More than half of Brits feel a spike of anxiety when ordering coffee in a foreign language, new research from Costa Coffee has found. Only 38% know how to ask for their favourite drink in another language, while 32% say their coffee confidence disappears once they step off the plane.
Anxiety at the counter
When they reach the front of the queue, 54% feel a spike of anxiety, and 24% are afraid of saying the wrong thing or mispronouncing their order. Even those who have rehearsed a phrase can find themselves lost for words, with 49% saying they often or always chicken out when the moment comes.
Nearly half (49%) resort to pointing at the menu board, while 27% downgrade to something simpler and safer. This is probably unsurprising, as 21% say their regular order now contains six or more words.
Learning and pride
Despite the performance anxiety, 63% of Brits say learning a new language is on their bucket list, and 49% feel proud when they successfully order food or drink in a foreign tongue.
To help travellers avoid holiday coffee confusion, Costa Coffee is launching Air-Spresso at its new London Luton store. On August 14, multilingual translators will help customers practise ordering their favourite coffee in Spanish, French and Italian, so they’re ready to go when they reach their destination.
Nick Orrin, managing director, UK & Ireland at Costa Coffee, said: "Coffee is one of the most personal choices people make every day. Whether it's an extra shot, oat drink, sugar-free syrup or a particular size, many of us know exactly how we like our coffee.
“But when we're travelling abroad, ordering that carefully crafted favourite can suddenly feel far less straightforward.
“At Costa Coffee, we're passionate about helping customers enjoy great coffee wherever they are. Air-Spresso is a fun way to help holidaymakers feel more confident ordering their go-to coffee before they travel, so they can focus on enjoying the journey."
The Air-Spresso team will be at the Costa Coffee store in departures at Luton Airport on August 14.
