The supermarket claiming they have the 'best servo coffee'

There's not much you can get for a dollar these days - maybe a scratchie or some Kmart hair clips.

But Coles is now introducing what it's calling "the best servo coffee ever" at that bottom dollar price.

"We're probably biased in our view of how we stack up against our competitors, but our main focus was putting a premium cup of coffee in our customers hands for great value," Coles spokesperson Darren Rusden told A Current Affair.

READ MORE: Coles launches new grocery subscription-based service Coles Plus

Mr Rusden said you'll get specialty grade coffee beans (roasted at Aurigin in Melbourne) at every Coles Express across the country from this weekend, following a trial period.

During which time Coles claims weekly sales increased by up to 20 per cent.

But will you want to sneak into the cinema like Kramer did in Seinfeld?

READ MORE: Instant hit or instant miss?: Most popular instant coffees put to the test

"I think a good coffee is a combination of good quality beans, roasted by a good roaster and skills from the barista," expert barista Massimo from Schibello Coffee said.

Analysing the 7/11 coffee machine, Massimo said "basically they can do anything … the consistency of this machine is incredible. What are we missing? We're missing the social side."

As for the taste of the coffee?

"Nice, a bit thin, a bit weak, I'd probably top it up with an extra shot. For a dollar it's not too bad, good value for money," Massimo said.

READ MORE: Coles launches 90-minute 'click and collect' service nationwide

What goes best with a cup of coffee? Another cup, this time from Coles.

"A cappuccino - the chocolate doesn't over power the coffee, very similar, a little bit bolder, but quite similar," Massimo said.

"Number one - it's very cheap. Number two - I don't have to wait in line to get it. Number three - it's got an all round good taste," Coles customer Grant said of his coffee.

And servo coffee is big business, according to marketing expert, Peter Applebaum.

"On average, individuals consume about two kilos of coffee every year. The actual out of home coffee market is worth about $7 billion in Australia, so if you're focused on the single service station market, that is a huge opportunity," he said.

"Because the service station coffee is so competitive, the players that want to get ahead and build market share have to provide better quality."

And that's good news for consumers.

But let's be honest - even a bad coffee is better than no coffee at all.