A latte? That's now a 'really, really milky coffee' in Debenhams

Andrew Trotman
1 November 2012
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Debenhams (Berlin: D2T.BE - news) has vowed to end "coffee confusion" by replacing words such as latte and cappuccino with plain English on its menus.

The British retailer said that more than 70pc of its customers struggle with foreign names of hot drinks, so it decided to get back to basics.

A caffe latte is now called a "really, really milky coffee", while a cappuccino has become a "frothy coffee", and a caffe mocha has been changed to a "chocolate flavoured coffee". Black coffee has been replaced with "simple coffee, with or without milk", while an espresso is labelled "a shot of strong coffee".

But Debenhams hasn't just stopped at its types of coffees. Instead of the tall, grande or venti sizes favoured by big-name shops such as Starbucks (NasdaqGS: SBUX - news) , customers in Debenhams can now simply ask for a cup or mug.

John Baker, director of food services at Debenhams says: “We’re trialling a redesign of our coffee menu in Oxford Street so shoppers spend less time playing coffee Cluedo and more time enjoying their favourite drink.”

The retailer reportedly sells more than 100,000 coffees each week in its 160 cafes and restaurants across the UK and Ireland (Xetra: A0Q8L3 - news) - double the amount of tea.

Do you struggle with coffee names?

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