The Complete Guide to Building a Modern Matcha Program

1. Clarify Your Why and Positioning

Every successful matcha program starts with intention. Before selecting recipes or investing in tools, understand the role matcha will play in your cafe and why it matters to your guests.

Questions to Guide Your Positioning

• Why are we offering matcha and how does it support our overall menu strategy?

• What experience do we want guests to have when they order a matcha drink here?

• Who is our matcha customer in our neighborhood, city, or demographic?

• How does matcha align with our brand identity (craft-driven, wellness-forward, community-focused, high volume, etc.)?

• How will our matcha program be differentiated from others around us?

• Do we want a craft-driven program, a high-efficiency system, or a hybrid of both?

Why This Matters

Clear positioning helps guide your sourcing decisions, training philosophy, workflow design, menu storytelling, and customer communication. It creates internal alignment and builds recognition in competitive markets like LA, NYC, SF, Seattle, and Chicago.

2. Define Your Standards

Your standards form the backbone of your matcha program. They create consistency, protect COGS, and establish trust with guests who expect better matcha in modern cafes.

Standards to Define

Sourcing

• Grade(s), cultivar (optional), origin

• Transparency from producer or vendor

• Flavor profile goals (bright, earthy, floral, oceanic)

• Cost and yield structure

• Storage requirements

SKU Strategy

• Ceremonial only or tiered SKUs

• Whether to include complementary SKUs (hojicha, matcha blends, flavored matcha)

• How different SKUs map to different drinks

Preparation Method

• Hand-whisking

• Batching

• Hybrid models

• Electric whisks or high-efficiency tools

• Water temperature and filtration standards

Read our deep-dives into Hand-Whisk vs Batch Matcha, Batching Best Practices, Hand-Whisking Best Practices.

Menu Design & Storytelling

• Matcha placement on the menu

• Drink naming conventions

• Flavor descriptors

• Seasonal strategy

• Opportunities for co-branding

• Social media alignment

Read our deep-dive into Matcha Menu Design and Storytelling.

Recipes

• Matcha grams per drink

• Water volume

• Milk ratio

• Water temperature

• Sweetness level

• Iced vs. hot variation

Presentation

• Cup type (to-go and dine-in)

• Color expectations

• Latte art or drink layering standards

Talking Points for Baristas

• A digestible, friendly way to explain your matcha

• Answers to common questions

• Non-condescending phrasing that builds trust

Learn about Matcha Questions Every Barista Should Be Able to Answer.

Why This Matters

In modern cafe culture, guests expect transparency, predictability, and quality. Your standards communicate those values clearly.

3. Build Your Systems and Workflow

Matcha becomes a smooth part of service when strong systems support it. These systems turn inconsistent drinks into a reliable program that thrives during peak hours.

Operational Systems to Design

Matcha Station Setup

• Clear boundaries between the matcha station and espresso station

• Strategic placement to avoid bottlenecks

• Accessibility of tools

• Visual cleanliness

Read our deep-dive into Matcha Station Design.

Storage & Freshness Protocol

• Airtight containers

• Date rotation

• Minimizing light and oxygen exposure

• Daily opening and closing checklists

Preparation Plan

• Batching during peak hours

• Hand-whisking or hybrid flow during slower times

• Hot and iced protocols

• Milk considerations (frothing, alt milks, consistency)

SOPs (Standard Operating Procedures)

• Laminated station guides

• Step-by-step instructions

• Role clarity during rush

Training

• Hands-on sessions

• Flavor calibration

• Proper whisk technique or electric-whisk guidelines

• How to identify and fix issues

Menu & POS Structure

• Logical drink hierarchy

• Clear modifiers

• Consistent naming

Why This Matters

Efficient systems reduce waste, increase speed, empower baristas, and keep matcha quality stable across all shifts.

4. Storytelling and Customer Education

Education transforms matcha from a menu item into a signature part of your cafe’s identity.

Ways to Communicate Matcha Value

Menu Design

• Transparent origin(s)

• Flavor notes

• Simple, relatable language

In-Store Signage & Story Cards

• A small card or placard about your matcha

• QR code linking to your matcha story or blog post

• Brief notes on your preparation style

Barista Talking Points

• Warm, friendly phrases

• No jargon

• Clear values-led explanations

Social Media

• Behind-the-scenes of station setup

• Matcha whisking or batching visuals

• Freshness protocols

• Why your matcha looks the way it does

Seasonals & Specials

• New flavors encourage exploration

• Flights, regionals, or cultivar spotlights

• Collaborative beverages with local chefs or makers

Why This Matters

In matcha-forward markets like LA, Seattle, and NYC, customer education is a key differentiator—especially between cafes that “offer matcha” and cafes that are known for matcha.

5. Launch, Monitor, and Optimize

The best matcha programs are iterative. They evolve with customer behavior, volume, and staff feedback.

Steps to Follow

Soft Launch
Start during slow hours. Watch how staff interact with the workflow.

Track Volume & Feedback
Monitor SKUs, repeat orders, modifiers, and peak hours.

Taste Testing
Random checks across shifts; calibrate to a shared standard.

Track Waste
Adjust batch sizes, recipe ratios, and workflows based on real patterns.

Update SOPs
Refine as your team identifies faster or cleaner methods.

Add Signature Drinks
Expand once your foundation is consistent.

Why This Matters

Ongoing optimization keeps your matcha program competitive and aligned with your staff and guest behavior.

6. High Volume Best Practices

These practices support speed and consistency in busy metropolitan cafes.

