Every day the coffee trainers at Stockton Graham & Co. are working with our wholesale and distributor customers. They are training for common goals, which means providing the knowledge and expertise required to deliver an outstanding coffee experience with every cup.
And that means that our coffee trainers are very busy people. They are the team our wholesale and distributor customers count on to teach café managers, baristas and employees the essentials of coffee and espresso.
While converting coffee enthusiasts to budding coffee professionals in six hours flat is rewarding, it’s also a very big task. Interest from large multi-unit foodservice organizations now means they’re taking our Coffee College 101 course on the road too.
Between reviewing the anatomy of coffee fruit (skin, pulp, parchment, seed) and practicing proper milk steaming (and why a latte is different from a cappuccino) – we seldom have time to talk about WHY coffee training is important anyway.
But it is very important. Here’s why.
Quality & Service
Primary to any coffee business is the reality that there are literally millions of places that serve coffee, and every day consumers make a choice. Do they have time in the morning to park the car and walk into a coffee shop for a latte? Are they driving through for a 32oz cup of brew? Did they put a pod in their home brewer, or did they take the time to grind their own beans for a French Press?
With so many choices, the coffee business that provides the best quality product and service is sure to win. In a recent survey of out-of-house coffee drinkers, the most important consideration when choosing a place to buy their coffee beverages was consistent service or quality (86%).
But what does that mean?
When we asked coffee shop patrons to break it down for us, a few words kept coming to the top: “knowledge,” “friendliness,” “confidence,” “competency” and “consistency.”
When it comes right down to it, consumers will bypass places that sell inexpensive or speedy coffee in favor of the comfort of knowing that their favorite coffee beverage will be prepared properly and served with a smile.
In short, what’s best for the consumer is best for the business. The most successful coffee businesses know that training is the key to achieving these common goals.
Training for Common Goals
Whatever level of service your business provides — from wholesale distribution to serving prepared beverages — Stockton Graham & Co. believes all coffee professionals should be aware of these fundamentals:
- The path of coffee from seed to cup
- Taste characteristics of different coffee and roast levels
- The seven essentials of coffee brewing
- How to pull an espresso shot and steam milk
- Basic food safety, cleaning and maintenance
With the guidance of a professional coffee trainer, these five essential coffee topics are best introduced and explored in a hands-on lab setting. In this type of setting, conventional book training is reinforced by hands-on practice in basic coffee and espresso skills. The biggest benefit of this dual-approach is the opportunity for repeated practice with expert guidance. It doesn’t matter how much natural talent a participant has, they can still improve in a skill by practicing.
The common goal, of course, is that every training participant is “on the same page” when they return to the business, confident in their understanding of the skills learned in training. This knowledge and confidence will translate into the friendliness, consistency and service quality that will drive repeat business and long-term coffee profits.
Training for common goals is important. To explore coffee training options for your business, please call our Authorized Specialty Coffee Association Trainer, Brady Butler, at 800 835 5943 or email us at firstname.lastname@example.org.