Zhang Hong, a senior barista: there is no boss without money.

Coffee, in the minds of many people, is not only a drink, but also a symbol of quality of life. Baristas, also regarded as an elegant profession, while carefully preparing coffee, they are also creating and spreading coffee culture. But in reality, just like coffee has a variety of taste elements, such as sweet, mellow, astringent, bitter, sour and so on, barista's life is also full of ups and downs.

Coffee or wine, I choose the former

Zhang Hong, who has melted coffee into his life, did not become a barista because he loved coffee in the first place.

After graduating from vocational high school, Zhang Hong was arranged to do an internship in a hotel. A boy under the age of 18, doing guest room work, making quilts, brushing bathrooms and so on, is a very trivial job without too much gold. So Zhang Hong only worked in the hotel for half a year and left. Due to his limited academic qualifications, he finally decided to start with the catering industry with relatively low barriers-- learning to mix drinks. At that time, he only heard of bartenders and did not know that he had a career as a barista.

After entering the training school, Zhang Hong learned that there was also the training of baristas, and that the course was offered independently of bartenders. After a period of study and understanding, Zhang Hongfa felt that he was not very interested in wine and was not used to the bartender's work habit of reversing day and night. On the other hand, he feels that the "barista" sounds more decent at first glance, the working environment is also good, and the guests he comes into contact with are more well-mannered middle and high-level members of society. As a result, Zhang Hong decisively abandoned the wine and went from the coffee.

But in fact, at that time, Zhang Hong only regarded baristas as a lucrative job, and he was not much interested in it. He just thought that "it must be better than working in a hotel room, and he wouldn't be very tired."

Harsh rules are sometimes necessary

In mid-2006, Zhang Hong began to work as a barista. At that time, the coffee market was not as hot as it is now, there were not many brands of coffee, and the demand for baristas was naturally not so great, so it was not easy to find a job.

Zhang Hong has also been to a private coffee shop. "the owner of the private store will leave everything to you, and you can do whatever you want, as long as nothing happens." It was not until he entered the well-known bakery brand in South Korea, Paris Beit, that Zhang Hong learned what a standardized enterprise system is like.

At that time, the person in charge of Bei Tian Coffee in Paris formulated a very meticulous and strict management system.

First of all, in terms of hygiene, there are clear rules on how to disinfect the coffee machine several times a day, how to disinfect the bean grinder, how to wash towels, and even how to wash hands.

Secondly, in terms of products and services, when baristas produce products, there are rules on whether to put spoons on the left or right, and where sugar packets should be matched. The strictest thing is that a certain material in the drink should be put on the scale as much as it needs to be, "50 grams is 50 grams, no more, no less."

In Paris Bei Tian, there is one thing that Zhang Hong has been impressed so far. At that time, a Korean inspection team was coming to China to check the hygiene conditions of the chain stores. At the Wudaokou branch where Zhang Hong is located, there are about 30,000 to 40,000 running water every day. In order to meet the Korean inspection team, the store was closed for three days, and everyone only did one thing-- cleaning. "No matter how much you lose if you close the shop, if the hygiene is not up to standard, you just can't. I think this is a matter of attitude. It's up to the Chinese boss, who may have spent some money to get through it. "

Zhang Hong believes that this kind of management system looks a little harsh at first glance, but it is actually very necessary. Through this mechanism of chain stores, we can ensure the unity and integrity of the brand to the greatest extent, and maintain customers' loyalty to the brand.

The school has taught for three years to achieve the improvement of quality.

Zhang Hong's skills and knowledge have increased a lot since he worked in Paris for more than a year. Coincidentally, the school where Zhang Hong studied coffee at that time needed to recruit coffee teachers. He went to have a try, but unexpectedly, he passed smoothly. When he returned to school, although his identity changed from a student to a teacher, during this period, Zhang Hong learned the most and grew the fastest. He felt that this was his own process of "precipitation."

First of all, Zhang Hong obtained professional qualifications such as European baristas and examiners. In addition, he also participated in the barista exam of the Ministry of Labor, which is also a very important experience in his career.

"I remember that for nearly two weeks, we all lived in the Xizang Building and could not have any contact with the outside world."

