If a coffee business owner wants to cater to a wide range of consumers, serving a variety of cold coffee drinks is essential. As part of this, there has been an increasing focus on preparing cold brew with higher-quality coffee, as well as using single origin coffees to create new sensory experiences.

However, alongside this, coffee shops still need to make sure that their cold brew offerings are profitable. So what are some of the ways they can do this? 

To find out, I spoke to two industry professionals. Read on to find out what they had to say.

You may also like our article on how coffee shops can use coffee concentrate.

Why is cold brew so popular?

In recent years, cold brew has become a staple on many coffee shop menus around the world. Following a period of explosive growth, it also doesn’t appear to be slowing down any time soon.

Research from QSR Magazine found that between April 2021 and April 2022, orders of cold brew at quick-service restaurants alone increased by 27% in the US. Alongside this, research continues to suggest that more people are starting to drink cold brew at any time of the day.

Danny Pang is the Asia-Pacific Sales and Technical Manager at Marco Beverage Systems. He has almost twenty years’ experience in the coffee industry, and as well as being a Q grader, has judged two national competitions.

He tells me that the rapid growth of the cold brew market started more than five years ago.

“The rise in consumption of cold coffee without the addition of milk or sugar came about from growing interest in single origin coffees,” he says. “With these coffees, it is easier to pick out more nuanced flavours, which younger consumers in particular enjoy.”

Popularity among certain demographics

It’s fair to say that cold brew is especially popular among younger generations – including millennials and Gen Z. In fact, in 2018, Gen Z’s most frequently purchased drinks were cold brew and ready-to-drink (RTD) coffee products.

Dale Harris is the COO UK of Ozone Coffee Roasters. He is also the 2017 World Barista Champion.

“Cold brew is accessible to a much wider range of demographics,” he tells me. “This is especially true for newer and younger coffee drinkers who are looking for more than a vanilla latte, which may not quite cut it as an exciting entry point to specialty coffee anymore.

“Cold brew is one of the fastest-growing coffee segments,” he adds. “In warmer months, it’s a core product in many coffee shops, which can help to offset the decline in sales of hot coffee purchases – although I think cold brew should be served all year-round.”

How do coffee shops make cold brew? 

There are a number of ways that coffee businesses can prepare cold brew – with each method having its own unique impact on the overall sensory experience.

Different brewing methods

Traditionally, to make cold brew, ground coffee is added to water, and then steeped at room temperature or below from anywhere between eight and 24 hours. This is known as immersion brewing, which results in a fuller-bodied cold brew with more sweetness, as well as minimal acidity and bitterness.

This brewing method can also be used to create a coffee concentrate – which can be a versatile ingredient in many beverages, including cold brew. 

Other brewing techniques include flash brew and Kyoto ice drip (also known as ice drip brewing). Although these brew methods don’t result in traditional-style cold brew, they both produce cold coffee beverages which are somewhat similar to it.

While the former involves brewing hot coffee over ice for several minutes, the former is when cold water is dripped over ground coffee for hours at a time.

Although there is a significant difference in brew time between the two methods, both flash brew and Kyoto ice drip result in cleaner-tasting cold coffee with more acidity and fruity flavours.

What about cold brew equipment?

Alongside different brewing methods, coffee shops can use a range of equipment to prepare cold brew.

No matter their preferred cold brew setups, it’s essential that coffee shops have a high-quality grinder and sufficient storage space.

Dale explains that for more simple immersion brewing methods, coffee shops can purchase large containers to store cold brew while it steeps.

“If you’re looking to prepare and serve larger quantities of cold brew, bear in mind that the extensive brewing times, as well as the space that the equipment takes up, will have a big impact – especially on smaller coffee shops,” he says. “There are also some health and safety measures to consider, too.”

To combat these issues, Danny tells me Marco developed its new ColdBRU system, which can prepare cold brew in three hours. 

“The traditional immersion brewing method can be messy and laborious,” he says. “Furthermore, the longer that cold brew remains in ambient temperatures, the more oxidisation will occur, which causes its flavours and aromas to deteriorate.”

Danny explains that Marco’s ColdBRU system relies on percolation brewing rather than immersion. This means that water passes through the ground coffee, rather than fully immersing the grounds.

“The user needs to grind the coffee to a specific grind size, place the grounds in the optimised brew basket, and set the brew time and the total volume of water needed to achieve the desired concentration,” he says.

Calculating the costs of serving cold brew

For coffee businesses to better understand the costs of making cold brew, Danny recommends splitting them into three separate categories: equipment, labour, and the coffee itself. 

Equipment

Firstly, Danny uses the example of investing in equipment to serve espresso-based drinks compared to cold brew.

“In order to serve espresso, as well as espresso-based drinks such as long blacks or flat whites, the cost of equipment can add up quickly,” he says. 

Espresso machines and grinders for espresso are both essential pieces of equipment for any coffee shop. However, they often cost thousands – requiring substantial upfront investment. The price of equipment to prepare between 100 and 200 orders of cold brew per day, meanwhile, is significantly lower. 

Moreover, Danny mentions that because cold brew equipment is less complex and intricate than espresso machines, maintenance and cleaning are more straightforward and cost effective.

Labour

Danny tells me that labour costs are often lower for cold brew than they are for espresso.

“In more economically developed countries, barista wages can take up a significant amount of a business’ costs,” he tells me. “[Paying baristas a competitive wage] is necessary to ensure beverage consistency and quality.”

However, when it comes to cold brew, labour costs are usually much lower. Danny explains that this is because the overall brewing process is much less “hands on” than when preparing espresso – which requires baristas to constantly pull shots and steam milk. 

Furthermore, he explains that with automated cold brew systems like Marco ColdBRU, baristas can free up more of their time to focus on a number of other tasks. These include: 

• Customer service
• Stock management
• Training
• Beverage and menu development

Coffee

As with any coffee beverage, the cost of a single drink substantially depends on the amount of coffee used. For instance, Danny explains how the cost per cup can vary when preparing filter coffee.

“The number of filter coffees that you can extract from 1kg of roasted coffee can vary based on the coffee to water ratio that the business uses,” he says. “This ratio can range from 1:10 to 1:17, depending on local consumers’ flavour and mouthfeel preferences.”

Dale mentions that equipment efficiency is also an important consideration – including for cold brew.

“Many inefficient cold brew systems end up using a lot more coffee than standard filter brewing setups,” he explains. “This is because the lower brewing temperature requires a higher level of extraction to balance flavours more.”

However, he adds that automated cold brew systems allow the user to manage variables more efficiently – including controlling yields, brew ratios, and extraction levels. In turn, this can help to bring costs down.

How can coffee shops make cold brew more profitable?

If a coffee business wants to remain successful, it’s imperative that their operations are profitable. As part of this, coffee shops should focus on ensuring that beverage categories are individually profitable – including cold brew.

First and foremost, coffee shops should always be able to serve freshly prepared cold brew at all times. This is especially important during warmer months when demand will naturally increase, so it’s essential that a coffee business keeps a steady supply of cold brew at hand.

However, when preparing cold brew traditionally, the prolonged extraction time and storage space requirements can quickly eat into profits if not managed effectively. 

At the same time, coffee business owners need to have a solid understanding of how much cold brew they sell on an average day – otherwise waste will become a significant concern.

Danny explains that the Marco ColdBRU system allows users to prepare custom-sized batches of cold brew, which helps to minimise waste.

“Coffee shops which sell lower volumes of cold brew can prepare it in smaller quantities, which also helps to keep it fresh,” he says. “Eventually, if demand increases, the business can invest in another ColdBRU system to increase their cold brew supply, as they are more affordable than other pieces of coffee equipment.”

Danny also adds that the ColdBRU averages 19% extraction levels and 4% total dissolved solids (TDS). Ultimately, these higher yields mean that coffee shops are able to get the most of their cold brew setup by wasting less coffee, and thereby increasing profit margins.

Furthermore, he explains that Marco’s ColdBRU system doesn’t require filters, which further reduces waste and minimises costs.

Quick and easy beverage dispensing

To improve the efficiency of serving cold brew even further, Dale explains that the Marco ColdBRU can be paired with a beverage dispensing system, like the Marco POUR’D which can serve up to three different kinds of drinks from one font.

“Service can be even more seamless,” he says. “What’s more, we can also serve plant milk-based, flavoured, and other types of drinks from a single font.”

Ultimately, this can help coffee shops to diversify their menu and keep a closer eye on profit margins.

It’s clear that cold brew won’t get less popular any time soon, and coffee shops are likely to keep it on their menus for the years ahead.

However easy it might be to sell, coffee shop owners should still pay attention to how profitable their cold brew setup is. By investing in efficient cold brew equipment, coffee shops can still serve high-quality beverages while keeping costs down.

Enjoyed this? Then read our article on how automation is shaping the coffee industry.

Photo credits: Marco Beverage Systems, Taller Stories

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However, scaling a coffee brand on an international level obviously comes with a unique set of challenges. Ultimately, however, when executed properly, it can help brands to diversify and understand how successful their value proposition might be in a different market.

To learn more, I spoke with the founder of Bonanza Coffee, Kiduk Reus, and Managing Director at Coffee Island, Alexandros Zapaniotis. Read on to find out what they had to say.

You may also like our article on opening & managing multiple coffee shops effectively.

Entering new markets as a specialty coffee brand

Customer-facing specialty coffee businesses are generally differentiated from more “commercial” brands by their focus on quality. 

This arguably makes entering markets a more difficult proposition, as the first challenge is making sure you enter the right market at the right time. Furthermore, it can be tricky for specialty coffee brands to adhere to higher quality control standards as they open more locations.

Alexandros tells me that in 1999, Coffee Island operated one store in Patras, Greece.

