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Re-Training the Siren: an Insider’s View of What to Expect

Sarah Benedict is a Barista at Starbucks Coffee. She is a member of the Lubbock Coffee Club, and has a passion for great coffee.
Sarah submitted this article:

Re-Training the Siren:
An Insider’s View of What to Expect

$.99 lattes were available yesterday from 5:30pm to 9pm at Dunkin Donuts stores because Starbucks baristas were given the evening off. All 7,100 Starbucks locations shut down to have individual store meetings and a heart to heart with Howard Schultz. “Priorities are out of whack,” said Shultz via a pre-recorded video. Our focus has been so set on profit generating, that we have lost sight of the perfect espresso and absolute customer service. Each meeting started off with a coffee tasting, as is Starbucks tradition, and then focused on shifting the new focus to three always important things:

First, customer service is our main concern, as it has always been. However, we will do whatever the customer asks us to do, no questions asked, and everything in our power to deliver the best customer service.

Secondly, milk steaming standardization was implemented. We discussed correctly aerating milk, and the importance of perfect foam. Re-steaming milk is unacceptable and attaining the proper temperature is essential. While this seems elementary, the beverage recipes over the years have been personalized by store managers and even baristas to the point that every barista had a different idea of the ideal temperature range for steaming milk.

Lastly, Starbucks is reconfiguring the flavor profile of the espresso. Because Starbucks stores use super automatic machines, the barista has little or no control over the quality of the espresso. Our machines have been recalibrated to pull a longer shot that now must last between 15-19 seconds from first visual. In fact, we no longer use the single shot option, and pull only double shots. When pulling the shots, we are to pull them only into shot glasses, so that we can inspect the quality of the espresso. Every hour we are to time the shots and to taste them as often as possible.

At the end of the night, each barista made a written promise to their store manager, their store partners (coworkers), and customers. We promised to deliver the absolute best customer service; to never deliver anything less than the best. We promised to let every customer know that we value their feedback and input. We value the opportunity to remake any beverage so that every customer has the most rewarding experience and feels appreciated. We promised to hold each other accountable for upholding every single standard and work with each other to meet every expectation set for us by our customers, our partners, our managers, and Mr. Schultz.

 

We hope that you notice a difference each time you come in. We want it to be more welcoming, more fun, more flavorful, and more of what you want. Demand the best, request ‘fore here’ mugs, ask us questions because we are ready.

Texas Tea and Coffee in McGregor, TX Closes Doors

Brad Cook informed us today that Texas Tea and Coffee in McGregor, TX has closed its doors.

Original found here: in the forums.

Tragedy at Finca Vista Hermosa, Huehuetenango, Guatemala

On February 15, Carlos, the manager of Finca Vista Hermosa, and his son Edwin, were on their way back up to the Finca with supplies and money for payroll. On the way up the mountain, some bandits not from the area took their money and their lives as well. This was shock not only to the FVH Family, but also to the local community.

Carlos 1960 – 2008. Husband and father of 12 kids.

Edwin 1991 – 2008. While not the oldest he was the first in his family to go to high school. Ever since he could kick a ball he fearlessly played with people twice his age and is a legendary goalie.

This year Carlos would have been 47 and Edwin 17.

Edwin has set up a PayPal memorial fund on his blog, or which you can link to directly below:

I would encourage you to consider making a donation to help Carlos’ wife, Juana, carry on the business of raising their remaining non-adult children. They had 12 children and of the 11 still alive, I believe nine are still minors…several of them barely able to toddle yet.

Yes, Carlos (and his son, “little” Edwin) were both very generous and kind and gentle. I remarked to Edwin Martinez the other day that as I was looking at his (Edwin’s) pics of Carlos and the farm recently and came across Carlos and his son’s pics I thought to myself, “I can’t wait to get down there again and see those two.”

Now…no more. Sad times. Of course, nothing can replace a good farm manager. But more importantly, nothing can replace a friend, father, husband (or in little Edwin’s case, a son or brother).