Best Practices

• Pre-portion matcha to reduce dosing errors

• Use batching systems aligned with your preparation philosophy

• Refresh batches frequently with strict holding times

• Keep the matcha station exceptionally clean

• Assign a matcha lead to maintain quality and training

• Revisit workflow quarterly

• Avoid tools that slow down bar flow or require unnecessary precision steps during rush

Why This Matters

High-volume success happens when matcha becomes just as operationally seamless as espresso.

7. Advanced Sections for a Comprehensive Program

The following sections elevate your program into truly best-in-class territory.

7A. Common Mistakes to Avoid

Avoid these pitfalls that often undermine matcha quality and guest trust:

Sourcing & Storage Errors

• Using matcha that is too low-grade for lattes

• Storing matcha in clear, large, or non-airtight containers

• Leaving matcha powder out on the counter all day exposed to light and oxygen

• Storing matcha near moisture or heat sources

Preparation Mistakes

• Overheating water beyond matcha’s ideal temperature range (which creates bitterness)

• Under-dosing matcha to save cost (customers notice)

• Using old, oxidized matcha powder

• Separating batches or carrying over batches to the next day’s service

• Inconsistent whisking technique

• Using worn out, fractured bamboo whisks

Operational Issues

• Cross-contamination with coffee tools

• No clear SOPs

• Lack of training across shifts

• A matcha station that moves around the bar daily

Guest Experience Mistakes

• Over-explaining or under-explaining

• Using jargon

• Dismissing customer questions or responding with uncertainty

7B. Costing, Pricing, and Profitability

Strong matcha programs are both quality-driven and financially responsible.

Key Considerations

COGS Management

• Ideal COGS target for matcha drinks

• Higher grade = higher price = higher customer expectations

• Pre-portioning reduces waste and variability

Pricing Strategy

• Price matcha lattes to align with premium espresso drinks

• Offer tiered pricing for seasonal or elevated matcha drinks

• Consider city benchmarks: LA, NYC, and SF lead pricing trends

Yield Optimization

• Choose SKUs based on gram-to-serving efficiency

• Avoid oversized batches that degrade quality

Menu Engineering

• Position matcha as a hero SKU, not a commodity

• Use high-margin seasonal matcha drinks to offset cost of premium base matcha

7C. Vendor Selection Checklist

Choosing the right partner is critical.

Questions to Ask Your Vendor

• What is the origin and harvest season of this matcha?

• When was the matcha powder milled?

• What kind of transparency do you provide?

• How stable is your supply chain?

• What is the flavor profile and who is it ideal for?

• What support can you offer for training or storytelling?

• Is there pricing consistency year over year?

• Do you offer sample kits, barista training sessions?

Red Flags

• No harvest information

• No clear storage guidelines

• Vague answers about origin or grades

• Extremely low price paired with “ceremonial” labeling

Green Flags

• Transparency

• Consistent, vibrant color (note: matcha color can be influenced by various factors such as cutlivar(s) used, oxidation, etc)

• Clear flavor descriptors

• Training support for wholesale partners

• Reliable supply

7D. Multi-Unit Expansion

Scaling a matcha program across multiple stores requires alignment and structure.

Key Considerations

Centralized Standards

• One recipe per SKU across all locations

• Shared training materials

• Standardized tools and matcha containers

Supply Chain

• Central purchasing to ensure consistent quality

• Regular deliveries to reduce oxidation

• Redundancy planning

Training & Quality Control

• Quarterly calibration sessions

• A regional matcha lead

• Spot checks for freshness and consistency

Flexibility by Location

• Menu can be location-specific

• But core standards must remain unchanged

7E. Guest Experience & Service

How matcha is communicated matters just as much as how it’s prepared.

What Baristas Should Never Say

• “It’s supposed to be bitter.”

• “Matcha doesn’t have caffiene.”

• “It’s just green tea.”

• “Our matcha isn’t as popular as our other drinks.”

• “We batch our matcha because it’s more convenient.”

• “It’s a premade batch so I’m not sure how many grams of matcha is in a shot.”

Strong, Friendly Alternatives

• “Our matcha is naturally smooth with a soft earthiness.”

• “Yes, matcha naturally contains caffeine. Because it also has L-theanine, most people feel a calmer, more focused energy instead of a sharp rush.”

• “Matcha is powered green tea, the difference is you’re drinking the entire leaf.”

• “Our matcha is a new addition to our menu, we’re excited to hear what you think.”

• “We batch our matcha intentionally to slow oxidation and maintain flavor.”

• “Each shot of our premade batch yields 4 grams of matcha per drink.”

Handling Complaints Gracefully

• Validate the guest’s experience

• Offer clarity without defensiveness

• Replace the drink with confidence

• Capture notes for internal optimization

How to Educate Without Lecturing

• Keep explanations short

• Focus on flavor and experience

• Use language that feels inviting, not corrective

Building a Better Matcha Culture

Building a thoughtful matcha program is an investment in quality, consistency, and guest experience and the fact that you're here doing this work already sets your cafe apart. Matcha demands intention, and your willingness to clarify your standards, refine your systems, and train your team reflects a commitment to serving something better than the industry norm. As you continue elevating matcha within your business, know that you don’t have to do it alone. Explore the rest of our matcha education library for deeper guidance on batching, barista training, menu design, storage best practices, and sourcing transparency. Your effort to raise the bar for matcha in your community moves the entire industry forward and we’re here to support you every step of the way.

Matcha gratitude,

Jules + Marc