Published on May 19, 2007
Achieve Grande Profits from your Coffee Service (for not a latte money) Andrew Hetzel, Cafemakers, LLC
Demand exists for better specialty coffee
Restaurants are positioned to take advantage of this demand
Restaurant coffee is not achieving its full potential
We can learn from the specialty coffee industry
Coffee should be viewed as a prepared food
"If a window of opportunity appears, don't pull down the shade." – Tom Peters
The coffee industry is making money
Coffee is the #2 commodity in the world behind…
Starbucks introduced espresso to mainstream America
The specialty coffee industry is worth over $12 billion annually
Consumer tastes are changing
We're undergoing a revolution of specialization
Coffee is the new wine
Restaurants are positioned to do more with coffee
Don't meet expectations, redefine expectations
Make coffee part of the dining experience
How do we know what's good?
How we taste
We taste with the whole tongue
Sweetness is caused by caramelized sugars
Bitterness is both desirable and undesirable
Sourness is caused by naturally occurring acids
Saltiness is caused by soluble mineral oxides
Try this at home…
Coffee offers the same complex experience as wine
80% of coffee's 1000 chemicals are volatile aromas
75% of what we perceive as taste is actually smell
Acidity adds life to coffee
Fat lipids create mouth-feel
"Cup" is also a verb
Arrange your supplies
Gather your colleagues
Grind each cup
Smell the fragrance
Pour the water
Sample the aroma
Break the crust
Record your experience
Cool and repeat
Make it work for you
What you get out of it depends on…
Water is 98.5% of your coffee
Dairy is a seasonal ingredient
Don't buy coffee where you buy janitorial supplies
Good ingredients taste bad when improperly prepared
It's hard to assemble a blank puzzle
Automation is a tool, not a crutch
Think individual, think immediate
You can't sell the sip without the steam
Bigger is not better, better is
Do you serve a bottomless glass of wine?
Make coffee an integral part of the dining experience
How do we do this in our own organization?
The experience is only as good as each item
Treat your coffee like you treat your food
You can serve coffee as good as the best coffee shops
You can achieve a new stream of revenue from existing business
Andrew Hetzel Cafemakers, LLC www.cafemakers.com (808) 443-0290
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