Texas Coffee School Featured on Cover of Specialty Coffee Retailer Magazine
Our very own Tom Vincent made the cover of Specialty Coffee Retailer Magazine this month! Check out the article here: – http://is.gd/gGGtHC
Texas Coffee School Blog
Great Video About Coffee's Tree To Cup Journey!
One of the best videos to date about coffee's tree to cup journey! Informative, without the sensationalism typically found in these types of videos! Great Job Salt Spring Coffee!
To learn more about Texas Coffee School coffee classes, barista training, coffee tips, coffee consulting, or consumer coffee education check out – http://www.texascoffeeschool.com
Texas Coffee School article picked up by the Associated Press!
We are very taken back by how much coverage this article has received from the Associated Press! It has been published all over the United States now! We are excited to reach new markets and share our coffee classes, barista training, coffee consulting, and general coffee education with such a broad range of people! Thanks so much Patrick Walker for writing this great article!
Original Article:
The Fort Worth Star-Telegram, Arlington Citizens Journal – "Meet the coffee professor"
A few of the other places the article has surfaced:
The Courier-Journal in Louisville, Kentucky
The Bellingham Herald in Washington
The The Times-Picayune, New Orleans, Louisiana
The Sun Herald, Gulfport, Mississippi
The Sacramento Bee, Sacramento, California
The Pueblo Chieftain, Pueblo Colorado
To learn more about Texas Coffee School coffee classes, barista training, coffee tips, coffee consulting, or consumer coffee education check out – http://www.texascoffeeschool.com
Great Feature on Texas Coffee School in the Fort Worth Star-Telegram!
Such a nice article on Texas Coffee School and our clients Oddfellows and The Original Pancake House (Addison) in the Fort Worth Star-Telegram on Christmas Eve! Thank you guys so much!
View original article on their website: http://www.star-telegram.com/2011/12/24/3615976/meet-the-coffee-professor.html
Meet the coffee professor | News | Arlington Citizen-Journal
Article By Patrick M. Walker
Some days, the thought of that first cup of coffee is the only thing that gets Tom Vincent out of bed.
In that way, of course, he's no different from plenty of other people who like a morning caffeine jolt.
What sets him apart: For the rest of the day, he never stops thinking about coffee. How to brew the perfect cup. How to teach pros and amateurs alike to do the same. How to create the kind of coffee culture in North Texas that one can find in Austin or Vancouver.
On Sunday, Vincent's Arlington-based business, Texas Coffee School, turns 1 year old. At his training center in an office suite at South Cooper Street near Harris Road, he conducts workshops for everybody from experienced baristas looking for new ideas to prospective coffeehouse owners to home coffee enthusiasts.
When he's not doing that, he travels the country speaking at industry seminars, serves as a consultant for restaurants and "geeks out" in his training center lab, searching for things like the optimal water filtration and temperature for the high-end beans he buys from artisanal producers.
"My whole goal is to take elitism out of specialty coffee and make it more easily approachable for everyday people," he says. "Coffee is the most affordable luxury item in the world. Think about the most you've paid for a glass of wine or a piece of chocolate. I've never seen a cup of coffee no matter how rare cost more than $7 a cup."
Coffee Apprenticeship
Vincent set off down his path in 2006 almost by chance. He was working in marketing and advertising in Charlotte, N.C., in the same building as Counter Culture Coffee, well known in the industry for its exotic offerings and its educational classes.
He went from participating in Friday "coffee-cuppings" -- like wine-tastings -- to attending classes to volunteering at those events. It added up to what he calls a two-year apprenticeship with the company in which he learned everything he could about the business.
In 2008, after a friend extolled the virtues of the Dallas area, he relocated to Texas and began working as a coffee consultant. After a childhood spent moving around, he felt as if he had finally found home.
"I just fell in love with Texas culture," he said. "Now I have several pairs of cowboy boots. I started listening to country music. It's the first place I've felt I belong."
