COFFEE ETIQUETTE

HISTORY

There are two stories about the discovery of coffee beans and their origin.

According to one legend, they were discovered by goats in Ethiopia. The goats ate those cherries while grazing and became very energized.

The second story goes that they were discovered by a sheik named Omar in Yemen, who was rejected by society, went to live in a cave, and while there, he ate those cherries to make himself feel full for the day.

Whatever story you choose to believe, the truth is that coffee is a very energizing drink that also temporarily suppresses your appetite.

Sufis, in fact, used to drink coffee to stay awake during night prayers and meditation. Despite its popularity, coffee was still regarded as a pagan dream by Christians, so it took some time for Europeans to develop a taste for it. In the 16th century, the Dutch established the first coffee plantation in Sri Lanka.

Over time, more and more coffee shops sprang up in Europe, where intellectuals would congregate to share their grand visions and discuss brilliant ideas. As a result, coffee shops in the United Kingdom were labeled “Penny Universities.” Pennies because that was the cost of coffee, and universities because this was a gathering place for intellectuals to share their big ideas.

Coffee is still the second most consumed beverage after water, and it is the second most treated commodity after petroleum.

So, having written so much about “Coffee”, you might be wondering, “Why do I need to read a blog on Coffee when I am applying for a job in the Aviation or the Hospitality industry?”

Right?

Well, here’s your answer:

Coffee is a famous beverage that is beneficial in boosting our energy level. The cherry on top of the cake is that coffee works wonders to increase our energy level, promote weight loss, etc.

Coffee is considered to be the most profitable item in the hotel industry. It will sound ironic because coffee is not included in any menu list offered by a hotel. Coffee is cost-effective compared with other products sold on the same day at different rates.

For instance, bottled water costs twice as much as coffee. If you need proof, visit your neighborhood’s nearest hotel restaurant or beverage dispensary and ask about the price of a cup of coffee.

Coffee represents 50% to 80% percent of annual sales in restaurants and 25% to 40% in cafeterias.

We will mainly discuss two significant reasons why coffee is considered an essential commodity in hotels: economic profits and health benefits.

Hotels use coffee to create social events by providing complimentary beverages for guests and visitors. Coffee is the most popular drink served in hotels, representing 50% to 80% of annual sales in restaurants and 25% to 40% in cafeterias.

Many people consider coffee a “drinking ritual” that comforts customers during their interaction with others. Coffee can also be used to create an intimate environment for guests, who are mostly strangers.

Perhaps because of its high demand within the hospitality industry that comforts customers, coffee has become one of the nation’s most significant sources of revenue after alcoholic drinks.

One of the most important elements of a modern hotel property is its coffee service, both within the guestroom and at any restaurant outlet. Given this beverage’s significance in everyday life, it’s a definite no-no for a hotel that cuts corners in its procurement and preparation of this brown elixir. Hardly a drug, though, coffee is not only big business but an aspect of our culture that continues to evolve.

To witness this evolution, look no further than guests’ expectations for a property’s in-room coffee and tea service. Within the past decade, we’ve seen a migration from metal foil sachets, to Keurig, Nespresso and a host of other machines capable of delivering a more flavorful and bespoke experience. Complementing this, most hotel restaurants offer barista levels of services with cappuccinos, lattes and espressos the norm along with a few custom creations in tune with the local market. Even basic by-the-gallon foodservice grinds like what you would find in a breakfast buffet are far better than they ever used to be.

So, it goes without saying that if you are an aspiring flight attendant or somebody who’s eyeing lucrative job offers in the hotel industry, then you must ensure that your knowledge about the origin of coffee, its preparation and service is on point and at par with international industry standards, in order to develop a competitive edge over your contenders.

So, let’s get back to the coffee business!

Coffee is a cherry, and the coffee bean inside is a pit within that cherry. Coffee is grown in two regions: the lowlands and the highlands. Indonesia is an example of a lowland. Because this is where there is a lot of oxygen, the crops that grow here tend to be more bitter but less acidic. Starbucks sources a large portion of its coffee from the lowlands. Coffee grown in the highlands can be found in Ethiopia or Kenya. Because there is less oxygen in the highlands, crops require more energy to grow. This is why coffee beans have a more acidic taste, but they are less bitter and have a more natural taste of coffee, so they taste fruitier.

Coffee must now be processed after it has been grown.

There are two processing methods.

1. Washed method

As the name implies, the washed method is when these beans are washed with water. First, they are de-pulled, removed, and washed the cherry.

• This is more expensive.
• It preserves the flavor of coffee beans better.
• The natural flavor is retained.
• Beans have wings running through them.

2. Natural method

In this method, the coffee ferment alongside the cherries.

• The bean has a creamier texture.
• It has a less intense flavor.
• It has a closer resemblance to the cherry taste.
• Beans do not have wings.

You can tell if the beans have been washed or if they have been naturally processed by looking at them. So, if you want a more natural, original flavor of coffee, go for washed beans.

After the coffee has been processed, it is moved on to the roasting stage. And there are three levels of roasting: low, medium, and dark. The rule is that the lighter the rose, the more original the taste of the bean, bringing it closer to its original form and taste.

Here, you’re going to see two brewing methods.

1. 60 or pour-over method

• Baristas pre-wet filter paper.
• Add freshly ground coffee beans and hot water to let the coffee beans soak or bloom.           
• Add some more water to make a fresh cup of coffee

2. Delter coffee press

It’s a relatively new brewing method, and the good news is that it’s simple to transport wherever you go.

So, in which cup to serve coffee?

It depends on a couple of reasons: type of drink, the occasion or the formality of the event, and the time of the day.

