I was going back over things I have written over the past 6 years as a “blogger” on our old blog A Thought Over Coffee.  I came across this post about last impressions.  I think I wrote this a year or so ago but in light of coffee culture here in Oklahoma City, it still seems rather relevant. Here it is…

Most of the time I just shrug it off but lately it has been getting to me. Picture this:

We call and get reservations weeks before we go. We plan out our every move in anticipation for the night - well dressed excitement really. The night finally rolls in and we head out. We arrive just in time dressed in our best and walk to the stand. Yes, we are here - table for two.

The wine is fantastic, the service educated and intelligently pleasing and the food is speachlessly remarkable. Everything we had hoped for really. We are in the clouds as we view the fresh handmade art they call dessert. Wow. The dessert comes along with our choice of coffee - black coffee, a cappuccino maybe. Ah, a cappuccino to accompany this triple chocolate delight.

First bite and you just want to float away. It is great! Then, you look at your cappuccino……

It’s over. It is the same feeling as when you get water poured on your head as you awake from the best sleep imaginable. It is the alarm clock buzzing in your ear.

How could a place this great serve something so bad? A place that has spent thousands on wine and the best ingredients they can find. A place that has spent hours training their kitchen staff and servers. A place on the corner of the hip area of town. Coffee gets forgotten!

The major problem with this? It has nothing to do with a coffee snob expecting more than they should. It has to do with the final impression. Think about it, you could easily spend $500.00 or more on a great meal with top shelf wine and dessert and to finish it off with something that tastes like the back water in your dishwasher?

The way I see it is this. Spend a few bucks to train staff! It is that easy. While many people would never dream of putting a dish on the menu that is this second rate, they have the guts to offer coffee they don’t put two seconds into caring about.

I think this is changing as cafes and restaurants begin to realize that the effort to impress is all for nothing if the last thing I do when I am there is send back a coffee drink. That is on my mind!

All this said - I think times are changing. As customers begin to understand what quality is in coffee they are demanding it. If they are not yet, they will. While we will not accept a steak not cooked to our liking, we are only beginning to return cappuccinos when not up to par. I would challenge everyone to create a coffee program that is as good as the best thing on the menu. Keep in mind that, just like in sports, you are only as good as your weakest link and if the coffee is bad, you have probably just left a sour taste in the mouth you worked so hard to please….

While I do still think training is a huge thing, I have also come to realize that many chefs and managers do not want to train their staff on coffee. I see their point.  It is something that takes as much attention as the meal that is being delivered to each table.  That is time and money that many may not want to deal with. While I still don’t understand why you would even offer a product and not train the people who will be serving it to do it correctly, here is a solution that any restaurant can make happen:

Offer French Press Table Service!

I have talked with so many restaurant folks about this and they always give me the same response:  We don’t have room in the kitchen, people don’t care about good coffee and it is to expensive.

French press service is the answer to all of that!  All you need room for is a few press pots, a grinder and a hot water tower.  You can pick up hot water towers for $500.00 or so and press pots are $40 bucks or something!  That’s it!  As for the coffee, hook up with a local roaster and have them deliver the product as you need it.  That way, you can offer super fresh coffee and not have so much to store.  You only have to order 2 or so pounds at a time to keep things simple.

Most of these types of wholesale accounts will also come with the proper training you and your staff need to do it right.

So, if you are in Oklahoma City, my suggestion is to talk with Chris at Elemental Coffee Roasters and get set up.  If you are not in OKC, I’d be happy to help you find someone local.

People do care about proper coffee.  Don’t leave bitter taste in people’s mouths!