Archived Posts from this Category
Archived Posts from this Category
How good quality, independent coffeeshops cope with growth and expansion takes multiple forms. Most follow the time-tested “slow crafting” method that many espouse for their coffee brewing: driving sales, opening new business loans, and expanding one location at a time. Other notables have recently thrown on the accelerant of venture capital to burn a bit hotter and faster than most small business owners, giving up a bit more ownership in the process.
Then there’s something of a hybrid in the franchise model, where you license out your name and coffee supplies to independent business owners. San Jose’s Barefoot Coffee Roasters adopted this model to expand its name and brand presence in the South Bay. While Barefoot recently shut down its original Santa Clara mothership, it has opened its own Roll-UP Bar at its roasting headquarters and licensed its name out to locations in Campbell and Los Gatos.
This Campbell location is one of these “licensed independent operators”, opening in Sept. 2011. Located in Campbell’s Onyx Retail Center, it’s a very local café with strong local support. The staff here are friendly and seem to know everybody. This is great for encouraging support of the locals, although having to wait through a conversation on how each family member is doing for each person in line can be a bit of a delay if you’re in a rush.
Outside there are a couple of café tables in front with parasols. Along the hallway there are a few wooden café tables with the occasional laptop zombie, and at the short serving bar there are a couple of stools seated along the service counter. It’s adorned with purple drapes and boldly painted walls with mirrors.
There’s a Hario V60 dripper pour-over bar with three different options for coffee and a white, three-group Nuova Simonelli for espresso. With it they pull shots with a mottled, spotted medium and darker brown crema. It has a very robust aroma, but a relatively thin body.
Flavorwise, The Boss here has a stronger herbaceousness and limited brightness: it seems a bit limited and insufficiently balanced, despite being a good espresso. They serve it in white ACF cups. Their milk-frothing is a bit mottled and sits on top without integrating into the liquid espresso very well.
The standards seem off here from the owned & operated Barefoot locations we’ve known, and it makes us miss their Santa Clara location. And when it comes to quality, this ain’t SF’s Epicenter Cafe either. They do offer things like their orange ginger cubano to get flashy with flavoring. But despite good coffee here, this does seem like the classic risk of when you put the quality of your brand in the hands of someone else.
Read the review of Barefoot Coffee Works in Campbell, CA.
Perhaps the biggest irony is that nobody should ever need a CoffeeCON.
As we posted last year, on the same day as the inaugural CoffeeCON 2012, we were instead attending the Grand Tasting of La Paulée de San Francisco: a $300-per-person consumer Burgundy appreciation event backed by a tremendous amount of wine industry support and name-brand chefs & restaurants. The event was packed.
And because who doesn’t love a good wine analogy, the closest consumer event that coffee has to offer is — well? — free admission to CoffeeCON in bustling, cosmopolitan Warrenville, IL. (Note: this year CoffeeCON introduced a $15 ticket price, so things are starting to get snooty.)
Not to throw the merits of CoffeeCON under the bus, but this very fact is outright shameful — a rather inexcusable embarrassment to the specialty coffee industry. We have legions of adoring coffee lovers who can hold their own waxing poetically alongside the world’s biggest wine snobs. We have many who work in specialty coffee giving plenty of lip service to phrases such as “consumer experience” and “educating the consumer.”
But heaven forbid that anybody employed in the biz open a legitimate dialog with their customers. Instead, coffee consumers have to take the reigns and do it themselves. Completely unlike the wine industry, the specialty coffee industry has been too incompetent, disorganized, and too focused on navel-gazing to hold an event about anything that ultimately isn’t directly about, or for, themselves.
Contrast this with the media coverage for events like the SCAA conference, which essentially operates as a bloated insider trade show. Magazine articles, blog posts, and tweets hype the event as the “center of the universe”, a don’t-you-wish-you-were-here type of thing. But mind you, it’s a universe that deliberately excludes the very customers who keep all the attendees employed. (Side note: CoffeeGeek’s Mark Prince recently showed off the long-defunct SCAA consumer membership on his Twitter feed. Mistake long since corrected.)
