Coffee at the bar is still a popular and deeply ingrained ritual: more than half of Italians drink it twice or three times a week, with nearly one in every five drinking it every day. Breakfast (55%) and mid-morning (51%) continue to be the most popular times, with consumption declining after lunch and in the afternoon, becoming minor by the evening. This is the picture that emerges from the "Il Bar Ideale" study, which was conducted by the market research and analysis institute Sylla on behalf of the Istituto Espresso Italiano, an organization that brings together roasters, coffee machine manufacturers, grinder-dosers, and other supply chain companies. The bar continues to be a representation of the experience, with 58% of consumers preferring it. Loyalty to the blend and the chosen bar is strong: 68% of those polled stick to their own tastes. The pleasure of tasting, creaminess, and intensity of the espresso are the determining factors in their decision. The ideal experience is enhanced by environment, service, and brand trust, as well as a direct interaction with the barista, who plays an important role in consumer pleasure and loyalty.