Some people have changed their habits from tea to coffee. It seems that there is a real addiction for those beans. But do these coffee drinkers know how to appreciate the nectar?

It is common to have people going into a coffee shop asking for an espresso and a flat white too. Yes indeed, they are having two drinks one after the other. Is this recommended? In other words, why having that strong double shot then a longer drink with milk?!

Would you get two glasses of wine or spirit?

There is also that sugar situation.

We all like different things… no doubt! But, is adding sugar to a coffee not similar with pouring lemonade in a great wine? The sweetness would spoil the original aroma and flavour.

Apparently, the café culture is moving at the right pace and with success. Baristas (or baristi/bariste in Italian) and roasters have now the right skills to provide perfect espresso shots with great crema and  brilliantly roasted beans.

…Beyond the preparation of espresso and other beverages and general customer service, skilled baristas acquire knowledge of the entire process of coffee to effectively prepare a desired cup of coffee, including maintenance and programming of the machine, grinding methods, roasting, and coffee plant cultivation, similar to how a sommelier is familiar with the entire process of wine making and consumption… Source

No one would purchase a prime piece of meat/fish, make a béarnaise/hollandaise sauce and then add tomato sauce to it?! The crafted work of the cook would be instantly wiped out by the extra and unnecessary sweet condiment. There is also no need to put a lot of salt and pepper on food. Seasoning is about finding the right balance. However, a meal can be even tastier without it.

What about educating existing and future customers to drink a cup of carefully brewed coffee correctly (with no added sugar, cream, syrup, marshmallow…etc). Less is more!!!

There are already cupping classes in order to literally learn to taste various coffee according to their provenance and roasting process. This could be seen as the first step as no one would add a thing when attending such session. But why then forgetting this ultimate experience and going back on the sugar routine within a few hours?

The Multiple Personalities of Coffee - infographic

The Multiple Personalities of Coffee – infographic

Spending £2.50 on average for a coffee and then almost unconsciously destroying that dark aroma to make it tasteless can hurt the espresso bar owner and barista too. Would it make a difference if that actual beverage was made with the cheapest of all the beans? Probably not. The customer is absolutely wasting his/her money in a specialty coffee shop when getting that sweet addition.

…Eventually I learned that good coffee can have many layers of complexity and now I prefer to enjoy the taste of the bean without milk or sugar getting in the way… Source

It is all about education. This is applicable for everything:

  • food,
  • drink,
  • fashion,
  • technology,
  • litterature,
  • cinema.

The more is offered and the more people want. The retailer ends up with a full range of products which aren’t in fact needed to get a great cup of coffee (soya, almond, full fat and semi skimmed milk…etc).  Of course, it is not about forcing someone to drink a cappuccino a certain way but to guide so it is more enjoyable and tasteful. It is not about imposing but sharing knowledge to enhance rather than destroy a daily drink, whether to have in or take-away.

No sugar badge

No sugar badge

In general, in restaurants and pubs it is well accepted to be told what we should or shouldn’t mix with food and wine. However, when it comes to coffee shops, some customers can get a bad feeling and in some cases storm out the premises. Why would a barista disrespect the needed buyer to keep the business running?! Are we living in a Society where everyone knows better?

Spoon cup and saucer

Spoon cup and saucer