You could argue that coffee consumers shouldn’t take the industry’s apparent anti-social attitude so personally. Some people are just naturally too shy for eye contact, right? But meanwhile, some industry blogs promote a self-indulgent, Spring-Break-like image for the SCAA conference: complete with wannabe-frat-house tales of endless parties, binge drinking, and baristas covered in spray cheese. Yeah, party with Tina. How long before the competitive SCAA exhibitions offer up wet T-shirt contests in wet processing tanks? (Oh wait, we’re too late.)
All of us may tediously groan at the aloof and disgruntled barista stereotype, looking down on their customers. But unfortunately that stereotype is rooted in a little too much reality. Worse, it often seems deliberate and not just the result of a lack of social graces. Many customers can be self-entitled, acute hemorrhoids as well. But far too often than should ever happen, consumers feel the need to treat coffee professionals as necessary irritants that must be tolerated instead of allies and fellow coffee lovers. Can’t we all just get along?
Coincidentally, my brother is a long-time resident of Warrenville, IL and a big fan of quality coffee. He’s also a former next-door neighbor of Kevin Sinnott — half of a husband-and-wife professional video production team, a Second City improv school graduate, and a dedicated coffee prosumer who is the impetus (and personal possessive name) behind CoffeeCON. I just happened to time a long-overdue visit with my brother over CoffeeCON weekend, last weekend, and thus had to check it out.
CoffeeCON bills itself as follows:
CoffeeCON is a consumer event featuring tastings of the world’s great coffees roasted by craft roasters and brewed by an assortment of different brewing methods. Our goal is to present every bean, every roast and every method. The second goal of CoffeeCON is to present classes on brewing and roasting methods at all skill levels.
Heavy emphasis here on the consumer part of the event, which is what makes it an oasis in a vast desert. One thing it professes not to be is a trade show. Last year Mike White over at ShotZombies called it The Dubious Anti-Trade Show Trade Show, but I can say first-hand the event is a refreshing contrast from the SCAA conference.
Kevin may have gradually earned a modicum of respect at trade shows like the SCAA, but he lamented over stories where consumers/prosumers are looked upon as time-sucking vermin by some of the industry types: too many questions and not enough five-figure purchase orders.
Kevin also told me the story of once entering the SCAA show floor with a few fellow prosumers a few years back and overhearing whispers of, “Here comes the animals.” Of all the legends about wine snobbery, you just never hear of stories like this when wine consumers interact with the wine industry.
Back to what redeems CoffeeCON. Besides classes on everything from grinding to water to siphon brewing, plus a rear patio demoing various home roasting methods (even including the infamous “HGDB” method, a.k.a. “heat gun/dog bowl“), one of the aspects I much enjoyed about CoffeeCON was the opportunity to sample brewed coffee from many purveyors side-by-side.
The purveyors may have been primarily local, but they included River City Roasters, Dark Matter Coffee, FreshGround, Passion House, Counter Culture Coffee, Metropolis, I Have a Bean, Oren’s Daily Roast, Regular Coffee Company, Halfwit Coffee Roasters, and, well, Lavazza. Last year Starbucks operated a booth to coincide with the launch of their then-new “Blonde” roast. But to the credit of CoffeeCON attendees, word has it that the Starbucks booth was ignored like a leper colony. Starbucks didn’t show their faces at the event this year.
Our favorite coffee at the event had to be Oren’s Sumatra Mandheling — and we’re not normally Indonesian freaks — followed by their Burundi Kayanza Gatare. The best espresso on the day had to go to Counter Culture Coffee’s Finca El Puente Honduras pulled from a La Marzocco GS/3.
As for personalities at the event, George Howell lead an impressive 2-1/2-hour session on coffee from bean-to-cup with several breaks for interactive sensory evaluations along the way. He’s performed this routine many times before, but for lay consumers to soak in that wisdom is something special.
