From a professional point of view, are Starbucks coffee beans overroasted? Causes of intentional excessive baking

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Author: Li Mingming

Link: http://www.zhihu.com/question/19969567/answer/13511189

Source: Zhihu

In order to not be the freshest beans can also give a heavy coffee bean charred flavor.

In fact, Starbucks is essentially a milk manufacturer, in order to allow so many chain stores around the world to unify standards and make an attractive cup of coffee.

They used three strategies.

1 the main category of coffee is milk coffee (with more milk and more sugar, everyone will feel good)

2 automatic coffee machine is used to brew in the store. To put it bluntly, Starbucks baristas, who don't even enter the espresso door, can make a cup of coffee by pressing a button.

3 heavily baked beans. The key to the taste of coffee lies in the freshness of coffee beans. It is impossible for Starbucks to have so many stores and such a large area. There is a bean baking factory near every store. Therefore, heavy baking can make the beans feel rich and fragrant for a relatively long time.

The above is not aimed at Starbucks, a global chain, and this is the only way to unify standards. There is no way, the best way to weigh.

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Author: DimLau

Link: http://www.zhihu.com/question/19969567/answer/13561095

Source: Zhihu

Thank you for inviting me to answer only the possible reasons for "intentional overbaking":

1. Deep baking will make guests who don't know much about coffee feel that it smells like coffee.

(the coffee beans I use in my own shop are lightly roasted and sometimes complain, "Why aren't they all bitter / too light?")

2. lower requirements for raw coffee beans, and it is not even necessary to carefully select several kinds of coffee beans that can complement each other. The flavor of coffee produced by deep roasting of any kind of coffee beans is similar, because deep roasting will burn off most of the flavor of coffee beans.

3. Low requirements for coffee machine operators, can almost ignore human factors and make a stable coffee (because you want to use this coffee bean to make a unique flavor is very difficult)

4. The taste of deep-roasted coffee beans changing with time is basically undetected, so it is convenient to store for a long time.

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Author: Shen Shaofeng

Link: http://www.zhihu.com/question/19969567/answer/54568464

Source: Zhihu

Starbucks uses heavy baking is its tradition. Its founder studied under Alfred Peet, while Peet advocated heavy baking.

Peet is an immigrant from Europe, and when Peet came to the United States, he was surprised that Americans drank a large amount of low-quality coffee-coffee merchants at that time used shoddy Robota beans and used shallow roasting to process coffee beans to reduce water loss. Peet believes that it is not that Americans are born to drink bad coffee, but that Americans do not know what is good coffee.

Peet, which runs a coffee roaster in Berkeley, Calif., processes 100% Arabica beans by re-baking, believing that only the best Arabica can withstand it. Peet's store only serves freshly roasted coffee beans and teaches people to use French kettles to make coffee.

In 1971, three young Seattle men decided to open a store in Seattle that serves freshly roasted coffee beans, called Starbucks. Because the founder of Starbucks used to study under Peet, Starbucks also inherited the re-baking style of Peet.

Then Howard Schultz, a former Starbucks employee, and some investors bought Starbucks coffee from the Starbucks founder, who bought the Peet coffee shop.

Starbucks, which regards itself as the descendant of Peet, advocates heavy baking and sells French pots in the store.