Milk-based drinks account for more than 80% of coffee sales, with lattes leading and cappuccinos remaining popular after lunch.

In an analysis of customer purchases, Brunetti Classico’s Carlton café sold more than 60,000 lattes, accounting for almost 40% of coffee sales.

Cappuccinos ranked second, with more than 35,000 cups served, followed by flat whites. Milk-based drinks made up more than 80% of all coffees sold.

Brunetti Classico analysed purchases ahead of International Coffee Day on 1st October. The figures offer a snapshot of customers at its Carlton flagship, rather than a citywide measure of Melbourne’s coffee preferences.

Early Black Coffees Give Way To Milk

Before 7 am, black coffees accounted for almost 30% of sales, their strongest share of the day. Milk-based orders then took over as the morning progressed.

Coffee sales peaked between 10 am and 11 am.

Afternoon orders shifted in size. More customers chose a mini caffè latte, or piccolo, while milk-based coffees continued to dominate.

Brunetti Classico’s Italian-born coffee bar manager, Gianni, said the timing of those orders was a difference he noticed after arriving in Australia.

“When I first arrived from Italy, one of the biggest differences I noticed was that Australians enjoy milk coffees at any time of the day,” Gianni said.

He said an afternoon cappuccino would be unusual in Italy. Customers at the Carlton café continued ordering them after lunch, alongside other milk-based drinks.

International Coffee Day Offers Across Two Locations

Brunetti Classico and its coffee partner Segafredo will offer $2 barista-made coffees at Carlton and Moonee Ponds on Thursday, 1st October 2026.

The offer will run from 10 am to 11 am, matching the Carlton café’s busiest coffee hour, and again from 3 pm to 4 pm.

Carlton’s flagship will also host a Segafredo coffee cart. Both locations will serve $10 espresso martinis from midday until closing.