By Shabnam Weber

Matcha is not just popular; it is everywhere. Once reserved for Japanese tea ceremonies, this finely milled green tea has surged into the global spotlight and become a staple in cafés, bakeries, and restaurants of every size. In North America, its rise has been fuelled by consumer demand for wellness beverages, plant-based diets, and photogenic drinks that light up social media feeds.

The matcha latte now rivals the cappuccino in familiarity, and customers expect to find it on menus wherever they go. For foodservice operators, the message is clear: matcha is no longer optional. It is the ingredient that signals health, modernity, and trend awareness. Leaving it off the menu risks missing both sales and relevance in an increasingly competitive marketplace.

Why matcha matters in foodservice

Consumer interest in matcha continues to rise, thanks to its perceived health benefits such as antioxidants, L-theanine, and sustained caffeine release. At the same time, its grassy, umami-rich flavour and vivid green colour make it distinctive and highly marketable. The “better-for-you” movement in beverages has made matcha an easy fit for menus that need to balance indulgence with health.

What began with the latte has expanded far beyond. Customers now expect to see matcha in cafés, quick-service outlets, and casual dining establishments. Incorporating it across menus signals awareness of consumer demand while creating opportunities for premium pricing and higher margins.

Beyond the latte

The matcha latte remains the most common gateway: creamy, lightly sweet, and approachable. But operators who stop there risk missing the broader potential. Matcha can be applied in several ways:

• Cold foam toppers. Whipped matcha foam layered over cold brew or iced teas creates a sophisticated beverage experience.
• Frozen applications. Matcha frappes, smoothies, and soft-serve provide refreshing, eye-catching options.
• Sparkling matcha drinks. Combining matcha with soda water or flavoured sparkling waters offers a modern, lightly effervescent option that appeals to health-conscious customers.

These variations not only refresh the menu but also create upselling opportunities, whether through seasonal frozen drinks, sparkling refreshers, or premium cold foam add-ons.

In baking and desserts

The culinary use of matcha is expanding quickly, with its unique flavour and vibrant colour translating well into sweet formats:

• Cakes and muffins. Swirls of matcha add earthy depth and visual intrigue.
• Cookies. Matcha shortbread or white chocolate chip cookies stand out in bakery displays.
• Cheesecake and tarts. Creamy bases pair beautifully with matcha’s grassiness, creating balance.
• Ice creams and gelatos. Already popular in Asian dessert shops, matcha ice cream has broad appeal and can easily be adapted into frozen dessert programs.

Even small touches, such as a drizzle of matcha glaze on doughnuts or a dusting on whipped cream, can create excitement while supporting premium pricing.

In savoury culinary programs

Although less common, savoury uses of matcha can set an operator apart. Its umami notes make it a natural fit in dishes that are salty, creamy, or fermented:

• Seasoning blends. Matcha combined with sea salt or sesame makes a memorable topping for fries, popcorn, or tempura.
• Dressings and sauces. A spoonful in vinaigrette or aioli adds colour and depth.
• Protein rubs. Matcha incorporated into marinades or dry rubs pairs well with grilled fish or poultry.
• Noodle bowls. Adding matcha to broth or sprinkling it over soba enhances flavour and presentation.

These ideas let chefs introduce matcha in small amounts while creating distinctive, memorable dishes.

Flavour pairings

To showcase matcha effectively, pairing is essential. Its grassy, slightly bitter notes work best when balanced with:

• Citrus, including yuzu, lemon, and orange, which brighten drinks and desserts.
• Berries, such as strawberry, blueberry, and raspberry, which add sweetness and cut through earthiness.
• Nutty and creamy flavours, including almond, pistachio, coconut, and white chocolate.
• Floral accents, like lavender, rose, or jasmine, for aromatic depth.
• Spices, such as ginger and cardamom, which add warmth and balance.

Experimenting with these flavour families allows operators to broaden appeal and create signature offerings.

Operational considerations

Before adding matcha widely, a few practical points should be addressed:

Quality and grade. Matcha comes in ceremonial, premium, and culinary grades. Ceremonial works best for pure beverages, while culinary is more economical for baking and blended drinks.

Storage. Sensitive to light and air, this ingredient should be kept sealed and refrigerated to maintain quality.

Preparation training. Staff should be trained in proper whisking or shaking techniques to avoid clumps. Tools such as shakers or milk frothers help ensure consistency.

Sweetener strategy. Because matcha can divide opinion if unsweetened, offering flexibility on sweetness levels helps satisfy different customer preferences.

Marketing. Highlighting health and energy benefits in simple language, such as “calm energy,” can resonate with wellness-focused consumers.

Attention to these factors ensures consistent quality, reduces waste, and strengthens the customer experience.

Looking ahead

From a financial standpoint, matcha offers significant revenue potential. A small amount of powder goes a long way, and consumers are willing to pay a premium for matcha-based items. This makes it a high-margin ingredient that not only boosts profitability but also strengthens the overall beverage and food program. Its association with wellness, modern dining, and visually striking presentations adds further value, especially in competitive café and casual dining markets where brand differentiation is key.

Its longevity comes from the rare ability to bridge tradition and contemporary culture. Matcha is at once an ancient ritual and a modern symbol of wellness. For operators, it represents a versatile tool that delivers comfort and novelty, indulgence and health. Whether showcased in lattes, cheesecakes, savoury seasonings, or cocktail foams, it has moved beyond trend status into lasting menu relevance. The challenge now is to treat it as a core ingredient that sparks creativity across categories. Those who do will capture curiosity, build loyalty, and turn consumer interest into long-term profitability.

Shabnam Weber has spent over 25 years in the tea industry, beginning with her own innovative tea company in Toronto. Now President of the Tea and Herbal Association of Canada, she developed the Tea Sommelier® program and has helped position the association as a global industry leader. Shabnam serves as Canada’s representative and Vice-Chair of the UN FAO Intergovernmental Group on Tea and is a co-founder of the International Alliance of Women in Tea. Named one of CEO Magazine’s Top 50 Women over 50, she champions diversity and sustainability while working to strengthen the global tea community through collaboration and connection.