There are 3600 questions for each level, and the three levels add up to more than 10, 000 questions. In this process, Zhang Hong had a systematic and profound understanding of the inheritance and development of coffee, and "the scope of knowledge was opened up at once."

For example, most coffee beans are packed and exported in gunny bags, but Blue Mountain Coffee has always been packed in oak barrels like red wine. At that time, they came up with a question and asked why Blue Mountain Coffee was packed in oak barrels. According to their own understanding, the seven or eight people who took part in the question thought that there were no more than two reasons: first, the use of oak barrels is more convenient for storage and convenient for shipping; second, just as red wine can rely on the aroma of oak barrels, coffee beans should also be able to produce a special flavor with the help of the aroma of oak barrels.

Because the question must be very rigorous, can not be taken for granted to give the answer. As a result, the Ministry of Labor took the lead in sending a letter to the Jamaican Embassy to inquire. A week later, the Jamaican Embassy replied that the reason why it was packed in oak barrels was because the flour imported by Jamaica from France was packed in oak barrels, and there were too many oak barrels. So oak barrels were used to pack and transport coffee beans, that's all.

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

-Segmentation line-

Through this incident, Zhang Hong realized that many of the things you thought were right could not stand further study and deliberation. "this is an opportunity, and if I don't come up with this question, I have no idea what's going on." Later, because the range of knowledge was wider than others, many people were willing to come to Zhang Hong to learn coffee.

The past three years as a teacher in the school have been a qualitative improvement for Zhang Hong, which has laid a solid foundation for his future development. "when he comes out of school to look for a job, he will have more opportunities and may get a higher position."

Dreams still have to be there.

To be a barista or bartender, you can't just do things at the bar, you must communicate with the guests. Because of the communication, we can establish a good relationship with customers, cultivate old customers, and stimulate the sales of drinks at the same time.

Zhang Hong used to be quite introverted and untalkative, so he couldn't talk as much as he does now. But Zhang Hong's three years as a coffee teacher changed a lot. "it seems that he is forcing himself to speak. There is nothing you can do to reject it. You always have to open your mouth to give a lecture."

Although many people are keen to use Wechat to communicate, Zhang Hong still prefers face-to-face communication. He feels that face-to-face has two advantages: first, you can express it more clearly; second, you can observe the other person's expression. When you see what the other person's expression looks like when you are talking, you will know if you have touched the other person's bottom line.

"as a matter of fact, coffee shops are all the same, and they won't go anywhere for the first time. So a lot of old clients are after people. If he thinks you are interesting and it will be very relaxing to chat with you, he will come. If you do nothing and wait for the guests, you may be waiting for the door to close. "

Generally speaking, people who want to work in the coffee industry generally have low academic qualifications. The youngest student Zhang Hong ever taught was only 14 years old and stopped going to school after graduating from junior high school. Therefore, when they deal with others, their educational level becomes a deficiency. "when you chat with guests, you can't ask them to talk about what you're interested in." so baristas have to dabble in many ways, learn, understand, pay more attention to current hot spots, and "at least put in a few words."

"now I am very concerned about this matter, that is, you have to get in touch with people from all walks of life. What if some naive boss is willing to give you money to do things? You still have to have dreams. "

The training of service consciousness is the most difficult

The performance of baristas is also a display of brand culture, which is equivalent to a kind of soft advertising. Therefore, baristas must have a good sense of service and know how to get along with guests.

But now many young people are only children, perhaps the family will be more spoiled, fledgling is a pair of "I can not be bullied, can only bully others" look. Zhang Hong once saw a young man in his twenties. There might be something wrong, and the guests were in some mood, so he stood there and scolded the guests.

Zhang Hong feels that the training of service awareness is the most difficult in the whole training process. So whether he is a barista or a team, Zhang Hong will tell the students what he has seen in the book and the various cases he has encountered, and tell them how to deal with them through the simulation of some scenes.

Scene 1: you accidentally spilled water on the guest.

First of all, we should apologize to the guests and wipe them clean. If you can't clean it, you can tell the guest that you are willing to pay this fee to take the clothes to the laundry and let the guests pick them up at that time.

Scene 2: the shop is about to close when a guest comes in.

