Latte art: a simple way to delight customers and build loyalty

In the UK market, where milk-based coffee preparations such as cappuccino, flat white and latte are more popular than traditional espresso, latte art represents much more than a simple decoration.

In a highly competitive and fast-evolving context, the aesthetic detail of a perfect leaf or heart drawn with micro-foamed milk can become a powerful tool to enhance customer experience, differentiate the offer and foster customer loyalty.

Discover more in the following article!

Why is latte art important in the UK coffee market?

Because it meets customer expectations for quality, experience, and visual appeal. In a market dominated by milk-based coffee and where social sharing influences dining choices, latte art enhances perceived value, supports brand differentiation, and drives customer loyalty.

Quick links

• Latte art: a signature of the coffee experience
• A market oriented toward milk-based coffee
• Why latte art influences customer satisfaction
• The key ingredients for great results
• A competitive advantage in today’s economy
• Integrating latte art into the value proposition

Latte art: a signature of the coffee experience

In the UK, out-of-home coffee consumption is evolving from a functional habit to a true social ritual, linked to personal pleasure and daily wellbeing. In this context, latte art plays a role that goes beyond aesthetics, becoming a tangible sign of customer care. It is an immediate visual language that conveys quality, professionalism and a sense of welcome in just a few seconds.

The presentation of coffee, and latte art in particular, is not perceived as a marginal detail: according to a recent survey in the UK casual dining sector, 27% of guests identify it as a decisive factor in encouraging coffee consumption. Even more significant is that 53% believe high-quality coffee enhances the overall dining experience and directly influences the desire to return to the same venue. This highlights how, especially in the final moments of a meal—when the memory of the experience is formed—a small, well-executed gesture can make a real difference.

A market oriented toward milk-based coffee

Data is clear: in the UK, milk-based coffee drinks dominate out-of-home preferences, far surpassing espresso. According to the Lumina - Evolving Coffee Landscape (2023) report, the most chosen types are latte (36%) and cappuccino (22%), while espresso accounts for only 2% of consumption occasions. Flat whites and mochas are also frequently requested, often customised with alternative milks like oat, soy or almond, or enriched with seasonal flavours such as caramel, spices or chocolate. This variety allows for a high level of personalisation and addresses multiple needs: from personal taste to health choices and sustainability values.

These drinks align with the growing "treat-driven" consumption trend, where coffee is not just a functional need but a conscious, deserved pleasure. According to Lumina, this motivation saw the most significant growth from 2023 to 2024, even surpassing routine or on-the-go purchases. In this context, latte art reinforces the visual and sensory gratification effect, becoming an integral part of the "little indulgence" that consumers seek.

At the same time, cold beverages are also gaining ground: iced lattes, cold brews, and specialty drinks with cream, toppings and decorations are establishing themselves as high-value propositions, especially among Gen Z and Millennials.

The visual component is no longer an accessory, but a key competitive factor. According to the CGA 2022 report, 27% of young adults in the UK actively seek images of food and drinks before deciding where to eat out, and visual content shared online (e.g., Instagram, TikTok) has a direct impact on consumption choices.

Finally, milk-based coffee also plays a role in brand reputation and loyalty strategies: the perceived quality of a well-presented cappuccino can shape the overall impression of the experience and even affect the customer's willingness to return. In a context of inflation and increasing selectivity, it is precisely the sum of such details that makes the difference.

Why latte art influences customer satisfaction

Latte art is not just an aesthetic exercise, but a concrete sign of care, skill and professionalism. A cappuccino served with dense foam and a precise drawing immediately communicates that the barista is trained, that the equipment is properly calibrated, and that the ingredients are carefully selected.

Beyond its direct impact on customer perception, latte art also has a relational and promotional dimension. A well-presented coffee is often photographed and shared on social media, becoming a form of spontaneous and authentic visibility for the venue.

In a market where over 40% of consumers consult reviews and visual content before deciding where to eat or drink, curating the coffee presentation means enhancing a strategic touchpoint along the customer journey. According to the CGA - Optimising Brand Reputation in Hospitality report, 46% of British consumers research menus online, and 27% of under-35s actively look for food and drink images or videos before visiting a venue. Investing in the visual aspect of coffee is not merely about aesthetics, but a way to reinforce the venue’s perceived quality and appeal already during the pre-visit phase.