Anyway, please, please consider donating. While Edwin says the farm is still in good shape and all, after this harvest season they will obviously have some serious decisions to make.

sources: http://espressotrainer.com/Forum/index.php?topic=149.0 ; http://fincavistahermosa.wordpress.com/2008/02/19/carlos-garcia-martin-and-edwin-garcia-martin/

Rivertown Roasters: San Marcos, TX

I received an email regarding Rivertown Roasters in San Marcos, TX. I had never heard of it until now.

CJ writes:

Rivertown Roasters, located in San Marcos, TX. Organic small batch coffees, teas, and syrups. Over 50% fair trade, fresh roasted when orders are received.
Contact Justin at 281-222-9296 or email the roaster at cj@rivertownroasters.com

The email says “Over 50% Fair Trade”, but the website says over 75%.

They sell to three local (to San Marcos) coffee retailers, and you can order by calling or emailing them. (no web commerce as of writing this). They also host small cuppings once a month.

The site also says something about a grand opening celebration “This Saturday”, but it doesn’t specify if it was the 23rd or if it will be March 1st.

Thanks, CJ.

http://rivertownroasters.com/

Rivertown Roasters has been added to our Roasters page.

Is Bottomless Coffee Really a Good Idea?

All humor aside, sometimes I really do wonder.

Although offering bottomless cups of coffee can be quite popular with patrons, it may not be the best solution to getting paying customers inside your doors.

Consider this:
Your coffee costs you probably anywhere between $4.50 and $9 per pound wholesale. This is not commodity grade stuff. Why bother to source Specialty Coffee suppliers in the first place if there is no emphasis on the quality of the coffee in the retail environment?
Let’s discuss this in terms of perception. A customer comes in. They pay their $1-$2. They get their cup, and head to the air-pot… again… and again… and again. At this rate, what is it they’re paying for? Are they paying for the coffee, or are they getting free coffee when they rent some table space for hours on end? Even if they do perceive that they are paying for the coffee, what kind of a message does this send out about the caliber of the coffee being sold?

The point being made is that coffee sold this way is perceived to have little to no value at all. Obviously, if you are a Specialty Coffee retailer, your coffee is far from worthless.

Now, then. I am assuming that part of the reason we all got into this business is to share our love for great coffee with other people, and to help boost the overall appreciation of what it is we do. Does selling coffee for practically nothing contribute to this cause? In a way, yes. But what’s the result?

Tossing out bottomless coffee as a menu item has its benefits. For one thing, less waste. You don’t need to brew an entire air-pot because a bottomless coffee customer needs a “warm-up”of a coffee that just ran out… half an hour to closing time. (If this happens, and you DO sell bottomless coffee, it is better to serve the customer than to attempt to conserve another pot of coffee).

Better still, is brewing by the cup. There are many solutions to accomplishing this goal, such as a Pour-over Stand, French Presses, Chemex (another pour-over), Siphon Brewers (aka vacuum pots), or the gigantic investment of equipment known as Clover.

There is more than one benefit to the cup-at-a-time concept. For one thing, the perceived value of a cup of coffee increased, and thus, so does the potential pricing. Second, how does “no wasted coffee” sound? Everyone in this business knows that a cup of coffee costs change to the business, but what does this add up to if you compound the average volume of coffee thrown away in just one day? Don’t look at it in actual cost, look at it in terms of potential income costs. For most retailers, this is quite a number! Last in this rather short list of benefits is the quality of the coffee. In a hands-on approach to brewing coffee, the barista can actually manipulate various factors to brew a better cup of coffee. With an automated drip brewer, you’re pretty much limited with the barista’s interaction in the process.

This hand-crafted cup of coffee that tastes divine is certainly something worth paying for. This is not your average off-the-shelf cup of Joe, and your customers will be able to see and taste that with their own senses. Higher profit margins per cup, less waste, and a higher perceived quality of the products being sold by your company. Sound like a winning combination? You bet it does.

