Coffee is no longer just a morning ritual. Restaurants across Canada are finding a new use for their espresso machines well after the dinner rush.
Evening coffee orders in Canada have nearly tripled over the past two years, and it’s a shift that is changing how some people spend their nights out. Premium coffee brands are claiming territory that used to belong almost exclusively to alcohol, especially through espresso-based cocktails and after-dinner service, as consumers look for new ways to linger and indulge after their meal.
In an interview with Retail Insider, Daniele Foti, VP Marketing for Lavazza North America, Lavazza, talks about the trend.
Question: Why are Canadians moving beyond coffee as a morning-only beverage?
Answer: Premium coffee demand has moved well past the morning, and the numbers back it up – evening coffee occasions in Canadian foodservice have nearly tripled over the past few years, and I think it comes down to how people want to spend their evenings today. People are looking for ways to linger and socialize after a meal that doesn’t necessarily default to another round of drinks, and a well-made espresso gives them something that still feels intentional and a little indulgent. Coffee’s versatility is what makes it work: it’s a nightcap, a dessert pairing, or the base for a cocktail when people do want one. It flexes to whatever the evening calls for.
Q: Why are restaurants investing more in premium coffee offerings beyond breakfast service?
A: For restaurant operators, this comes down to giving guests a reason to stay a bit longer and feel like the experience continues past the meal itself. As evening and beverage-only occasions continue to grow, a well-executed coffee program becomes another way to round out the guest experience and introduce a moment of indulgence.
But it also raises the bar: guesst expect the same level of coffee quality all day, not just in the morning. That means a program has to sustain a much longer day, without slowing down service or overwhelming staff. That’s why we’re seeing more operators lean on streamlined equipment and hands-on training and working with coffee experts so the program stays consistent whether it’s 9 am or 9 pm. Evening coffee service is becoming less of a nice-to-have and more of a real point of differentiation for operators.
Q: Can you share more on the growth of espresso-based cocktails and sophisticated non-alcoholic options?
A: What’s driving both is the same consumer expectation: an evening drink should feel crafted, alcohol or not. Espresso is uniquely positioned to meet that – it has the complexity and structure to be shaken, layered or paired the way a cocktail can, which is exactly why the Espresso Martini has had such staying power, and why we’re seeing further innovation in lighter formats like the Espresso Tonic.
That same expectation is reshaping the non-alcoholic side. People drinking less alcohol aren’t looking to trade down to a syrup-heavy mocktail. They still want something premium and intentional. A well-made espresso drink meets that bar. For us at Lavazza, that means investing in new recipes and formats that give people more ways to access a premium coffee experience, whatever moment they’re in.
Q: What does this shift say about the future of socializing and beverage culture in Canada?
A: This points to socializing becoming more flexible, with alcohol as one option among several rather than the default. Canadians are looking for experiences that fit different lifestyles and occasions whether that means going out for dinner or grabbing coffee with friends. Coffee is becoming a real part of the guest experience, similar to the way a glass of wine can extend a meal. We’re already seeing that show up through things like tableside pour-over carts, curated pairings and flights.
We expect that to keep building with coffee treated less like an add-on and more like its own program, built out with the same intention a wine list or cocktail menu may be built at a restaurant. That could mean dedicated evening coffee menus, staff trained specifically to guide guests through the coffee experience, and venues that bring this to life. Coffee has earned a real seat at the table for socializing in Canada — not just a quick stop before the night starts — and there’s plenty of room left for that to grow.
Q: Can you share more on Lavazza’s current presence in Canada?
A: Lavazza has a strong presence in Canada, and we’re continuing to build momentum across retail, foodservice and culture. Our strategy goes beyond the coffee itself. It’s about how and where we show up. We see coffee as a connector, so our growth is anchored in creating genuine moments within communities that share our values, rather than just expanding distribution.
What that looks like in practice is finding the right moments at the intersection of culture and connection, and creating real opportunities for people to experience Lavazza there -whether that’s through our vast activations at TIFF (Toronto International Film Festival) and the Lavazza IncluCity Festival in Toronto, the Montreal International Jazz Festival, our Holiday Café in Calgary, or a pop-up at the Whistler Ski and Snowboard Festival like we did earlier this year. You’ll continue to see us show up a lot around sports, film, music and the arts, because it’s something we’re genuinely passionate about and it gives us a chance to connect with people through the things they love, with coffee at the centre of those shared experiences.
More from Retail Insider:
