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Issue link: http://freshcup.epubxp.com/i/139019
that the roast is perfect for the suggested brewing method. a coffee we were serving, and the barista then gave a wonderWhen a customer arrives at our counter and asks for a specific ful talk about the qualities of the Brazil yellow bourbon but coffee, I can rest assured that together we've analyzed that cof- didn't touch on anything that was mentioned on the bags, the fee every step of the way, and now the barista can put together label or other marketing materials. The roaster's efforts were the final product flawlessly. not aligned with those of the barista. Through communication If our collaboration doesn't produce a perfect coffee drink— and training, this can be corrected. When a customer looks at which is sometimes the case—then quality control comes into our coffee descriptions and asks a barista for some thoughts, play. This is again a communication issue, as it's up to us, the the barista can discuss exactly what I roasted in a manner that roasters, to make sure poor-quality drinks aren't leaving our synchs with the label, giving a clearer statement of what we café or any shop using our coffee, thus damaging our reputation want the customer to know. with customers and wholesalOur intention is not to create ers. We work on this by making a boilerplate description that quality a constant talking point eliminates creative thought. But By communicating effectively, we with our baristas, often asking consistency breeds the comfort them, "How is the espresso?" I and familiarity that can lead can get the coffee right every time. find that our baristas are more customers to connect with a cofthan willing to work with me to fee. If we describe a coffee with Furthermore, we can present ourensure it's exquisite. If not, we a bunch of new adjectives, we start talking. Is the brightness can confuse consumers to the selves as a calibrated team with everysubtler? Did the balance shift? point that they may put off or one on the same page when it comes Was the roast curve different decline a purchase all together. from previous batches? We can Customers appreciate a hassleto descriptors, aromatic quality and often solve a problem before it free buying process. After all, becomes a disaster. We're never they are there to find a product suggestions. trying to highlight mistakes or that pleases them. prove who is the best-performWhen we communicate with ing barista in a shop. We simply our baristas, we set new stanwant to ensure that quality and consistency are maintained so the dards for the entire team that we all benefit from. A happy cuscustomer walks away happy. tomer is a paying customer, and a paying customer likes to drink coffee with friends. Those friends may also like to write online y communicating effectively, we can get the coffee reviews, bring a bag home to their loved one or splurge for a large right every time. Furthermore, we can present our- mocha on Fridays. Through communication with our baristas, selves as a calibrated team with everyone on the same we're ensuring the coffee we've labored to roast is perfect all the page when it comes to descriptors, aromatic quality and sug- way into the customer's hand. And we hope the results are a wellgestions. I once witnessed a customer ask a barista to describe stuffed tip jar and a register that is always full. B freshcup.com July 2013 53