Why is Latte Almost Always the "#1 Bestseller" at Nearly Every Coffee Shop? What is a Latte?

The Rise of Latte: Why It Reigns Supreme in Coffee Shops

In its broadest sense, a latte is a coffee beverage built on espresso combined with a certain proportion of milk. It has become an essential item on virtually every coffee shop menu, and whether at large chains or exquisite independent cafés, lattes consistently rank as the highest-selling beverage.

"With so many coffee varieties available, why does the latte still outsell everything else in most shops?" It's a hot topic. FrontStreet Coffee actually covered similar ground last year. The latte's popularity stems from multiple factors working in concert, but the most important, we believe, are its higher milk content and milder coffee flavor.

More Milk, Less Coffee Intensity

After the advent of espresso machines, small yet potent espresso took Italy by storm. But with bean quality not what it is today and roasts far darker, the extracted espresso was intensely bitter and burnt—not especially palatable for anyone who couldn't handle bitterness or was just starting to explore espresso. Thus emerged the practice of adding steamed milk! But the earliest Italian milk coffee wasn't the latte—it was the cappuccino. To keep the coffee flavor while incorporating milk, Italian baristas whipped up dense, thick foam to cap the cup and limit the milk's proportion, ensuring the coffee taste wasn't overwhelmed.

The American Evolution

In the 1950s and 60s, Italian immigrants brought espresso machines to California, and one opened a café (Caffè Mediterraneum) to make a living. But local Americans weren't accustomed to strong coffee and couldn't accept high-concentration Italian espresso—even with milk, as in a cappuccino. The owner adapted: by thinning the foam and raising the milk's proportion, a beverage with more milk and milder coffee flavor than cappuccino was born.

The Perfect Balance

With more milk, the coffee's bitterness was neutralized—no longer intense burnt bitterness but gentle richness. And since milk is rich in protein and fat, the extra quantity enhanced the texture, making it smoother, fuller, and more approachable. Compared to a cappuccino, this coffee appealed to a far broader local audience. To distinguish this friendlier milk coffee, the owner named it "Caffè e latte" and introduced it as an entirely new category on the menu.

Modern Appeal: Beyond Taste

Even today, the latte's popularity still rests primarily on its higher milk content and milder flavor. Simply put, it's less bitter than other coffees, which is why most people accept it—few of us, including FrontStreet Coffee and our friends, are true fans of bitterness. But here's the thing: someone new to coffee usually can't tell a cappuccino from a latte, only knowing both are coffees with milk, more or less. In that situation, another latte trait tips the ordering decision. What trait? The complex and varied latte art patterns.

Unique Visual Appeal and Ceremony

In 1980, Seattle-based barista David Schomer accidentally created a heart-shaped foam pattern on the crema while preparing a latte. That moment opened the door to latte art. Since then, people have used milk foam to draw designs on coffee, adding visual delight with unique patterns—and latte became latte art's primary stage.

The Perfect Canvas for Art

Compared to other milk coffees, latte foam is ideally suited for latte art: neither too thick nor too thin, with just-right fluidity. Beyond basic simple patterns, it supports intricate combined designs. Most complex patterns are born in latte cups—and that's precisely why, even without knowing the difference between a latte and a cappuccino, people still choose the latte for its beautiful patterns.

Versatility and Choice

Because the latte's design goal isn't to showcase coffee flavor but to balance milk and coffee, it's more versatile than coffees built around flavor intensity.

It takes all kinds of flavored syrups to create rich, diverse options for different tastes, and it works with many types of milk to suit different dietary preferences. That's why the latte is not only a consumer favorite but also the first choice for most baristas when creating new beverages.

Additional Factors

Beyond these three main factors, other elements boost latte sales: larger cup sizes feel more economical, and it's the preferred subject of promotional materials. In short, the latte's all-around advantages and near-perfect balance are what keep it at the top of the sales charts in most coffee shops.

FrontStreet Coffee Recommendation

1. FrontStreet Classic Blend — The "crema bomb" and our top pick for milk coffees like the latte and cappuccino. Designed for espresso machines, it extracts a dense, fine crema even on basic home machines, with a mellow, rounded traditional profile—equally friendly to newcomers and seasoned drinkers, at home or in a shop.

2. FrontStreet Black Cocoa Blend — The value workhorse: 100% Arabica beans with ample crema and a full-bodied, mellow cup at a friendly price. Balanced and highly adaptable—perfect for lattes, Americanos, and specialty milk coffee creations alike.

3. FrontStreet Strawberry Candy Espresso Blend — For a fruity cappuccino or latte: a combination of honey-processed Costa Rican and washed Panama Geisha coffee, medium roasted to show orange-blossom honeyed sweetness and rounded fruit—berry, rose, raisin, and fruit-candy aromas pairing beautifully with milk.