“At that time, we only served roasted coffee,” he says. “However, in 2009, we started serving espresso-based beverages as well.”

Alexandros says that the company rebranded in 2013 and then entered its first international market in 2016 when it opened a coffee shop in the UK.

Kiduk, meanwhile, tells me that Bonanza Coffee opened in the mid-to-late 2000s in Berlin, Germany.

“We weren’t just a traditional coffee shop,” he says. “We were weighing doses for espresso and filter and pouring latte art, which many coffee shops in Europe weren’t doing at that time.”

In the years that followed, the specialty coffee market has continued to grow around the world. First popular in Nordic countries in the early 2000s, as well as Australia, New Zealand, and some countries in Southeast Asia, specialty coffee culture then started to grow in the US throughout the decade. 

Throughout the 2000s and 2010s, more and more specialty coffee shops started to open in the UK and mainland Europe – as well as in some producing countries like Brazil – before proliferating across the globe.

One of the biggest driving forces behind the global growth of specialty coffee is a rising consumer demand for more sustainable, high-quality coffee. Now more than ever, consumers want to know more information about their coffee – including origin, processing method, and roast profile.

Considering the location

As with any coffee shop or roastery, the first step when expanding overseas is choosing a new location.

Coffee Island opened its first international location in Cyprus in 2009. Alexandros explains the company chose Cyprus because of its proximity and cultural similarities. This, he says, was a key first step in establishing a presence abroad; he adds that there are now more than 50 Coffee Island locations in Cyprus alone.

Alexandros tells me that the company currently also operates coffee shops and roasters in the United Arab Emirates (UAE), Romania, Switzerland, Canada, and Egypt, with plans to expand in other international markets.

He explains that opening locations in some countries can help coffee brands understand how to then enter other nearby markets. For instance, he says that opening locations in Switzerland gave Coffee Island more of an insight into neighbouring Italy, France, and Germany.

“We opened a coffee shop in London, UK in 2016 to test out the brand in other markets,” he adds. “The results were successful, and in 2017, we opened another location in Toronto, Canada.

“The Toronto location helped us to understand a different coffee market and move closer to entering the US coffee market,” he adds. “For us, opening a location in Dubai was also a great way to understand the wider Middle Eastern coffee market and increase brand awareness.”

Understanding regional differences

While opening a new location in a different country can certainly help roasters and coffee shops to understand more about that specific market, it’s essential that they carry out market research beforehand.

First and foremost, coffee businesses should ensure their new location will experience a high enough level of foot traffic to remain profitable.

However, arguably one of the biggest challenges is language barriers. For instance, if a UK roaster was looking to open a new location in Germany, it would be important to work with someone who has expertise in the German market as far as business laws and regulations go. Generally speaking, it would be important to have someone on the team who could speak German, too – for everything from general business administration to speaking with customers.

Moreover, a general understanding of cultural differences is vital, as different markets can have widely varying taste preferences. While certain products and services may be successful in one city or country, they may not be as equally popular in others. This can include particular beverages, roast profiles, or even styles of customer service.

Notably, Starbucks saw considerably lower levels of success in the Australian market – largely because the company tried to expand too quickly in a market which generally favours specialty coffee. In 2008, the coffee chain closed 80% of its stores in Australia, with only 23 locations now operating across the country. 

Conversely, specialty coffee is significantly less popular in countries such as France and Italy (especially when compared to other European countries like Norway), as traditional coffee beverages such as café au lait and intense, dark roasted espresso shots are more prominent respectively.

Another important point is the price sensitivity of different markets. For instance, consider Italy; most consumers in the country are unwilling to pay much above the market rate of 1 euro for an espresso, so much so that price increases are actually regulated.

This became a particular issue for specialty coffee roaster Ditta Artigianale, which was fined €1,000 ($1,056) following a customer complaint about prices earlier this year.

“[It’s important that businesses] are aware of how certain markets work to make sure they provide innovative products for consumers,” Alexandros says. “We always follow a similar process when expanding our business so that we can improve our performance.

“However, in retrospect, there are certain business practices that we would avoid implementing in particular markets,” he adds. “We try to apply the best practices from one market to another.”

Even regional weather patterns are an important factor for coffee shops to take into consideration when expanding overseas. For instance, opening a new location in southern Spain or Greece means that temperatures could reach as high as mid-30°C (86°F) for more months in a year. Therefore, offering cold beverages, such as cold brew, for longer periods during the year could be a unique selling point.

Other factors to consider

Although there are obvious benefits to opening new locations in other countries, there are a number of factors that coffee shops and roasters need to consider before making any commitments.

Naturally, business owners will have to deal with legislation and bureaucracy in other countries. This can be considerably challenging, so careful planning and a thorough understanding of a specific country’s legislation are essential.

“Someone approached us who wanted to open a Bonanza location in Moscow, but we had never had any business relationship with them, which made the situation difficult,” he says. 

“They had a particular vision of our business, but after several meetings, they realised opening a franchise would be more challenging than they thought.”

Another factor to consider before entering a new international market is the level of competition that the coffee shop or roaster will have to contend with. 

Ultimately, both Alexandros and Kiduk say that coffee businesses should have a clear vision of their brands so that they can maintain quality, integrity, and values. However, they emphasise that businesses also need to remain flexible by adapting to different cultural and social differences if they want to succeed in other markets.

What about franchising?

Franchising is a popular way of expanding your brand in the coffee industry. This is when a business owner licences its operations, products, and branding to another party in exchange for a licensing fee. This provides a solid base of brand recognition, theoretically making marketing much easier.

Some believe that franchise models may not fully align with the values of specialty coffee businesses, mostly because it can be more difficult to monitor factors such as quality control and customer service. This is largely because it is challenging to maintain consistency across all locations – especially if they are located further away.

However, there are several examples of specialty coffee shops and roasters who have franchised successfully while still maintaining quality standards.

Kiduk says that he was contacted by a customer in Seoul, South Korea who wanted to open a franchise location using Bonanza Coffee’s branding and products.

“Around four or five years ago, someone asked if they could use our brand to sell coffee in a shop in Seoul,” he explains. “After I met them, we agreed that there would be no franchise fee and that they could sell our roasted coffee.

“The reason why is because the person loved Berlin and wanted to replicate the city’s culture in Seoul,” he adds. “We sold them our beans, despite the high shipping costs.”

There are now several coffee shops in South Korea which sell Bonanza Coffee products, which have seen high levels of success.

“Last year, the person managed to find an investor, so they’re now opening a 400 square metre roastery,” Kiduk says. “They will use our name and brand, and we will supply them with all of their roasting equipment.”

Alexandros tells me that Coffee Island also has its own franchise model. The company invests in research and development and training to support potential franchisees, including the Coffee Island Coffee Campus training facility. 

This is particularly important as the initial steps of opening a franchise location can be challenging, especially for franchise owners. Start-up costs and initial investment can be expensive, so support is essential.

In turn, it’s generally easier for coffee shops and roasters to scale more quickly and become more established international brands – also helped by less marketing expenditure and reaching a wider range of consumers.

There is plenty to consider when expanding your coffee shop or roaster brand into a new international market. And while many have done it successfully, there are a number of significant challenges.

Scaling internationally may not be a viable option for some coffee businesses. As such, business owners should carefully consider the associated risks and difficulties before making a decision.

Enjoyed this? Then try our article on changing your business’ strategy after Covid-19.

Image credits: Bonanza Coffee Roasters

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Choosing the right location for your espresso machine not only affects barista workflow and customer interaction; it can also create a new focal point for any coffee shop if positioned properly. This can then serve to complement the aesthetics and design of your café to further elevate your brand.

I spoke to World Coffee in Good Spirits Champion, Dan Fellows, and designer of Slayer espresso machines, Christopher Flechtner, to learn more about espresso machine placement. Read on to find out what they said.

You may also like our article on how the espresso machine influences barista workflow.

Positioning your espresso machine

For many years, coffee shops would place their espresso machines at the back of the bar. The general idea behind this placement was that it avoided creating a barrier between baristas and customers. 

But naturally, this location meant that baristas would often have their backs to customers – arguably creating a barrier in a different way.

To resolve this issue, specialty coffee shops started to position their machines at the front of the bar in recent years. This way, baristas could interact with customers while preparing drinks at the same time – improving both quality of service and workflow.

What’s more, as espresso machine design has evolved significantly over the past several years, they have become somewhat of a centrepiece in many specialty coffee shops. 

Dan Fellows is the UK Brand Ambassador and Sales Promoter for Slayer. He is also the 2018 and 2019 World Coffee in Good Spirits Champion, as well as a UK Barista Champion. 

He believes that making the espresso machine the focal point of your coffee shop has become an essential aspect of café design over the past several years.

“With so many places now serving specialty coffee, it is increasingly difficult to differentiate [your brand from your competitors’],” he says. “Where once there were one or two shops serving specialty coffee within a given area, now there are many more.” 

As the specialty coffee sector becomes increasingly saturated, it’s more important than ever for your brand to stand out.

“Coffee shops are able to elevate their brand even further with a machine that balances beverage quality and user experience,” Dan adds. “Ultimately, this creates a better overall experience for customers.”

The espresso machine as a focal point

Christopher Flechtner is the Lead Designer at Christopher Flechtner Design & Consulting. He is also the designer of Slayer espresso machines.

He tells me there are two main approaches to positioning your machine in a coffee shop: minimisation and elevation. 

“[Minimisation is when you blend the machine into its surroundings by using] simple monochromatic shapes, with little-to-no space between the counter and machine,” he says. “Furthermore, you can even set the machine down into the countertop.”

Elevating the espresso machine, meanwhile, can be more visually appealing, as it positions the machine as the first thing customers will see when they enter your coffee shop. Ultimately, this means that it acts as the first impression of your brand – one of the main features of your café that customers will remember.

