By: Piet E. Jones
So, your wine program is the talk of the town. Your craft cocktail program gets updated seasonally to raves and online buzz. Your coffee program…. Wait, what? You don’t have a coffee program? Why not?
People willingly drop big money on coffee. Plus coffee is an integral part of the closing part of any good meal service. It can even be a way to jump that check average up by ten or twenty bucks per person. Without coffee, they might not get that extravagant dessert or relaxing cordial to wrap things up. Or worse, they know someplace else to get that robust cup and either leave to spend that money elsewhere or never come in in the first place because they want a fuller dining experience.
The sad reality, too many restaurants treat coffee as an afterthought and the lack of planning to integrate coffee into what is otherwise a well-choreographed meal shows. Yes, you made the pasta yourself with imported, small batch flour that’s been extruded from a custom ordered, hand-made bronze die. The sausage was created in-house using a heritage pork breed. Everything is served on ceramic plates, made from locally sourced clay, thrown and glazed by two ladies living off the grid just outside of town. Your coffee, well, your coffee comes from the same machine and is served in the same Bunn carafes as the culinarily questionable greasy spoon down the street.