A couple of our favorite lines from his session? “Cupping is the only way to buy coffee, but it’s not the best way to taste coffee.” (Take that, Peter Giuliano!) His recommendation to freeze greens to allow a seasonal crop to last all year long runs counter to much of the conventional, “seasonal-only” wisdom of many coffee roasters. And I also liked his concept of “incredibly loud coffee” — i.e., coffee with flavors so acutely punctuated that they drown out any breadth or subtlety in the bean.
Last but not least, it was great to finally meet Jim Schulman in person. To most people in the coffee industry, where influential prosumers and home roasting are about as familiar as a Justin Bieber set list, Jim is probably only known as that troublemaker who got Extract Mojo inventor, Vince Fedele, worked up to a fine microfoam and threatening to sue him because Jim (somewhat justifiably) dismissed the device’s accuracy at measuring coffee extraction levels. Given that Jim was pioneering PID controller use in home espresso machines on Internet newsgroups over 20 years ago, Jim is a prosumer coffee legend when it comes to coffee science, invention, instrumentation, and measurement.
Would we travel hundreds of miles to attend the world’s biggest consumer coffee event? Definitely not. But we’re glad it exists. The event also manages to appeal to consumers at different levels of expertise and engagement. Kevin deserves a lot of credit for taking a big personal risk to help meet a gaping public need that the coffee industry has done nothing to address. And if we were in town visiting my brother again during the event, we would definitely attend again.
This coffeehouse is highly decorated by the locals. Boston Magazine named it Boston’s Best Coffee Shop 2012. It has even achieved national recognition, including listing among Food & Wine‘s America’s Best Coffee Bars and Travel + Leisure‘s America’s Coolest Coffeehouses. And you can see why: it’s a vibrant spot that serves some really good coffee.
The “main” Pavement — and there’s more than one in Back Bay — is located a couple blocks up Massachusetts Ave. from one of our favorite Boston landmarks, the Mapparium. (OK, it hasn’t hurt that we’re also big fans of the Unwound album, Challenge for a Civilized Society.) There’s patio seating along Boylston St. in front, three window counter seats along the entrance, exposed masonry painted white in back with silver, upholstered booths around many smaller tables.
While labelled a coffeeshop, they do a lot of business in meals (lunches, etc.) — making it more of a café. However, they prominently display their use of Counter Culture Coffee and also sell their beans. They additionally offer a “featured espresso” for $3 — which, when we visited, was Anyetsu from Denver’s Novo. (Thus Pavement did not opt in for Counter Culture Coffee’s exclusivity contracts for service and training.)
Using a three-group La Marzocco GB/5 and the Rustico blend from Counter Culture, they pull shots with a highly textured medium-to-darker-brown crema. For its looks, it has a surprisingly lighter body. But with a nice, balanced flavor of cinnamon, cardamom, and a light sweetness and no real smokiness. The flavor profile is very expressive in the midrange, but rather absent at either end of the flavor spectrum.
All-in-all, they serve a great shot. But for all the local and national praised heaped on this coffeehouse, we’ve found at least one place in the city we liked even better. (More in a future review.) Furthermore, we also found the busy vibe here a bit too busy. The environment can be a study in Brownian motion: a bit frenetic with customers always coming, going, and bumping into each other. It made us just want to grab our shot, drink it, and leave.
The Internet is hardly known as a medium for civil discussion and debate. There are exceptions, of course, but today only the Internet historians will remember when flame wars and childish insults may have briefly raised eyebrows before they became too commonplace to notice anymore. What still raises eyebrows is when there actually is civil discourse online — and especially when it is abruptly shut down and censored.Last week we exhumed the old why-is-restaurant-coffee-so-bad yarn, invoking recent social media gossip about high-end restaurants that either raised the Nespresso white flag or developed serious coffee program, such as Copenhagen’s infamous Noma — the running #1 ranked restaurant in the world. Then earlier this week, a famous coffee blog we enjoy — Dear Coffee, I Love You — posted a review of their recent meal and coffee service at Noma: Coffee at Noma, The World’s Best Restaurant « Dear Coffee, I Love You. | A Coffee Blog for Caffeinated Inspiration..
