How much extra did it cost the café to serve art with its coffee? Pretty close to zero, I would expect. Maybe some extra training for the barista and a few extra seconds of time per cup. But how many people will each customer tell or, better still, bring in to show? Could this café owner charge 50¢ more per cup than the café down the road? For sure. That’s 50¢ of pure profit multiplied by hundreds of thousands of cups per year straight to the bottom line.