“The espresso machine should be the focal point of the coffee shop – the place where people want to gather and strike up a conversation,” Christopher explains. “It should sit proudly, but not [too prominently], as the centrepiece.

“After all, [a coffee shop’s focus is on high-quality coffee], so the main tool for making it should be celebrated,” he adds.

How is espresso machine design evolving?

In recent years, we have seen a focus on espresso machine design, as well as technical specifications. Machine design and style have become more of a priority for coffee shops; as such, more cafés are choosing to highlight their machines within their store layout.

“Gone are the days when an espresso machine only looked like a metal box on the counter,” Dan says.

Instead, espresso machines are now designed to look more sleek, modern, and stylish.

“When Slayer was first introduced to the international market, it showed the coffee industry what a modern espresso machine could look like, not just how well it could perform,” Christopher explains. 

Furthermore, many newer brands, such as Slayer, have more of a focus on build quality and use higher-quality materials. These focuses can also complement the technological evolution of the machines over the past decade.

“Slayer uses high-quality materials to produce a machine that is ultimately memorable,” Christopher tells me. “The brand has set a new bar for [espresso machine design].”

However, it’s not quite as straightforward to design an espresso machine that boasts both technical excellence and outstanding aesthetics. This is why many equipment manufacturers will work with design agencies for support.

Dan tells me that this new approach to espresso machine design comes with “opportunities to rethink the norms of more traditional design while still considering the user experience”.

He adds: “We now have unique designs that make a bold statement, [as well as supporting the barista’s role].”

Some of these new design elements include “shot mirrors”, which give baristas a better view of the extraction, Dan says. He explains that this can help baristas spot any channeling; this is when water finds the path of least resistance through the coffee puck, leading to a combination of under and overextraction.

Dan adds: “Alongside this, large drip trays help to improve barista workflow, wing channels help to hide pipes and wires, and wooden actuators look elegant, as well as being functional.”

Christopher explains why espresso machine design is so important, especially for customers.

“We eat and drink with our eyes first, so it’s important that you create a good first impression with your espresso machine,” he says.

Customising your machine

Now more than ever, there is a need for specialty coffee shops to differentiate themselves from their competitors. The placement of your espresso machine can help you do this. When executed properly, it can show customers why your brand is unique.

Dan tells me: “Coffee shops want their physical spaces and tools, [including espresso machines], to align with their brand aesthetic and ethos.”

Previously, coffee shop owners could only choose from a limited range of colour options and materials. However, the growing demand for more customisable espresso machines means there are now significantly more options available. These include logos, more vibrant colour options, and different materials for back panels. 

In particular, the broader range of materials allows coffee shops to create a more cohesive visual identity. For instance, wood panels create a warm and inviting feeling to your coffee shop, whereas metal is more minimalist and modern.

“Slayer’s fully customisable espresso machines [help to forge] a strong brand identity, as well as being able to extract high-quality espresso,” Dan explains.

Branding opportunities

By putting the espresso machine front and centre in your coffee shop, you make it one of the first things that customers will notice about your café. To put it simply, it’s an instant opportunity to highlight and promote your brand.

“Having an integrated and well-executed brand strategy is important these days, even for the smallest of coffee shops,” Christopher says. “A well-designed espresso machine helps to refine your strategy and [shows customers that you value quality].”

Furthermore, customising your espresso machine with your brand’s colours, logo, or any other marketing materials will make customers more likely to remember your coffee shop.

“Matching colour schemes, logos, and other brand-specific customisations all help to elevate the consumer experience,” Christopher tells me.

As far as the future of espresso machine design is concerned, it seems inevitable that branding and customisation will become more and more commonplace. For coffee shops around the world, it seems like close collaboration with espresso machine manufacturers will become increasingly important.

“[Consumers are recognising more and more] espresso machine brands and manufacturers these days, so cross-promotion can be a very powerful tool,” Dan says.

Moreover, high-quality espresso machines with customisable options will likely become more useful marketing tools for coffee shops looking to stand out in a saturated market.

Within the specialty coffee sector, we’re seeing more and more coffee shops focus on the position of their espresso machines. By doing so, they can more easily grab the attention of customers as soon as they walk through the door.

Furthermore, with more customisation options available than ever before, you can position your espresso machine so it’s perfectly aligned with your brand – only further elevating the consumer experience.

Enjoyed this? Then try our article on how the home espresso machine market is evolving.

Photo credits: Gruppo Cimbali

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Coffee shops can also develop their own signature blends, which help to differentiate them from their competitors. Signature blends not only provide a consistent and repeatable flavour profile for consumers, but they can also be a unique selling point for a coffee shop.

So, how can you create your own signature blend? I spoke to three coffee professionals to learn more. Read on to find out what they told me.

You may also like our article on why coffee shops would choose to roast their own beans.

Blends vs single origin

The terms “blend” and “single origin” are commonly used in the specialty coffee industry, but what exactly are the differences?

Single origin means the coffee has originated from one place, usually one country or a specific region within that country. In some cases, it may also refer to a coffee grown on a single farm or estate.

As traceability has become more important to coffee consumers, the focus on single origins has become more significant across the industry. 

Blends, however, contain two or more single origin coffees. These can be blended in different proportions to develop a unique flavour profile – particularly one which is not repeatable with just a single origin.

Christos Sotiros is a Category Executive and Master Barista for Nestlé Professional.

“Crafting blends is mainly about customisation, especially when it comes to the needs of the coffee shop,” he explains. “Blends also allow coffee shops to adapt flavour profiles based on consumer preferences.” 

If a roaster or coffee shop wants to create a repeatable flavour profile, they can craft a blend in line with a specific taste to ensure year-round consistency.

What is a “signature” blend?

Typically, when roasters and coffee shops create blends, they will offer a house or “signature” blend. 

“A signature blend is a uniquely crafted coffee blend made with single origin beans,” Christos explains. “Signature blends are created by individual coffee shops using their unique recipe.”

As well as offering a more consistent flavour profile, signature blends can help coffee shops to express their brand’s personality.

“Signature blends allow coffee shops to be creative, crafting a flavour profile that is unique to them,” says Christos. “They have the freedom to change their blend and experiment with it as often as they wish, providing more diverse coffee experiences for their consumers.

Marcello Cunha is the owner of Kofi & Co. in São Paulo, Brazil. He talks about how signature blends can help with differentiation.

“We created a signature blend which would make our coffee shop stand out, and one which our customers would also enjoy,” he says. “Our signature blend was developed by our head barista. With this blend, there is a perfect balance of sweetness, acidity, body, aroma, and aftertaste.”

Ultimately, when developed successfully, Marcello says that signature blends can be a useful marketing tool for coffee shops.

“For Kofi & Co., our signature blend helped us to create an identity,” he says. “Every coffee shop can develop its own blend, which will reinforce its brand identity.”

Henrique Massola is the owner of Malabarista Cafés Especiais in São Paulo, Brazil. He agrees that offering more unique and interesting flavours to consumers is important.

“Customers demand new flavours and aromas from coffee – they want new experiences,” he says. “With the Roastelier by Nescafé countertop roasting solution, we can offer customers freshly roasted coffee from some of the most famous coffee-producing countries in the world.”

How to create a signature blend

A signature blend can help a coffee shop stand out against competition, crafting your unique recipe requires focus and attention to detail to be successful. 

The flavours in the coffees you choose for the blend must be complementary. Together, it must be greater than the sum of its parts, otherwise the blend may not be popular with your customers.

So, how do you go about developing a signature blend?

“Start with a base coffee for the blend and decide on a number of factors, including whether it will be for espresso or filter, whether it will be brewed hot or cold, whether the coffee will be consumed black or with milks,” Christos tells me.

Coffee shops should consider these questions when thinking about the process of developing their signature blend. 

For instance, filter blends are typically roasted lighter than espresso blends. This is because espresso is extracted over a shorter period of time and under high amounts of pressure. 

Ultimately, this shorter extraction window means that the less porous lighter roasts are more likely to under-extract and could taste sour or flat, meaning darker roasts are typically more suitable.

Espresso also needs to have a greater intensity to “punch through” in milk-based drinks. Ultimately, accounting for these differences will influence the composition of your signature blend.

“Taste each individual component of the blend and decide which coffee contributes the most overall flavour,” Christos says. “This coffee can be used as the base, which usually makes up around 50% of the blend. 

“You can then add in other coffees to create a more complex profile,” he adds.

Tasting coffees from several different origins, as well as varieties and processing methods, allows coffee shops to have a better understanding of which flavours will pair well together.

“We use Brazilian, Colombian, and Ethiopian beans in our signature blend,” Marcello explains. “Generally, Brazilian coffee is full-bodied and brings sweetness, as well as caramel, chocolate, and nutty flavour notes. It can be a good base for espresso blends.

“Colombian coffee, meanwhile, adds more mellow acidity, caramel sweetness, and nutty undertones. Finally, Ethiopian coffee brings a spectrum of flavours, from brighter citrus flavours to fruity and sweet characteristics, often with plenty of complexity and acidity.”

Henrique tells me that Malabarista Cafés Especiais had a different development process for their signature blend.

“The process of creating our signature blend was one of trial and error. We wanted a certain percentage of Colombian and Ethiopian coffee, however, we also had to focus on what the customer wanted, too.

“We used coffee from Colombia and Ethiopia because our customers are used to the flavours in Brazilian coffee,” he adds. “The idea behind our signature blend was to highlight flavours that our customers rarely get to experience.”

Marcello, meanwhile, notes that keeping the customer’s expectations in mind is key.

