THE COFFEE FACTOR
By David Gargaro
Tuesday, May 19, 2009
One of the surest ways to ruin a meal is to introduce a sub-par element into an otherwise enjoyable dining experience. Food service operators can offer great service in a meticulously designed restaurant, provide a delicious meal paired with excellent wine and then complete the meal with a sumptuous dessert but all will be erased if a below average cup of coffee is served.
Interestingly, this is not an uncommon event. Many restaurants neglect to produce and serve a delicious “cup of joe.”
Overcoming this hurdle involves developing a better understanding of the coffee preparation process. By treating coffee as a prepared food and not simply a beverage that is brewed, poured and served, restaurateurs will ensure customers aren’t left with – quite literally – a bitter taste in their mouth.
Creating a top-notch cup of coffee requires the freshest ingredients. The most abundant ingredient, water, is often overlooked in the coffee-making process. Water’s mineral content and alkaline level can affect the taste of the final product and the effectiveness of equipment. Therefore, it is important to have water tested by a water treatment professional. This will ensure it is suitable for the equipment as well as the different types of coffee drinks made in-house.
Choosing the type of coffee to be served is not a simple process. In fact, some would say it is as important as determining a restaurant’s menu. Important factors to consider include the type of roast, country or estate of origin, coffee blend and supplier. Every element of a restaurant adds to the overall flavour of a meal, so the coffee should match the menu, the establishment’s unique style and appeal to customers.
“To determine what is right for a restaurant, (you must) know your customers,” says Tim Hortons spokesperson Rachel Douglas. “Find out what they want and build your strategy around that. Do your customers want flair and fancy labels? Or do they want a quality blend brewed to perfection?”
Once coffee grounds are chosen the next step is to secure the best equipment. There are many top quality coffee, espresso and specialty beverage equipment manufacturers, brands and models to consider. Choosing the least expensive model or relying on a food service provider to supply equipment – at a reduced cost or even for free – is very appealing; however, pursuing the most convenient or least expensive option is rarely the best decision. Rather, it is recommended food service operators deal with an independent coffee equipment expert who has no stake in the purchase. In all likelihood, this will ensure the right equipment is purchased, resulting in a better tasting end product.
When sourcing specialty beverage equipment, ease of use and level of service should be top of mind.
“Look (into) the support and service provided by the (manufacturer),” says Faema Canada spokesperson Lorenzo Di Donato. “The company should show (restaurateurs) how to operate (the equipment) and service it before and after warranty.”
Employee education is an integral part of producing the perfect brew. In an ideal world, every restaurant would have a barista who is trained in all aspects of the coffee-making process. However, most restaurants do not have the monetary resources to employ a specific person to conduct this task. This is why coffee preparation should be part of a restaurant’s employee training program.
Unfortunately, coffee-making often receives the least amount of attention when training restaurant employees. Thankfully, most of today’s coffee equipment is automated, which simplifies the coffee-making process to the point where any competent restaurant employee is able to produce a decent tasting drink. However, there is no substitute for properly trained staff when it comes to delivering the best results.
“Find a supplier that knows the business … (so) they can pass that education on to staff,” says Java Blend Coffee Roasters owner Jim Dikaios. “If making espressos and cappuccinos and purchasing that equipment, (manufacturers) should be able to train staff, show them how to prepare drinks and maintain the equipment.”
Consider assigning the role of coffee specialist to several members of staff. They should be completely trained on all equipment and receive additional training to enhance their product knowledge. Additionally, all employees should be evaluated on the quality of the coffee they make. This will maintain and, perhaps, raise the quality of coffee being made and served.
By paying proper attention to all aspects of coffee preparation and making it as important as the food preparation process, food service operators will ensure their restaurants’ commitment to the quality of the entire dining experience. In turn, making every meal good to the last drop will result in greater customer satisfaction and a stronger bottom line.
This article is excerpted from a previously published issue of FoodService News.