His consulting work kept increasing, with positive reviews and client success stories adding up. "It made me realize that I've got something here," he says. That led to the establishment of the school, the only one of its kind in Texas.
He chose Arlington mainly because office space is more affordable than in Dallas, he says. It has proved to be a good base, with its access to airports and availability of overnight accommodations suitable to customers on a budget.
He also sees North Texas as prime fertile ground for specialty coffee.
"Everyone is predicting DFW will be the next big thing," he says. "I want to help shape it so that everybody is on the same page, not working against one another."
'A whole new world'
Two recent clients serve as examples -- Oddfellows, the Oak Cliff Bishop Arts District restaurant that D Magazine credited in April with the best coffee in Dallas, and the new Original Pancake House eatery in Addison, the first in Texas to offer a coffee lounge. Those concepts, which combine high-quality food with simple high-end coffee choices and sometimes top-shelf alcoholic beverages, represent the future, Vincent says.
"It's blurring the line between restaurant and coffeehouse," he says. "Oddfellows does that exceptionally well, and The Original Pancake House is on that path. If this works, it could be the bridge that specialty coffee is looking for. It could open up a whole new world beyond Starbucks and Dunkin' Donuts."
On his website, www.texascoffeeschool.com, he offers tips on brewing a cup and operates a blog. A schedule lists upcoming workshops and coffee-cuppings, including one at 6:45 p.m. Thursday at the Addison restaurant. The cost is $16, and pre-registration is required.
What should the home enthusiast keep in mind? Vincent says the first key is to buy freshly roasted beans. That may sound expensive, he says, but the opposite is true.
"You'll be amazed that you won't have to drink half a pot," he says. "Fresh coffee is so much more potent."
The second key is to use the coffee immediately after it is ground.
"Coffee loses 80 to 85 percent of its aroma and flavor within 15 minutes of being ground," he said.
Unused coffee should not be frozen, contrary to what many people are told. And stay away from beans that have artificial flavor added to them. The process used to do that coats the beans with a harmful chemical that is not only unhealthy but also imbeds itself into the coffee machine, Vincent said.
Count Jonathan Seyoum, partner in the group that owns The Original Pancake House franchises in Texas, as among those who can attest to Vincent's expertise.
"Tom is incredibly good at what he does," Seyoum said. "He has given us tremendously valuable guidance in putting together a coffee program. He is down-to-earth about coffee, and yet Tom's appreciation for coffee starts at the local farmer, the buying and roasting process to proper grinding and brewing methods. I have yet to meet anyone who has as much contagious passion for coffee and can teach the business of coffee."
Read more here: http://www.star-telegram.com/2011/12/24/3615976/meet-the-coffee-professor.htm...
Becoming a Successful Coffee Shop Owner - Do You Have What It Takes? 7 Criteria
From the outside, the life of a coffee shop owner might look kind of fun or - dare we say "cool," even? And, it without a doubt can be all of the above for many who have attempted their own coffee venture.
However, there is an element of running a successful coffee business that relies squarely on having good business sense, the right training, and the stamina and guts to see things through both good times and bad. Owning or managing your own coffee shop is less like a sprint and more like a marathon.
If you are interested in becoming a successful coffee shop owner, check to see if you meet each of the following 7 criteria:
1. You have talked in depth with current or past coffee shop owners to get their insights:
The first step in becoming successful with any venture is to learn from those who have gone before you. A great way to get a general feel for how this type of business is run is to spend some time behind the counter at a friend's coffee shop. Or, at the very least: buy dinner for the owner of a (non-competing) coffee shop and pick his or her brain about what it is really like to run a coffee business.
2. You love people:
The coffee business is without a doubt a "people business." You will not be successful if you prefer to escape off to your back office when things get busy while your employees handle things out front. Rather, you need to be where the action is, which means interacting with people on a daily basis. If you do not like people much, try a different line of work.
3. You have a mind for efficiency:
Once your business is up-and-running, making it successful in the long haul is all about efficiency (again think marathon, not sprint). You need to have a mind for balancing cost considerations with having enough fresh coffee and other materials on hand to meet customer demand.