1. Mug

It has a thick handle, no saucer, and usually comes in a very large size, as seen here. In the morning, you might expect a filtered coffee or an americano served in a mug from a hotel, or this could be your preferred method of enjoying coffee at home.

2. Coffee Cup

*Tea Cup (left) and Coffee Cup (right)*

The more formal coffee is served in a regular coffee cup that looks like this. The shape and form of a regular coffee cup differ from that of a teacup. Looking at these two, you can tell that a coffee cup is narrower and straight, whereas a teacup has a smaller, narrower bottom and a wider rim, which flares up like a flower.

At the end of a meal at a restaurant, you can expect to get your coffee in a regular coffee cup. You could get a filtered coffee or an americano, or it could be a drink you enjoy, so this would be reserved for that.

3. Turkish Coffee Cup

This cup is used to serve Turkish coffee, though you can also get Turkish coffee in a demitasse. The coffee has a wider bottom and narrows as it approaches the top of the cup.

4. Demitasse

This is the final cup I’ll show you, and it’s called a demitasse, which means “half cup” in French. When comparing the size of a demitasse and a regular coffee cup, the demitasse is much smaller, almost half the size of a regular coffee cup.

You might expect to receive your Turkish coffee, espresso, or other strong beverage in a small demitasse cup.

This cup is typically reserved for more formal occasions, and you can expect to receive your drink at the end of the meal, such as at a wedding reception or other formal gathering.

SPOON

When given a regular size coffee cup, it is frequently served with a coffee spoon as well. The other teaspoon is known as a demitasse, and it corresponds to the size of a demitasse cup. It’s nearly half the size, much smaller, and comes with a demitasse cup.

Cold coffee drinks are served in a tall glass, and you’ll be given a special long spoon to stir your coffee. The shape and design of the cup would differ for some specialty drinks, such as cappuccino. So, if you look like this, the ceramics of this cup are much thicker, and the shape of the cup is more like a bowl, ensuring that the milky drink can be preserved in it and enjoyed for a longer period.

Now that you know which cup to serve coffee in, here are a few etiquette rules to keep in mind. 

First Rule: Never put your pinky out when drinking coffee. Keep it inside by tucking it in. 

Second Rule: Do not rotate your coffee cup like a wine glass; instead, keep it straight. 

Third Rule: Never lick your coffee spoon and never leave your coffee spoon inside the cup while drinking coffee, as this makes it possible to enter your eye while drinking. When you’re finished stirring, set your coffee spoon on a saucer. 

Fourth Rule: if you start the coffee, drink it with a glass of water. This water is meant to be consumed prior to the coffee drink to clear your palate and prepare it for tasting the lovely notes of coffee. If you didn’t like the coffee drink, it’s fine to drink water afterward to get rid of the coffee aftertaste. 

Fifth Rule: Don’t dunk your biscotti or cookies in your coffee. It’s just poor etiquette. The only exception to this rule is dipping your croissant in café au lait (French for “coffee with milk”) for breakfast in the morning.

Sixth Rule: if you’re in Italy, you can order cappuccino only for breakfast, never afterward. Also, if you want to enjoy espresso you should do so at the bar and drinking likely a shot. Never order it to go. 

Seventh Rule: Do not enjoy your coffee and dessert simultaneously. Make sure that you first eat your dessert and then you pick up your cup and drink your coffee. 

Eighth Rule: When pouring coffee, make sure that you lift the pot and pour the coffee while the cup remains on the saucer.

Ninth Rule: Lift the cup towards you. Do not lean into the cup.

The final etiquette rule is to avoid pouring your coffee into the saucer! It’s just bad manners. Simply wait for your coffee to cool before drinking it.

I’ve attended conferences where the coffee was so awful that delegates were slipping out to the Starbucks in the lobby. While being average in this regard may have negligible impact either way, bad beverage service will be immediately noticed and have harmful effect. Contrarily, offering something exceptional may be enough to turn that four-star review on Tripadvisor into a five.

Look at improving your coffee as just another way of building your reputation as the best property in your trading area. With so much at stake for this often-overlooked aspect of your food and beverage operations, here are ten new rules for coffee in your establishment.

• Recognize coffee is critical to your property’s success in all its forms and at all your venues. No one cares if you don’t have an incumbent coffee culture – your guests do and that’s what’s important.
• Taste the coffee in your restaurant and catering venues. If your local McCafé or Starbucks is better, you’ve got a problem.
• Coffee cannot be reheated – 30 minutes from the time it was brewed is all you have before the flavor profile is irreversible sullied.
• With a Keureg or Nespresso, you’ve got a way to give guests a great start to their day for about a hundred bucks a room. Yes, the coffee capsules have a markedly higher cost. Suck it up and find cost savings elsewhere.
• All your restaurant outlets should offer more than just coffee. Machinery to produce espresso-based drinks is inexpensive and, with proper training, easy to use.
• Clean all your coffee equipment daily at a minimum so that the repugnant soot never builds up. Check brewing temperatures as well, as this can increase the ‘burnt’ taste profile of the end product in addition to alter the sugars in milk.
• Experiment with different suppliers. Taste samples early in the day and ask your staff members for their opinion, too. Coffee selection and menu additions can be a good opportunity for team participation.
• While I don’t drink decaffeinated products often, there has been a marked improvement in their processing. For this, you must ensure that your ‘low test’ matches ‘high test’ in quality.
• While you’re evaluating your coffee service, broaden your search for differentiating your property by examining the aesthetics of the overall experience – mugs, cups, saucers, serving utensils, room décor, menu design and nearly anything else to boost the ambiance. See what your budget can spare for something out of the ordinary.
• Having sat through numerous budget, procurement and operational meetings, I’ve never heard a controller complain that too much was being spent on coffee!