I think this video touches on something baristas have known for a while now but have slowly and begrudgingly given up. James Hoffman, 2007 World Barista Champion and much more, gave this talk a few months ago for Tamper Tantrum. He says customers need empathy. He also says they don’t want to feel dumb.
This all makes sense, right?
Then why don’t we always get it?
Just watch this video and see if you don’t blush at your explanation of, “why we don’t actually have caramel macchiatos here.” This isn’t a slap in the face to Nashville Coffee. I think, just like James Hoffman says, that coffee culture is in a really great spot. But, take a look at how you interact with the customers. How can you be better?
And, thanks to Krater for sharing the video with me!