“The secret to a high-quality signature blend is knowing how to blend all of the above characteristics to create the perfect cup of coffee,” he says. “Roastelier by Nescafé’s experts can provide support in creating unique signature blends.”

Roasting a signature blend

For many coffee shops, investing in roasting equipment can be expensive. As well as considering equipment costs, coffee shops need to find space to roast and store coffee.

To overcome these challenges, Nestle Professional launched Roastelier by Nescafé: an over-the-counter solution which gives coffee shops and baristas more control over the roasting process.

“After years of research, our Master Roasters have developed a unique way of roasting coffee,” Christos explains. “In the early roast development stages, we take great care to perfect our roasting parameters so that coffee shops can customise the final roasting stages in-store.

“We call this technology Prime Roast. We leverage the first roast stage in our Nestlé factories, allowing coffee shops to finish it in-store to create different blends,” he adds. “This gives them more ownership and control over the freshness and quality of the final product.”

Freshness is a key factor that contributes to overall coffee quality. Once roasted, coffee becomes a volatile, delicate product. Almost as soon as roasting stops, it begins to lose its freshness, and more subtle flavours and aromas begin to fade.

Roasting in-store gives coffee shops the ability to serve coffee as fresh as possible. Roastelier’s systems allow coffee shops to roast in small batches of 250g, which can improve stock rotation, minimising the storage time. 

“For each coffee origin in our Prime Roast range, we have a number of second step roast profiles. These have been developed by our team of experts to highlight specific sensory notes,” he explains. “Customisation options for these roast profiles are available for both espresso and filter.”

Roastelier by Nescafé customers can scan a QR code to identify the origin of each coffee, each with several roast profiles which get the best out of the coffee.

Christos adds: “Once the coffee is fully roasted using the Roastelier by Nescafé system, it can then be used as a component in a signature blend – allowing coffee shop owners to craft their own signature coffee.”

Making sure signature blends appeal to consumers

“To create a signature blend, coffee shops should start by mapping out the needs of their consumers,” Christos tells me. “It’s also important to create a blend that is similar to what’s currently on your menu, and then gradually change the recipe step-by-step to make any transition [to new flavours] smoother for the customer.”

Henrique, meanwhile, highlights how signature blends can produce a range of flavour profiles when using different brewing methods, so coffee shops can offer a variety of experiences to consumers.

“Experimenting with flavours, aromas, acidity, aftertaste, and body is interesting, especially when you use different brewing methods,” he says. “When using different brewing methods for the same blend, you will be able to taste the difference. 

“If you use our signature blend to extract espresso or brew a Chemex, for example, the body, sweetness, acidity, and aftertaste will be different,” he adds. 

However, when preparing signature blends for customers, coffee shops should be mindful to account for the difference in how each individual component coffee extracts.

As different coffees extract at different rates (largely dependent on variety and roast profile), you need to make sure that all the blend components extract at a similar level.

Nonetheless, when successful, Christos says that signature blends can help coffee shops capture new customers as well as encouraging existing customers to try something new: “Signature blends allow coffee shops to adapt to the needs of their customers, as well as building consumer loyalty.”

The modern coffee market has never been as competitive as it is now, so it’s more important than ever for coffee brands to stand out. For coffee shops, offering new and improved coffee experiences is essential, and part of this includes developing a signature blend.

Signature blends can not only help to set your coffee brand aside from others, but they can ensure you always offer consistently delicious coffee – enhancing the overall experience for consumers.

Enjoyed this? Then read our article on seasonal coffee blends.

Photo credits: Roastelier by Nescafé

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However, just like many other hospitality sectors, the specialty coffee industry experiences high staff turnover rates. The National Restaurant Association’s 2022 annual report found that as many as 78% of restaurant operators in the US don’t have enough staff to meet customer demand – largely fuelled by the Covid-19 pandemic.

The problem is complex, but covers a number of reasons, such as low pay and unsociable working hours. Nevertheless, it’s still vital that coffee shop owners are able to hire skilled and passionate baristas to ensure their businesses remain successful.

So, how can coffee shop owners hire staff who want to have long-term careers in specialty coffee? To learn more, I spoke with three industry professionals who provided some insight. Read on to find out what they had to say.

You may also like our article on career progression for specialty coffee baristas.

Why is staff turnover so high in the coffee industry?

Around the world, the hospitality industry has one of the highest turnover rates of any sector. The UK alone has an annual staff turnover rate of 30% – double that of any other industry in the country.

Moreover, according to a 2019 report from Deputy, some of the most common reasons for leaving a role in the hospitality sector are unsociable working hours, low pay, fewer benefits (such as holiday and sick pay), and a lack of career prospects. 

In some cases, this can also be true for baristas. Despite a growing appreciation for the skills and knowledge of specialty coffee baristas, there can be an unfortunate prevailing stigma around working in coffee shops in the long term.

Jana Elicker is the head of training for Supremo Coffee in Munich, Germany. She explains that one of the several complex reasons for this stigma is that baristas are generally paid lower wages than other coffee professionals – leaving them vulnerable. Ultimately, this means they are more likely to find other work.

“[Working as a barista in a coffee shop sometimes] isn’t lucrative,” she says.

Ryan Garrick is the Head of Coffee at WatchHouse in London, UK. He echoes similar sentiments to Jana and says that wages are sometimes too low for baristas to live above their means. 

“Even if you are the best barista in the world, there is still a low pay ceiling because of unfair perceptions that a cup of coffee has low overall value,” he says. “As well as this, lower pay is also based on the value of the person who is preparing the drink.

“In the mixology industry, meanwhile, people will easily pay £20 (US $23.61) for a cocktail because it is served by a highly-skilled bartender,” he adds. “Perhaps if there was the same sentiment in coffee shops, this would encourage more long-term career development for baristas.”

Depending on the size of the business, coffee shops can already run on tight margins – meaning they may have lower budgets to spend on hiring new staff and paying baristas’ wages.

Finding the best applicants

For many coffee shops around the world, experience is an essential part of hiring new coffee shop staff. Business owners are looking for people who are not only passionate about specialty coffee, but also have a solid understanding of how to prepare high-quality beverages.

However, the average age of hospitality staff tends to be younger than workers in other industries. In Scotland, for instance, the average age is 34 years old – four years younger than the next “youngest” industry.

Because of age differences, coffee shop staff may be less experienced when compared to workers in other sectors. Ultimately, this means coffee shop owners need to look for more in a barista than just practical skills and coffee knowledge.

Fotis Vlachakis is the co-owner of Bridge Urban Coffee Roasters in Greece.

“[In my opinion], personality is more important than coffee knowledge,” he says. “We can train them to be a good barista, but we can’t change their way of thinking.”

He adds that coffee shop owners should look for staff who are “hard-working, honest, patient, and willing to develop new skills”.

How can coffee shop owners support baristas?

Despite the fact that staff turnover in coffee shops is a complex issue, there are a number of ways that business owners can retain baristas for longer periods of time.

Training & career development opportunities

Although it’s arguably the most obvious way of hiring long-term staff, it can be difficult for coffee shop owners to find time for adequate training – whether for improving coffee knowledge or customer service skills.

Jana agrees, but says that training is mutually beneficial. “If you train staff to a high standard then it’s more profitable for your business in the long term,” she says.

She explains that at Supremo Coffee, the training is largely led by baristas themselves.

“[It’s important to ask them] where they see their strengths lie and where they think they can improve,” she tells me. “We create training courses based on what they want to learn and what their goals are for working in the coffee industry. 

“If we can incorporate training into their daily routines then that’s even better,” she adds.

Training can also be outsourced, too – such as the Specialty Coffee Association’s Coffee Skills Programme. 

Fotis tells me that this approach can help to create a mutually-beneficial “partnership” between the barista and the business.

“As a result of training opportunities, coffee shops can increase productivity and potentially expand the business – becoming a more competitive and stronger brand in the industry.”

Engagement

For most baristas, the majority of daily tasks are largely the same for every shift – potentially leaving some staff unchallenged in their job roles.

“Working in a coffee shop can be fun, but if you work in the hospitality industry for a long time, at some point it may feel like you’re ready for something different and new,” Jana says. 

Creating new opportunities for baristas can encourage them to remain engaged – potentially increasing their job satisfaction.

“You need to find new ways to motivate people and provide them with a ‘new’ side to working behind the bar so that they can then further their skills, develop their knowledge, or just have a break from the same everyday conversations,” she adds.

For instance, Jana suggests inviting staff to attend community or industry events, such as running a booth at a trade show. Ryan, meanwhile, says involving baristas in conversations about the roasting process can not only increase engagement, but also encourage career progression – meaning staff may stay with the company for longer.

Investing in staff

Unfortunately, because some coffee shop owners expect high staff turnover rates, they may not invest in their staff enough. This is largely because investment can be expensive, and business owners might not want to lose money if baristas leave their positions after a short period of time.

However, investing in the goals and ambitions of employees is one of the many ways in which coffee shop owners can express their interest in retaining long-term staff.

One of the most prominent examples is ensuring there are prospects for salary growth and schedule flexibility. Baristas often work unsociable hours, such as weekends and late evenings, so coffee shop owners should take these factors into consideration.

Furthermore, providing pathways for career progression to more senior roles – such as head barista or management positions – can encourage baristas to remain with the company for longer.

Jana encourages coffee shop owners to regularly liaise with baristas on their long-term career plans. “Find a way together [to grow together],” she says. “This has helped us to build long-term relationships with our staff.” 

Positive work environments

Another key factor which can increase staff retention is creating a healthy working environment – both physically and mentally.

WatchHouse operates several coffee shops across London. Ryan tells me that the location and opening times can play a significant role in baristas’ job satisfaction. 