Now let’s have a look at the other side of this coin. I know there are many retailers who offer bottomless coffee because it encourages their customers to stay for longer. The longer they stay, the more likely they are to buy other items like pastries, bottled water, and food items like panini (or other sandwiches), soup, or salad (if these items are offered). The money is not made on the coffee in these situations, but on the mark-up of the various consumables that a “camper” is likely to purchase during their stay.

When this is the case, then the time has come to ditch the title of “coffee retailer” in favor of something along the lines of “Cafe”. At this point, you are no longer selling coffee. You are practically giving it away in an effort to attract more customers to your company’s focus: food. Not that there is anything wrong with that. It’s best to know where you stand, and to be honest with yourself, and your customers. If you are not primarily a Specialty Coffee retailer, make this reflected in the name of your business, and your company’s presentation to the public.

How about another perspective. Starbucks does not sell bottomless coffee, nor do they offer refills at a discount (or even at all). You have to wonder if there’s a reason for this. If nothing else, please realize that if Starbucks can do it, so can a quality focused independent retailer. The difference is that the independent retailer has more flexibility to really milk the single cup pricing for all its worth.

What’s best for your bottom line may not line up with real possibilities. What’s best for promoting coffee and its producers is probably not best for drawing customers in to purchase food items, and visa versa. Your coffee is special, and deserves to be marked according to its value. I encourage you to find the courage to promote the coffee for the sake of great coffee. There is profit to be made in doing so, and the industry as a whole can only benefit from an increased consumer awareness of quality coffee.

Happy Valentines Day

Just wishing everyone a happy

St. Valentine’s Day.

(for those who are not celebrating Valentine’s Day this year, happy Singles Awareness Day. What… you thought we’d leave you out?)

Now Hiring: Art Six Coffee House, Denton, TX

Taken from a Myspace bulletin.

Hi friends.

We’re looking for the perfect person to join our team (and promise we’re not as corporate-corny as that statement)!

Foodservice/Customer Service experience a plus. Specialty coffee experience STRONGLY preferred. Weekend night availability a MUST.

Please apply in person!

Those of you who’ve submitted resumes in the past 3 months, please come back by and fill out an app!

Those of you who are Art Six customers and want to get brilliant service from the new employee…… please help by reposting!

Thanks,
Art Six
424 Bryan St. @ Scripture

“Located at 424 Bryan Street in Denton, Texas, on the corner of Bryan St and Scripture St. We’re just 2 blocks from UNT, 1 block from Fry St, minutes from the square and from TWU.”(from their myspace page)

http://www.myspace.com/artsixcoffee

Posting has been added to the “Jobs” tab.

Pretend Espresso: Stōk

So, I happened upon this stuff at a “Tea and coffee” retailer here in town that turned out to be a HUGE disappointment. (Except for the complimentary danish that came with the cup of coffee. One of these two items was entirely consumed. The other was barely touched.)

The highlight of the visit was finding two baskets just full of these things. I’d heard of it before, but I never expected to actually ever see one for sale. Just wow.

So, what is it exactly?

It’s a black colored “creamer” cup.
What’s in it?

“Equivalence: 1 Shot Espresso 1 Serving Delivers 40mg of Caffeine”

Sound good? I haven’t opened it yet, as I’m afraid to taste what’s inside.

Let’s hope little gimmicks like this one die out in favor of retailers serving the real thing.

If you’re curious, the company website can be found here: http://www.getstokd.com/

R.I.P. – Dr. Ernesto Illy, 1925-2008

Dr Ernesto Illy 1925 – 2008

4th February 2008

It is with great regret that we have to report the death on February 3 of Dr Ernesto Illy, one of the coffee world’s most respected scientists, inventors and businessmen. He was 82.

Dr Illy, who for many years headed his family firm, the Trieste roaster Illycaffè, was a research chemist and educator as well as being a coffee entrepreneur. more…

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