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Before a beverage earns a permanent spot on the menu under the café's own name, it must pass a series of tests: balance, character, originality, affordability, and feasibility. A catchy name helps too, especially when that name is the café's own. Such a drink reflects the café's personality, its commitment to craft, and its willingness to take risks.",[16,25,27],{"id":26},"a-recipe-that-raised-eyebrows","A Recipe That Raised Eyebrows",[21,29,30],{},"In 2010, I entered the Pacific Foods Top Cup Recipe Challenge with the Ipsento latte, the beverage that shares its name with our Chicago roastery and café. The judges, a panel of well-known coffee professionals, concluded that the drink would definitely not succeed in a café environment. Their reasoning: the combination of coconut milk, dairy, honey, cayenne pepper, and espresso seemed too complicated and unlikely to appeal to a broad customer base. The Ipsento latte did not win, nor did it receive an honorable mention. 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