“At our shops which open from Monday to Friday only, we’ve noticed that staff retention is higher because the baristas deal with fewer tourists and have less difficult interactions with customers,” Ryan says. “These locations have the same team working every day and most of the customers are the same every day, too. 

“Even the customers have better relationships with the baristas, so if someone is having a bad day they can understand each other better,” he adds.

Although the location and opening hours of a coffee shop are largely dictated by consumer demand, and therefore difficult to control, business owners can still find ways to make this more manageable for baristas.

Open and clear communication, as well as organising the bar to improve workflow, are just some of the ways which they can achieve this.

Career progression options for baristas

Developing a career in specialty coffee may not be the plan for every barista, but for those who are interested, it’s not always so straightforward.

For staff who work in smaller coffee shops, there may be limitations as to how far they can progress with the company. Generally speaking, most baristas express interest in moving into roasting, but this can come with its own set of challenges.

“Pulling espresso shots can only make so much money for a business,” Ryan says. “If baristas want to be able to do things which are of higher value for a company, they need to look at what else they can bring to the table.”

Diversifying skillsets is one of these ways – this may mean picking up some experience cupping and scoring coffees or providing support to the marketing team, for instance.

Ryan also encourages baristas to consider gaining more experience at larger coffee companies if possible, too.

“You can develop more skills, such as understanding the bigger picture of a coffee business, which are ultimately more desirable,” he says.

For coffee shops, hiring long-term staff is an opportunity for mutually-beneficial growth. Not only can businesses be more financially stable, but baristas can also better develop their skills and knowledge – potentially improving their long-term career prospects.

In order to reduce staff turnover rates, coffee shop owners should focus on improving employee satisfaction and engagement. By doing so, they can help to strengthen the specialty coffee industry overall.

Looking for coffee sector job roles? Head on over to PDG Jobs and take a look!

Photo credits: Fotis Vlachakis, Supremo Coffee, Sinan Muslu, Darren Rowlands

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According to Clean Water Action, the US alone uses some 130 billion disposable cups per year – which includes coffee cups. As they’re difficult to recycle, we can also conclude most of these cups end up going to landfill, where they contribute to a growing waste problem.

However, in response to the issue of single-use cup waste, some coffee shops now offer discounts for customers who bring their own reusable cups, as well as other swap schemes. But how do these initiatives work? And what are the benefits – for both coffee shops and consumers?

To find out, I spoke with four coffee professionals involved with the HuskeeSwap reusable cup programme. Read on to learn more about what they had to tell me.

You may also like our article on why recycling single-use coffee cups is so difficult.

Why are single-use cups a problem?

There are a number of sustainability issues across the entire coffee supply chain, but none have quite received the same level of attention as single-use cups.

Many disposable cups are manufactured using petroleum-based plastics like Styrofoam, polypropylene, or polyethylene-coated paper. While these materials are useful for retaining heat and preventing leaks, they are energy-intensive to manufacture and they cannot be recycled easily.

It’s estimated that it takes around 20 million trees and 12 billion gallons of water to produce 58 billion paper cups every year. Furthermore, a study carried out by product-testing company Intertek found that the carbon footprint of producing, using, and disposing of just one single-use cup is the equivalent of more than 60g of carbon dioxide.

When considering the scale of disposable cup use around the world, the emissions are concerning to say the least. 

Furthermore, even when they are disposed of, single-use cups continue to be a major environmental problem. Experts believe that single-use coffee cups can take up to 30 years to decompose because of the low levels of oxygen, heat, and airflow in landfill conditions. 

In response to these concerns, we’ve seen a number of countries start to implement single-use plastic bans. In 2019, the leaders of 170 countries pledged to “significantly reduce” their use of plastics (including disposable coffee cups) by 2030.

In the three years since, the United Nations has also drafted its End plastic pollution mandate which could see global leaders push for an even further reduction of single-use plastics and cups.

Can you recycle single-use cups?

As more and more countries implement bans on single-use cups and plastics, we’ve seen the number of biodegradable, compostable, and recyclable alternatives increase.

However, these single-use cup alternatives also come with their own issues, especially when it comes to disposal.

A 2017 report from the UK’s House of Commons Environmental Audit Committee found that only one in 400 single-use cups are properly recycled in the UK. This means the vast majority of them go straight to landfill, irrespective of whether or not they are recyclable.

Many single-use cups are made of styrofoam, polyethylene, or polypropylene, which are all either difficult or impossible to recycle. However, even paper-based coffee cups are challenging to recycle, as most are lined with plastic to prevent leaks. Many recycling facilities around the world don’t have the proper infrastructure to separate the materials, which generally means that the cups go to landfill instead.

Furthermore, while biodegradable and compostable single-use cups are designed to break down faster, this largely depends on how they are disposed of. 

In the appropriate conditions, industrial-compostable materials are required under EU law to completely biodegrade within six months. However, in anaerobic landfill environments, compostable and biodegradable cups can remain intact for years.

Reusable cup swap schemes

With single-use cup bans becoming more common around the world, many coffee shops are looking for ways to reduce their usage. One of the most prominent solutions is reusable cup swap initiatives, which many large chains are becoming increasingly involved with.

For instance, Starbucks is trialling its Borrow A Cup scheme in its Seattle, Japan, Singapore, and London stores. The company has also managed to eliminate all disposable cup usage at 16 of its stores in South Korea.

Michael McFarlane is the Head of Sales and Marketing at Huskee, which designs and manufactures reusable cups with an associate swap programme.

“Coffee cup swap schemes offer a solution to coffee shops,” he tells me. “They can continue to serve takeaway coffees, even with bans and levies for single-use cups coming into effect worldwide.”

Alongside larger brands’ schemes, there has also been a recent uptake in reusable cup swap programmes in many independent coffee shops. One example is the HuskeeSwap scheme, which is active in more than 1,000 cafés across 22 countries. 

To participate, a customer simply purchases a HuskeeCup (if they don’t already have one) and hands it to the barista to prepare their coffee at a participating coffee shop. Once they have finished their beverage, they return the cup to the barista the next time they order, who then swaps it for a prewashed cup filled with their coffee order, saving the customer time on washing their cup.

Michael explains more about how this system works.

“Coffee shops hold a ‘float’ of pre-washed HuskeeCups, so they swap a cup out when a customer orders,” he says. “All of the cups that are swapped in are then washed to replenish the float.”

Cyrus Hernstadt is the Director of Communications at Think Coffee in New York, US. The roaster is also a member of the HuskeeSwap scheme.

“Our staff wash and sanitise the used cups and then place them back into the float, ready for the next customer,” he tells me. “This saves customers from cleaning their reusable cup at home, as well as diverting a single-use cup from going to landfill.”

Although many customers do have their own reusable cups, visits to coffee shops are often spontaneous – meaning it’s easy for consumers to forget to bring them. What’s more, remembering to clean the cup can be a deterrent for some customers.

Jay Yu is the head barista of Campus Life, which operates multiple cafés at Macquarie University in Sydney, Australia. He tells me that since the coffee shop joined the HuskeeSwap scheme, 75% of its beverages have been prepared in reusable cups.

“As a customer, all you need to do is make a one-time purchase of a Huskee cup and lid,” he says. “Then you can bring it to any coffee shop participating in the HuskeeSwap scheme.

“As a coffee shop owner or barista, you just need to collect the used cup and swap it for a clean one,” he adds.

Misconceptions about Covid-19

Prior to the pandemic, reusable cup swap programmes were becoming more and more popular. Unfortunately, as a result of Covid-19, many coffee shops had to stop accepting reusable cups because of concerns about spreading the virus.

However, over the past two years, global health officials have confirmed that Covid-19 cannot reasonably be transmitted through reusable foodware items, such as coffee cups. The US Centres for Disease Control and Prevention has stated that no cases of Covid-19 transmitted through surface contact have been recorded.

With the correct cleaning and sanitation procedures in place, coffee cup swap schemes like HuskeeSwap can continue to work towards reducing single-use cup waste.

How can reusable cup initiatives benefit coffee shops?

Julia Auchey is the Head of Brand for 92 Degrees, a UK roaster which participates in the HuskeeSwap programme.

“Since joining the HuskeeSwap scheme, there has been a lot of interest in the cups themselves, which has naturally raised awareness about disposable cup waste,” she says. “Many guests ask us questions about what the cups are made from and why we use them.

“This small change across our coffee shops is another step towards achieving some of our company’s sustainability goals,” she adds.

Besides reducing single-use cup waste, there are several benefits to implementing a reusable cup swap scheme in coffee shops.

For baristas, reusable cup swap schemes can help to improve workflow. Instead of having to rinse out a customer’s own reusable cup, they can simply swap it for one of the coffee shop’s prewashed reusable cups.

As well as being more convenient for baristas, it’s also more hygienic.

“HuskeeSwap helps to reduce the risk of cross-contamination because the cups are washed onsite to higher food safety standards, rather than being brought into the coffee shop from public transport, a car, or a bag,” Michael explains.

Furthermore, reusable cup swap initiatives are more convenient and accessible for many consumers – especially if they have forgotten to bring their own reusable cup and don’t want to use a disposable cup. In the case of HuskeeSwap, Cyrus explains that cups can be borrowed or stored through the app.

“The HuskeeSwap app lets customers drop off their used cups for an e-credit [at a designated drop-off point], which saves them the hassle of carrying it around,” Cyrus explains. “It’s such a simple thing, but it removes one of the barriers for [more people opting into] reusable cup swap schemes.”

Reducing waste across the supply chain

Single-use cup waste is largely an issue for coffee shops and consumers, but creating a circular economy across the coffee industry is also important.

“Around 1.35 million tonnes of husk waste is generated globally every year,” Jay says. Husk is a by-product of the coffee cherry, and includes the dried skin and chaff.