4. You are willing to learn new technical skills:
Your fancy new coffee equipment will come with plenty of "how-to" instructional manuals, but those manuals will not adequately teach you the nuances behind the techniques you need to know. Rather, be willing to seek in-person training so that you can get the techniques down just right. Your customers will thank you for it by frequenting your shop more often to get more of your delicious product.
5. You have an understanding of brand-building:
Think that only big-name companies can afford to build a brand? Think again. Every company, large or small, needs to build their brand. And, building a strong brand that people recognize and come to love is about more than just creating a cool logo.
6. Slow weeks or months don't bother you:
Another thing about running the marathon that is a successful coffee business: having the guts and stamina to stick it out when you experience a temporary downturn in your business. This is partly something that is learned, but it is also something that you need to have inside of you.
7. You are open to receiving ongoing education and training:
Things change over time: new equipment is purchased, new techniques are invented, and old skills atrophy if not used often enough. Every business owner should be willing to seek out continuous training for both themselves and their employees.
As you consider the best way to make a go of it in the retail coffee industry, check your qualifications against these 7 criteria. If needed, seek out training from professional coffee business consultants who have helped others achieve the same level of success you seek for yourself.
If you are thinking about opening a coffee shop, or you are looking to refine one, consider attending Texas Coffee School to learn barista skills, operational systems and coffee business tactics essential to running a successful coffee shop business.
REVIEW: Unic Stella di Caffe Multi-Boiler Espresso Machine
Texas Coffee School was the first to get hands on the brand new UNIC Stella di Caffe espresso machine, and we've been working with it almost daily since early April 2011. Thus far, we've been blown away by the level of thought and workmanship that has gone into this espresso machine! When you take the body panels off you can tell immediately that the Stella has just as much inner substance as outer good looks. The lack of plastic parts and overly complex engineering immediately jumped out at us. When it comes down to what's most important, we've been able to take numerous coffees, even some single origins that may not have been best suited for espresso extraction, and consistently turn them into amazingly complex, yet balanced tasting shots of espresso. The repeatability factor is huge for us! In a cafe environment we've found it difficult to get consistent results with some of the other multi-boiler espresso machines that hype analog interfaces. There's simply too much room for barista error. With the Stella you still have maximum control over your shots, but you have the repeatability factor AND ease of use, that in our opinion, makes the Stella the front runner in the multi-boiler espresso machine market. 
(This is honest feedback. We were not paid to write this. And we do not sell espresso machines.)
Opening A Coffee Business – 5 Elements of Expert Coffee Business Consulting
Running a coffee business may look easy to the typical outsider, but think again: running any type of potentially lucrative business always has special challenges unique to that industry. If that weren't the case, just any capable person could launch a coffee house and immediately find success. This would in turn drive everyone's profit opportunities down to zero due to the unlimited competition it would create. It's simple economics.
No, running a coffee business is not as easy as it looks. Service businesses such as coffee shops and coffee houses must be able excel on multiple fronts if they want to survive and thrive. At the bare minimum, they must master the following skills:
* creating and maintaining a business plan that is tailored specifically to the coffee business
* understanding how to select and maintain the proper equipment
* knowing something about layout and design
* understanding how to keep costs down by running an efficient operation
* ensuring that your employees have not only the proper technical skills, but also a customer service-oriented approach to their work
Even if you already have years of business experience - or even a degree in business - there likely remain a number of surprises lying in wait for you just around the corner once you launch your new coffee business.
Or, maybe you have already started your own business in this industry already but now realize that you need to bolster certain skills in order to bring your business to the next level. For those involved in the ownership and management of a coffee house or related business, seeking out coffee business consulting can be a very wise move.
Here are 5 things that a coffee consultant can teach you that can help you get ahead in this lucrative, but competitive, industry:
1. Planning and forecasting:
Building a good coffee-related business means understanding how to set up the necessary infrastructure. It also involves understanding how to create sales and cost forecasts so that you can estimate your future profit potential. It is important to never underestimate the importance of forecasting during the business plan-building phase of your new venture.
