In the sea of coffee choices, lighter options rise to the top as readily as rich flavors. Here again nutrition plays a role. While Starbucks is famous for its plethora of indulgent choices, the company branded its nonfat, sugar-free varieties “Skinny” last January. The nonfat latte with sugar-free syrup is available in mocha, vanilla, hazelnut, caramel, or cinnamon dolce and brought media—and consumer—attention to the chain when it debuted.

Unusual, seasonal, and ethnic flavors also make coffee offerings successful for some operators, especially with the evolution of the flavored-coffee bean industry.

Big Apple Bagels based in Deerfield, Illinois, is known for its unusual-flavored coffees, like the quirky Valencia Sunshine coffee. The blend’s citrus flavor is accented by elements of ginseng, chamomile, and guarana. “It was popular and niche. We received so many e-mails from customers,” says Leslie Walters, director of marketing for the company, which franchises about 130 outlets under the names Big Apple Bagels and My Favorite Muffin.

The impetus for the coffee flavor came from the growing chic-ness of tea. “Why can’t we do something like that with coffee? Our roasters thought we were nuts at first,” Walters says.

Big Apple Bagels changes its featured coffee every two months. The January/February feature is Tiramisu to go with a storewide Italian theme. Big Apple stores have also featured Michigan Cherry and Mountain Blueberry blends. “It sounds crazy, but they are very popular,” Walter says.

Jazzman’s also offers proprietary blends. Patrons have the choice of vanilla, hazelnut, and crème brûlée. Chocolate is in the works, Kitabwalla says.

At Caribou Coffee the flavor is in the syrup, rather than the beans. Ho Ho Mint Mocha, the December flavor, used a mix of mint and white chocolate syrups. In March 2008, the brand promoted an orange flavoring in anticipation of spring. The fruit-flavored syrup was incorporated into an Orange Mocha, Chocolate Orange Mocha, and White Chocolate Orange Mocha.

And there is still room for growth in the espresso category. New York-based LaVazza Premium Coffees Corp. recently added to its lineup three versions of coffee-making equipment that will allow any operator to make authentic espresso, cappuccinos, lattes, and mocha lattes. The company’s proprietary BLUE technology uses a single-serve cartridge in each of the units.

The new equipment was designed for operations wary of offering espresso because of its cost and complexity. “This makes it very affordable and convenient to use,” says national accounts director Robert Coco. “Now we’re into cruise ships and self-service applications. It’s very appropriate for quick-serves,” he says.

Socially Speaking

If morning and coffee is a match made in the kitchen, coffee and social responsibility is a match made in the media.

Before Blue Dot Café & Coffee Bar in Alameda, California, opened in September, co-owner Megan Hume added fair trade and organic coffee to her dream list. She worked with her roaster to make sure all espresso and drip coffee met her two criteria. The fact that all blends are organic and fair trade is written on the menuboard. Customers comment on how pleased they are with that, Hume says. And many who don’t see the menuboard ask whether the coffee is certified.

“Cause coffee” is the common term, and foodservice companies like Sodexho are already onboard. All Sodexho blends come from a range of sustainable sources, whether they are fair trade, USDA Organic, or bird-friendly certified by the Smithsonian Migratory Bird Center. “You can’t read a magazine without coming across articles on corporate citizenship and responsibility, says Kitabwalla with Sodexho.

Caribou Coffee is also riding the wave of social awareness. In addition to offering fair trade and organic coffee, the chain is delving into fair trade and organic cocoa.

“It’s a great movement in the right direction, and it’s been very interesting to watch that entire end of the business change,” Storm says.