Spilling the Beans

Americans drink 440 million cups of coffee per day (collectively, not individually; although we all know one or two wired souls with raccoon eyes who quaff more than their statistical share). With the growing popularity of espresso, they now have the opportunity to graduate from drinking dirty water to imbibing serious bean juice. Popular in Europe, where people like to gather in quaint cafes and bitch about everything under the soleil, espresso stands are making inroads into America in a big way. I, myself, am only an hour's ferry ride from Seattle, the espresso capital of the nation, where vendors sport signs such as "last espresso....for the next 50 feet." Spilling the Beans provides would-be entrepreneurs with an overview of a business that combines the advantages of little overhead and decent margins with relatively low penetration (except in Seattle and environs). Espresso shop and cart owners offer insights into the business, and share a few estimates of start-up costs and projected gross incomes for different scenarios. Interestingly, espresso actually accounts for only 3% of all specialty coffee sales; lattes and mochas make up 71% (who's going to turn down whipped cream, for joe's sake?) Libraries should be forewarned that there's an advertisement for an $89.95 video called Espresso 101 at the end of the tape (and a $250 book called Java U). Still, this really is a strong growth area, and Spilling the Beans does a fine job of introducing the topic. Highly recommended. (R. Pitman)