2. Equipment selection and coffee sourcing:
Do you know the secrets behind selecting the right equipment? Do you have the necessary skills to choose your coffee wholesaler? These, too, are important elements in any solid coffee business plan.
3. Floor plan layout, coffee shop design and menu planning:
Good coffee house design rests on two factors, which can be summarized as "form" and "function." In other words: you need a beautiful layout and design, of course, but you also need a facility that supports efficient operations. Day-to-day efficiency is achieved not just by good employee training, but also through having the proper physical layout.
4. Operations and quality control:
Your ability to run a lucrative business will be largely dependent upon how efficiently you run your operations. In addition, you cannot overlook the importance of maintaining the quality of your coffee and other ingredients while in storage within your facility.
5. Developing winning employees:
One of the most important factors in terms of how your customers will perceive your brand is that of how you approach employee hiring and training. You need to place the proper focus in two areas of employee training: technical knowledge and customer interaction. Supporting a positive customer experience needs to be at the heart of every action your employees take.
Of course, there are other important factors to your future success, as well. For example, understanding how to promote your brand on a shoestring budget and knowing how to promote your brand online are going to be useful as you move forward with your plans to dominate your corner of the coffee world.
So, make the commitment to get yourself and your employees trained by top coffee industry consultants. Make sure you choose a training company which has helped hundreds of other coffee professionals prepare themselves for success. And, when shopping around, be sure to make sure that the consultant you choose offers the above-mentioned 5 elements of training.
Find out everything you need to know about starting and running a coffee business at: Expert Coffee Business Consulting.
Start A Coffee Shop Business - Building A Road Map Using The Plan-Do-Check-Act Process
If you have long dreamed of running a successful coffee business, your inspiration could have come from one of any number of places. Was it a favorite scene from an old movie whose setting was a quaint coffee shop? Maybe you have great memories of studying for finals at a favorite coffee bar. Your inspiration could be that you simply love the smell and taste of coffee - one of the most popular beverages in the world. Or, maybe you just have a nose for business and know a good thing when you see it.
No matter what your inspiration for starting a coffee business, in order to be successful you will need to fortify that passion for having your own coffee business with a solid, cool-headed approach. You need a road map to get you on the path to success. Otherwise, your dreams could end up becoming a very expensive investment that never gives you the return on investment that you expect.
Of course, your future coffee business success lies not only in the planning, but in the doing. And, any experienced business manager will tell you that success is never a destination, but rather a process.
Taking a cue from a well-recognized business management process called PDCA (also called the Deming circle, the Stewhart cycle, or plan-do-study-act), let's review some key points required to build and execute on a road map to coffee business success. We'll frame our thinking in terms of Plan-Do-Check-Act.
1. Plan
The planning phase of your new business is one of the most important, since it sets the tone for all of the future steps you will take. (Of course, as the PDCA process indicates, you will be revising your plan over time. But, the first steps you take are key).
The elements that you need to take into consideration for your plan include creating a sound business plan, creating a list of potential locations, designing your coffee bar layout, building a list of potential lenders, creating forecasting plans, and developing your menu.
Remember that all of the items included in the Plan phase should involve your setting targets - or measures - of success. In other words: how will you know if you are successful once you have taken taking each individual action? Be sure to set up concrete metrics that you can later use to evaluate the degree of your success. Remember, metrics can be both quantitative (numbers-based) and qualitative (value or quality-based).
2. Do
Next, it is time to start taking concrete actions. This is the Do phase of the cycle.
For your coffee business, this includes choosing a final location, purchasing your coffee bar equipment, designing your logo and branding materials, hiring contractors, ordering plenty of coffee and other products, and beginning your promotional efforts (both online and via more traditional marketing channels).
3. Check
After you have taken these concrete steps during the Do phase, it is time to check your results against the targets (or metrics) you set up during the Plan phase. This is, appropriately, called the Check phase.
