October 2007 Newsletter
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Starbucks Throws Its Weight
In September, CSP Magazine writer Samantha Oller takes an in-depth look at Starbucks, its market position and what may lay ahead for the coffee retailer. The piece includes commentary by Cafemakers' Andrew Hetzel regarding the state of the specialty coffee industry.
They say the allure of Starbucks coffee is so powerful that the sheer number of customers driving out of their way for a morning fix has increased the duration of the a.m. commute nationwide, contributing to air pollution and traffic congestion.
They say that Starbucks clout is so strong that it can dictate which businesses open up near its locations, and if you're a rival coffee chain, well, best look for another neighborhood.
They say that wherever a Starbucks opens, neighboring coffee shops often see a lift in sales after consumers realize they can get better quality and value for their $5 elsewhere. With 14,000 locations and $8.6 billion in revenue worldwide, Seattle-based Starbucks Corp. has attained the colossus status achieved only by companies such as McDonald's. In the process, it has generated a host of rumors and the full range of human emotions, love, fear, hate, and admiration from competition and consumers alike.
What they all can agree on: Starbucks sells.
Read the complete article here (PDF)
Registration now open for Kona Coffee Cultural Festival espresso training session
For the first time in its 37-year history, the Kona Coffee Cultural Festival will include a professional espresso training workshop during its 10-day celebration of Hawaii's coffee heritage. The full-day hands-on workshop held by the Kona Pacific Farmers Cooperative will teach participants how to taste espresso, prepare espresso and make popular specialty drinks using Kona coffee.
Andrew Hetzel of Kamuela, Hawaii-based Cafemakers will lead the workshop.
The class will be held from 9:30 AM to 5:30 PM on November 8, 2007 at the Hale Halawai center on Ali'i Drive in Kona for a fee of $195 per attendee. Class size is limited to 20 participants; advance registration is required. For more information or to register, visit the event website or contact the Kona Pacific Farmers Cooperative at (808) 328-2411.
Register online by October 15th and get a $20 per-person discount!
Chain Leader Magazine features "Coffee Trends"
Chain Leader Magazine debuts a feature section titled "Coffee Trends" with articles and information intended to help chain retailers improve the quality and profitability of their coffee service.
"The equipment is better, the beans are better, the cups are better. You have successfully introduced a better brew, and your customers love it. Now customers expect that same quality cup of coffee every time. To ensure that the next coffee served is as good as the last takes thorough training."
Read tips from Andrew Hetzel in "Training Tips to Sell More Coffee" and "Making Today's Cashier into Tomorrow's Barista.
Andrew Hetzel Joins BEST Coffee School Teaching Staff
BEST Coffee School announces that retail consultant Andrew Hetzel has joined the teaching staff of its specialty coffee training center in Eugene, Oregon.
"Andrew brings a wealth of retail business management and marketing experience to benefit our students," says education program director Sherri Johns." BEST Coffee School is already known for its rigorous barista training and coffee education programs; with Andrew's direction we will also provide innovative business curriculum designed specifically for retail coffee businesses."
Andrew Hetzel will conduct a coffee shop business plan writing workshop and retail lease negotiation seminar on Thursday, December 13 at the BEST School in Eugene, followed by an informative walking tour of Portland's coffee shops with Sherri Johns on Friday, December 14. For more information or to register for classes, visit the BEST Coffee School website or call (541) 344-8690.
Quality, Freshness and Service Continue to Boost Coffee Sales of Independents and Chains
In this Tea & Coffee Trade Journal article published in the August, 2007 issue, Andrew Hetzel discusses trends and techniques that both independent and chain retailers are using to improve coffee quality and sales.
"Fine coffee is no longer the province of the Pacific Northwest, Alaska now has the greatest per-capita consumption of fine coffee and espresso is a popular menu item in Michigan and Nebraska. The advent of the Internet, cable television and increased travel by Americans has brought specialty coffee into the mainstream."
Read the full article in Tea & Coffee Trade Journal
Heather Perry takes 2nd in World Barista Championship, Espresso wins Gold
Heather Perry won second place in a world barista competition held recently in Tokyo. For the competition, she crafted an espresso blend that she describes as having chocolate notes with an orange citrus background, subtle spice and hints of berries with a honey finish. It won first place.
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