No, it's not the pouring of the milk that's the problem.
Picture this: You’re rushing off to work and thinking about the never-ending list of to-do’s you’re hoping to work your way through today. On the way, you pop into your local coffee shop for some much-needed caffeine. But instead of grabbing your large drip coffee or latte to go, you sit down at a table or stand at a coffee bar and drink from a ceramic mug. Does this sound absurd? Well, this is actually how coffee is consumed in many places throughout the world.
In the U.S., we constantly carry around take-away cups of drip coffee, but throughout many parts of the world — like some parts of Europe and New Zealand, for example — that just isn’t the norm.
Sure, some people grab a coffee to-go every now and then, but many people drink their coffee from a mug right there in the cafe — whether seated solo, with a group of friends or standing up at the bar. Sometimes it’s a communal thing to sit down and drink coffee with friends. Other times it’s more about just throwing back an espresso on the way to work — either way it happens right there at the cafe.
“Takeaway coffee culture is often dictated by an environmental lifestyle — for instance in Italy, where it is customary to stand at the bar and enjoy an espresso quickly. This quick, sociable and affordable ritual is deeply rooted in Italian culture,” said Jack Foster , co-owner and operations director at Crosby Coffee in England. “Other European countries such as Austria or France see their customers sit down and savor their coffee leisurely, often accompanied by a pastry. Again, a way of life in some cities and choices made by their communities’ lifestyle.”
If you’re obsessed with the hustle and can’t imagine doing anything else but run off from the cafe with your coffee and cart it around everywhere you go for the next hour, you’re going to want to keep reading to see how things are done differently.
For insight, we reached out to coffee experts for their take on takeaway coffee culture in the United States and how this is different from other parts of the world where takeaway culture hasn’t fully taken over.
South America and Central America
“ In Brazil, people enjoy their coffee in cafes over long conversations. It’s a very social thing. It’s certainly not about taking your coffee on the run in a paper cup.” — Paulo Peres, who was born and raised in Brazil and is managing principal at specialty coffee importer Agrisapien Traders LLC in the United States
“As someone with Brazilian and Italian nationality, I can say that the coffee culture in both countries is much more social. In Brazil, you’ll be offered coffee at almost every house or office you visit, and after lunch, many people stop at a local bakery for a coffee and a chat with the locals. Similarly, in Italy, people visit espresso bars, where even if they spend just two minutes, they prefer to enjoy their coffee in a proper cup and have a brief conversation with the barista.
“In Italy and Brazil, people generally prefer to stop for their coffee in a proper cup, regardless of the coffee’s quality.” — Bruna Costa , who is a licensed coffee Q grader and director and co-founder of Bossa Coffee Company in London. She was born and raised in a coffee-producing and exporting family in Brazil.
“When my dad took me out to coffee after I moved from Guatemala to Chicago in 1995, I was surprised with the rushed cafe culture in the U.S. Coming from a country where coffee is commonly enjoyed in a ceramic mug without milk at any time of day, it was a surprise to see iced and hot lattes as the norm, all served in a to-go cup to keep up with the fast pace of American life. In the U.S., people rarely have time to sit down and enjoy a cup of coffee with family and friends the way we do in Guatemala.” — Glendy Alejandro, a Guatemala native who works as lead barista at Venteux Brasserie, Cafe & Oyster Bar in Chicago
This sends a much cozier signal than a takeaway cup.
India
“The take away coffee culture in the U.S. is considerably different from what I’ve seen in India. In India coffee and tea breaks are common especially during the work day, which makes it something that people want to have away from their desks. So you will see a lot of small coffee and tea shops right outside large office buildings with people standing near the establishment drinking their coffee and engaging in conversation with their co-workers, away from their desks.
“As part of Indian culture, food and drink are very social concepts. So most occasions where Indians eat or drink are not alone in their car or on their way to work but rather something they would do with their family at home or with their colleagues at work or with their friends after work. It’s very much an experience rather than just a product.” — Shonali Paul, founder of Paul John Indian Caffeine Company , which is based in the United States and sources coffee beans from South India
Philippines
“In the Philippines, where I have been living for the past 12 years, the coffee culture is more of a leisurely quality. Cafés are more like social hubs, places to escape the heat and humidity, and the baristas take pride in crafting each beverage with care.
“Unlike in the U.S., where many people drink coffee primarily for its caffeine boost when rushing from one place to another, it’s a ritual in Southeast Asia. Honestly, it’s not uncommon here in the Philippines to see families or groups of friends spending an entire afternoon at a café, enjoying the AC and free Wi-Fi.
“While the convenience of takeaway coffee is undeniable, there’s something to be said for the slower, more intentional approach to coffee culture that I experience here in the Philippines. It’s more of a feeling of community, which can be harder to find in the fast-paced, grab-and-go world of American coffee shops.” — Mark Morphew, who is originally from the United Kingdom and is founder of the online educational coffee resource BeanGround
Europe
“Size of drinks and commuting play a huge role in how Americans drink their coffee. In Italy people drink a cappuccino, generally around 6-8 ounces, or an espresso, 2-4 ounces. These small drinks are easy to enjoy at the cafe in a porcelain cup in a couple minutes. In the U.S., the large chains, Starbucks being the obvious one, you see 16, 20, 24-plus ounce sized drinks. Those are not meant to be drank in one sitting. Additionally unless you live in a big city you drive to work, so the convenience of a drive-thru, which obviously equals a takeaway, is where commuters flock so they can drink their coffee in the car on the way into work.
“Taking breaks to enjoy food and beverage isn’t celebrated as much in the U.S. In Spain, business shuts down for a long lunch, [and] in Sweden you Fika, taking a break to enjoy coffee and a snack. How often we work through lunch, eating at the computer, or skip it all together here in the United States. In all my years in coffee, a general coffee shop that has seating may have 20-30% have their orders be for here — oftentimes less than that. My greatest encouragement to U.S. coffee drinkers to enjoy coffee for here, beyond just taking time to stop and enjoy the moment, is the waste impact. Coffee shops produce a significant amount of waste due to-go culture. There are businesses like Stumptown who actually offer a .25 discount when you order your drink for here to encourage this sustainable practice.” — Laila Ghambari , a coffee industry consultant and former U.S. Barista Champion
“Coffee culture in Europe versus the U.S. is quite different, but each has a purpose and a place. In Europe, the coffee scene is characterized by a slower pace, one that fosters conversation and engagement, whereas in the U.S., the coffee environment is characterized by speed and efficiency. Both coffee cultures share one key element: routine.” — Alexa Lindsay, brand manager of Segafredo Zanetti USA
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