Remember, you can't let the guest out with a cold face at this time. You can say to the guest, "We are closing at 11:00, but if you want to sit here for a while, I can get you a glass of water and you can have a rest here for a while." We can close the door ten or fifteen minutes late. " Most people will understand at this time.

Scene 3: the guest has just ordered a drink and accidentally spilled it.

In fact, the cost of a drink is not high, you can make a new one for the guest. You make another drink for free, and the guest has to pay for another drink, his heart gap is different.

Scene 4: the interviewer asks: do you clean up at home?

First of all, you have to say clean up, and then you'd better follow up, "in fact, not only at home, but also in the bar should be kept clean, so that the guests will look very comfortable." This is what happened to a student brought by Zhang Hong. At that time, he just answered "clean up", and the interviewer said "yes" without saying anything. He came back from the interview and asked Zhang Hong if the interviewer was chatting with him. Zhang Hong believes that although it is possible, it is more likely that the interviewer wants to see if he has developed good hygiene habits.

There are so many such cases that some people will remember them carefully, while others may just listen to them as legends. "maybe it won't happen to you in a year or two, but when it happens, all you can think of is OK."

Learn authentic espresso at LAVAZZA

After this experience at school, Zhang Hong no longer just to work to earn money to deal with coffee, but really like coffee, he began to study it, taste it, and communicate with people in the industry.

Everyone may have their own favorite brand, for coffee, some people like Starbucks, some people like Costa, this is a personal preference, it doesn't matter whether it's good or bad. What Zhang Hong likes better is LAVAZZA.

LAVAZZA is a "very traditional and classic" brand in Italy. Its coffee beans account for 42% of the world coffee bean market.

So when he saw that LAVAZZA was looking for a job as a trainer in China, Zhang Hong applied. With his rich training experience, Zhang Hongshunli joined the job and got the opportunity to learn how to make authentic Italian coffee from the Italians.

"after learning and getting in touch with them, I think I know more about coffee. Before coming into contact with traditional espresso, it is more or less brainwashed by a big American brand like Starbucks. In fact, all Starbucks coffee comes from Italy, but they are constantly changing and upgrading to cater to the tastes and needs of Americans or people from various countries. We can't say it's wrong, but we need to know where its ancestors are. "

When LAVAZZA entered the Chinese market, it attracted a lot of attention in the domestic coffee circle. At that time, many media in the circle even said publicly that if the brand LAVAZZA did well enough, there would be only three brands in the Chinese market in the future, namely, Starbucks, Costa and LAVAZZA.

However, the development of LAVAZZA in China is not smooth. First of all, the rent, raw materials and other costs are too high, coupled with the LAVAZZA is a "very small cup, very elegant, very delicate" style, for ordinary customers who like "substantial benefits", the acceptance is not high. "it may be useless for you to explain to others what a good thing I am using."

Go to the U.S. Embassy to meet some big shots.

After seeing the chain store's maintenance of brand and quality, and then entering the franchise store such as "Coffee accompany you", Zhang Hongming felt that the malpractice of joining was very serious. "China is really too mixed to join the market. In the area where coffee joins us, we think this is a circle of money. The so-called "circle money" means that once you come up with a franchise fee of not less than four or five million yuan, the other party will give up the money after you get it, and you have no sense of responsibility. " "Coffee with you" is in such a state, the management is getting worse and worse.

Although he is enthusiastic about coffee, he always has to talk about the same thing as a trainer. Zhang Hong feels "a little tired". So after coming out of "Coffee with you", Zhang Hong originally wanted to take a break.

But at this time, someone came to him and said that the US Embassy in China wanted to hire a barista, the salary was not high, but he was very free, he went to work on time, and he could go inside to practice his English and ask him if he was interested. Zhang Hong felt that he could not stop working all the time, so he agreed.

At the US embassy, Zhang Hong is not only responsible for making drinks such as coffee, but also responsible for the management of cashier, order and delivery, which is different from the original trainer.

Zhang Hong worked at the U.S. Embassy in 2013. During the year, he provided beverage services to then US Ambassador to China Gary Locke and US Vice President Joe Biden. "I think it's good, too. At least meet some big shots."

Coffeemap: integrate coffee into public life

Later, Momo wanted to make a free internal coffee bar for employees, and wanted to ask Zhang Hong to "pull it together". Zhang Hong originally wanted to "retire after finishing the coffee bar", because by this time Zhang Hong had already started to do Coffeemap with his friends.