My reaction to the post split in two opposite directions. First, on the positive side, I always appreciate a good story of where someone is proving that you can make decent coffee at a restaurant. But on the negative side, I couldn’t get over the fact that here was the #1 ranked restaurant in the world that was essentially reinventing flavors and food, and yet the most thoughtful coffee service they could come up with is serving manual pour-over coffee from a Hario V60. Something you could quite readily do at home yourself, no imagination nor creativity required.So I commented on the post, using one of my throwaway Facebook accounts that so many lame Web sites require to comment these days. (As socially loaded as it is these days to say, “I don’t own a TV”, I prefer the more modern variant, “I don’t have a legitimate Facebook account.”) In my comments, I noted how Noma’s rather pedestrian pour-over service was a bit of a let down — given everything else for which the place is known.
Sir Brian W. Jones (posting on Facebook as DCILY) and a certain Devon Nullz (a Facebook-allowed variant of /dev/null) held a brief, but civil, exchange in Facebook comments. But just before I was able to respond to Mr. Jones’ last reply, something very odd happened: all the Facebook-hosted comments on the post disappeared. Not just my and/or his comments, all the Facebook comments on the post.
Yes, the nuclear option.
Fortunately, through the magic of Google caching, I’ve exhumed the discussion here because it is blog-topic-worthy. Bonus for the chance to perhaps continue to discussion … since Dear Coffee, I Love You pretty much abruptly announced last call at 9pm and threw everyone out of the bar.
Now we know we’re talking about how low the bar is set for coffee among all great restaurants. But this is a restaurant that’s making bite-explosions of flavor with fried reindeer moss, fermented crickets, etc. Normal conceptions of food have been turned inside-out, cryogenically transformed, and re-presented as something totally new.
So when the coffee service comes, what do they offer to live up to those heights? What amazing boundaries of the culinary world do they bend to the point of breaking? We get a V60 pour-over that every wannabe third wave coffee shop has been pumping on every street corner in every coffee-aware city in the world for the past several years. Something you can essentially make yourself at home with a scale and a blog post.
Pour-over coffee in a V60 is the culinary equivalent of East-meets-West fusion cuisine from a food truck. If coffee service has to live up to the new frontiers promised by a $260/head dinner, food truck cuisine isn’t how to do that.
Yesterday at 5:23pm
And then it ended. Poof.
To Mr. Jones’ credit, perhaps he quickly realized he was dealing with a complete nut job (on the Internet? Really?!) and thus he didn’t want to continue to the discussion any further. I can’t say that I blame him. But in doing so, a legitimate point has been completely whitewashed and dismissed: we readily give restaurants a pass for their coffee when it doesn’t live up to the standards set by their food. The #1 restaurant in the world serving pour-over V60 coffee might not be as bad as Nespresso, but it is still a culinary cop-out.
And when it comes to pouring wine from bottles, Sir Brian, might I remind you that coffee service isn’t merely the act of pulling a cork. Brewing coffee quite literally is cooking.
And there’s a deliberate reason why Noma’s wine list is curated for rare and special occasion wines — and not just what can be found on the shelves of any Bilka hypermarket in Denmark. Compared to a V60 pour-over, ironically a Clover brewer suddenly seems exotic again by today’s standards. Is it too much to ask to at least syphon brew for something just a little out of the ordinary?
Now we’re not saying that Korean tacos aren’t quite tasty, because they are. But they’re really not that special. (Well, at least here in California.)
Given the more recent comment update history on this post, and this piece today from Sprudge, this topic is worthy of an update. Noma is currently experimenting with espresso service — which they’ve held off doing to date for all the right reasons. Furthermore, their coffee service has had a little time to mature “in the wild.” But one of the good things the aforementioned article surfaces is this talk from last year’s Nordic Barista Cup, recorded about five months after we published this original post.
