Spain is a great country for coffee, its consumption is intermediate compared to Scandinavian consumption, around 4 kg per year per capita. Coffee is sold in restaurants, bars, coffee shops and bread ovens; They are great consumers of espresso and cut coffee, as well as coffee with milk and more recently cold brew; However, there is little emphasis and detail to be able to offer a good product; Coffee is therefore seen as something undifferentiated, quickly prepared, which requires no time to invest in preparation and training because there is no loyalty to the brands.
I see it from a more positive point of view, coffee is a place of opportunities where no one wants to look back; Some chains sell coffee at prices significantly higher than the rest of the successful establishments, they have appeared without much noise and have begun to take customers away from the Spanish establishments; Some will say that it is not generalized, they are right for now.
And it is that coffee is not only a stimulating drink that for now could be the main reason for its consumption, it is when it is properly prepared, a pleasant sensory experience.
Coffee is required of what no other dish in Spain is required, that the supplier put the equipment, calibrate it, repair it, prepare and serve it quickly, prepare it by anyone and at the cost of an ingredient price, I cannot imagine a Paella cooked with a torch quickly that the rice supplier supplies the paella pan and the torch, it is served in three minutes regardless of the flavor and that its price ratio is compared to a kilo of raw rice. This is what they have achieved with the commercialization of coffee and also they tell us nobody cares.
If this were true, there would be no coffee for 7 euros per 250 grams in supermarkets because we know that the products sold base their space on profitability per square meter; Nor would there be these chains that arise that are not to the Spanish taste, selling at triple the price of Spanish establishments without making so much noise, nor would the incipient attempts at evangelization with high acidity filtered coffees as an irremediable effect of globalization.
Better coffee is not demanded for me because there are practically none on the market and for that very reason they are not known.
Perhaps we should focus on understanding that non-specialist Spaniards like strong, stimulating coffee drinks with body and permanence in the mouth and offer that first step, without astringency, or excessive bitterness, but also without extremely acidic or sour flavors, something that encourage having "another additional coffee throughout the day" in the way that Spaniards like it and gradually opening them up on this line of learning to discern what they like, as they do when they eat a paella and put it near their reach with easy delivery strategies.
In my opinion, based on cost calculation, it is only a matter of innovating, because the operators are the same, only nobody is qualified, but everyone charges; Also, coffee is not necessarily more expensive and it can generate additional income and loyalty not yet developed; Although it is not easy because the personnel and service costs are well justified, the income from the sale of coffee could perhaps be developed much more.
Taking advantage of market conditions was what allowed Starbucks to be the company it is today, its environment when it began was totally adverse, due to the appearance of instant coffee, which at that time was correctly justified.
Even today, the consumption of instant coffee beats specialty coffee whatever that means, but no one doubts the profit margins in the way it is marketed.
I believe that the Spanish market is ready to discover a good espresso at a reasonable price, this is especially true in large tourist cities where there is already a regular consumer of these drinks.