William Dupree, owner of a small business consultancy, published an article today on DailyIndia.com (of all places) about the marketing strategy he developed for a new 3,000 sq ft coffee shop that opened in New York City’s Greenwich Village: A Unique Marketing Spin for a Coffee Shop.

Even though the article does not reveal the name of the coffee shop, it’s pretty clear it’s not the much-heralded Ninth Street Espresso. So how could such a business compete?

The author conducted research on successful coffee shops and discovered that they derived the majority of their revenue, and even more of their profits, from espresso-based drinks. His research even showed that the coffee shops with the best tasting espresso did five to ten times the business of shops with average tasting espresso.

The moral of the story?: quality espresso pays off.