Determined to keep their cheer in the gloom of the economic downturn, Greeks are holding on to the tradition of going to the cafeteria  for a few hours.

At a time when hundreds of small businesses around the country teeter in a market plagued by falling consumer demand, cafeterias are doing a brisk trade with millions refusing to forego their daily coffee fix.

“Crisis or not, Greeks will have their coffee,” said Phaedon Vaimakis, 29, a junior financial analyst while enjoying a cup of coffee.

Though not a coffee producer, the country swears by the bean — Greeks go through an estimated 5.8 billion cups a year whether on a date, a business appointment or just to get out of bed in the morning.

With the economic crisis biting in Greece, the sight of bustling cafes where patrons queue for seats starkly contrasts with failed boarded – up businesses next door.

“At a time of crisis, people seek goods and services that add value to their crammed daily routine,” said Eleni Drosou, marketing and business development manager for prominent coffee chain Flocafe.

“To Greeks, coffee is a daily outing and a chance to enjoy themselves with friends,” Drosou said.

“Coffee will be the last thing to die in Greece,” declared a cafe manager in the Athens district of Kolonaki, where five euros for a coffee is not uncommon.

The high charges do little to dent demand. Even at prices up to nine euros, getting a seat can be hard to find, particularly in the midday-to-afternoon coffee rush hour.

“It’s the cheapest form of entertainment,” said Thanassis, a 40-year-old computer technician who describes himself as an avid coffee drinker.

“Every week I look forward to Saturday and Sunday when I can relax at a cafeteria with a coffee and newspaper,” he noted.

Instead of paying around eight euros for a movie or over 30 euros for a meal, many Greeks spend the same amount of time chatting over a coffee — to the silent outrage of operators who would prefer swifter client rotation.

“The other day I had two ladies here for seven hours over two coffees,” fumed Natassa Vettou, a cafeteria owner on Ermou.