Historical heritage and strategic potential of the brand in the context of the Navruz holiday
Founded in 1862 in Vienna, Julius For over 160 years, Meinl has been a recognized ambassador of Viennese coffee culture, combining five-generation family traditions with innovative roasting methods. In 2026, the brand continues to strengthen its position as a leading partner for the HoReCa segment in 70 countries worldwide, serving over 5 million people daily. For the Uzbek market, where hospitality traditions and a deep respect for drinking rituals are the foundation of the culture, the synergy of Viennese experience and the Navruz holiday offers unique opportunities for business development. Navruz is more than just a celebration of the spring equinox; it is a period of renewal, when HoReCa consumers expect fresh ideas from establishments, symbolizing the awakening of nature and the beginning of a new cycle.
The Viennese coffeehouse concept, recognized by UNESCO as an intangible cultural heritage, has many similarities with the Uzbek teahouse culture: both institutions view the consumption of a beverage as an occasion for communication, contemplation, and social interaction. In this context, a coffee menu for Navruz becomes a strategic tool, allowing an establishment to stand out from the competition. According to analytical data, the introduction of seasonal offers (limited offers ) during significant national holidays can increase an establishment’s revenue by 26% and raise the average bill by 23%. Consumers in 2026 demonstrate high loyalty to brands that integrate local traditions into a global context of quality, making Julius products Meinl is the ideal base for creating a signature spring menu.
Global Coffee Industry Trends 2025–2026
Developing a modern coffee menu requires an understanding of the macroeconomic and sociocultural trends shaping guest expectations in 2026. Industry reports indicate that sustainability, personalized experiences, and the use of functional ingredients have become essential elements of a successful menu in the HoReCa segment .
Environmental responsibility and supply chain transparency
In 2026, consumer ethics takes center stage. Customers are increasingly interested in the origins of their grain and the working conditions of farmers. The Julius Program Meinl ” Generations Program ” and initiative ” Responsibly Selected Coffee directly addresses this need by providing direct support to farming communities in regions like Honduras and Ethiopia. For establishments in Uzbekistan, using Fairtrade or Organic -certified coffee becomes a powerful marketing signal, confirming their status as a premium and socially responsible business.
Plant-based alternatives and functional supplements
Plant-based milks are no longer seen as a substitute for those with lactose intolerance; they are now a conscious choice for wellness- and eco-conscious Generation Z and millennials. By 2026, standard menus should include at least three to four types of alternative milk: oat, almond, soy, and pistachio. The latter is particularly popular in Central Asia, where pistachios are traditionally a valuable ingredient. Furthermore, the popularity of “protein coffee” is growing, with the market predicted to grow. Integrating protein supplements or collagen into spring coffee drinks can attract a fitness-minded audience.
| HoReCa Trends 2026 | Expected impact on the market | Recommendations for implementation |
| Sustainability | Increase loyalty by 15-20% | Use of certified blends |
| Plant-based standard | Reaching 35% of new consumers | Inclusion of pistachio and oat milk |
| Functional coffee | Sales increase in the morning hours | Addition of protein, adaptogens |
| Coffee Mixology | Increase in evening traffic | Non-alcoholic coffee cocktails |
| Digital Engagement | Frequency of visits +30% | QR codes with the history of grain origins |
Navruz Culinary Code: Ingredients for Signature Recipes
Navruz in Uzbekistan is a symphony of flavors, based on the use of natural ingredients: wheat, nuts, dried fruits, and honey. For baristas, these ingredients offer a palette that allows them to create unique flavor combinations unparalleled anywhere else in the world.
Sumalak : Malty sweetness in a coffee context
The main dish of the holiday is sumalak , made from sprouted wheat grains. Its flavor is characterized by deep malty and caramel notes, which arise from a long (24-hour) heat treatment without added sugar. In coffee engineering, this profile is ideally paired with Julius blends. Meinl dark Italian or medium Viennese roast, such as Espresso Classico or Vienna Espresso Special : Malt extract or homemade wheat germ syrup can be used to create ” Sumalak-Raf ,” where the thick texture of the cream mimics the viscosity of the traditional dish.
Nishallo and textural innovations
Nišallo —a dessert made from whipped egg whites, sugar, and licorice root infusion—has a unique, airy texture. This ingredient could serve as inspiration for the innovative cold foam, one of the leading trends of 2026. The use of licorice extract (saponaria root) in small doses adds a light, herbal sweetness to the drink and promotes the formation of a long-lasting, elastic foam reminiscent of a cloud.
