Debunking Myth #3: When in Rome...

As the year has now come to a close, I have begun to reflect more and more on this first year of the coffee business. I certainly drink more coffee than I did before and I certainly won't view business in China in the same way as before. But there is one thing that really stood out to me that I felt deserved to be mused about.

"When in Rome, do as the Romans do."

Although the idea of adapting to the culture and customs that you are immersed in is certainly true there is only so far we can take this idea. Because the ends dont justify the means. What I mean by that is that it doesn't matter if you consider yourself to have a higher calling or not we should not practice the same corrupt or devious or dishonest practices that the "Romans" excelled at just because we happen to be Rome. It does not matter what you are doing or what your purpose, there are still some things that are wrong and it will never matter how much you try to sugar coat it or paint it with a fresh coat of paint.

I see so many people and businesses that follow the same corrupt practices that are entrenched in this city and it sickens me. Yes that way is the easy way and leads to the fastest success. But is it the success that we should be striving for? Is it the success that we will proud of 10 years down the road?

Debunking Myth #3- Can't teach an old dog new tricks

Perhaps I am that old dog. But I would say that there were many new tricks I have learned from Year One of the Coffee Business.

"Yes" does not always mean "yes" - in fact sometimes it does not mean anything at all

Roasting my own coffee and running a coffee company has tripled my coffee intake and my joy in drinking coffee

I view landlords in a different light

I do not appreciate being threatened but I have learned that I do not easily back down

If given the opportunity some people will gladly down 5 Grande Mochas without blinking

Cooking and baking can be very therapeutic

Hot Brewed Coffee never goes out of season

Confusion is a very strong negotiating tactic

A properly crafted latte can take as little as 52 seconds

Humor knows no language barrier

There is no common ground quite like a coffee shop

the overprice drink cont...

This article linked from the Drudgereport today jumped on the overprice $4 latte bandwagon.

"If you're one of the many people who have trouble making it through the day without your morning cup of coffee, you likely spend a small fortune on the stuff every month. Admit it, you start every work day at the local coffee shop where you spend $4 on that cup of latte. "

Their math shows over $1000 a year spent on this $4 latte. They recommend this K-Cup coffee brewer to make your own coffee at home and save.So a quick look at their suggested alternative. $199 for the machine. $20 (includes shipping) for 24 K-Cups individual coffee servings. So this alternative costs you only $500 for the year. Not bad. Half the price. Ahhh, but wait. We're talking apples and oranges here. Instead of getting a 16 oz latte you have only a "7.25 oz regular cup" of brewed coffee. Ignore the fact that you aren't getting any milk or froth in your coffee beverage and just assume you want at least the same amount of liquid as you were getting with your $4 latte. Now it's going to take 3 K-cup single servings just to brew that 16 oz coffee and a whopping $1107 a year to feed your K-cup addiction. Top that off with a little cream or sugar and its no longer even close. Oh, but you're right it takes gasoline to get to your local coffee shop on your way to work and that gasoline is not cheap. But we will stick it to our local Starbucks and show them we don't need their lattes and their mochas by simply quitting our jobs, saving on the gasoline, and start brewing our K-cups. Brilliant. I already have a hundred ways I could be spending that extra $300 saved in gasoline expenses.

Debunking Myth #2- the overpriced drink

Starbucks and their overpriced $4 lattes. That seems to be a major complaint for the new coffee shop wave that has exploded stateside and abroad. Starbucks bears a lot of this hate as most people hold them directly responsible. I find this complaint about coffee especially fascinating.

First, it always seems that some or most of the people that are complaining are also frequent buyers. It must not be that overpriced if you still consume it daily.

Second, is it really that overpriced? A can of soda/pop/coke is on average a $1 to $1.50. At a restaurant we don't flinch when we drop $2 to $5 on that same drink. Good wine can escalate way past $100 a glass. Bottled water is even $1 -$2. Now I can definitely concede that wine is more expensive to make and that the cost of raw coffee beans are actually quite low. But every other beverage, besides coffee, requires little or absolutely no labor to prepare for the customer. Wine has to be uncorked but last time I checked that wasn't a very complicated process. Soda and bottled water requires no effort. But when you buy coffee beans at that comparatively low price they don't just magically ooze into a piping hot latte to be enjoyed. Espresso drinks take labor. It takes complicated and expensive equipment. It takes training...to make it right at least. Coffee beans from numerous different countries or regions have to be blended together to make a good espresso blend, they then are roasted, then ground into a fine powder, then pressurized water is pushed through them, and usually milk needs to steamed or froth so that you can finally combine the drink to make a wonderfully tasting latte or cappuccino.

I do have sympathy for people here because many cannot truly afford a latte or cappuccinos. For most it is really a thing of luxury. But at least stateside I think its time to stop hating on Starbucks because of a $4 drink.

As Americans if we were at one point able to fork over $1-2 on this:

then $3-4 for this ain't so bad

Debunking Myth #1- the unhealthy beverage

Coffee is the number 1 source of antioxidants.


For other coffee health benefits check out www.coffeescience.org