktails prepared at the bar can
turn tiny beans into tidy profits, but also — whether as a base or
complement — many of today’s spirit brands are coffee-flavored straight
from the bottle. From liquor to liqueurs, it’s easier than ever for an
on-premise operator to capitalize on the coffee sensation. The
following are a sampling of coffee-flavored brands available in today’s
market:
• Van Gogh
• Kahlúa
• Tia Maria
• Starbucks Coffee Liqueur
• Amarula
• Carmel Azmara
• Café Aztec
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