High street giant Debenhams is dumbing-down its coffee menu after 70% of customers complained it was confusing. It is axing American-style terms such as “venti skinny latte” as people are ashamed to ask their meaning.
Caffe latte is now described as ‘really really milky coffee’, Cappuccino as ‘frothy coffee’ and Caffe mocha as ‘chocolate flavoured coffee’. Black coffee is ‘simple coffee, with or without milk’ with espresso shot labelled as ‘a shot of strong coffee’.
Rather than offering confusing ‘tall’ (meaning small) ‘grande’ (meaning large) or ‘venti’ (meaning extra large) coffee sizes as found in other shops, the high street retailer has also scrapped different size options, instead offering shoppers simply a ‘cup’ or a ‘mug’ of their favourite drink.
Debenhams say: “We’re testing a redesign of the menu so shoppers spend less time playing coffee Cluedo and more time enjoying their favourite drink.” The Plain English Campaign welcomed the move. Founder Chrissie Maher said: “Whether tea or coffee, it needs to be in plain English. If customers can read the menu clearly, they’re more likely to try something new and they may come back.”