Thousands of kilometers to reach Italian bars and satisfy a custom and pleasure that has become tradition. Too bad that cup of coffee costs more and more, between one euro and 1.20 on average. In a globalized economy in which geopolitical balances, climate and energy production can affect the final cost of products, the effects can also impact the bars or restaurants of provincial towns or cities such as Frosinone.
«Due to the rise in coffee prices on international markets – explains Assoutenti – espresso coffee has already undergone price increases in recent years and today the average price of a cup consumed at a bar stands at 1.18 euros in the main Italian cities. Just 3 years ago the average cost was 1.03 euros, an increase of 14.9% over time.”
THE IRREDIUCIBLE
But there are some public establishments that resist, which for various reasons manage to apply a price lower than one euro. In Ceccano, for example, it is possible to buy a cup of espresso coffee at the counter for as little as 70 cents.
In the capital there is also a historic Frosinone bar, Bar Bonelli, which for years has frozen the price at 80 cents. «We are able to apply the price of 80 cents per cup for a series of reasons – explains Pietro Bonelli – One of the factors that helps us is the fact that we are not burdened with renting the premises that we own. I must confide to you that it is my father’s desired policy that since the euro came into force he has not increased the cost of coffee. Even if we have to increase it to cover expenses, we trust in our customers. So far they have appreciated our blend, made up of 70 percent Robusta which comes from Indonesia, Cameroon, India, and 30 percent Arabica which comes from Brazil with a mix from Central America. We have collected extensive evidence that this aromatic blend is popular. And we don’t change it. We have been managing this place for three generations and we are convinced that it is the quality of the products that makes the difference, the price partly affects the selection made by the customers. Therefore, as long as the conditions exist we will offer the coffee at a price lower than the euro. In case of increases we rely on the quality of the product.”
THE CALCULATIONS
And the Caffè Garden in Paliano also resists. We ask the manager why he left the price at 90 cents per cup. «It’s not convenient for us, increasing the price to 1 euro reduces the quantity of sales by half a kilo per day, multiplied by 365 days, that’s a lot of kilos not consumed per year – explains co-owner Daniele Celletti clearly – So increasing the price is useless, at least as far as we’re concerned, because we would earn less.” Another public establishment in Paliano, however, the Casina dei Pini, applies a discounted selling price one day a week: instead of 1 euro, on Tuesdays an espresso coffee costs 80 cents.
THE OFFER
«At Vincenzo’s anti-crisis coffee» is the slogan that stands out on a poster on display along the Cassino-Formia highway, near Castelnuovo Parano. The price is written in large letters: 90 cents. This is what you pay at Insolito Caffè which has used this formula to highlight to passers-by its line that goes against the trend compared to widespread price increases.
Unlike nearby Cassino where a maximum peak of 1.30 euros is recorded in the pedestrian area. Then there are the variations: often the addition of milk, therefore a latte, increases the cost at the counter by a few cents.
In Sora, for example, at Caffè del Viale it is ten cents. «The price of our coffee is stuck at 1 euro, even if the raw material has increased – explains the owner – And many times we don’t charge those 10 cents more for the macchiato, especially to regular customers, even if it is indicated in the price list . And also because there are now so many variables in absolute coffee that applying and diversifying them all is challenging.”
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