Looking through the Allegra London Coffee Guide, I noticed that each of the 125 places inside has the price of coffee listed for most drinks. Â 124 of them served espresso, so I thought it would be a little interesting to have a look at the distribution of prices charged.
Essentially this the price for a double espresso – many places serve doubles as standard (mostly due to naked portafilter use), and so if two prices were listed for espresso I used the higher of the two.
Prices range: Â£1.30 – Â£2.60
The average price charged: Â£1.89
The mode price: Â Â£2.00
Anything meaningful to take away from this? Â Well – pricing that has 5p increments isn’t very popular. Â (May as well round up.) The mode is more interesting to me than the average. I’d say that the lowest pricing is probably bad data, and is for a single espresso (or at least I hope so).
One could dig further into the data, map out average price by part of the city – see the impact of rent on the price of coffee. You could go further and split out the outside/cart operators from that too, though the takeaway would likely be that they stand a higher chance of profitability (but maybe not high turnover).
Does the pricing itself mean anything? Is it expensive? Is it cheap? I can’t really comment. Â All I would say is that if I were planning to open a shop, and focused on serving high quality drinks, I’d know with some confidence that the market can bear at least Â£2.00 quite comfortably. Â I would also add that as a consumer my expectations do change with the pricing. Â I’m extremely unlikely to spend Â£1.30 on an espresso, because I would suspect it wouldn’t be good. Â However, I’d expect that a Â£2.00 be pretty damned tasty…