Coffee practitioners should never do these things!

1. Deliberately exaggerate the efficacy of caffeine and mislead consumers

"many people do not hesitate to use caffeine as a cover to attract customers. they promote the magical effects of caffeine everywhere, for example, you don't have to sleep after drinking coffee, and you get smarter after drinking coffee. I think it's time for this caffeine fever to cool down. If your coffee shop becomes a simple caffeine gas station, why not go to another coffee shop that is closer and cheaper? We love coffee not only for its refreshing purpose, but also for its taste and fragrance. "

-Bill Walsh, Pure Coffee Blog

2. Excessive use of identification

"the most serious abuse is the 'fair trade' logo. Consumers don't even know what Fairtrade is and what's good about coffee with such logos. Today's coffee industry lacks a unified industry standard. Many people who claim to have logos have not even met the growers. "

-Jared Linzmeier (Jared Linzmeier), Ruby Coffee Roasters

3. Blind eyes hate milk

"as bakers, we taste coffee every day, and usually we don't add milk. But as a boutique coffee practitioner, I want people to clear up misunderstandings about milk. Indeed, with milk, you may not be able to taste the delicate floral and fruity aromas of coffee, but this does not prevent milk from becoming the best companion for coffee. "

-Jeremy Mason, Craft & Mason Roasting Co

4. Risk using the name meaning of "fine coffee"

"nowadays, there are not a few black-hearted merchants under the guise of 'boutique coffee'. It is with the existence of these people that the interests of growers will be lost and consumers will question the quality of coffee. Boutique coffee means controlling the quality of coffee from the source, not as you see in some advertisements, such as' Indiana Jones saves the ragged growers living in the primeval forest 'and so on. The core meaning of boutique coffee is to establish direct contact with growers and make the transaction process transparent. And some unscrupulous manufacturers unexpectedly take the so-called 'boutique' coffee around to cheat, this kind of behavior is disgraceful. "

-Joel Shuler, Casa Brasil Coffees and LittleCity Coffee

5. Despise those who spend money

"what I hate most is the boisterous barista. Just because a customer ordered a caramel macchiato, you don't think he's qualified to walk into your coffee shop? Many people come to the coffee shop to find comfort. They just got out of bed, or they are dating friends, or they are preparing for the final exam. A good barista should not only make coffee well, but also have an amiable attitude and warm every customer's heart. "

-Roman Leal, Evocation Coffee

"as a cold brewer of coffee for other brands, I often visit roasting companies and coffee shops. Those pleasant experiences always impress me. What I want is a satisfying cup of coffee, not ironic coffee! The taste of coffee can reflect the intention of baristas, so the best coffee must be made by the most attentive and humble baristas. I hate those new bakers and baristas who like to show off, as if no one knows anything about coffee but them. Never be arrogant. Only by being humble can you make more long-term progress. "

-John Goerke, Bona Fide Craft Draft Brewing Co

6. Decorate low-quality caffeine with flower mask

"I don't name names here, but some companies do send their baristas to learn advanced coffee-making techniques, learn how to press powder, and measure water-to-powder ratio and output ratio. These baristas will even win the place in the local flower-pulling competition. But these companies will still choose low-quality coffee and hide their ugly and shoddy hearts with their gaudy appearance. "

-Bill Walsh, Pure Coffee Blog

7. Pursue light baking

"A lot of people will tell you that only lightly roasted coffee can taste the original taste of coffee, but is that really the case? Can I taste the local volcanic soil from lightly roasted Guatemalan coffee? Or the smell of banana trees used to provide shade? Not really. Coffee is like apples, immature fruits contain a lot of acid and taste sour. No one likes sour green apples. How can your customers like you fall in love with sour lightly roasted coffee? "

Joseph Rivera (Joseph Rivera), Coffee Chemistry

8. Shoddy caffeine in high-end dining rooms

"Why is it that the cuisine and service are top-notch restaurants, but the coffee is mediocre? Isn't that a disgrace to the restaurant itself? "

-Lance Schnorenberg (Lance Schnorenberg), Lofted Coffee

9. The product brand is more important than a person's preference.

"if you want to get good coffee, it should be your personal taste preference, not the coffee brand. Beautifully packaged, modern-designed coffee beans and trendy brewing methods are just gimmicks for merchants to promote their products, which can't guarantee that your coffee will be delicious. You must trust your own judgment. "

Kelly Stern (Kelly Stein), STiR Tea and Coffee

10. Humiliate customers

"it is right to recommend better varieties of coffee to customers, but only with the permission of customers. I hope to stop seeing baristas force customers to accept a certain boutique coffee and question their own choices in the new year. If they want sugar and milk, give them sugar and milk, because that's what they really want. If they want hazelnut lattes, give them hazelnut lattes. They don't come to the coffee shop for classes, so don't roll your eyes at the customers! "

-Sarah Sarah Allen, Barista Magazine

11. Forced to teach

"I told my team that the people who came here for coffee were here to enjoy the service, not to be lectured. Those who sign up for the training course are the object of our sermon. There is a difference between the two. Don't always show off your coffee knowledge and focus more on improving the customer's coffee experience. "

-Mike McKing (Mike McKim), Cuv é e Coffee

12. Butter coffee

"Butter in your coffee? No, thank you. Butter goes with bread, but it doesn't go with exquisite Kenyan coffee. "

-Ryan Hall, Figure 8 Coffee Purveyors

13. All that you have

"Micro-batches, dirty old aprons, messy beards, almond milk, light music, 'organic' and 'passive organic' coffee, single origin, single variety, single plantation, poor service quality, lack of Wi-Fi equipment, light knife can no longer be light baking, frequent stock outages, handmade paper bags, etc., not even the most basic smile, 'thank you', 'goodbye' can't say All this needs to be changed. "

-Jeremy Tooker Touck, Four Barrel Coffee

Original address in English:

Https://www.thrillist.com/drink/nation/coffee-trends-that-need-to-stop

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