The title of the presentation, “Milk and Sugar, Please!,” refers to a lesson René and his team have learned about serving highly specialized coffee to restaurant patrons with the highest expectations. They first tried the coffee Nazi route: serving it without cream or sugar and suggesting that it is best without them. Patrons revolted — perhaps out of habit, but perhaps also out of a sense of control in this I-apply-filters-to-someone-else’s-photos-on-Instagram-therefore-I’m-an-artist world we now live in. René discovered that by standing down and placing the cream and sugar at the table for just comfort alone, customers happily consumed their coffee without additives and without resistance.
The presentation opens with René saying that Noma’s head sommelier, Mads Kleppe, is the guy to give the presentation as his dedicated man to coffee — much as Noma has staff dedicated to things like berries, foraging, and moss. (This affirms what we suggested in another post.) And yet René went on for the next 47 minutes unequivocally monopolizing the microphone, spouting out the word “fuck” about every 30 seconds along the way.
The claim is that the coffee is as good as at Tim Wendelboe’s — and arguably the best restaurant coffee you can get in the world. Or at least that’s the aim. To back that claim up, René notes that preparation took eight months, 40 staff, precise bean choices, custom equipment and installation, and a repeated claim to spending tens of thousands of dollars.
Not having actually had the coffee, we can’t comment on its quality. But there’s no reason to think it isn’t great. What we still don’t understand is why some of the best coffee bars in the world do not require eight months, 40 staff, and five flights in from Tim Wendelboe to establish a stellar pour-over brewing service. It makes us wonder: just where is all that time, money, and labor going?
Despite perhaps the supposed uniqueness of new Nordic brewing to light-bodied, lightly roasted pedigree coffees for some less-traveled patrons, it’s still just a V60 pour-over bar. At that, the coffee is not exactly served to personal order: it is brewed in one-liter batches in kettles from a back room public lounge, served in custom-designed 500ml glass containers. For all the creativity and uniqueness that patrons come to expect from Chef Redzepi’s stellar food, the most inventive part of their coffee service should not be the serviceware.
Back in 2005 we wrote about Zagat’s attempt to put together a regional coffee survey based on their famed user review methods. An acquisition by Google and eight years later, that was the last anyone had ever heard of it. Until now.
Zagat has since published their first ever coffee survey. This coincides with their recent hot and heavy lust for improved search engine rankings, with Zagat spewing out a steady stream of coffee-themed blog posts brandishing inane, list-driven, come-on titles such as, “The 10 Most Annoying Coffee Trends” or the wholly derivative/regurgitative “What Your Coffee Drink Says About You.” (Kill me now, please.)
Zagat titled their 2013 study Caffeine Buzz: Hottest Coffee Shops Around the Country, and yet much of its content left us wondering if they’ve been sitting on this data for eight years. For example, just examine the 2013 Zagat reviews for San Francisco.
They list Blue Bottle Coffee among their nine Bay Area selections — but none of the other “usual suspects”. However, they chose to include the ever-underwhelming, Starbucks-slinging Carmel Bakery in the coffee wasteland of Carmel-by-the-Sea. They mention Napa’s traditional but surprisingly good Model Bakery — but ignoring that a Ritual Coffee is around the corner and making no mention of how Model Bakery is one of the few places in the entire Bay Area to offer Caffé Vita coffee. (And for those of you in L.A., good luck finding Handsome Coffee or Portola Coffee Lab, let alone the countless barista award winners from Intelligentsia.)
Unfortunately, despite the SF Gate‘s notion that Zagat has finally caught on to the coffee zeitgeist, we see no evidence that Zagat has given coffee any more serious thought than they did back in 2005. The Zagat survey’s baked-goods-leaning, ambiance-heavy, and coffee-oblivious reviews of the few places that do make their short list only prove that.
