Getting the Story Straight

Communicating what is Special about Specialty Coffee

By Tracy Ging

You know that famous quote, the one that says imitation is the sincerest of flattery? Well, if that’s the case, specialty coffee should be flattered because we have certainly been imitated.

Most coffee—whether it’s specialty or not—now carries descriptors like gourmet, premium, coffeehouse-style, and others. The words sound good—and in many cases, the coffee is pretty good too. As okay becomes better, it’s forcing better to rise to best.

That creates a new set of challenges for the specialty coffee industry, mainly in convincing people that there really is something special about specialty coffee, something so special that when presented with a myriad of choices, consumers will understand that specialty coffee is the better option, the one worth seeking out, waiting a little longer for, and paying a little extra for. To read the rest of this article, subscribe to The Chronicle or become a member today! If you’re already a Chronicle subscriber or member, please login.

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