The Use of Language in the Cafe Space

Alexander Chapman
Jul 23, 2017 · 4 min read

The way I see it is that cafe spaces worldwide are at the apex of the specialty coffee industry, we are the final front, face and advocate for the entire industry before us. As a cafe we step into a world of business, philosophies, drives, energies, endeavours and customer service. We peak into the window of what it must be like to be on the other side of the counter, I yearn for the glimpse at the other side for it is on that side that the cafe experience takes place. We can slice the bread, season the machine and unlock the gates but for as long as you are on our side of the counter you never truly grasp the experience of whats on the other side of the counter.

As a coffee, hospitality and service minded professional of ten years I have but only recently formulated the idea that we don’t truly handle the customer experience effectively from their point of view. We have in simple terms four stages before us, those being growing / processing, buying / distributing, roasting and brewing / communication and it’s this communication stage that is the weak link in the specialty coffee industry. Concisely allow me to lay out one clear point in which cafes worldwide on average get it all wrong.

Specialty coffee cafes spend far too much energy focused inwards on the previous four stages and little energy outward on the customer experience, causing a misalignment between what happens in those previous stages and what the customer is to expect from a cafe and it’s product. Coffee.

There is an over complication of information provided to the final customer and an under appreciation that not all coffee is speciality coffee and not all customers are accustomed to the customs, efforts and values of the previous four stages.

Example One:

“Can I please have a filter coffee?” asks the polite and patient customer, “Of course, Would you like the Honey Processed, Colombian, Grown at 1800 MASL, Biodynamic, Catuai from Koppi or the Natural Brazil FAF from Stockholm Roast imported by Falcon of course?” Unnecessarily elaborated the barista.

What the f**k is a customer to do with that? How does this inhabit the space of an enjoyable experience for them? What does the previous four stages bring to the table that enlivens the drinkers experience?

What we should be doing as baristas, cafes and communicators is touching on the customers sensory appeals. Allow us to talk about the flavours, feel and experience of the cup first before we indulge in nerdy coffee lingo, that can always come later if needed. In this stage of specialty coffee it should be expected that the previous four stage are covered thoroughly by a high calibre cafe and not spoken about unless they are asked. Here is how the conversation should take place.

“Can I please have a filter coffee?” asks the polite and patient customer, “Of course, we have a collection of great options today and with all our coffees we expect some different flavours and characteristics. Would you like something like chocolate, milk and nuts or perhaps more fruity say like peaches and plums?” responds the caring barista.

Language use in the cafe world is over indulgent and overcomplicated. We can and must simplify the communication and see a change in attitudes from the average coffee customer.

Example Two:

“Sorry, This coffee is weak, a little sour and taste more like tea than coffee can you put an espresso shot in it or?…” ask the customer.

Here is a great example of where the cafe / barista has probably done a poor job at managing the customers expectations and experience. This experience the above customer had is not necessarily a bad one but it is a misalignment of expectations, many baristas would have the attitude of “this customer clearly knows nothing about coffee or what we do here” but that is poor attitude to take because they probably don’t and they probably don’t care about it as much as you.

Here’s how it could take place.

“Sorry, This coffee is weak, a little sour and taste more like tea than coffee can you put an espresso shot in it or?…” ask the customer.

“I’m sorry you feel like that and let me assure you as coffee roasters it most definitely isn’t tea. We are trying to roast our coffee here at “X” in the most respectful way to the growers of these beans and much like wine we are allowing the beans to taste like the regions they were grown. We roast lighter to allow the fruit and acidic flavours to really “pop”, we brew precisely to keep the coffee fresh and we charge more so the farmers have a higher standard of living. Call it tasty social entrepreneurialism.” Responds the barista wittily. “I do have a Brazilian coffee here which should taste more chocolatey, milky smooth and nutty. Let me brew one for you and see what you think”

Trends, Fads and Start Ups aside the specialty coffee industry has been moving in an amazing direction and while I write not from the perspective of a barista champion or top cafe position I have still discerned the conundrums that behest us. The direction is a sight to be blessed and specialty coffee should be proud of what is has achieved business wise, communication wise and farmer / consumer connection wise we collectively need to do more at the final stage to take third wave into the homes, hearts and minds of our beloved drinkers.

Alexander Chapman

Currently at Snickarbacken 7, Stockholm.

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