That's changed as the coffee boom has happened in cities around the world and at a time when there are increasing numbers of articles highlighting the fact that coffee growers aren't getting paid the cost of production for their coffee, that it's become unsustainable.

這麼貴？

Well, this rising price of coffee leaves many people with questions that should be answered.

當然並不是每個人都這麼覺得

So that's what we're gonna do today.

但我也頗常聽到有人跟我說現在咖啡變得好貴

We're gonna talk about where your money goes when you spend it on a cup of coffee in a specialty cafe.

說實在的

To do that, we're gonna have to talk in generalities.

以前的確是可以用更少的錢去買一杯咖啡

We're gonna have to talk about the business model of cafes, and it's impossible to be completely accurate because every business is a little bit different, and also to begin with, we're just gonna talk about the UK, which is obviously different in some ways than other places you go and you spend £3 on a cup of coffee in a good cafe.

隨著咖啡浪潮的興起,咖啡的價錢也在全世界都有所改變

Well, where does that money go?

隨著越來越多的文章指出

Well, in the UK, the V A T that the tax rate on coffee is 20%.

越來越多的咖啡農並沒有得到合理的報酬,甚至不敷成本

So 50 p of your £3 go straight to the government.

以至於種咖啡都已經不符合經濟效益了

The net revenue for the cafe is only £2.50 So let's divide that £2.50 in a cafe.

大家也對咖啡一直漲價這件事有很多疑惑

About 30% of the money that Kathy takes in goes back out to product cost.

這就是我們今天要做的

Cost of buying the things that you ultimately end up selling.

我們要來聊聊當你在一間精品咖啡店買一杯咖啡時

About 35% of its money goes to pay staff.

你付的錢到底跑哪去了

15% of its revenue will go towards paying the rent and associated location costs.

在這裡我們只能講個大方向

Maybe 10% will go towards general overheads, from lighting to heating the administration, leaving 10%.

我們會講到咖啡店的商業模式

On a good day, there's profit for the owner.

而我不可能講的非常精準

That's 25 pence on a £3 cup of coffee, which means you've got to make a lot of cups of coffee to really make any money.

因為每一間店每一間公司都會有點不一樣

I should also add that around the world, those mortals will vary in some places.

還有

Let's say Shanghai, you might have a very high rent on a much lower staff cost, but by and large around the world, the net profit remains the same.

我只會討論到英國的狀況

It's not uncommon to be making 10 to 12% profit, and doing better than that these days is really pretty unusual.

所以一定會跟其他地方的狀況有點不一樣

As I said, this is the typical kind of business model for a specialty cafe.

你走進一間很棒的咖啡店花了3塊英鎊買了杯好喝的咖啡

There will be some variant.

所以那3塊英鎊到底跑去哪了呢

Some cafes will pay more to stuff.

在英國

Some pay less and will pay more rent, so will pay less.

咖啡的稅率是20%

Wait, wait, wait, you might say, if I get a nice cafe and I buy a £4 cup of filter coffee, there's no way that this £1 of product cost, even if they using good quality coffee and paying a sustainable price and you're right, that 30% of product cost is the average across the board.

所以五角就直接給了政府

A couple filter coffee.

剩下的兩塊五才是咖啡店真正收進口袋的

You may make a much higher margin compared to, say, a pastry that you might buy with it that has a much, much, much lower margin, a much higher cost associated with it.

接下來我們來把那兩塊五拆解一下

So once we break apart the costs of a cafe, you can see what's really driving the increase in the price of a cup of coffee.

以一家咖啡店來說,大概30%的營收是拿去支付原物料

The cost of hiring retaining staff has really increased a lot in the last few years, especially as coffee cultures have become increasingly competitive.

也就是拿去買你最後賣出去的產品

The more cafes that open, the more barristers are needed.

接著35%是人事成本

The more demand the market sees, and that drives up the price is for skilled, capable barristers.

15% 拿去付租金等店面相關的花費

This is meant that the staff cost for cafes has constantly crept up and up and up and up and up.

大概10%再拿去付其他零零總總的花費

When I first got into the business, it was only down a 25%.

從電費,冷暖氣,到有的沒的行政費用

Now it's easily 35% plus that really has changed.

最後剩10%, 運氣好的話, 才是真正的利潤

And I think anyone in any city in the world knows that landlords have been greedy and continue to be greedy.

所以一杯3英鎊的咖啡真正賺的只有2.5角

But let's talk a little bit more about the coffee that goes into each cup.

所以你需要賣很多杯咖啡才能真正賺到錢

As I said before, the actual cost of the coffee is surprisingly low.

但我需要講一下

It's a very small part of the total cost for a cafe.

剛剛提到的比例在世界各地會有些不一樣

This means that if a cafes buying really good coffee, it doesn't actually drive their price up all that much.

在某些地方,例如上海

If you took a cafe serving a really great espresso blend full of coffees, bought ethically and sustainably on that cafe, switch to something really cheap, really commoditized in very low quality.

你可能會有非常貴的租金但人事成本相對較低

That cafe may save 15 maybe 20 pence of cost.

但是大致上來說

That's it.

淨利在世界各地都是差不多的比例

That's all the saving there is to be made.

如果可以做到淨利10%並不是非常少見的

It doesn't really make sense to cut those corners.

但如果要比10%還多,真的是很難

It makes sense to ask the right price for something delicious.

但就像我提到的,這是屬於比較典型的精品咖啡商業模式

But for 20 PM or for 30 p.

有些咖啡店的人事成本比較高,有的人事成本比較低

Moore, you can have something incredible.

有的租金比較貴有的租金比較便宜

Great coffee is actually incredibly cheap for what it is, even when you're drinking in a cafe with all the associated costs.

等一下等一下

So if you're angry at the price of a cup of coffee, that's OK.

所以你現在是說如果我去一間很棒的咖啡店

But don't be angry at the cafe.

然後我點了一杯四英鎊的咖啡

They're not exploiting you.

就算咖啡店用的是品質好的咖啡

Cafe owners are not rolling around in piles of money.

而且也付給咖啡農合理報酬

If you want to be angry, be angry it at landlord's being greedy and driving up the cost of doing business in cities around the world.

原料成本也不會超過1英鎊？

Be angry at governments whose failure to address housing crises have driven up the cost of living in so many parts of the world, too.

對,就是這樣

But don't be angry at the cafe, especially if they're buying something high quality something traded sustainably.

所謂的30%的原物料成本

As always.

是一個總體的平均值

I'd love to hear your thoughts in the comments down below.

一杯手沖咖啡可能利潤會高一些