But Momo hopes that Zhang Hong can take a part-time job here. As a senior barista, he will come and have a look every day to ensure that the materials are complete, do research and development at ordinary times, launch new drinks, and provide employees with some better benefits. There is no need to commute to and from work regularly, and it will not delay Zhang Hong's own entrepreneurial work.

In this way, Zhang Hong has been working in Momo for nearly two years now. At the same time, on the Coffeemap side, Zhang Hong has gradually found out his own development route and is doing better and better.

Coffeemap mainly provides coffee lovers with a variety of coffee courses, coffee culture salons and other activities to promote the life experience of blending coffee and drinks for some exhibitions or staff Party and other activities.

Once upon a time, some colleagues also came to attend the Coffeemap class, but they felt that what Zhang Hong was talking about was superficial and unprofessional. Zhang Hong thinks there is nothing wrong with the simple content. "how many majors can I tell him about the two-hour course?" Some people just want to know more as a hobby. You spoke so professionally that you were scared away. You have to take a scale to see how many grams of water you put, and take a thermometer to see how much the water temperature must be. People will think: since it is so troublesome to make coffee, you might as well buy a Starbucks. "

At first, Zhang Hong also thought about doing professional training, but later he thought that professional training should be done by the school. "it's not that we can't do it, but we really don't want to do it, because that would be 'narrow'." The so-called "narrow" refers to the narrowness of the audience, professional training may only want to take this as a career or special hobby to learn, and what Zhang Hong wants to do is to take more people to experience, "play", and integrate coffee into life.

Zhang Hong believes that it will be more difficult for the public to accept something that is "sophisticated", so "I can only cater to the public." I'll cater to him first, and then let him cater to me in turn. I'll pull him on the boat first, and it's up to me as to how the boat will go in the end. But you can't keep people out of the boat when you get on board. "

In Zhang Hong's plan, Coffeemap not only makes coffee, but also takes coffee as a main thread. When the main line remains the same, things that can be put together with coffee and do not conflict with people's styles, such as western dim sum, wine blending, flower arrangement, reading and sharing, can be integrated into it. In addition, Coffeemap also tries to organize fans to carry out activities such as mountaineering and self-driving tours, bringing coffee to the whole event.

"We belong to a small group, and the boat is easy to turn around. we can try more, but we can't. After all, there is not too much investment, and we can only go one way to the black situation. "

Some people wanted to invest in Coffeemap before, but Zhang Hong and his friends refused. Zhang Hong said that now he still wants to do things in his own way. "I don't want to be tied up." And the upfront investment is not large, even if it can not be done, if we make a little effort, it will be regarded as a hobby. And now they don't lose money, they still make a profit.

High wages are bubbles.

Zhang Hong is already an experienced person in the coffee industry. 'There are many people in this line of work, but more people leave it, and there are really few who can stick to it,'he said.

During his three years as a teacher in the school, Zhang Hong has taught thousands of students, but it is estimated that no more than 50 people can still do this job. Everyone thinks that "barista" sounds like a good career, but in fact, the industry is very bitter and does not make money, especially in the early days of the industry.

When Zhang Hong first arrived in Paris, his salary was only 1260 yuan a month. If Zhang Hong hadn't been from Beijing, could have saved money on renting a house, and later really liked coffee, he might not have made it to today.

After so many years of development, the salary of baristas is only about 2600. Of course, some people are overpaid. Zhang Hong once interviewed a boy with an expected salary of 15000 a month because he worked in a Korean-owned store after graduating from barista school.

Zhang Hong said to him, "I can understand you taking so much." Because this line of personnel mobility is relatively large, experienced is really not easy to recruit, so some bosses can only use high wages to attract people. But there is too much bubble in this' high salary'. Unless you stay with him for the rest of your life, you should try to switch to the market. Whether you go to Starbucks or Costa, you will start at the level of 2200. Even for me, if I go to Starbucks now, if I don't ask someone to find a friend, I'll start with a salary of 2200. This is the rule. "

Zhang Hong in this industry, often heard is "our boss is not short of money." But after Zhang Hong started his own business, he knew very well that "no boss is not short of money."