How are you doing? What is working? What is not working? If it helps you to visualize your results, try recording your metrics and your actual results in a spreadsheet or on paper.
4. Act
During the Act phase of the 4-part PDCA process, it is time to evaluate the areas of your coffee business where you have fallen short of your target metrics. In particular, you will want to focus on analyzing the root causes of those shortcomings in your business so that you can continue the cycle back at the Plan phase. Next time around, you will have an improved plan for even better business results.
Each phase of the PDCA process is important, and the cycle itself is ongoing. You will need to get the details right. Be sure to get yourself and your staff trained at one of the top coffee schools in the country. This way, you can learn from experts who have helped hundreds of others like yourself to be successful in this competitive and exciting industry.
Find out everything you need to know about starting and running a coffee business at: Expert Coffee Business Training.
Unique coffee bar opens in Original Pancake House
To correct the news anchor: It is not the first "coffee bar" in Texas. It is the first time a restaurant of this magnitude has connected true "Third Wave" specialty coffee to the normal "everyman". It is a pretty darn cool experience to get hand crafted coffee and made-from-scratch pancakes in a normal person kind of place! Game changer in our eyes!
Posted by Tom Vincent, President of Texas Coffee School. To learn more about Texas Coffee School barista training classes, professional and consumer coffee education, or coffee shop consulting check out - http://www.texascoffeeschool.com and follow on Facebook and Twitter (@TXCoffeeSchool).
Best Article Published on Coffee in a Long Time!
The best article on coffee in a long time! (see link below) It's on the 4th page down entitled "I Want Coffee, Not Coffee". It discusses the two distinct practical definitions of “coffee,” and how there is a disconnect between the two schools of thought. Esentially we are stuck with one term for two types of beverage.
http://www.scribd.com/doc/62935061/Doing-Good-and-Making-Change-Chronicle-Iss...
Some great thoughts shared in the article by James Hoffman and Nick Cho:
"I believe it’s ultimately a language problem—and thus a language solution. Why? Because there are actually two distinct practical definitions of 'coffee.':
coffee | kôfe; käfe | noun
1. The extraction of roasted and ground coffee beans into hot water to become a delicious beverage.
2. The resulting combination of flavors of roasted and ground coffee beans, dairy products, sweeteners, flavorings, and/or other ingredients to become adelicious beverage."
"I’ve started to describe it (specialty coffee, i.e. definition #1 above) as coffee “designed” to be consumed without milk or sugar. It doesn’t solve the problem, but it does seem to alleviate much of the tension by making it a relativistic, preference issue, instead of declaring our coffee as being “too good” for additives, arguing that it “doesn’t need” milk or sugar."
"Expecting customers to stop and engage us on our terms because we want to teach them about cofee is beyond unrealistic. It clearly crosses the line into arrogance, if not ignorance."
Posted by Tom Vincent, President of Texas Coffee School. To learn more about Texas Coffee School barista training classes, professional and consumer coffee education, or coffee shop consulting check out - http://www.texascoffeeschool.com and follow on Facebook and Twitter (@TXCoffeeSchool).
Cool Video featuring our Coffee Cupping Classes at Oddfellows in Dallas.
The Coffee Shop Disloyalty Card – Amazing concept, would love to see it in the Dallas, Austin and Houston markets!
This is such a great concept!
The Atlanta Disloyalty Card brings together 10 coffee shops. Once you get a cup at all of the locations, you get a free drink at either of them. It promotes the idea of them supporting each other in such a competitive market as well as providing the customer with some of the most dedicated baristas and delicious coffee in Atlanta. If you live in Atlanta, or even just visit, please share your journey in visiting the shops!
Check out the Atlanta Disloyalty Card on Facebook.
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To learn more about Texas Coffee School coffee business workshops, barista training classes, professional and consumer coffee education, or coffee shop consulting check out - http://www.texascoffeeschool.com and follow us on Facebook and Twitter (@TXCoffeeSchool). Our training centers are located in the Dallas, and Austin, Texas areas.
