Stepping out of the loop for a moment, reflecting, concentrating and focusing on your conversation partner is probably one of the most important moments in life – if not life itself. Isn’t this opportunity to slow down and unwind more important and valuable than ever these days?

Against this backdrop, a cup of coffee should have a different and greater significance than simply being coldly and dispassionately squeezed out of a coffee machine. In this particular case, focusing solely on the cheapest solution just doesn't make sense.

Like your conversation partner, a cup of coffee should be a conscious decision and appreciated accordingly. Whether it’s an expressive espresso with a strong body and well-developed roast aromas or a fine, fruity filter coffee, or a full-bodied and strongly sweetened café crème, they can act as the perfect accompaniment to your conversation.

How many people have met over a cup of coffee? How many political decisions were made in coffee houses or at a coffee table?

Is it not time to once again consciously appreciate the time spent enjoying a cup of coffee and to reflect a little more about the coffee itself?

Nothing lingers in the mouth and the memory of your guests as long as that last cup of espresso after a perfect dinner – in a good way or bad. A chance to score points, or to immediately and thoroughly destroy everything that went before it – making all your painstaking efforts irrelevant. The question, therefore, is why hotels and restaurants focus solely on price when purchasing coffee and don't see it as a marketing opportunity. The large budgets available would certainly allow the purchase of good and high-quality coffee.

Why do so few companies use coffee as a way to score points? Just imagine you were served an incredibly well-made cup of coffee during a business meeting, with a wonderfully balanced flavor. Wouldn't that distract you from the actual business or positively influence your mood?

So the time has come to think again about whether coffee really just needs to be warm and brown – or whether you want to unleash the potential currently lying dormant in your coffee.

Let’s talk about it over a good cup of coffee!

 

Dr. Steffen Schwarz

www.coffee-consulate.com