Customer's vary most in their expectations. That's not to say anyone coming in the front door expects a poor experience, but definitions of a satisfactory breakfast vary considerably. Some diner's fly by the seat of their pants. They expect to be seated, ask and take recommendations, and refuse condiments, refills, and change. Some diner's move several times before they are satisfied and are even willing delay the carnal gratification of eating for a more pleasing position in which to do so. They must taste house wines on happy hour, they use the menu only as a tool to decipher what is in the walk-in, they request explanations behind upcharges and don't bat an eyelash while reciting ritualistic substitutions.
This is especially true with people and their coffee. A sincere apology to fellow hipster baristas, but coffee making is not complicated at all. Everything and I mean EVERYTHING on any coffee house menu is a combination of five things- espresso, coffee, milk, hot water, syrup... but mostly espresso and milk. Italian, as Latin, lends itself to confusion, confusion lends itself to the illusion of complication, the illusion of complication lends itself to sophistication, and sophistication lends itself to money making potential(ask anyone in the medical profession).
Sophistication leads to outsider trust. The novice coffee drinker often asks, "What's good?" "What's sweet?" "What do most people get?" The answer to all of these questions is usually a version of the latte, but several variables effect what transaction eventually takes place. Most people prefer sweet drinks, men prefer not to admit it. If I feel a connection to a customer I will make bolder suggestions. There are several drinks I prefer to make. Sometimes I'm just out of something or my espresso is pulling funny.
Sophistication also attract sophisticates. Academic style arguments, emotions flaring, exacerbated by caffeine or lack thereof. Wine sophisticates are prevalent as well, but far more tolerable. Wine sophisticates are usually satisfied more easily by more wine and perceived agreement. Coffee sophisticates are often more difficult to pacify, usually because they don't have clue what they're drinking in the first place. The word "latte" has not been integrated with "espresso" and "steamed milk". And unlike wine, coffee drinks often taste good. So when someone who craves a Starbucks style Macchiato is surprised to receive a shot of espresso with a spoon full of milk on top, the world seems like a very bitter and quickly cooling place.
When first dealing with the macchiato gap, I would ask, "Are you sure?", which was almost completely ineffective at gaging customer's "sure-ness". I then would explain the difference between the two using words like smaller, more bitter, and very different. Eventually I found that the best approach was prompting guests to explain their expectations and then use my extensive milk and espresso experience to avoid disappointment. As it turns out, most people would prefer to remain oblivious to their own lack of knowledge in favor of conserving learning resources for more important things than coffee.
It takes energy to maintain illusion for others. But perception is reality and the truth is: as people, we experience restlessness wherever we're at. Only upon realizing this can we ever hope to grasp true freedom: the ability to choose to push the envelope or accept things the way we perceive them. The danger of acceptance is vulnerability to the ambitions of others. The danger of personal ambition is personable responsibility.
Its not that any field or life is more difficult. It comes down to the details in life that we are truly willing to pay attention to and take responsibility for. That's why respect is important. Thank you again for your attention and respect. Three hundred views guys! Thank you.
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