Texas Coffee School, Sweetbird and Oddfellows in the Dallas Morning News
By: Tom Vincent, Founder of Texas Coffee School
Check out their article here: http://is.gd/iNhlD
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To learn more about Texas Coffee School coffee business workshops, barista training classes, professional and consumer coffee education, or coffee shop consulting check out - http://www.texascoffeeschool.com and follow us on Facebook and Twitter (@TXCoffeeSchool). Our training centers are located in the Dallas, and Austin, Texas areas.
(Texas Coffee School was formerly known as "Texas Coffee College".)
The Texas Coffee School Step-by-Step Guide to Brewing Coffee With a Chemex or Drip Cone
By: Tom Vincent, Founder of Texas Coffee School Below you will learn the science, technique and best practices essential to making perfect pour-over drip coffee in a Chemex or Hario drip cone. If you want to learn more about coffee extraction and gain an in-depth understanding of every primary coffee brewing method, check out our Coffee Education Program for a complete list of upcoming coffee classes and barista training workshops.
WHAT YOU WILL NEED
• Hot water (195 to 205 Degrees F)
• A high-quality grinder
• A Chemex or Hario Drip Cone
• A digital kitchen scale
• A spouted kettle for controlled pouring. (Hario makes a great one for the money!)
• A digital timer
• The proprietary Chemex filters and Hario filters are designed to fit each specific device and water flow rate (bleached filters are recommended for best taste)
• A cup or container to brew into (if using a drip cone).
(Optional) An electric water boiling kettle. (This is the best one for the money!)
THE CHEMEX
Combining elegance and efficient design, the Chemex functions as one self-contained brewing, pouring, and serving piece. It is a little more expensive than a drip cone, but it makes up the cost in style and multi functionality.
THE DRIP CONE
Manual drip cones produced by companies such as Hario and Melitta are proven to yield consistent, high quality coffee. Advantages include simplicity, low cost and easy cleanup.
BREWING PARAMETERS
Coffee-to-Water Ratio:
Chemex: 1.6 - 2.0 grams of coffee per fluid ounce of water
Drip Cone: 1.6 - 2.0 grams of coffee per fluid ounce of water
If you don't have a scale, use 2 table spoons of coffee per 6 fluid ounces of water.
Grind Size:
Chemex: Comparable to coarse Kosher salt
Drip Cone: Comparable to typical granulated table salt
Brew Time:
Chemex: 3 - 3.5 minutes
Drip Cone: 3 - 3.5 minutes
Brewing Water Temperature:
Chemex: 195 - 205 Degrees F
Drip Cone: 195 - 205 Degrees F
STEPS FOR BREWING
- Use the table above as a reference.
- Using your kettle, pour a small amount of hot water to pre-wet the filter (to avoid paper taste). This will also pre-heat the brewing area and help with temperature stability in not only the brewing device, but also the water kettle.
- Dispose of water used for pre-wetting.
- Add coffee to filter and gently shake the chemex/cone to level the coffee (to ensure even and consistent water flow).
- Place your Chemex or drip cone (placed on the cup) on your digital kitchen scale and press the "tare" button to zero it out. Make sure the scale is set to "ounces" only.
- With a gentle pour, saturate the grounds with a small amount of water. Try to add only enough water to saturate the grounds; stop before coffee starts to flow from bottom of filter. Standby and allow the coffee to “bloom” for 30 seconds.
- Once 30 seconds have elapsed, carefully continue pouring water in small circular motions keeping at least 3/4 inch away from the outer walls of the Chemex/cone. Hand control brewing time by slowing or stopping the pour as needed. Keeping the water level in the cone between 1/2 and 3/4 full is recommended for optimum brewing. Be sure to keep an eye on the reading on your scale so you know when you have reached the appropriate amount of water.(NOTE: You should have determined how much water you will require based on the amount of coffee you are using. Refer to the "coffee-to-water ratio" section in the table above.)
