Matcha: Instant or Artisanal—and Why Your Cafe Needs It

Matcha is no longer a niche offering; it’s the next big thing in cafes. Its vibrant green hue, health benefits, and Instagram-worthy aesthetic have made it a customer favorite. Add hot water, whisk, and it’s ready in seconds—so why do purists insist it’s not “instant”?

The distinction is often tied to matcha’s origins and preparation. Made by removing the stem and grinding whole green tea leaves into powder, matcha is suspended in water rather than dissolved, much like instant tea powders. Yet, matcha’s cultural roots, frothy whisking ritual, and premium markup elevate it beyond its convenience. This perception of quality makes it incredibly appealing, especially as a high-margin menu item.

But beware: offering low-quality matcha is as big a sin as passing off cheap Halloween chocolate as artisan. Customers know the difference. Sampling known-quality matcha before adding it to your menu ensures authenticity, both in flavor and presentation. There will be customers who know matcha quality intimately—don’t be a matcha poser.

For cafes, not offering matcha—and failing to streamline its preparation—is a missed opportunity. Whether served as a latte, iced, or even in baked goods, matcha’s versatility ensures broad customer appeal. With proper staff training and efficient workflows, it’s easy to make matcha a standout addition to your menu.

Ignoring matcha now isn’t just risky—it’s a missed chance to capitalize on one of the most profitable and popular cafe trends. Customers are demanding matcha, and it’s up to cafes to deliver.