The new Google-owned Zagat seems to believe that its future lies in a daily stream of bubblegum blog posts about local coffee. But since Zagat loyalists expect some sort of review guide to anchor things, Zagat exhumed their 8-year-old research and quickly threw it up on the Web.
We’ve written about coffee in India before, but this Sunday’s piece in The Seattle Times is one of the best-researched, most thought-out pieces we’ve seen on the subject in the mainstream Western media: As India gains strength, so does its coffee | Special reports pages | The Seattle Times. At least on the growing side of things. (Coffee consumption in India is another story that’s poorly reported globally. The Seattle Times‘ Part 1 was dubious and a bit patronizing.)The article notes the long history of coffee growing and coffee consumption in India, dating back to the 1600s. This while most of the Western media has treated the news of Starbucks‘ recent entry into India as if the American fast food chain was on a mission to liberate the uncouth India masses from their coffee ignorance. (This is a little like introducing potatoes to Peruvians.)
The article also does a great service by introducing Sunalini Menon, who was formerly the head of quality at the Coffee Board of India and is credited with much of Indian coffee’s quality gains. Of particular interest is the controversy Ms. Menon raises by suggesting that robusta, when handled properly, should be eligible at Cup of Excellence competitions.
Over the past several years, far and away some of the best robusta we’ve ever tasted has come out of India. In India, robusta can be handled like the most precious of arabica beans, and we often love what a measured dose of it does to round out an espresso blend. (Insert the *gag* *spew* *hack* of professional tastemakers here.)
LaCoppa has had a strange history for such a relatively “young” espresso roaster and café chain. Owner/founder Arnold V. Spinelli is the one constant — as he developed this endeavor after selling off his 14-store Spinelli Coffee chain (founded in 1986 San Francisco) to Tully’s Coffee back in 1998. (Curiously enough, Tully’s Coffee has since run aground from a chronic lack of cash flow and recently turned to Grey’s Anatomy hearththrob Patrick Dempsey to either save or sink them faster.)
Arnold had a period where he collaborated with Sal Bonavita and where the combined enterprise shared Sal’s last name. But today it’s all Mr. Spinelli, and LaCoppa Coffee sits proudly on Mill Valley’s main Lytton Square off on a corner — roasting their own but also serving retail coffee drinks.
They sport outdoor bench and French café chair seating along the Throckmorton Ave. sidewalk for maximum people-watching. There’s also covered outdoor seating overlooking Lytton Square along Miller Ave. Inside it’s a small space with mostly bench seating and a couple of tiny, zinc-topped café tables. There’s a dessert counter and bean sales for their many blends (they use their Espresso Speciale for their espresso drinks). They also offer a true Melitta bar service, reminiscient of a time a decade ago when the few pour-over bars in the Bay Area were decidedly German and not Japanese — as current trends dictate.
Their four-group Pasquini machine at the entrance shows its age, and the staff show their unawareness by leaving the portafilters cooling outside of the machine’s group heads. (Doh!) Espresso shots are served as gargantuan doubles by default: with a thin, paltry layer of crema on a huge surface of a wide-mouthed, classic brown ACF cup. It tastes of tobacco smoke and some of that old-style dark SF-style roasting (i.e., Spinelli) with a touch of ash. The milk-frothing is generally decent, even microfoam. In any case, it’s not your best coffee shop but it’s a likeable one — even if it’s a complete throwback to espresso in 1980s San Francisco.
Read the review of LaCoppa Coffee in Mill Valley.
The specialty coffee industry has a strangely ambivalent, love/hate relationship with the mainstream. On the one hand, it thrives on an independent spirit rooted in independent businesses, an artisinal “craftsman” approach, an often bristling indifference to its customers, and it eschews much of anything that smells like the status quo (the stereotypes about things like sleeve tattoos and body piercings are hardly an anomaly).
