"How should I price my matcha?" is one of the questions we hear most often from our wholesale clients. London is the best place to look for an answer. Google search data for "matcha" from June 2025 to May 2026 shows London accounting for nearly 25% of all UK searches for the term — almost nine times Birmingham's share, the next closest city — with England alone making up 87.4% of UK matcha search interest. And it's not just searching: Square's 2025 transaction data shows London accounting for roughly three-quarters of all UK matcha sales, with trade press calling it the "epicentre" of the UK's matcha boom.
Two pricing models
London splits into two clear camps:
| Café | Model | Standard Matcha Latte |
|---|---|---|
| Blank Street | Chain | £3.90 |
| Grind | Chain | £4.20 |
| JENKI | Specialist bar | £5.00 |
| BLK Cab | Specialist bar | £5.90 |
| Starbucks | Chain | £5.90 |
| London average (all cafés) | — | ~£4.30 |
Even on a like-for-like standard matcha latte, the split holds: Blank Street anchors the low end as the volume chain play, while JENKI, BLK Cab, and Starbucks' matcha program all sit closer to £5–£6 — reflecting either specialist positioning (JENKI, BLK Cab) or a deliberate premium play within a chain menu (Starbucks).
Which one is your café?
This decides your grade, sourcing, and pricing.
Closer to the chain model — matcha is one item on a coffee-led menu, speed matters more than ceremony:
Use latte-grade matcha. It's built to hold flavour under milk, costs less per kilo than ceremonial, and customers can't tell the difference once it's in a latte. Price £3.90–£4.90, in line with your coffee menu.
Closer to the specialist bar model — matcha is the reason customers walk in, and your brand supports a premium:
Use ceremonial-grade matcha, whisked to order with minimal dilution. Price your standard matcha latte at £5–£6, where JENKI and BLK Cab already sit — well above the chain-latte range, even before you add higher-priced signature drinks on top.
Most cafés sit in between — a practical approach is latte-grade as your everyday base, with one or two ceremonial-grade signature drinks to give customers a reason to trade up.
The bottom line
Work out honestly which model your café resembles, and let that decide your grade and price — not the other way around.
Sources: Google search data for "matcha," June 2025–May 2026; Square UK matcha transaction data (June–July 2025); Better Retailing; BLK Cab London; JENKI Matcha; Blank Street Coffee UK; Starbucks UK; Savills Matcha Index (2026).