The entire HuskeeCup range is made from a unique ecocomposite polymer, which features discarded coffee husk.

“Turning waste into other useful products is sure to inspire more coffee producers, roasters, and consumers to also be more sustainable,” Jay adds.

Julia agrees, saying: “Initiatives like HuskeeSwap have the ability to increase sustainability further along the supply chain – especially as the pandemic increased our usage of single-use plastics and cups.” 

Michael tells me about the HuskeeLoop programme, which aims to ensure over 90% of everything Huskee makes is collected and repurposed into new products, and that no cups go to landfill. 

“The cups can be recycled into new products through our closed-loop recycling scheme, with our first product from this range being released later this year,” he says, noting that this helps to reduce waste even further. 

With more and more coffee shops adopting reusable cup schemes, we can remain hopeful that the usage of single-use cups in the coffee industry will steadily begin to decline over the coming years.

“The real power of a reusable cup swap scheme is that it encourages people to participate in it,” Cyrus concludes. “By doing so, it more widely pushes for a more sustainable coffee sector.”

Enjoyed this? Then read our article on how to create a coffee shop food menu that minimises waste.

Photo credits: Huskee

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Seasonal signature drinks have also become commonplace in coffee shops across the world. One of the most prominent examples is the pumpkin spice latte (popularised by Starbucks) which is now found on menus in specialty coffee shops throughout autumn and winter.

For many coffee shop owners, including seasonal food and beverages is essential to boost sales and maintain customer interest. But what factors need to be considered when designing a seasonal menu?

I spoke to two coffee shop owners and a head barista to better understand what goes into designing an autumn menu. Read on to find out what they told me.

You may also like our article exploring the syrups & flavourings market in the coffee sector.

Why have a seasonal menu?

A number of studies have found that seasonality has a significant impact on consumers’ purchasing decisions. Geographical location is an important consideration, as winter and summer occur at different times around the globe.

For example, in northern countries such as the US and the UK, autumn and winter run from September to March (although the exact duration depends on your region). However, in southern countries such as Australia and South Africa, summer takes place during the same period.

Colin Brown is the head barista at Bad Habits Coffee in Kildare, Ireland. He tells me that it’s important for coffee shops to change their menus according to the season.

“It helps to keep customers interested as it builds anticipation,” he explains. “It also allows them to try new drinks and flavours that they might not normally experience.”

Research also suggests that seasonal food and beverages promotions tend to be taken up by more consumers than general promotions – meaning there could be a significant increase in sales. 

What’s more, seasonal menus can also be more environmentally-friendly as they typically incorporate ingredients that are more readily available on a local level.

Holly Watson is the co-founder of the Zero Waste Company in Tunbridge Wells, UK. She believes that seasonality goes hand-in-hand with sustainability.

“Coffee shops should focus on using seasonal produce all year round and change their menus accordingly,” she says.

Sarah Turner and Eve McPadden are the co-owners of the Hive Coffee Company in Tyne & Wear, UK. They agree with Holly, saying they take a similar approach.

“Seasonality in our menu promotes using products that are the best quality for that time of year,” Sarah explains. “This makes us more aware of what ingredients are available to us, which helps us build our menu.”

As consumers become more sustainability-focused (largely millennials and Generation Z) with their purchasing habits, the seasonal availability of ingredients also becomes a more important consideration for coffee shop owners.

Autumn coffee shop trends

In general, food and beverage trends throughout autumn months largely remain the same, as customers tend to opt for similar menu items. 

Beverage company Kerry’s 2021 Art of Taste & Nutrition: Autumn Beverages report found traditional seasonal flavours – such as chocolate, cinnamon, and gingerbread – were the most popular during these months.

Naturally, winter spices in beverages are also popular on autumn coffee shop menus . Some of these flavours include chai, anise, cloves, and cardamom – all fragrant or “warming” flavours.

“These favourite flavours help our shop to transition through the seasons, marking certain annual milestones that consumers expect from us,” Sarah says. “There are certain menu items that people expect from coffee shops at certain times of the year which are essential to provide.”

Holly tells me that colder weather influences the food and beverages that consumers order.

“In autumn and winter, customers want hearty and warming foods,” she says. “We re-introduce soups, stews, chilli, and nachos to our menu, as people want comfort foods that are filling and warm.” 

Colin agrees, saying that seasonal menus are often associated with nostalgia and comfort.

“An autumn menu should trigger feelings of warmth and comfort, as well as making customers feel optimistic about the season ahead,” he says. “Our campfire hot chocolate includes a smoked marshmallow which we think triggers memories of fires on winter nights.”

For coffee shops serving alcoholic beverages, apple, pumpkin, cinnamon, and dessert-inspired flavours are notably more popular throughout autumn and winter. Alongside coffee, pairing these flavours with whiskey, wine, beer, and cider can create high-quality seasonal signature beverages.

While more indulgent flavours remain popular throughout autumn, Covid-19 has accelerated the demand for more functional beverages. As consumers had more time to focus on health during the pandemic, interest in functional ingredients during colder months has risen considerably. These include flavours such as turmeric, ginger, cranberry, lemon, chamomile, orange, eucalyptus, and rose hip. 

Tips for designing an autumn menu 

Although most coffee shop menus will largely depend on the ingredients available to each store, there are a number of ways for owners to design an autumn menu that best suits their business.

“We’re mindful to not have too much choice, as confused customers will be overwhelmed and may not buy anything,” Holly tells me. “Limiting a seasonal menu to only have four or five food and beverage items is important.”

To do this, coffee shop owners can temporarily remove seasonal summer beverages from menus – even if they were popular among consumers.

“Keeping a popular summer item on the menu during winter is an easy trap to fall into,” Holly explains. “As long as there are other alternatives, customers will buy them.

“However, having a dish or beverage on the menu that’s no longer in season often doesn’t make financial sense for a coffee shop owner,” she adds.

Sarah and Eve say that incorporating seasonal flavours into existing menu items can maintain interest from consumers.

“Before designing an autumn menu, we trace everything back to what fruits and vegetables are available,” Sarah says. “We include old favourites with a few fresh seasonal ingredients.”

Holly tells me that monitoring sales of seasonal dishes and beverages is essential in knowing which menu items work well for each coffee shop.

“Data-driven reports will show you which items have sold well and which haven’t,” she explains. “Reports can provide key insights for next year’s menu.”

Colin adds that while sales reports and customer feedback are useful, social media is another great way to help coffee shop owners gauge which menu items are most popular.

Eve agrees, saying: “Social media is a helpful tool to see which coffee beverages create a buzz during autumn.”

In 2021, social media analytics company Sprout Social found that between August and September, pumpkin spice was the most talked about seasonal flavour on social media – despite the fact that Starbucks had just released a new seasonal flavour. 

Around 146,000 mentions of pumpkin spice drinks were recorded, compared to 24,000 mentions of their new Apple Crisp Macchiato beverage.

Keeping it simple

As with any big changes to menu items, coffee shop owners should discuss adding any seasonal beverages with their teams first and foremost. By doing so, they can plan how to prepare each item and assess how practical it is to create it.

“Any menu change must be fun, engaging, and easy to make in a busy environment,” Colin explains. “Practicality is key, so don’t take on too many drinks. 

“Any drinks you include on the menu must be prepared correctly and they should look like they do on your social media,” he adds. Ultimately, this means that baristas and kitchen staff need to prepare the menu items efficiently, but also to a high standard.

“You need to be considerate of staff and customers when you transition to a new menu,” Holly says. “If the menu item is too complicated or has too many elements, it will slow your service down. 

“Staff need to be fully on board with the changes,” she adds.

Lastly, Colin concludes that the menu should be interesting and fun – for both staff and customers.

“The process of drink development is fun, and it’s fun for the customers to try new things,” he says. “Everyone can get excited by the menu changes because they keep the job interesting.”

Designing an autumn menu may seem like a challenging task, but for coffee shop owners, it can be straightforward if kept simple. By sourcing local ingredients, incorporating seasonal elements into existing menu items, and clearly communicating ideas to staff, coffee shops can reap the benefits of an autumn menu.

By leaning on the global success of the pumpkin spice latte and other similar autumnal coffee beverages, coffee shop owners can satisfy customers and ensure their seasonal menus are both profitable and sustainable.

Enjoyed this? Then read our article exploring seasonal coffee blends.

Photo credits: Hive Coffee Company, Bad Habits Coffee

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Furthermore, staff turnover rates were also prominent before Covid-19, but the pandemic only made things worse. This forced many coffee shops and roasters to adapt their business strategies in response to staff shortages and reduced opening hours.

But just how bad is the problem? And how can coffee shop owners deal with high employee turnover rates? I spoke to two industry professionals to learn more about the challenges of staff turnover and how to retain staff in the long term. Read on to find out what they had to say.

You may also like our article on looking out for barista wellbeing after COVID-19.

Why is staff turnover so high in the hospitality sector?

Around the world, hospitality businesses generally have higher staff turnover rates than those in other industries. These rates are also increasing year-on-year – including in coffee shops.

According to the National Restaurant Association’s (NRA) State of the Restaurant Industry mid-year 2021 report, some 75% of US business operators say that recruitment and retention of employees is the biggest challenge for their business. The same research also shows that despite some growth over the past two years, employment rates in the US food and beverage sector are around 8% below the pre-pandemic level. 

Another survey conducted by the NRA found that over the last ten years, the staff turnover rate for full-service restaurants has increased from 78% to 107%. So why is this issue worsening?

José De León Guzmán is the owner of Kofra, a four-location coffee shop and roastery business based in Norwich, UK. He tells me there are many factors which influence staff turnover rates in the coffee sector.

“The problem has a lot to do with wages, overall structure of the business, and staff motivation,” he says. “A team that is well paid and has solid management [to guide them will] usually stay with the business for longer. 

