I notice that too many cafes focus too much on latte art. As a result, the art has become a consumer expectation. The art is also often used to divert attention from inferior beans, insufficient doses or poor barista technique. The art is also used to polish the product and justify its higher price point.
Furthermore most North American cafes pour “cappuccinos” that are really lattes, all in order to produce the art that many consumers have come to expect. A true cappuccino is ⅓ espresso, ⅓ espresso and ⅓ thick microfoam scooped on top, all in a traditional cappuccino cup (of 6 to 7 ounces capacity). If the foam is thin enough to do art, it’s not (in my view) a cappuccino!
And to boot, this supposed cappuccino is offered by many cafes as a “small”, “medium” or “large”. Even the small generally has an out of proportion milk to espresso ratio. Nevermind that the strength of the shot is generally too weak to even penetrate the milk. So one must then order a double shot, to get the ratio closer to what is meant to be.
On one occasion, the barista poured the two shot that I had ordered (to bolster the taste of my often over milked cappuccino) into a “medium” cup, not the “small” that I had ordered, which the barista then topped up with lots of latte foam and yes, nicely done art. The barista thought I was owed double the milk with my two shots, and so to give me perceived value, blissfully ruined my drink that I paid extra for, by adding too much milk. So I avoid cafe coffee unless I have no other choice. I’m sure that I’m not alone in this experience.
My Italian friends can confirm whether lattes are served in Italy or whether latte art is done at all. I believe that lattes and latte art is a North American experience that has spread to Western Europe but is not prevalent in countries (like Italy and France) where espresso is part of their culture . Italians just expect a traditional shot that tastes good, straight or as a cortado or cappuccino, at a reasonable price, and scoff at lattes or latte art. They are not prepared to pay the kinds of prices per cup that we pay to specialty coffee shops.
May I suggest that while latte art is very pretty, it should not be the focus of the drink. One has to wonder whether latte art is simply a marketing ploy to justify higher prices or cover inferior quality. You have to wonder - latte art or latte con?