- Brewing is complete when the drip becomes irregular (instead of a steady flow) within recommended time parameters.
GOOD PRACTICES
- Adjust parameters to compensate for individual bean characteristics.
- If coffee is too bitter, coarsen the grind to help ease the extraction. Adapting the coffee to water ratio may then be necessary to balance the concentration.
- As a general rule, darker roasts work well with cooler water and lighter roasts with hotter water.
- Too long of a brew time can lead to over extraction; too short can lead to under extraction. Use time as a tool to fine tune a brew.
- A steaming pitcher is an effective way to transfer water from the boiling source to the grounds, but a well-designed kettle, such as a Hario Buono, will allow for more precision and control.
- Water Quality – Use clean water free of any off tastes or odors. Water quality differs from region to region, so a water quality test should be taken to discern the appropriate treatment required. If you are home brewing, a Brita pitcher will work just fine. Do NOT use bottled water. It tends to be "too filtered" and there are not enough TDS in the water for "the good coffee flavors to attach to". If this water is used the coffee can taste quite bitter and undesirable.
- Keep your Chemex clean by thoroughly rinsing after each use and occasionally using a cleaner recommended for coffee pots. We recommend Urnex Tabz or other applicable Urnex products.
CONTINUING EDUCATION
Texas Coffee School offers a variety of coffee and barista training classes that can enhance your coffee knowledge and brewing skills. Visit http://www.texascoffeeschool.com for enrollment details.
Courses Include: Coffee Business and Barista Training Workshops, Beginner Barista Training Class; Advanced Barista and Latte Art Class; Flavor Pairing Class (working with syrups and sauces to craft signature beverages), Brewing Methods Class and Coffee Cupping.
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To learn more about Texas Coffee School coffee business workshops, barista training classes, professional and consumer coffee education, or coffee shop consulting check out - http://www.texascoffeeschool.com and follow us on Facebook and Twitter (@TXCoffeeSchool). Our training centers are located in the Dallas, and Austin, Texas areas.
Starbucks has reduced the fine art of coffee making to a mechanized process with all the romance of an assembly line
By: Tom Vincent, Founder of Texas Coffee School
Starbucks Corp. is telling its harried baristas to slow down -- which may result in longer lines, a Wall Street Journal ARTICLE reported Wednesday.
Amid customer complaints that the Seattle-based coffee chain has reduced the fine art of coffee making to a mechanized process with all the romance of an assembly line, Starbucks baristas are being told to stop making multiple drinks at the same time and focus instead on no more than two drinks at a time -- starting a second one while finishing the first, according to company documents reviewed by the Journal... Read the full article HERE
My thoughts...
In the article they mention "(Starbucks) has reduced the fine art of coffee making to a mechanized process with all the romance of an assembly line". I agree with that. However, making multiple drinks at once is not what is compromising the "fine art" or "romance" of the coffee making process.
Their super automatic (push a button and it's done) espresso machines are the problem!
Believe it or not Starbucks use to use top of the line, La Marzocco espresso machines – the same ones used in the very best locally owned third wave coffee shops. They even had baristas that were skilled* enough to use them.
Because these machines required barista to properly grind, tamp, time and extract espresso without the help of a completely automated machine; it slowed down their process, making their morning "cash and carry" business much less efficient. Since the main income for coffee shops comes with that morning "on the way to work" crowd they had to become more efficient so they could grow their business and not make customers late for work. Enter the super automatic espresso machine and exit the "fine art" and "romance" of coffee making.
In my opinion this whole "no more than two drinks at a time" campaign is simply a PR move to make customers feel like they are having a more personalized experience.
What are your thoughts?
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To learn more about Texas Coffee School coffee business workshops, barista training classes, professional and consumer coffee education, or coffee shop consulting check out - http://www.texascoffeeschool.com and follow us on Facebook and Twitter (@TXCoffeeSchool). Our training centers are located in the Dallas, and Austin, Texas areas.
(Texas Coffee School was formerly known as "Texas Coffee College".)
