CAFE YOUNES ON THE NEW COF­FEE CUL­TURE

Hospitality News Middle East - - SPECIAL REPORT - cafey­ounes.com Amin Younes Man­ag­ing Part­ner Cafe Younes SAL

Many im­prove­ments to cof­fee-mak­ing have taken place in the past cou­ple of years, whether in cof­fee-har­vest­ing and roast­ing or in cof­fee-mak­ing and brew­ing. I am per­son­ally not im­pressed with the lat­ter; I do not be­lieve that these im­prove qual­ity. These gad­gets just make our lazy lives eas­ier; a Blue­tooth-con­nected tablet that switches your espresso ma­chine on while you are still in bed! How sloth­ful!

The qual­ity of your fa­vorite caf­feinated bev­er­age is mostly re­lated to har­vest­ing and roast­ing the cof­fee. Some im­pres­sive im­prove­ments have been made in or­der to sell, use and brew a bet­ter-qual­ity cof­fee. The most im­por­tant re­sults are more con­sis­tent roasts, lower emis­sions and for in­de­pen­dent and large cof­fee busi­nesses, lower op­er­at­ing costs.

New cof­fee fla­vors have been dis­cov­ered to in­crease the temp­ta­tion and to fur­ther com­pete with other caf­feinated bev­er­ages, such as tea, en­ergy drinks and so­das. It is a prim­i­tive way to en­joy the high­est level of cof­fee drink­ing and, in turn, ex­pe­ri­ence cof­fee nir­vana.

How­ever, I be­lieve that the cof­fee in­dus­try is wit­ness­ing a re­birth. I am re­fer­ring to the Fourth Wave, which is fo­cused on peo­ple. Our cof­fee shops adopted that wave a few years back by of­fer­ing a blend of mod­ern and ‘nos­tal­gic’ de­sign and feel to re­flect our 83+ years of his­tory. While main­tain­ing prod­uct qual­ity, we are build­ing a new cof­fee ex­pe­ri­ence by bring­ing the roast­ing process to ev­ery out­let and in­te­grat­ing the roast­ing jour­ney to the café ex­pe­ri­ence. Cof­fee lovers not only wit­ness the live cof­fee-roast­ing ‘show’, but are also part of it.

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