Nuts and dried fruits as a base for food pairing
Almonds, pistachios, walnuts, as well as dried apricots, raisins, and plums are an integral part of the holiday table. Research shows that nutty profiles in coffee (for example, the Selezione blend) Red or Trieste Mornings ) are harmoniously complemented by the crispy textures of traditional pastries such as baursaks or baklava.
Developing a Coffee Menu: Recipes and Technologies
To create a competitive menu, it is necessary to divide drinks into flavor categories, focusing on different segments of the target audience.
Floral and botanical fragrances
Spring is associated with blooming gardens, so floral notes – lavender, rose, jasmine and elderflower – are key to the spring 2026 menu.
- Lavender Honey Latte: Using culinary lavender infused in milk, paired with natural honey instead of sugar, this latte emphasizes the natural and wellness-focused nature.
- Rose and Cardamom Espresso Tonic: A Double Espresso Combination Julius Meinl with tonic, rose syrup, and freshly ground cardamom. Cardamom bridges the gap between Viennese and Eastern traditions.
- Jasmine Coconut Flat White: An exotic combination of jasmine tea and coconut milk that creates a light, almost ethereal taste perfect for a warm spring morning.
Category: Fruit and Citrus Innovations
Citrus and berries add the necessary acidity and brightness to drinks, which is especially important for refreshing options.
- Cold Citrus Cold Brew: Cold brew coffee with the addition of freshly squeezed orange juice and zest. Citrus essential oils enhance the natural acidity of the light-roasted Arabica coffee.
- Strawberry Basil Iced Latte: Using homemade strawberry puree and fresh basil, this combination taps into the trend for “vegetable” and “herbal” notes in coffee that’s gaining popularity on social media.
Technical parameters for preparing espresso
To achieve the perfect result in every cup, Julius specialists Meinl recommends adhering to strict technical parameters to ensure taste consistency.
The formula for perfect espresso extraction:
- Weight of ground coffee: 7–10 grams for a single, 14–20 grams for a double.
- Tamping pressure: 15-20 kg to create a homogeneous tablet.
- Extraction time: 20-30 seconds.
- Volume of finished drink: 25–30 ml (including cream).
The use of modern multi-boiler systems such as Dalla equipment Corte allows baristas to control temperature down to tenths of a degree, which is critical for bringing out the delicate notes of light roasts and maintaining consistency when working with plant-based milks.
Traditional tea ceremony in a modern HoReCa
In Uzbekistan, tea is not just a beverage, but a foundation of social interaction. On Navruz, tea is served with every meal, aiding digestion and refreshing the palate.
Serving Rituals and Etiquette
Professional tea service must respect local traditions. The use of bowls and teapots is essential for an authentic experience. Particular attention should be paid to the ” kaitar ” (return) ritual: tea is poured into a bowl and then returned to the teapot three times. This not only ensures the infusion is stirred but also symbolizes respect for the guest.
- Loy (Clay)is the first pouring, symbolizing the beginning of the process.
- Mine (Oil)is the second pouring, when the infusion becomes dense.
- Choy (Tea)is the third stage, when the drink is ready for consumption.
Julius Tea Menu Meinl for Navruz
Julius premium tea assortment Meinl allows the integration of both classic types and modern herbal mixtures.
- Green tea ( Kuk-choy ): A basic drink served with pilaf. Large-leaf varieties with a delicate tartness are recommended.
- Namaste Chai: A spicy blend that can be served neat or in Chai format. A latte with frothed milk and honey. This is a great alternative for those looking for a warming, yet less caffeinated drink.
- Tea on the Rocks ( Exotic Mango Strawberry :The perfect base for creating signature iced teas. Paired with ginger and mint, this tea becomes a refreshing hit for the spring terrace.
The Economics of Seasonal Supply: Investment and Return
Introducing a coffee menu for Nowruz requires preliminary cost analysis and profit forecasting. Market research confirms that 59% of consumers are more likely to choose an item labeled “seasonal,” and 49% find such dishes more appetizing.
