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Since my first day working in a coffee shop, I have been asked this question: what do you sell? Almost all people will answer: of course, coffee shops sell coffee, and at most they are selling some wine or adding some kinds of tea and cakes. Judging from the business license, it is indeed. However, I prefer another answer: coffee shops do not sell coffee, every successful coffee shop is selling its own culture.

In fact, coffee itself is a part of the world food culture, so when we sell coffee, of course, we are also selling culture. In fact, a person who really appreciates coffee usually does not pay attention to that cup of coffee, but often pays attention to the humanistic spirit embodied in that cup of coffee. Therefore, coffee shoppers come to the coffee shop not only to buy a cup of coffee, but to consume the culture of the coffee shop.

If a coffee shop can not reflect the humanistic spirit, in fact, it is best to close it immediately, because that kind of coffee shop can not escape the fate of closing down in a short time. So, what is that humanistic spirit? Through what is it reflected? It seems to be a very confusing question.

I have been in the coffee industry for several years, and before I know it, coffee has become a part of my life. I never see a coffee shop as a job to support my family. I prefer to think of a job in a coffee shop as a stage play. From the moment you put on your apron and walk onto the bar with a smile on your face in the morning, you have stepped onto a sacred stage. You are an actor, and a steady stream of guests are your audience. Whether your performance is good or not directly affects the return rate of the audience.

During my two years at STARBUCKS, I found myself playing the role of a professional coffee maker and good friend next door. I wanted to be professional, hospitable and considerate, even though I was sometimes unprofessional, unhospitable and inconsiderate in my life. I used to have a lot of loyal supporters, all of whom were infected by my outstanding performance.

For several years, I have been trying to describe the culture and spirit of the coffee shop. As of today, my role in the coffee shop has changed for a long time, and I am now a pure audience. In the transformation of these two roles, I seem to have a better sense of where the soul of a coffee shop is.

The soul of a coffee shop is the humanistic spirit that this coffee shop should embody, and this indescribable humanistic spirit can be fully reflected through the two roles in the coffee shop. Those two characters are our respected baristas and friendly neighbors.

To put it simply, the soul of a coffee shop is the coffee maker who works in it. Their words and deeds are precisely the humanistic spirit of the coffee shop.

I have a good coffee machine and some good coffee beans in my house. I can enjoy hot coffee 24 hours a day at home. However, I couldn't help running to the coffee shop. I knew it was much cheaper to have a cup of coffee at home, and I could guarantee that the quality of my coffee beans was higher than that of the average coffee shop. I believe there are a lot of coffee drinkers doing the same thing.

Now you can know that coffee shoppers do not always put price and quality first in their choice of coffee shops. So why do we have to do such a stupid thing?

I can't help feeling lonely. I think my friends in the coffee shop, I also want the people who often pass me by. Unofficially, every half an hour I stay in STARBUCKS, I say hello to an average of five friends from all over the world. It was this warm, borderless and identity friendship that drove me to sit there again and again for most of the day. I also believe that this is the main reason why most coffee customers flow to coffee shops.

Sometimes I can sit in a coffee shop for most of the day, but I can't say a word. I can sit there. Pretending to read, but in fact I am paying attention to the various social roles that linger around me. In other words, I don't need to talk to them one by one, but I'm interested in watching their every move, especially when you don't want to talk very much, but in fact, I'd like to be found by an acquaintance sitting in the corner. and say hello to me, albeit unenthusiastically. In fact, this also has its advantages, you feel that you are not lonely, at least, you can find that there are a lot of people around you, which is better than drinking cold coffee alone in an empty room.

I find that many modern people have this problem and are afraid of being isolated by society. Quite frankly, I have the same problem.

I turned the conversation back to our barista. In fact, I prefer to think of them as the owners of a coffee shop or the owner of a home. Think back to the last time you went to a friend's house, how did your friend greet you? When we go to a coffee shop, whether you are willing to accept the same hospitality, pay attention to your true inner feelings.

Yes, the barista is your friend. Although you regard him as your friend or not, he must have a professional spirit and regard all the guests who have been in the coffee shop as his good friend; and although the baristas regard you as their friend in their heart, they must make their guests feel welcomed and noticed in their hearts.

People who come to the coffee shop linger in a variety of moods. Some may have just enjoyed a candlelit dinner with their lover and are so happy that they are about to fly; some may have just got off work and are physically and mentally exhausted and do not want to say a word, even though they try to use the shortest language when they order; some may have just been lectured by the boss and their mood has fallen to a low ebb, so lost that they don't even know what they want. Some may have just quarreled with their wives and looked like they wanted to make a fuss. When they ordered, they were likely to take advantage of the baristas to take advantage of the coffee maker.

And the job of the coffee maker is to face all kinds of strange people. They know how to watch their words and say whatever they meet, but they can't be careless at all. But the ultimate goal is to make guests feel the care from friends. Because they are their friends.

It's easy to say it, but imagine how difficult it is. Frankly speaking, how many coffee practitioners have the consciousness to regard their social role as an urban psychotherapist? I think they regard the role of coffee maker as a helpless low-level social service industry. They do not give themselves enough respect, in exchange for, of course, the contempt of coffee drinkers.

Coffee makers should have this ability to treat daily business as hospitality to their friends, reflecting the natural expression of human nature without losing a good service attitude. They can't compare the coffee business with the general well-regulated catering industry.

Of course, as coffee makers, their job is not just to be friendly to coffee makers. They also have a very important job, that is, to spread the professional coffee spirit. Coffee beans are divided into many grades, and coffee shops with different consumption levels will provide different grades of coffee beans. But we can't judge whether a coffee shop is professional or not according to the level of coffee beans provided. No matter where the grade of coffee on hand goes, the coffee maker always has the responsibility to respect every coffee bean in his hand and use his best technology and strictest requirements to make a cup of coffee worthy of the audience. Of course, the coffee maker also has the responsibility to explain the culture and knowledge of coffee to his audience.

From the discovery of coffee to the present, from the growth of the coffee tree to the production of the first coffee bean to making this cup of coffee and finally delivering the coffee to the coffee drinker's hand, there is an extremely rich cultural knowledge that can not be said for days and nights. The inheritance of coffee culture begins when customers drink a cup of coffee in a coffee shop, because coffee makers may meet a customer who knows nothing about coffee all the time. The inheritance of coffee culture begins with the explanation of the coffee maker. Through the explanation of the coffee maker, maybe the customer will be indifferent, or maybe he or she will fall in love with coffee and succeed a coffee missionary.

The culture of coffee shop is reflected in these two aspects, the spread and recognition of coffee culture and the interpretation of friendship. And the coffee maker is the interpreter of this culture.

When I work in a coffee shop, I will proudly tell every friend: I am the owner here, you are my friend, I sell culture here.