And yet specialty coffee is also desperate for public approval, acceptance and validation, with many in the industry applauding virtually any public mention of decent coffee in the general media, coveting a rightful place in the pantheon of food television’s popular glow, and even going so far as to be willingly (and eagerly) exploited by TED. (And don’t get us started on the resulting Coffee Common star chamber charade.) This makes specialty coffee a bit like the high school social misfit that both publicly heaps scorn on the school’s popular cliques while secretly wishing to be a part of them.For the purposes of this post, we focus on the latter part: public visibility and legitimacy. And although the public mainstream today has had more than a few regular media exposures to the world of specialty coffee, the most effective and compelling by far has been Todd Carmichael’s recent Travel Channel TV program, Dangerous Grounds.
Among some in the industry, this may seem heretical — if not unjustified. Highly respected, legendary professionals in the field such as Tom Owen (of home roasting Sweet Maria’s fame) have even created video parodies the show’s very concept — i.e., travel to coffee’s origins as a sort of danger sport — over a year ago and well before the show was even created. Others still see polar explorer and SCAA outsider Todd Carmichael, and his La Colombe Torrefaction coffee operations, as decidedly “pre-Third Wave” — akin to a shorthand for “don’t trust your coffee to anyone over 30″. (Five years ago Nick Cho, portafilter.net host and then of D.C. Murky Coffee fame, once publicly announced terminating his readership here for, among other things, a favorable post we made on La Colombe.)
However, over the years, specialty coffee has repeatedly proven itself incapable of speaking to layman consumers without trying to strong-arm them into first becoming like-minded professionals. This is a fundamental reason why Dangerous Grounds works: it hasn’t forgotten that good storytelling, even if embellished a bit, is at the heart of any legitimate mainstream media success.
Contrast an hour-long episode of Todd’s travels, trials, and tribulations with what the specialty coffee industry would otherwise celebrate as great video: sensory, stylized video montages/wannabe-TV-commercials that seem entirely designed to appeal to fellow coffee professionals. To the layman, these videos are unoriginal exercises in coffee navel-gazing — as utterly monotonous as the ubiquitous “hand-on-mouse” shots that dominated every 1990s TV show about the World Wide Web. You know it works when people who aren’t into coffee find the program entertaining, because the inconvenient truth is that video about coffee, like video about wine, is inherently boring.
Which isn’t to say that video is the only way to bring the message of specialty coffee to the masses. Regular New York Times columnist Oliver Strand achieved a kind of patron saint status among the specialty coffee industry because a) his words were distributed in the nation’s preeminent newspaper, and b) he spoke cohesively about subjects the industry is frequently too tongue-tied to speak for itself. A rare case of a layman who reports on the specialty coffee world, industry blogs, coffee Web sites, and tweets alike eulogized the recent news of the demise of “Ristretto”, his occasional coffee column in the New York Times.
A bit more of an industry insider, Erin Meister has worked in customer support for Counter Culture Coffee and has developed some of her own barista chops. She has posted coffee articles in a variety of publications, but she’s received most of her attention and accolades for her regular column at the Serious Eats Web site.
The first problem is in the Web site’s name: Eats. How can we take Serious Eats seriously about coffee when its very name excludes the subject matter? That’s like reading Men’s Health for tips on menopause. (Are you listening, Good Food Awards?)
But far more troubling is an editorial slant that seems focused on evergreen content designed for SEO rankings, with insipid article titles like “Our 5 Favorite TV Coffee Shops“, “5 Coffee Tattoos We Love“, and “5 Reasons to Hate Starbucks“. Although we’re sure Ms. Meister has no say in the copy-editing matter, it follows the old ladies’ home journal formula of the words “secrets” and “perfect” plus a numeral combined with warmed-over content that’s been posted on the Web 120,000 times prior. There’s also something creepy about reading articles written more for computerized Web crawlers than for actual humans.
Curiously enough, all three personalities have had to confront the specialty coffee industry’s excesses of preciousness in recent times: Meister with barista attitudes (one of her best pieces of the past year), Strand berating industry pros for not even providing basic contact information in a speech at this year’s Nordic Barista Cup, and Carmichael’s rants against hipster coffee. That gives us strange comfort in knowing we’re not alone in trying to escape the dysfunction.
