Melbourne cafes sell $150 cup of coffee
MELBOURNE: Melbourne has reached a whole new level of hipster, with some cafes selling coffee for as much as $150 for a single cup of caffeinated gold.
“Coffee is operating the same way as whisky, wine and craft beer,” consumer psychologist Adam Ferrier told media.
“There are a large number of people who know the category very well, who are looking for new experiences and are prepared to pay for them,” Ferrier said.
Aside from peoples’ genuine appreciation of coffee, we also have a generation of social media monsters to thank for an increase in all things aesthetically pleasing and pricey.
In a world where the social media sphere is more important than reality to some, the way your food or drink fares on your Instagram tiles can be considered more important than the actual quality or price of the product itself, being virtually cool counts for a lot these days.
“As a cafe owner once said to me, ‘I have to make this cool; people are prepared to pay for cool’.” Farrier shared with media.
There is a sense of social expectation attached to what people post on their social media accounts and Melbourne’s desire to make all things trendy is only exacerbating the need to pay extra for something if it gets the “likes” people are after.