Latte art as a driver of loyalty

In the hospitality channel, loyalty is built not just through the product, but above all through the ability to deliver a consistent, distinctive and memorable experience. In this context, latte art represents an effective and accessible lever to leave a positive imprint on the customer’s memory. A carefully presented coffee, especially when served at the end of the meal, can transform an ordinary moment into a pleasant memory, increasing the likelihood of repeat visits.

Latte art also plays a relational role: it creates opportunities for interaction between staff and guests, allows for personalised gestures—such as choosing a design—and reinforces the sense of welcome and individual attention.

The key ingredients for great results

To fully leverage the potential of latte art, it should not be seen as a marginal addition but as an integral part of professional service. Achieving consistent, high-quality results relies on three key elements:

Staff training

Latte art is a technical skill requiring specific knowledge and practical sensitivity developed over time. Structured courses, shadowing sessions and ongoing updates are essential to build the necessary skills and ensure consistent visual quality-

Proper equipment

Reliable espresso machines, professional milk jugs and precise steaming systems are essential tools for producing quality microfoam and defined designs. Milk choice also matters: whole milk or high-protein alternatives help create stable, glossy foam, ideal for executing latte art.

Offer standardisation

To meet customer expectations, the visual and flavour quality of coffee must be repeatable over time and across staff shifts. Structured businesses are already implementing internal operational protocols to ensure consistency in service, benefitting both brand reputation and customer experience.

A competitive advantage in today’s economy

In an economic context marked by inflation and heightened sensitivity to value-for-money, consumers are becoming more demanding and selective. They do not necessarily seek the cheapest option, but the one that offers a justifiably superior experience. In this scenario, elements such as latte art play a strategic role in enhancing perceived product value.

A cappuccino served with aesthetic care, in a welcoming environment and with attentive service, communicates coherence and quality. This enables operators to position themselves in slightly higher price brackets without resistance, as the customer perceives a "premium" and personalised experience.

Latte art, therefore, is not just embellishment, but a concrete indicator of added value.

This is particularly relevant in the hotel sector, where breakfast is one of the most important parts of the overall experience. According to a survey conducted in March 2025 among guests of 3-star and above hotels in the UK, 75% believe that coffee quality directly impacts their breakfast satisfaction, significantly contributing to the overall perception of their stay. Furthermore, 69% prefer coffee served with a recognised brand, viewing it as a guarantee of quality and reliability.

Integrating latte art into the value proposition

To make a real impact on the customer experience, latte art must be coherently integrated into the venue’s overall offering. This requires a strategic approach involving multiple operational and communication levels:

• Invest in continuous staff training through practical sessions and periodic updates, ensuring technical competence and consistent results.
• Communicate attention to detail through visual and narrative supports such as menus, internal signage and brand storytelling, highlighting the value of curated service.
• Leverage the visual potential of latte art through high-quality photography and a consistent presence on social media, to amplify visibility and attract new audience segments.
• Turn the coffee moment into an upselling opportunity, proposing pairings like mini desserts, shareable treats or artisanal biscuits to enrich the experience and increase average spend.

In this way, latte art becomes part of an experiential ecosystem that connects product quality, visual storytelling and commercial intent, contributing to a complete and distinctive value proposition.

In mature markets like the UK, where experience matters as much as the product, every detail counts. Investing in staff training, quality equipment and coffee presentation is not just about aesthetics, but a strategic lever to enhance perceived value, encourage loyalty and increase average ticket spend.

Latte art becomes a tangible symbol of welcome, care and professionalism. A heart drawn in a cup tells the customer—without words—that they matter, that every service is delivered with intention, and that even brief moments deserve quality.

If you want to discover how to integrate these elements into your offer in a coherent and effective way, illy provides tailor-made solutions for the hospitality world, supporting professionals with premium products, specialised training and tools designed to elevate the coffee experience in any setting. Contact us to organise a free trial and explore the elegance and consistency of the illy world up close.