2 in 5 Americans like their coffee fuller and milkier. Cortado does the opposite, but it’s picking up interest.

Searches for “cortado” are at an all-time high. We wanted to know whether Americans were just Googling it, or actually drinking it.

At first glance, a cortado might not seem like the go-to choice for most Americans. It’s smaller, stronger, and not as milky as the usual coffee orders. In fact, about 2 in 5 Americans prefer a larger coffee with plenty of milk.

Then there’s the name. Nearly 3 in 5 Americans say they’ve avoided ordering something because they weren’t sure how to pronounce it.

And yet, “Iced cortado”, “cortado vs flat white” and “cortado vs cappuccino” are at an all-time high in search. 

So, are Americans just looking up what a cortado is, or could this little coffee actually compete with the big favorites? We asked 500 Americans on OnePulse what they know about cortados, if they’ve tried one, what catches their interest, and what might be stopping them from ordering it [1] [2].

First, we wanted to understand what cortado is up against

Before getting into cortado, we asked Americans which sounds better: a smaller, stronger coffee or a bigger, milkier one. 

The answer sets up the whole story. 41% prefer a larger, milkier coffee, compared with 30% who prefer something smaller and stronger. Another 22% think both sound just as good. 

That same preference pops up again when people pick from a coffee menu. Latte takes the top spot (49%), with cappuccino right behind it (46%). After those two creamy favorites, there’s a pretty big drop to Americano (33%), drip coffee (27%), and flat white (14%).

Cortado sits much further down the list at 13%. 

So while cortado may be gaining search interest, it’s still far from a popular coffee order. For now, latte is still the first pick from the menu.

Recognition is growing.
Trial is taking its time.

How familiar are Americans with cortado? We showed people images of four different coffee drinks and asked them to pick out the cortado. Around 1 in 3 (34%) got it right. 

Knowing what a cortado looks like, however, doesn’t mean people have tried one. More than half of Americans (58%) have never had one. Still, curiosity is strong: 42% would like to try it.

For those who have tried a cortado, more than a third (35%) liked it, while only 7% did not.

What might make Americans choose a cortado?

Many are open to cortado once they know what it is. Almost 2 in 3 people (63%) think its espresso-to-milk ratio sounds just right.

When people were asked what they liked most about the drink, the balanced espresso-to-milk ratio was the top choice (35%), followed by its stronger coffee flavor (30%) and its creamy texture (29%).

It suggests cortado’s biggest selling point is its balance. While a stronger coffee taste also appeals, it’s the espresso-to-milk ratio that stands out most.

To dig a little deeper, we also asked an open-ended question: what would make Americans most likely to try a cortado, or order one again?

Price came up most often. Many said a discount, special offer or simply better value for money would encourage to try it. Others wanted reassurance that the drink would deliver on taste, describing the ideal cup to be smooth, balanced and not too bitter.

Availability was important too. Some people said they would order a cortado if it was available at their usual coffee shops. Others said curiosity or a friend’s suggestion would be enough to try it.

Cortado’s biggest hurdle?

Americans aren’t saying it’s “too strong”. They’re saying it’s “too small”.

The biggest thing putting Americans off is value. Around 26% say a cortado may not feel worth the price for a smaller drink, while 21% think the serving size seems too small.

Sweetness is the next biggest hurdle, with 24% saying they prefer sweeter coffee drinks. Further down the list are concerns about strength and familiarity. 

Cortado is earning a place on the menu

At first, only 13% of Americans said cortado was the coffee they would most likely order. But after learning what it is and how it’s made, almost 7 in 10 (69%) said they would be very or quite interested in trying one.

Search trends show that Americans are already curious about cortado. Our findings suggest many people like what they learn. Cortado may still be a niche order now, but it’s becoming more familiar.

All statistics are based on real-time responses collected from 500 Americans in the OnePulse community.

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