In case you haven’t noticed yet, I’m a barista in a coffee shop.
This means I see people on a daily basis ordering drinks much too large. This isn’t about calorie or fat content (but I admit to internally giggling when someone refuses whip cream on a large mocha, because it’s adding calories. Yes, that puff of air-y foam will put you over the top with your twenty ounces of coffee, chocolate, and high-fat dairy.)
This is about flavor.
Americans notoriously indulge in the gimongous, and I don’t think it’s because we WANT massive quantities. I think it’s because the restaurants we frequent have high costs in order to stay open, and because the MAJORITY of these places can’t offer extremely high-quality haute cuisine where you’ll pay twenty bucks for a prettily garnished quail egg, they compensate by increasing the amount of food offered.
It’s shifted our perspective on food and drink quantities. Have you noticed how much our dishware has changed in the past fifty years? Go to a thrift store and check out the “vintage” dishes. They’re much smaller. Meanwhile, I’m hard-pressed to find any mug in my cupboard less than 16 ounces, nor do I have much success at it out at the dinnerware departments (I spent a massively frustrating amount of time trying to find 8-10 ounce mugs and cups for some projects at work, and was repeatedly disappointed at every single turn. World Market was the ONLY shop I found small mugs at, and in very limited variety.) Ceramics come in gigantic jug-sizes. Even at work, our medium size cups are rather large, and our large mugs are nothing short of ridiculous.
When I visited Moscow, Russia (which is like being transported back in time, on a cultural level), I constantly drank from glasses and mugs no more than 10 ounces. Even a bottle of soda was much smaller, being based on litres instead of ounces. It took some adjustment for my very American “go big or go home!” brain. As our expanding waistbands can attest, bigger isn’t always better.
Take the movies for example. They go from small – usually about 16 oz (which is not really “small” anywhere else) to the medium, which hangs around a gallon. I’ve never been brave enough to order the large, but I’m sure it comes with a handle and a midget to carry it (apologies to midgets – I hope they’re at least paying you decently). I bet the large popcorn bucket doubles as a tent. They can give you boatloads of CRAP, because even though you know you’re buying CRAP, the fact that it comes in such amazingly huge quantities makes it somehow seem worthwhile.
But how much of that are you really enjoying (and how much do you continue eating just because otherwise it’s a waste of food and money)? I’m willing to bet you get through about three handfuls of popcorn before you start hitting stale and cold kernels, soggily swimming in butter. I know my soda’s usually pretty watery by the midpoint of the movie, and I never finish it (but I have this psychological need to drink something at the movies, so I still buy it).
The same goes for the ludicrously large drinks you’re ordering at coffee shops. I get asked quite often to make the drinks “extra hot”. This isn’t really possible, you see. After about 160 degrees, the milk begins to scald and smell like butter. I can’t, and won’t sacrifice quality for “extra hotness” (I got all the extra hotness you need, baby. Sorry, sorry, couldn’t resist.) I’m guessing you want it “extra hot” because no matter how well insulated your cup is, it’s going to go cold halfway through. Simple thermodynamics, really. Even if I DID scald the crap out of your milk and make your drink tongue-searingly steamy, it would STILL lose temp halfway through.
Most importantly, and tragically – you’re not getting the flavor experience out of that drink that I dearly wish you would. ESPECIALLY where lattes and cappuccinos are concerned, and even coffee (but to a lesser extent – coffee flavors change, but don’t always necessarily degrade as temperature is lost; some can become quite pleasant as they cool, but it’s still for the best to keep them nice and warm).
Did you know, my dear consumer, that the classic and traditional Italian cappuccino is a mere 5.5 to 6 ounces? There’s still some debate over the technical details, but the bottom line is this; smaller is better. In a smaller drink, constructed with artisan sensibilities, you will have an even more amazing experience of flavor and texture than you ever will in your 20 ounce capp-monstrosity. (Here’s something else that may blow your mind, if you’ve been getting your spro shots from certain large four-legged or fish-tailed chain stores – espresso is supposed to be sweet, not entirely bitter, and should be drunk for the enjoyment of the flavor, NOT the caffeine jolt. Stupid doubleshots in a can.)
At my shop, you can always order what we call a “euro short”, an 8 ounce cappuccino or latte. I’m sure many other fine coffee establishments have similar drinks. You could also order a REAL macchiato. It hurts me in my squishy places when someone orders the “caramel macchiato”, a drink that was developed for the sole shady purpose of forcing other non-green-lady coffeeshops to attempt a recipe they don’t know, and inevitably lead to dissatisfied customers who THINK they’re ordering something fancy and traditional. It’s sabotage. A macchiato is espresso and a bit of milk. That’s it.
But back to the point of this posting.
If consumers wake up a bit and educate themselves, and educate their palates, they just might find satisfaction in smaller quantities. They might find themselves willing to pay a bit more, to ensure they’re getting something delicious and amazing. They MIGHT (and I know this is just a dream) stop rushing about, and actually have a seat. They might absorb a bit of the space around them, and just BE for a few moments. Would they, could they, suddenly engage in spontaneous discussion with the table next to them? Is it possible that a bit of rabble-rousing and philosophy might once again spring forth from these little corners of Bohemia that appear in the forms of local cafes?
I hereby declare the Smallification of America to be underway. Go forth, denizens of the world, and order little things. Order small, order miniature, seek out the FLAVOR. Demand quality for your dollar, not quantity. Stop ordering 20 ounce coffee drinks! Have a POT of tea, and a small cup, and observe how amazingly warm your tea stays for a longer time when you’re enjoying small sips of it, a bit at a time! Sit down, appreciate, enjoy!
Smallify!