“Naturally, as a result of their career development, they tend to move on – but for the right reasons,” he adds. “It’s like a cycle.”

For some baristas, problems associated with limited career advancement opportunities, a lack of financial stability and job benefits (paid time off, for example), long working hours, and unfavourable working conditions can lead them to find other work.

Tibor Hámori is the Head Barista at Gerbeaud Café in Budapest, Hungary. He tells me that it’s never been as difficult to retain staff in coffee shops as it is at the moment.

“Nowadays, it is much harder to keep staff on than it was a decade or so ago,” he says. “Younger generations have different wants and needs when it comes to working in the hospitality industry.”

While financial security is a primary concern for many baristas, Tibor feels that a sense of purpose and emotional wellbeing are just as important.

“These employees are moving on faster if they don’t get what they expect from the job role,” he adds.

Did the pandemic exacerbate the problem?

Covid-19 undoubtedly had serious consequences on the global coffee industry, and some of the longer-lasting effects are clearly still present more than two years on from the onset. In early 2020, around 95% of out-of-home coffee businesses were forced to temporarily or permanently close their doors around the world, which put a strain on employers and employees alike.

While coffee shops were able to find ways to operate under strict health and safety measures – such as deliveries or curbside pickup services – many were forced to reduce the number of available working hours for baristas. Naturally, this meant many turned to new work opportunities to remain financially stable during the pandemic.

What’s more, the uncertainty and shifting regulatory landscape during the pandemic have also had long-lasting effects on overall employee emotional and mental health in some circumstances. This means that some baristas have ultimately felt the need to leave the hospitality industry altogether.

However, Tibor tells me that in his experience, the pandemic also had some unforeseen positive effects.

“The pandemic taught us that we have to care more about our team members,” he says.

“Some of the staff at Gerbeaud Café have been working there for more than ten, 20, 30, or even 40 years,” he says. “[This goes to show that] if we care about our staff, we can encourage long and prosperous working relationships.”

José also agrees, saying that the pandemic fostered a sense of community among the team at Kofra.

“When the pandemic started we had a team meeting and we all decided to handle the situation as a collective unit,” he explains. “We closed the stores for six weeks and then we reopened one store at a time for takeaway only. 

“Eventually, the whole team (who were furloughed) came back to work,” José says. He does, however, note that one person did decide to leave the team during the peak of the pandemic.

How does high staff turnover affect coffee shops?

There’s no doubt that high staff turnover has a major impact on coffee shops. It takes a significant amount of investment to train baristas to a high level, so an increase in staff turnover also means an increase in costs for coffee shop owners.

There is also a risk that when a trained barista leaves, beverage quality and customer service decrease until everyone becomes properly trained to use equipment in the right way.

As a head barista, consistency in coffee quality is a top priority for Tibor. He tells me that because of the pandemic, Gerbaud Café closed for the first time in 162 years. When the coffee shop reopened, the team made the decision to operate with a reduced menu and less staff to allow a focus on maintaining quality.

“We didn’t want to keep the original menu,” he tells me. “[Instead, we reduced the number of items available], but we were able to serve everything to the same level of quality.”

He adds that the coffee shop recently hired new staff, and as a result, they have been able to return to a full menu. However, Tibor says there is now a bigger focus on training to ensure baristas are able to prepare and serve drinks to a high standard.

“[By focusing on training], we have become able to grow the business once again,” he adds.

Increasing staff retention and morale

Staff turnover is ultimately inevitable no matter which industry you work in, and just like other businesses, coffee shops must be prepared to handle it properly.

“It’s important that we have a structure in place so that when we do experience staff turnover, we can sustainably replace or fill the position,” José tells me. “By doing so, the quality of our food and beverages won’t be affected.”

He also believes that training and career development opportunities are key to keeping staff motivated.

“Most of the staff at Kofra tend to stay for an average of three years; some even more now,” he explains. “There is minimal staff turnover in comparison to other coffee shops because of the opportunities for career development.”

Tibor emphasises the importance of understanding that each staff member will have different expectations and needs when it comes to career development. 

“We have to find a unique path for each person because everybody has different needs,” he says. “If you help people to be passionate [about coffee] and ensure they feel like they play an important part in the company, they will perform better at their job role,” he adds.

Tibor also explains that this will trickle down to the consumer, too.

“If your employees are happy and healthy (mentally and physically), customers will also be more satisfied with their experience,” he says.

Ultimately, José says that coffee shops need to stay true to their values if they want to reduce staff turnover.

“In order to keep your staff on, they have to be proud of their place of work,” he tells me. “You can only achieve this by being an authentic company. If coffee quality is important to your brand, then your staff also need to support this.”

He adds that staff are the brand ambassadors of a coffee shop, so if they are treated well and encouraged to stay positive, staff turnover rates are likely to decrease across the board.

“If you want your staff to be professional baristas, you must treat them and pay them as professionals,” he concludes.

Although the hospitality industry is always likely to have higher staff turnover rates than other sectors, there’s no doubt that the Covid-19 pandemic has exacerbated what was already a key issue.

To tackle these problems, coffee shop owners need to find ways to retain happy, satisfied baristas and ensure that they are properly supported in their roles.

By doing so, they can stabilise staff turnover, plan for the future in a sustainable way, and ensure that both coffee quality and customer service remain stable in the medium and long term.

Enjoyed this? Then read our article on career progression for specialty coffee baristas.

Perfect Daily Grind

Photo credits: Tamás Kőrösi, Kofra Coffee

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By drawing on an ever-increasing number of data points, baristas and coffee shop owners can understand more about the coffee they are using, which can help to enhance the customer experience.

I spoke to three coffee professionals to learn more about how data and software can be used to improve performance in coffee shops. Read on to find out what they told me.

You may also like our article on how technology has changed in the coffee industry over the last few years.

How is data used in the coffee industry?

Now more than ever, coffee professionals rely on data and technology to assist them in their day-to-day roles.

Scott Guglielmino is the Global Product Manager at La Marzocco.

“Over the last decade, there has been a silent data revolution in the coffee industry,” he says. “From production to brewing, the application of measured data is now front and centre in the coffee sector.”

As the coffee industry has developed, technology has become more and more important across the entire supply chain – helping to drive up both consistency and quality.

David Yardley is the founder and CEO of MoonGoat Coffee. He tells me why data is so important for coffee professionals.

“Data helps us to fill in the gaps on what humans are unable to observe,” he says. “We can watch coffee being roasted, or see channeling in our espresso shots. [We increasingly rely on data] to provide consistent results over time.”

Sam Spillman is the Director of Coffee for Caffe Vita. She agrees that analysing data can improve consistency across the supply chain.

“Data helps to monitor consistency and identify patterns in operations, as well as highlighting certain areas which may need more attention,” she explains.

This is true across every area of the supply chain, starting with production. Today, farmers can collect data on a wide range of variables, including soil nutrition, levels of rainfall, and expected temperature ranges. 

By analysing this data, producers can then implement more appropriate and effective farming techniques to improve fertiliser application and pest control measures, for example.

Roasters are also increasingly relying on data, through the use of software such as Cropster Roast, to develop roast profiles. Data, such as temperature curves, airflow, and rate of rise (RoR), can help them to create the optimal roast profile for each coffee they source.

Furthermore, Cropster Roast can also help roasters keep track of their inventory, to make sure it stays as fresh as possible and that they can keep up with demand.

Baristas, meanwhile, can use data to track a range of brewing variables, such as dose, yield, total extraction time, and total dissolved solids (TDS – a measurement of how much of the coffee has been dissolved in the brewing water).

“[By using] data [more accurately], specialty coffee [quality will only improve],” David tells me.

Data and extraction

For baristas, there are a number of variables which must be managed during extraction. These include – but aren’t limited to – water flow rate, extraction time, and water pressure. 

However, these extraction variables provide baristas with a range of data points, all of which can be used to improve coffee quality.

Compared to producers and roasters, data and software dedicated to the barista profession has historically been less of a focus. 

Scott explains how most commercial software for coffee shops was more limited than for producers and roasters. 

“Coffee shops had to rely on the knowledge of their baristas, as well as trial and error,” he adds.

In more recent years, however, there have been significant developments in the digitalisation and automation of espresso machine technology. This has given baristas more control over brewing variables, and allowed them to record extraction data in a more accurate way. 

One example of this is Cropster Café, which helps baristas to prepare more consistent and higher-quality coffee.

“Cropster Café democratises access to data, which allows both large and small coffee shops to optimise and improve their operations,” Scott explains. “In order to improve coffee quality, the first step is being able to measure your performance.”

David adds: “Cropster Café enables baristas to dial in [coffee according to roast profile], track extraction consistency of specific dial-ins, set extraction parameters, and have real-world data on how often you reach those parameters.”

Ultimately, this gives baristas the ability to dial in different coffees from different roasters in a number of ways, while still serving great-tasting coffee.

Sam agrees, saying: “Cropster Café allows us to set a recipe that we can then monitor to assess how often we are falling outside of the recipe parameters.”

By using software like this, baristas can pinpoint specific variables which need changing or tweaking to improve overall coffee quality. 

For instance, data analysis could indicate that the dose is too high or that the coffee needs to be extracted over a longer period of time – allowing the barista to then make the relevant changes accordingly.

Bridging the gap between roaster and coffee shop

As with any stakeholders in the coffee supply chain, communication is essential to ensure the consumer receives the highest-quality product possible. 

While it might seem like communication between the barista and the consumer is a priority, we are also seeing more of a focus on the relationship between the roaster and the coffee shop.

By bridging the gap between roasters and coffee shops, roast profiles and drink recipes can be more refined, helping to represent each bag of coffee in the best possible light.

