The Pulp & The Bean in the Crown Heights neighborhood put the item on the menu on Tuesday with the official name of "Dieci," Italian for "10." The nickname comes from a sign advertising the drink outside the store, whose specialty item was first reported by the New York Daily News.
Shop owner Tony Fisher, 37, said sales were brisk in part because "nobody's ever had the chutzpah (audacity) to do anything like this before.""This is for the person who wants to experience the limits of where coffee and espresso can go," he said of the drink, which weighs in at 20 ounces.
Fisher opened his shop specializing in latte coffee and chai tea about a year ago in a neighborhood that has traditionally been split between Orthodox Jews and Caribbean immigrants but has seen an influx of young professionals and gays who make up the bulk of his clientele.
Fisher came up with the idea after finding that a double espresso was not enough. "Sometimes I'll drink a double espresso and say to myself, 'I need another double.' And then another double will turn into another double. And I was like, why not drink a full cup?" The beverage is not for everyone, especially considering such a large dose of caffeine can increase heart rate and blood pressure. "I won't sell it to anybody in their 40s and up," Fisher said. "I'll just tell them I can offer an alternative."
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