Today’s L.A. Weekly featured an interesting bio-piece on father and son L.A. espresso pioneers, Ambrose and Guy Pasquini: Q & A with Ambrose and Guy Pasquini: L.A.’s Single Espresso Origin – Los Angeles Restaurants and Dining – Squid Ink. You might recognize the Pasquini name for some of their excellent home espresso machines. But the Pasquini family is credited with first introducing espresso to the L.A. area.
- Their initial business was first frequented by espresso-starved Hungarians.
- In the early days, they even got some of their espresso from SF’s Caffé Trieste.
- From the beginning, only about 3% of their customers ordered espresso. The bulk was cappuccino and caffe latte.
- Starbucks coming on the scene helped popularize their business. Well, it was good for business, but “it wasn’t good for quality.”
La Marzocco did a wonderful job convincing people that only certain machines can make a good coffee. … They did a wonderful job convincing the [specialty] barista that that is the state of the art.
It’s a bit of a back-handed compliment — less to their equipment-building prowess, and more to La Marzocco’s marketing ability to build anxieties and insecurities within specialty baristas.
Which explains a little of the ambivalence we feel when we witness the likes of a Sightglass fawning over the latest coffee toy fads on the market. It’s one thing to be enamored with trendy equipment. But it’s another to rely on it as a cover up for a lack of sweat and hard-work that goes into optimizing with the equipment you’ve got.
1 Comment »