Menu engineering and pricing
Strategic pricing for limited-time offerings (LTOs) should consider not only the cost of ingredients but also perceived value. With a target food cost of 25-35%, signature drinks can achieve margins of 70-80%, making them among the most profitable menu items.
| Beverage group | Optimal Food Cost | Potential markup | Marketing role |
| Classic espresso/latte | 20-25% | 300-400% | Stable income, base |
| Author’s rafs ( Sumalyak ) | 30-35% | 400-500% | Unique selling proposition |
| Cold drinks ( Cold Brew ) | 15-20% | 600% | High profit, seasonality |
| Tea ceremonies | 10-15% | 800% | Traditions, group orders |
Urgency (limited offer)
The limited-time nature of the Nowruz card (for example, from March 15 to April 15) creates a psychological incentive for guests to visit the establishment as soon as possible. Using “days remaining” counters on social media or special “drink of the day” offers helps maintain customer interest throughout the month.
Operational Readiness: Personnel and Equipment
Even the most brilliant recipe can be ruined by poor execution. Team preparation is crucial to the success of a spring update.
Barista training and motivation
Employees should act as experts and storytellers. Training should cover not only cooking techniques but also the history of Nowruz, the significance of the ingredients used, and the Julius philosophy. Meinl .
- Tastings: Before launching a menu, conduct blind tastings for staff. A barista who genuinely loves a product is 2.5 times more effective at selling it.
- Sales scripts: Servers should be able to suggest pairings: “Our walnut baklava will be the perfect complement to your espresso, bringing out the chocolate notes of the Selezione roast .”
Equipment maintenance
The holiday season is characterized by peak demand. Before the season begins, it’s essential to perform a full maintenance check on your coffee machines and grinders:
- Cleaning groups and holders: A daily procedure to prevent bitterness from burnt oils.
- Changing water filters: Water quality determines 98% of the coffee’s flavor. In Uzbekistan, where water is often very hard, this is critical.
- Grind Adjustment: Humidity and temperature can vary throughout the day, requiring grind adjustments every 3-4 hours to maintain consistent extraction.
Marketing and visual communication
In the age of social media, the visual presentation of a drink is as important as its taste. High-quality food photography can increase engagement on Instagram and TikTok by 120%.
Aesthetics of presentation
For the Navruz card, it is recommended to use elements of national decor in combination with the laconic style of Julius Meinl .
- Garnishes: Use edible flowers, zest, cinnamon sticks, star anise or freeze-dried berries.
- Glassware: Serving classic Viennese drinks in Julius branded cups Meinl , and the author’s eastern positions – in authentic handmade ceramics ( Rishtan or Gijduvan).
Promotion channels
- Instagram Reels and TikTok: Create short videos set to atmospheric music demonstrating the ” kaitar ritual ” or the process of creating latte art in the shape of an apple blossom or wheat germ.
- Local influencers: Collaborating with bloggers whose audiences value cultural traditions and culinary innovations. Organizing a private menu presentation a week before the official launch.
- In-house advertising: Using table tents with QR codes that link to a page with the story behind each recipe. This creates additional value and engages guests in a dialogue with the brand.
Long-term partnership and sustainable development
Julius’ Choice Meinl’s role as a HoReCa supplier is an investment in stability. The company provides not only grain and tea supplies but also full service support, including equipment rental and regular training. In the dynamically developing Uzbek market, having a reliable European partner allows business owners to focus on creativity and service, confident in the quality of their base.
Responsibility to the future
The holiday of Navruz symbolizes the harmony of man and nature. Julius Meinl shares these values, introducing biodegradable packaging and supporting biodiversity conservation projects in coffee-growing countries. Including such products in your menu is not only a fashion statement but also a contribution to preserving the planet for future generations, which resonates with today’s guests.
Conclusion: Spring as a time of new opportunities
The spring coffee menu update for the Navruz holiday is a comprehensive strategic project that combines culinary excellence, knowledge of market trends, and a deep respect for national heritage. Using Julius’ expertise Meinl , HoReCa representatives in Uzbekistan, can transform a familiar coffee service into a unique experience that will become a lasting memory for every guest.
Careful selection of ingredients, attention to detail in preparation, staff training, and active marketing are the four pillars upon which the success of the seasonal offering is built. Nowruz gives us the chance to start fresh, and a cup of excellent Julius coffee Meinl is the perfect start to this new chapter. May this spring bring prosperity to your business and bring your guests moments of true inspiration and joy with every sip.
Ultimately, success in the hospitality industry in 2026 is determined by a establishment’s ability to create an emotional connection with its customers. Coffee and tea, served with soul and expertise, become a universal language in which we communicate a love of life, respect for the past, and faith in a bright future. Nowruz Muborak !
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