Whether you’re an espresso purist or an iced latte lover, your go-to coffee order may say more about you than you think.
BY BRIANNA STEFANO
BARISTA MAGAZINE ONLINE
Featured photo by Jakub Dziubak
Coffee is more than a beverage—it’s a reflection of identity, habits, and values. From the minimalist who drinks black coffee to the trendsetter sipping an iced oat milk latte, each cup tells a story. As coffee culture evolves, so do the choices people make at their local cafés, revealing broader trends in consumer behavior and self-expression.
Several sociological and psychological studies have explored the connection between coffee preferences and personality traits. Research has shown that black coffee drinkers often prefer simplicity and efficiency, while those who favor sweeter, milk-based drinks tend to be more social and comfort-driven.
However, this article is not solely based on psychological research, but also on firsthand experience. With over a decade in the coffee industry and a professional background in psychology, I have studied coffee trends extensively, helping create menus tailored to specific brands and demographics. These patterns, while supported by research, are also evident in the way customers interact with coffee in their daily lives.
So let’s get on with it—what does your coffee order say about you?
Black Coffee, Espresso, Americanos, and Cortados
Those who regularly drink black coffee are often purists who appreciate simplicity and efficiency. They tend to be pragmatic, decisive, and focused on quality rather than trends. Similarly, those who opt for a straight espresso, an Americano, or a cortado exude confidence and a no-nonsense attitude, gravitating toward well-crafted coffee with an emphasis on function over embellishment.
Lattes
For latte lovers, coffee is as much about comfort as it is about caffeine. Whether it’s a classic latte, a flavored version with add-ons like vanilla or caramel, or a plant-based alternative with oat or almond milk, these drinkers enjoy customization and approachability. They often seek warmth in both their beverages and their café environments, choosing spaces that foster community and conversation.
Iced Drinks
Iced coffee devotees, regardless of the season, are adaptable, spontaneous, and drawn to innovation. Cold-brew enthusiasts, in particular, value efficiency, favoring smooth, high-caffeine options that fuel their busy schedules.
Seasonal Beverages
Some coffee drinkers eagerly anticipate seasonal releases, from pumpkin spice lattes to peppermint mochas—or, in the spring and summer, beverages dressed up with citrus and florals. These drinkers embrace both novelty and nostalgia, finding joy in the ritual of a changing menu and beauty in the passage of time. Their excitement speaks to a larger cultural phenomenon: the way seasonal coffee drinks create a sense of collective experience, tapping into emotions tied to comfort, tradition, and celebration.
Embracing Creativity: A Café Owner’s Perspective
Beyond what’s actually in the cup, where people buy their coffee also offers insight into their preferences. Independent coffee shop regulars appreciate craftsmanship, small-batch roasting, and a connection to their local community. Many specialty cafés are elevating traditional drinks with house-made syrups and rotating menus that showcase the artistry behind the coffee.
For example, at Crossroads Coffee, a women-owned café in North Haven, Conn., the monthly specials reflect both creativity and industry trends. “I treat coffee specials the way a mixologist approaches cocktails. Coffee is my base, and I build flavors around it just like a bartender would with spirits,” owner Montana Telman says. “(Coffee) is a complex ingredient that does not have to be played safe. We can push boundaries and create something truly unique.”
At Crossroads, Montana crafts unique drinks like “The World,” a latte featuring a house-made syrup flavored with blueberry, fig, and cardamom. The concoctions at Crossroads Coffee perfectly demonstrate how independent cafés can expand upon traditional coffee flavors, attracting both purists and adventurous drinkers alike.
Keeping It Simple
Conversely, some coffee lovers prefer a stripped-down approach, focusing on simplicity and purity. Benny Beans, café manager and lead coffee instructor at Fire by Forge in Hartford, Conn., embraces this mindset. “Coffee, in its essence, is a complex and rich experience,” Benny says. “By focusing on the purity of the bean and the precision of the brew, we highlight its natural flavors without unnecessary embellishments.”
Benny’s philosophy resonates with those who appreciate the straightforward, unadulterated qualities of coffee, reflecting a desire for authenticity and depth in their daily rituals.
The Power of Preferences
Coffee is deeply personal, but it’s also shaped by broader social patterns. While studies suggest correlations between coffee preferences and personality traits, these findings are observational and do not apply universally. Culture, upbringing, and personal experiences all influence how people engage with coffee.
As I have seen firsthand in my years behind the bar, a customer’s regular order may be less about personality type and more about habit, nostalgia, or even a single experience that shaped their taste. I’ve met customers who order black coffee because it reminds them of their father drinking it at the kitchen table, or others who only drink caramel lattes because the beverage is what they first ordered on a date years ago.
Coffee choices are not just about flavor; they’re about memories and the small rituals that bring comfort. As coffee culture continues to evolve, baristas remain at the forefront, witnessing how these choices shape not just individual identity but the café experience and the industry as a whole.
ABOUT THE AUTHOR
Brianna Stefano is a coffee professional with a background in psychology, combining her passion for the coffee industry with her expertise in human behavior. She is a roaster for Ovelle Coffee and manager at Cometeer Coffee, and she also holds private consultations to help cafés and coffee professionals refine their craft. For more of Brianna’s insights and coffee adventures, check her out at Brewing with Brianna.
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