How Coffee Houses and Coffee Roasters Can Work Together

As a roaster, you need to ask yourself: who is going to buy your coffee?

Just like the rest of the coffee industry, roasters ultimately work for one customer: the final consumer. If people don’t like the coffee they’re drinking, then they will not buy it from cafés and stores to which roasters are selling it to. This sounds fairly simple, but it’s actually not. Coffee has such a huge range of varieties that, if consumers and café owners don’t know what to expect, they might think that roasters have been selling them a bad product.

Because let’s face it: some coffees are not bad but just different. Some are more acidic and less sweet. Some are more floral and less earthy. It’s completely normal. Flavors depend on both coffee's origins and on which roasting method was used. However, consumers might be used to consuming mainstream types of coffee, so they might not buy exotic varieties. In those cases, café owners might complain to roasters for producing coffees that nobody seems to like.

Roasters can learn a lot about consumers from their clients. They can tell them which coffees are selling better and why, because roasters don’t really get to see the final product. It’s up to baristas and regular consumers to brew it. And if it’s not brewed correctly, then the results can be a bit disappointing. So by having a clear communication with café owners, roasters can learn things like:

• Who consumes their products.
• How educated they are about coffee.
• Which are their favorite flavors and how consistent they are with their preferences.
• What equipment and methods baristas use to brew it.

Does this mean that if you’re a roaster, you should leave specialty coffee roasting behind in favor of a mainstream production? Absolutely not! That’s still an extra value you can give to café owners and baristas. You can, very kindly, educate them about how different coffees taste better when using specific brewing methods and you can teach them how to sell each type of roasting and coffee. Sometimes, the problem isn’t that people don’t want to try something different, it’s that you haven’t sold that new product to them appropriately.

Besides, it could be a great marketing opportunity both for roasters and coffee houses. If you’re a roaster, you can work together with café's owners to organize workshops or live demonstrations in which you can teach your consumers all there is to know about coffee and how to identify and appreciate their different properties. You’ll give an extra value to your clients, and at the same time, you’ll be attracting new people and businesses to your brand.  

Every step in the coffee’s production process has its very own requirements and working styles. At That Coffee Roasters, we know how to seize every one of them to bring the best out of every bean. We want to have a great relationship with our customers so we can keep growing each day and continue to spread our love for the best drink that’s ever existed!

Be receptive to feedback.

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That Coffee Roasters

Phone Number: (305) 821-8811

2697 W. 76 Street, Hialeah, Florida 33016

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