Having travelled extensively up the East Coast of recent I can definitely say that Melbourne coffee prices are by far on the lower end of the scale. And I can tell you that my coffee supplier has one recommended retail price list for Melbourne, and another for his Sydney clients. I also use a premium product, but charge below recommended retail for my introductory priced items (sm: $2.8), but get a better margin on my med and lg coffees ($3.4 & $4.4 respectively) What the consumer needs to bear in mind when it comes to coffee prices, is that in a rapidly escalating cafe culture, it is in many places, mine included, completely acceptable for a customer to rock up for a coffee, and a coffee only, and to occupy that table space for as long as they like. The way I look at it is, among other things, that the customer actually 'rents' that space for as long as they are there, and this needs to be taken into consideration in the overall pricing structure. Now, I don't mind paying top dollar for a quality coffee, and have often been charged $4.50 for a double shot soy latte (although not in Melbourne, in Sydney, Sunshine Coast and Byron Bay - and yes, even this seemingly exorbitant amount is, I believe, justifiable, when quality ingredients are combined by a skilful barista and talented floor staff to provide a rewarding and in all ways satisfying coffee experience. What really gets my goat, however, is when you fork out the top cashola for an inferior product, and poor service. As a general rule, if on unfamiliar territory, I will observe the coffee maker in operation, time the extraction on the coffee, make sure that they wipe the steam wand after use, flush out the group head on the coffee machine before pulling a shot, and wipe out the portafilter with a clean dry cloth before using. If even ONE of these requirements for making fine coffee is missing, my advice is to walk away to avoid disappointment. One of the benefits of owning your own establishment is being able to respond to cheapskates in kind. I have been known to, on the odd, rare, occasion, respond to the accusation that our coffee is too expensive, by replying, 'actually, Madam, I think that the problem is that you are too cheap.' Or; 'if you wish to pay less for the dishwater that they serve elsewhere, then by all means, be my guest.' I think at the end of the day, though, quality control, as well as quality ingredients should be the main determining factor when it comes to pricing coffee. If you can ABSOLUTELY GUARANTEE that each and every coffee you serve is going to be bloody good, in the very least, and completely amazing, as the preferred starting point, then this should be remunerated in kind. Not many places can offer that kind of guarantee, however. I can think of probably six places in Melbourne that would rate as among the coffee icon establishments of our times, with