The original Caffè Pascucci in India was something of an anomaly: it was a truly cosmopolitan location in the thick of Bangalore that also served things like pasta and wine. (Something even the San Francisco edition does not do.) Unfortunately, it didn’t last very long. But for whatever reasons, it quickly spawned three other Caffè Pascucci locations in other Bangalore neighborhoods: Indiranagar, Jayanagar, and J P Nagar.
Located on a tree-lined, semi-residential street in Bangalore’s upscale Indiranagar neighborhood, this location doesn’t carry wine nor coffee merchandising (nor half the desserts on their menus). But they do have a lot of the other trappings of an international espresso bar. They sport an outdoor patio in front with café tables and chairs — just down from a sugar cane juice vendor who frequents the cricket grounds nearby.
Inside they pump up the Western pop music amidst the classic black-and-red Pascucci motif: red and white leather chairs and loveseats, small café tables, and free WiFi. They also serve sandwiches and pastas.
Using a two-group Pascucci-branded Fiorenzato in the back, they pull shots in a Pascucci-branded glass cup with a healthy-looking medium-brown crema and a couple of lighter heat spots. It tastes a little more bitter than your typical Western espresso in India, but the body is solid. With a flavor of tobacco smoke and some cloves. At least when it comes to the coffee, it is a significant improvement over their original MG Road location. For a mere Rs 55 (about $1).
Read the review of Caffè Pascucci in Indiranagar, Bangalore, India.
Despite the article’s cringe-laden writing, it was nice to see coffee legend George Howell getting a write-up in this month’s Boston Magazine: Back to the Grind: George Howell CoffeeBoston Articles.
If you don’t know who George Howell is, you may as well be drinking Maxwell House out of a dirty gym sock. His coffee legacy goes as far back as the 1970s where — in contrast to the industry drive for cheaper, more plentiful coffee at the time — George was a pioneer in selecting higher quality bean stocks and roasting them at different levels to bring out their finer qualities. He has old ties to Alfred Peet, of Peet’s Coffee & Tea fame, and the early days of Starbucks and CEO Howard Schultz — who ultimately watered down much of everything he stood for.
That said, Mr. Howell is no stranger to controversy either. It’s ironic that Mr. Howell rightly dismisses the overly precious treatment coffee has been given lately — including the frivolous nature of latte art competitions (something we dearly agree with). Because he is also credited with inventing the beverage that essentially gave birth to the coffee-flavored milkshake: the Frappuccino. (Btw, the name frappuccino is derived from frappé, which most people forget is actually a Greek word. After all, the Greeks really did invent everything — including the art of saying you invented everything.)
All of which is made much more difficult to appreciate given the article’s hackneyed and superficial writing. It’s a bit of a predictable paint-by-numbers magazine bio piece, right down to an opening description of Mr. Howell’s attire on the day — which, btw, included the incredibly relevant “button-down shirt the color of orange sherbet”. The article insufferably regurgitates the retold version of this “third wave” business as perpetrated by the many terrorist cells of Third Wave hijackers. It also so wrongly fashions coffee cupping into some elevated consumer ritual for appreciating coffee — as if it were a realistic analogue to wine tasting.
And in comparing the basic ratio math of the ExtractMoJo to “the precision of a nuclear physicist”, it smacks of that scientifically ignorant “Golly gee whiz, Wilbur, you must need a PhD in chemical engineering to operate that vacuum pot!” cluelessness. It’s more of that dumbing down of honest science and math in America that’s usually reserved for Hollywood movies. (Note: I often have the urge to bitch slap “A Beautiful Mind” director, Ron “Opie” Howard, for introducing the infamous “String Theory” movie trope of representing math or complexity through pegboards interconnected by string and thumbtacks.)
But don’t let all that stop you from reading it. Just keep an airsickness bag at the ready to get through it.