Why Most Coffee Drinkers Lack Professional Attitude

In Jinan’s cafes, most customers aren’t there for the coffee—they’re posing for photos or using the space as a temporary office. Few pay attention to the brew, the beans, or the barista’s skill. The city’s coffee scene prioritizes atmosphere over craft, leaving enthusiasts yearning for something more.

The quick answer? Just 5% of Jinan’s coffee machines cost over 30,000 RMB (the rest are "budget" models under 30,000 RMB), and most baristas learn on the job with minimal formal training. That lack of investment and expertise defines the city’s coffee culture.

The Reality of Jinan’s Coffee Consumers

Most patrons in Jinan cafes fall into two groups: "fashionable trendsetters" taking stylized photos or remote workers lingering for hours over a single drink. Few are there to appreciate the coffee itself or the barista’s technique. The focus is on the experience, not the cup.

Training Gaps and Quick Fixes

Gao Wei, a 26-year-old who runs a compact coffee studio in Jinan, teaches students from across China (including Xinjiang, Harbin, Guangzhou, and Yunnan). Since May last year, he’s trained over 50 students—ranging from 20 to 60 years old—who are baristas, shop owners, or career switchers. His studio includes espresso machines, a roaster, and a teaching space.

In Jinan, most baristas start as waitstaff or general helpers, often waiting three months before even entering the bar area. Even then, many lack deep knowledge of coffee skills or culture. Gao Wei noted that better cafes still employ baristas who know only the basics, having trained quickly and moved on after a month or two. This "bottle-half-full" approach is common across the city’s cafes.

Coffee suppliers in Jinan often offer free training when customers buy products above a certain volume, promising baristas can open shops in just days. While this helps aspiring shop owners, it leads to inconsistent skills and hinders the development of a professional coffee culture.

Equipment and Roasting Shortcomings

Jinan’s coffee market lags behind Qingdao by 5–10 years. High-end machines are rare; 95% of espresso machines cost under 30,000 RMB (considered "budget" in the industry). In contrast, 90,000 RMB machines—common in Qingdao—are scarce in Jinan. Most shops buy pre-roasted beans rather than roasting their own, unlike Qingdao, where high-end roasters are more common.

Gao Wei’s 90,000 RMB espresso machine stands out in Jinan, where such equipment is uncommon. Zhou Pan from Hengxin Kefu Coffee noted that many cafe owners prioritize low-cost machines (under 10,000 RMB) due to staff turnover, though mid-range options (20,000–40,000 RMB) offer better value. Roasting requires skill and experience, with skilled roasters earning 300,000–400,000 RMB annually—something Jinan’s market largely avoids.

Why Professionalism Matters

Coffee culture promotion starts with the people making and selling the coffee. Many shop owners don’t understand coffee themselves—Gao Wei recounted visiting a cafe owner’s home and being served tea instead of coffee, which the owner saw as normal. Without a foundation of knowledge, pushing coffee appreciation is tough.

Most customers treat cafes as photo backdrops rather than places to enjoy craft coffee. Without a photo, some feel the experience is incomplete. For Jinan’s coffee scene to improve, shops must treat coffee as a professional craft, not just a profitable drink.

Frequently Asked Questions

What’s the biggest issue with Jinan’s coffee culture?

The main problem is a lack of professionalism: most customers focus on photos or using cafes as workspaces, not the coffee itself. Baristas often have minimal training, and high-end equipment is rare (only 5% of machines cost over 30,000 RMB).

How do most baristas in Jinan get trained?

Many start as waitstaff, wait three months to enter the bar area, then learn basic skills quickly. Some receive fast-track training from suppliers (promising shop opening in days), but this leads to inconsistent quality and superficial knowledge.

Why are high-end coffee machines rare in Jinan?

Jinan’s market prioritizes affordability: 95% of espresso machines cost under 30,000 RMB ("budget" machines), while only 5% are high-end. In contrast, Qingdao has more 90,000 RMB machines, which are uncommon in Jinan.

Do cafes in Jinan roast their own coffee?

No, most buy pre-roasted beans. Roasting requires skill and experience, and Jinan lacks the infrastructure (like Qingdao’s high-end roasters) to support it. Skilled roasters earn 300,000–400,000 RMB annually, but this expertise isn’t widespread in Jinan.

What’s needed to improve Jinan’s coffee culture?

Cafes must treat coffee as a professional craft, invest in better equipment, and train baristas more thoroughly. Owners should understand and promote coffee culture, and customers need to focus on the drink—not just the photo op.

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