I’m not a coffee addict in the purest sense and I certainly don’t rush for a caffeine hit when I need to be awake or the first thing in the morning at the office.

It’s not uncommon for me to make a cup at home around 10pm when I clearly should be avoiding stimulants. And as much as I drink and wholeheartedly prefer instant coffee to alleged ‘gourmet’ coffee from outside vendors, I actually know when my coffee is rubbish, regardless of where it’s made.

I’m not a coffee snob so spare me the ridicule, I’m actually going somewhere with this.

You see, I have a few close friends who own coffee machines at home (not of the pod variety) and they always freshly grind their beans before making a cup – and their coffee tastes amazing (this is a short sell but the point is made), whereas much of the stuff I get from indepenent vendors and even Starbucks and Gloria Jeans tastes burnt and undrinkable many a time.

I see coffee vendors claiming they only use 100% Arabica beans, they are constantly coming up with fresh grinds and they want to be there to share a special moment in my life by brewing the perfect cup of coffee.

My friends also use 100% Arabica beans, freshly grind their coffee and they’re definitely there sharing moments in my life, special or otherwise.

So how is it that in both instances, where it’s all ‘freshly ground’ and all that jazz, that there’s heinous differences in quality?

It’s about the person involved and how they make it (and why).

No doubt, many baristas definitely have a love for coffee and get much joy in making coffee for others. However a love for coffee doesn’t automatically translate into the ability to make great coffee.

Yes, bean quality matters but only so much. I believe companies would be better off training staff to truly make really great coffee and using this as their USP, not the quality of their beans.

I mean, if you look at Starbucks or Gloria Jeans or even McCafe and Michel’s Patisserie, they all go on about their bean quality but never about their awesome baristas who have a clue.

I think if you focused more on the ‘people’ and ‘service’ part of the coffee making process, you can start using a different catchphrase…. “Awesome coffee, made with 100% Arabica beans and 100% awesomeness”.

Appreciate your thoughts.