Coffee, a drink as deeply rooted in Italian culture as it is in Turin, has become an accessible luxury at Antico Caffè, located in Piazza Bodoni. Despite the rising costs faced by hoteliers, Domenico Longo has remained firm in his decision to keep the price of coffee at 80 cents since 2008.
How has he achieved it? Eliminating unnecessary expenses and assuming new responsibilities to keep the price on the counter intact.
In an interview for Il Corriere Della Sera, Longo shared his experience since leaving his profession as a dental technician to become the owner of a bar. “I answered the doctors who called me on the bar phone, explaining that I had decided to change,” he said. Since then, he has faced numerous challenges, including constant cost increases in the industry.
To keep the price of coffee at just 80 cents, Longo took ingenious measures, such as purchasing coffee directly instead of relying on outside suppliers. “I buy the coffee directly. There were increases, but nothing compared to the increases in the blend that the suppliers would have offered me,” he explained.
In addition, it reduced superfluous expenses, such as ice cream, and implemented energy-efficient changes, such as using LED light bulbs and purchasing meat daily to avoid freezer energy consumption.
Despite difficulties and changes in clientele, Longo has so far remained steadfast in its commitment to offering fair and competitive prices. “I think it’s a fair price […]. This is a figure that also keeps my business competitive,” he said. Although he acknowledged that clientele has decreased over time, Antico Caffè remains popular with children and those looking for affordable prices in the center of Turin.
