Imagine this: A guest walks into your establishment. They’re tired, perhaps just from a business meeting or, conversely, have flown to Uzbekistan as a tourist to enjoy Eastern hospitality. The waiter approaches. And then comes the moment of truth.
You can simply ask: “Would you like coffee?” and receive the standard answer: “Yes, an Americano.”
Or you can do it differently. You can give your guest not just a hot drink, but a journey through time and space. A journey to the very heart of Vienna, where coffee culture is not just a habit, but a UNESCO Intangible Cultural Heritage Site.
Today we’ll talk about how storytelling—the art of telling stories—can help you sell premium products, elevate your restaurant’s profile, and subtly but confidently increase your average bill.
Why do tourists and gourmets search for “that one” taste?
Let’s face it: the coffee market is oversaturated. But in the premium HoReCa segment, the rules are different. It’s not just caffeine that matters here, but recognition and a guarantee of quality.
Uzbekistan is currently experiencing a tourism boom. Guests are coming from Europe, Asia, and the CIS. When a discerning traveler sees familiar blend names on the menu or recognizes a signature presentation, a “trust anchor” is triggered.
The blends we’re discussing today—1862 Vienna, Poesia, and Espresso Spezial—are the gold standard in premium hotels and restaurants around the world. A guest who has sipped this coffee in the lobby of a five-star hotel in Vienna, Milan, Moscow, or Dubai, and who sees it at your establishment in Tashkent, Bukhara, or Samarkand, subconsciously assigns the same high status to your establishment.
For him, it’s an island of stability. For you, it’s an opportunity to demonstrate that your establishment speaks the same language as global hospitality culture.
The Waiter as a Guide: Presentation Techniques
The biggest mistake staff make is silence. A waiter shouldn’t just be a “food delivery person,” but a sommelier of coffee stories. When we sell a story, price becomes secondary. The guest pays for the experience.
Let’s figure out how to present top-of-the-line lines so that guests want to try them, and not just “just coffee.”
1. A Legend in the Flesh: The 1862 Vienna Line
This isn’t just a blend, it’s a story captured in the grain. It’s a flagship.
What to talk about? The key word here is “tradition.” Tell your guest that the recipe for this blend is a closely guarded secret, but its roots go back to the very year that Viennese coffee culture began its triumphant march. This is a taste that has stood the test of time.
Example of dialogue:
“Let me offer you not just any espresso, but our pride and joy—the 1862 blend. This unique roast gives the drink a full body and stunning dark chocolate notes. This is the very taste that has been served in Vienna’s finest coffee houses for over a century and a half. The perfect choice for slowing down and savoring the moment.”
Keywords for sale: History, heritage, dark chocolate, thick, noble.
2. Poetry of Taste: The Poesia Line
If 1862 is classic and austere, then Poesia is art and complexity. It’s the choice for those seeking new facets in coffee. A premium Italian character.
What to talk about? Emphasize the exoticism and complexity of the bouquet. This is a blend for gourmets who can discern nuances. It combines the finest Arabica varieties from around the world with a touch of Robusta, creating a symphony of flavor.
Example of dialogue:
“If you’re looking for something special, try Poesia. It’s a very complex and interesting coffee. You’ll experience subtle hints of spice, sandalwood, and a nutty finish. It’s not just invigorating, it’s surprising. This coffee unfolds gradually, like a good poem.”
Selling keywords: Exotic, sandalwood, spices, creamy texture, sophistication.
3. Vienna’s Subtle Luxury: Espresso Spezial
While the previous blends evoke history and exoticism, Espresso Spezial exudes pure elegance. It’s a truly delicate flavor that underscores the premium status of your establishment.
What’s the point? This is a coffee for those who don’t like aggressive bitterness or excessive acidity. Explain to your guest that they’re enjoying a complex, premium blend. This is an “intelligent” coffee: soft, enveloping, with a crystal-clear taste. It’s ideal for long conversations or as an accompaniment to a light breakfast when you don’t want “shock therapy” for your taste buds, but rather a sense of harmony.
Example of dialogue:
“If you prefer a smooth and refined taste, I highly recommend Espresso Spezial. It’s a very delicate Viennese blend. The beans undergo a special wet processing process, which removes any excess harshness and leaves only a pure, velvety taste. This is truly premium: no bitterness, only tenderness and a dense, golden crema.”
Selling keywords: Delicate, crystal clear taste, velvety, premium composition, harmony.
Perfect Taste Strategy: Food Pairing
Selling a cup of coffee is good. Selling a gastronomic pairing is the ultimate. This is the very tool for increasing the bill, which the guest perceives as care, not imposition.
A well-thought-out food pairing (combination of food and drinks) makes the proposal unusual and memorable.
How does this work with our heroes?
- For 1862 Vienna: This blend, with its chocolate notes, literally cries out for something classic. Offer your guest the famous chocolate cake or strudel. Script:“The chocolate notes of this coffee perfectly complement the flavor of our signature dessert. Together, they create that very Viennese atmosphere.”
- For Poesia: The complex, spicy flavor of this coffee plays beautifully with contrast. Try pairing it with more than just desserts. Did you know this coffee pairs beautifully with aged cheeses? Script:“This coffee has interesting nutty notes. Try it with our cheese platter or a praline-based dessert for a completely new gastronomic experience.”
- For Espresso Spezial: Its smoothness and bready notes make it ideal for baked goods. Croissants, danishes, and light berry tarts are examples. Script:“Freshly baked goods and this smooth espresso—a classic breakfast that will set the mood for the day.”
Why does this work for the establishment’s image?
When you offer a guest not just “coffee from the machine,” but a specific blend to suit their mood or dessert, you demonstrate expertise.
The unique experience of a company that has been in the coffee business for 160 years gives restaurateurs a powerful tool. You get the opportunity to create the perfect flavor proposition. This isn’t just about purchasing beans—it’s a strategy.
When the waiter asks, “Which roast would you prefer today: a more chocolatey classic Viennese or a spicy exotic?” the guest’s perception of the establishment instantly soars. It demonstrates a keen appreciation for taste. It elevates the restaurant from a “dining experience” to a “pleasure experience.”
Guests don’t return to places where they simply taste good food. They return to places where they’ve been surprised, where they’ve been told a story, and where they’ve been cared for, with the perfect flavor tailored just for them.
Remember: Behind every cup lies 160 years of tradition. Your job is simply to convey this story to your guest. And believe me, they will appreciate it, leaving a generous tip and coming back for more.
What can be done tomorrow? (For managers)
Try a small tasting for your waiters. Let them experience the difference between the chocolatey 1862, the spicy Poesia, and the smooth Spezial. Once they fall in love with the flavor and understand the story, they’ll start selling it from the heart, not from a script. And sincerity is the best sales driver in the world of hospitality.
We will be happy to help you develop your establishment’s strategy.