For baristas, this might mean creating and recording brew recipes that can be traced back to each individual roast batch using Cropster Café.

“[These recipes help to guide baristas] and allow them to identify where they have fallen outside of their brew parameters, allowing them to adjust accordingly,” Sam explains. “By knowing more about each extraction you attempt, you get to know the coffee better and understand how it will respond to different variables.” 

Roasters can then access this data on extraction software platforms to understand how their coffees are being used in coffee shops – to ensure that this relationship becomes a two-way street.

“We are working to utilise more aspects of Cropster’s software solutions to create a full circle of feedback, as well as improving record-keeping throughout every step of the supply chain,” Sam adds.

Beyond roasters and baristas, David believes that data and software will also be able to connect baristas to producers in the years to come.

“Coffee has always felt disconnected as it’s such a long process from seed to cup,” he says. “[Data and technology] will [bring baristas] much closer [to producers] in the future.”

Improving coffee shop efficiency using data

Although coffee quality and consistency are key for any good coffee shop, efficiency and workflow are arguably just as important.

We know that the structure of a coffee shop can affect how baristas operate and how customers order. While potential bottlenecks can be identified just by looking at the bar and the café layout, however, coffee shop owners and baristas can also record and analyse data to make further improvements.

For instance, café management software can highlight areas in the coffee shop where service time may be taking too long, which can help staff to readjust setup and organisation to be more efficient.

David tells me how Cropster Café highlighted how baristas at MoonGoat Coffee were using some groupheads more than others when working on the espresso machine. This impedes workflow and causes coffee quality to suffer as a result of more irregular brew temperatures.

“As soon as we balanced out the number of shots we pulled per grouphead, the coffee immediately tasted better,” he says. “More balance between the groups also means that your baristas work quicker.”

Furthermore, café management software can also help you keep track of daily, weekly, and monthly tasks in coffee shops. 

A barista’s role isn’t just to make coffee. There are plenty of satellite tasks that they have to execute each day, some of which can fall to the wayside if not properly monitored. Task management software can ensure that these duties are completed, as well as checking if any have been missed – such as cleaning equipment and restocking retail coffee bags and merchandise.

Full-service coffee shop management software, such as Cropster Café, allows managers and owners to monitor tasks, helping to further optimise workflow.

As for how it might evolve in the future, Sam suggests that a focus on technology beyond the espresso machine may be something that we’ll see. 

“In order to maximise the use of software in coffee shops, it can be useful to collect data on not only your espresso machine, but all of the equipment in the café,” Sam adds. This could include batch brewers, automated pour over machines, or cold brew systems.

David, meanwhile, believes that technology will continue to focus on improving efficiency and quality in coffee shops.

“There is no one-size-fits-all approach to [managing a coffee shop], but the information you can analyse from your data will help to drive efficiency, connectivity, and overall performance,” he says.

There’s no doubt that coffee shops have become more and more reliant on technology in recent years, and there are no signs that this will slow down any time soon. As the industry grows, it’s clear that software will only serve to improve and optimise operations in coffee shops.

“Data monitoring and feedback is the next logical step in finding the best solution for your coffee shop,” Scott concludes. 

Enjoyed this? Then read our article on how coffee producers can benefit from data.

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In many cases, honing these skills gives baristas the foundation they need to advance in their careers, should they have the desire to.

However, moving from a barista position to managing a coffee shop, or even to another role in the coffee industry, can be difficult for many.

So, what are the options for baristas looking to move forward in their coffee careers? To find out, I spoke to three coffee professionals. Read on to find out what they told me.

You may also like our article on what a head barista does.

Investing in baristas

For any barista that is serious about career progression, professional development is understandably important.

For coffee shop owners, investment in staff is one of many key factors for long-term growth – especially in an industry with high staff turnover rates. In the UK alone, the hospitality industry has an annual turnover rate of 30%, which has been exacerbated by issues such as Brexit and Covid-19.

Moreover, training can demonstrate to baristas that employers are invested in their career development. Without sufficient training, baristas may not be able to advance in their careers at all.

Izzy Austen is the Head of Development & Marketing for Baristas On Tap. The company connects freelance baristas with a number of coffee shops in the UK, US, and EU.

“It’s important that baristas are given the opportunities to grow into other roles if they so wish,” she says. “Many baristas leave their positions simply because their cost of living is too high for the low wages they earn.”

In some major cities, the cost of living can sometimes be too high for a standard barista salary. For example, Numbeo estimates that the average cost of living in London per month is around £882 (US $1,150) before taking housing into consideration.

With the London Living Wage currently set at £11.05 (US $14.40), this averages out to a pre-tax monthly income of around £1,770 (US $2,306) for most baristas – leaving them with little disposable income after the previously mentioned costs, plus housing.

“We need baristas to remain in the coffee industry, otherwise we won’t be able to staff coffee shops, which is something we have already started to see,” Izzy tells me. 

The negative effects of the pandemic have also exacerbated the hospitality industry’s staff issues. Lockdowns and stay-at-home measures have not only reduced footfall in coffee shops, but have also forced staff who test positive for Covid-19 to remain at home. This can put further financial strain on baristas, as well as more pressure on the reduced workforce in coffee shops.

Opportunities for growth

Izzy believes that there are a number of skills baristas can hone which set them up well for career development.

“A barista role is so multi-faceted,” she says. “The experience gained is crucial to other positions within the specialty coffee industry.”

One of the ways in which baristas are able to branch out into other roles is through coffee competitions. Training for competitions, notably national coffee championships, help baristas to develop their skills and establish themselves in the specialty coffee industry.

James Wise is the 2017 Coffee Masters Champion. “Competing is one of the best ways to train yourself in making coffee,” he says. “Winning will, of course, bring a spotlight along with it.”

However, he adds that long-term, sustainable career development for baristas should not solely be based on taking part in competitions.

“Winning a coffee-making competition doesn’t make you management material; it makes you good at making coffee,” James explains. “A competition shouldn’t just be a ticket to the top.”

As well as honing their coffee-making skills, baristas also need to develop an understanding of how coffee shops operate as businesses. This means building on more practical skills, such as staff training, stock management, and menu development.

“Business owners and management want to make money; it’s a necessity,” James says. “As a prospective leader, you need to help the business to make more money.

“If you are able to action each task you perform by asking yourself how it could be done more efficiently or to a higher standard, then more recognition from employers will follow.”

How can baristas develop their management skills?

Ryan Garrick is the Head of Coffee for WatchHouse in London. He explains how baristas must have an “awareness of the entire environment around them” in order to understand the scope of their own role within the coffee shop.

“It’s essential that we have clear roles in the coffee shop environment, with baristas, runners, and chefs working together,” he says. “When appropriate, baristas should be ready to support their team in order to improve both the experience of their colleagues and the customers.” 

Ultimately, by doing this, baristas can gradually pick up skills necessary for managerial roles. While baristas must be aware of their own workflow to improve efficiency, management positions require a more broader understanding of team operations.

“Understanding bar workflow when the shop is busy compared to when it’s quiet is something that so many people can overlook, but it’s key to running an efficient business,” Izzy tells me. 

“Managing people is crucial, as well as empathising and listening to the people in your team.”

Tools such as personal development plans can help baristas to identify their individual goals for career development, as well as highlighting the areas where they may need to improve.

Ryan believes that coffee shop owners ultimately need to provide these tools and assist in implementing them.

“We need to develop clear pathways, listen to team members, and ensure that we provide the tools to facilitate the development that they want.”

This is especially important for groups who are often underrepresented in the coffee industry, as they generally face more barriers to career development than others.

Clear, constructive communication between baristas and their employers – as well providing a space for baristas to vocalise any concerns – are essential to improving diversity and inclusivity in the coffee sector.

Taking the initiative 

As the specialty coffee industry has grown over the past few decades, there has been an ever-growing number of opportunities for baristas to advance their careers. And while training, investment, equal opportunities, and hard work are all crucial to successful career development, taking the initiative is also important.

To start, Izzy explains how baristas can use social media to connect and network with other coffee professionals. 

“Lockdowns saw baristas take more control of their online presence, and as a result, created more roles involving behind-the-bar social media content.”

In the coffee industry, coffee influencers are becoming increasingly popular, including baristas and competition winners. By 2022, it’s estimated that the influencer marketing industry will be worth around US $15 billion – meaning it’s a lucrative job market for those who can successfully navigate it.

As a result of Covid-19, consumers began brewing more coffee at home, which created a new market for coffee education. Through social media platforms like TikTok and Instagram, baristas have been able to disseminate their coffee knowledge and establish themselves further in the coffee industry.

“Other options for baristas such as freelancing, jobs with additional perks, and four-day working weeks have become popular as a result of the pandemic,” Izzy adds.

Ultimately, career progression of any form is down to what the barista wants for themselves in the long term.

“We need to remember that everyone has individual ambitions,” Ryan explains. “Perhaps a barista is interested in moving into roasting, or perhaps they want to open their own coffee shop and want to learn more about café management.”

There’s no right or wrong way for a barista to progress in their career, and there are a number of aspects to consider when it comes to developing as a coffee professional. 

As long as they are provided with the appropriate tools, receive adequate support, and have the same opportunities as others, career development in the coffee industry is more than possible.

Each barista will have their own ambitions with working in a coffee shop, particularly with regards to which direction they want to take in their careers. Whether it’s a head barista or training role, or switching to roasting or green buying, there are certainly opportunities for career development in the wider industry. 

But to achieve these, it’s imperative that baristas are incentivised to move forward and progress. This can only be achieved when coffee shop owners invest in their staff and give them the space and resources to grow.

Enjoyed this? Then read our article on looking out for barista wellbeing after Covid-19.

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