UK department store Debenhams has launched a new coffee menu that lists the drinks in plain English, after finding out that over 70% of drinkers have experienced “coffee confusion.” The simple naming is in direct opposition to coffee shops like Starbuck’s that use complicated titles, and serves as a point of differentiation.
Caffe latte is described as ‘really really milky coffee’, Cappuccino as ‘frothy coffee’ and Caffe mocha as ‘chocolate flavoured coffee’. Black coffee is ‘simple coffee, with or without milk’, while espresso shot labelled as ‘a shot of strong coffee’. Also, rather than listing coffees in either ‘tall’, ‘grande’ or ‘venti’ sizes like other shops, the store has scrapped different size options and offers simply a ‘cup’ or a ‘mug’. John Baker, director of food services at Debenhams, said:
We’re trialling a redesign of our coffee menu in Oxford Street so shoppers spend less time playing coffee Cluedo and more time enjoying their favourite drink.