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On Professionalism and the Necessity of Tasting
Last week, I walked into a coffee retailer for the sole purpose of socializing over a cup of coffee. I walked up to the counter, and asked which coffee was freshest (obviously, it is not a cup-at-a-time establishment, as most aren’t). Then I asked what it tasted like. The barista couldn’t tell me.
I see this as a big problem. Dan mentioned a situation that can touch on this a bit in the forums (though not about tasting).
When you go to a restaurant, and you see a particular dish that strikes your fancy, you may ask your waiter to describe it for you. You may also ask his opinion and if he would recommend it. Nine times out of ten, the waiter will do a sufficient job of describing the dish, as well as his personal evaluation.
So when I see a barista who is not only serving the product, but actually MAKING the product as well, who cannot even describe to me what sort of a flavor experience to expect, I consider there to be something very wrong. There exist some baristas who will say, “Oh, I don’t drink coffee.” And others who will say, “I don’t know, I don’t like coffee.” And there are those who do the minimum and just repeat the flavor descriptor off of the packaging from the roaster, their boss, or something other than drawing from their own experiences.
Are we to just accept that the person serving our beloved cup of coffee actually cares less about this product being served than the consumer who, by comparison, is supposed to know very little by comparison?
For the life of me, I cannot understand why someone who does not drink coffee would ever want to work in a position serving coffee to others. And what’s more, I have an even more difficult time understanding why a business owner or manager would ever consider hiring someone who will not be able to describe what they are serving, much less ever care for its quality.
So, maybe this is a little bit of a rant. Either way, we are professionals. A professional does not do only the minimum. A professional does not stop at “good enough”. A professional knows their craft inside and out, and has an enormous respect for the materials they work with, and the work that went into them. It is for this reason that I believe that a coffee professional must taste everything they serve. They must do cuppings on a regular basis. They should take notes (mental or tangible), and experiment with variables until perfection is attained(an impossible feat, which ought to tell you something about the nature of a professional).
When a customer comes up to you and says, “Tell me about this coffee,” you should be able to draw upon a wealth of stored information. Flavor descriptors, brewing parameters, where it came from, how it was processed, its varietal/cultivar, the roast level, who the roaster is (if applicable), and any and every other detail you can retain that the customer may be interested in hearing.
I recently lead a cupping with a shop here in Lubbock. They had never done one before, but I am told it was a very enlightening experience, and these baristas gained a new respect for their craft. This lasted for less than an hour, and it had a huge impact, and I’m sure that this enthusiasm will be perceived by their customers. People like buying from businesses who know their products better, can communicate better, and who have a love and passion for what they do.
I would consider it a good idea to hold a weekly staff tasting lead by an experienced barista, manager, owner, or whoever can help further the education and spark a little excitement into those present.
Quality is not a goal. It is a methodology of striving towards an unreachable end.
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Wow. You expect a lot from people who are working a job that pays little more than the minimum wage and probably won’t be there a year from now. I understand that if you like coffee (which I do), you might want to know more about it while you are working in a place that sells coffee. But to expect all of them to be “professionals” about it? Good luck in your quest.
I expect a business owner and a manager to run their businesses well. This includes hiring people who will execute. This also includes ongoing training.
This is applicable to ANY food/beverage retail business.