Can swift services capture coffee converts through creativity?
Let’s get this out loud at the very beginning: We know a whole lot about coffee already.
After centuries of cultivation in places such as Ethiopia, Indonesia, Hawaii, Brazil, and the Arabian Peninsula; after the roasting process, grounding, and using in beverage-making for umpteen generations; and after going around 27,000 Starbucks stores and a trail of discarded K-Cups long enough it could reach the moons of Mars, there aren’t enough mysteries left when it comes to our morning beverage choices.
And yet, according to the National Coffee Association (NCA), the percentage of Americans drinking coffee on a daily basis increased from 57 percent to 62 percent in the past year. A 5 percentage-point increase inside 12 months means a whole lot of new coffee converts in a very short time. The association claims the increase has to do with increasing consumer interest for gourmet coffee varieties across the world, a robust also increase in past-day coffee drinking among younger consumers.
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The NCA didn’t make it as a precise claim, but as people always create perceptions in their minds, there is a suspicion that another factor that drove greater coffee consumption was the media attention surrounding a study on coffee consumption published in highly respected journal Annals of Internal Medicine this past August. Reputed to be the largest-ever study on coffee and mortality, it involved more than 520,000 people in 10 European countries. It’s a game changer, now people think if they drink more coffee it could significantly improve a person’s life expectancy.
It’s worth asking whether there are enough possibilities for limited-service chains to carve out a chunk of this growth for themselves. Here are a few trends that could help you get started to jump into the big coffee chains’ dominance.
Brewing coffee by steeping it in cold water tends to make the coffee less acidic and less bitter. It’s generally more delicate on the palate because the brew oxidizes and degrades at a slower pace than it does in typical hot-water brewing. And while cold-brew coffee is often consumed in iced form, it is possible to make hot coffee using the same technique. The cold-brew approach also allows for the addition of ingredients such as chicory and spices to the base coffee, which can produce some certain range of different and interesting flavors much more subtle than you get by simply adding your usual sweet syrup into it. Cold brewing could also do the trick for those who like their iced coffee with a bit of effervescence courtesy of carbon dioxide. At Stumptown Coffee, for example, the bubbly offerings include a sparkling honey-lemon cold brew and a sparkling ginger-citrus variety. Imagine lines of coffee “mocktails” based on sparkling cold-brew java; addict cola drinkers might change their breakfast routine.
Read more : difference between cold brew and iced coffee
And then there are nitro cold brews. By piping liquid nitrogen into the coffee, you wind up with an iced beverage that looks more or less like a pint of Guinness stout, with the foamy head that makes the Irish staple so popular. The notion of coffee as an a.m. thirst-quencher with a little bite could prove enormously popular in quick-serve circles.
This might sounds odd because coffee is obviously not your morning pancakes, but it’s no longer a rarity. A man named Dave Asprey created Bulletproof Coffee and an accompanying diet more than a decade ago, and it’s taken root among those who believe the claim that downing a cup of coffee containing butter and medium-chain triglycerides like coconut oil attempts an energy boost with no caffeine crash, mental alertness that lasts for hours such as anxiety, and appetite suppression. Since young men are among the diet’s most ardent devotees, it seems reasonable to think that buttered coffee could be well-suited to certain quick-serve menus.
Ever wonder what happens to the coffee fruit after the bean we love is removed from it? Of course you haven’t. But those red, plump, coffee cherries—which only have the slightest hint of coffee flavor—are called cascara, and they’ve become a superfood trend.
Long ago, these tempting gorgeous cherries were discarded and ignored. But today, cascara teas for drinking and flour for baking are being loved by health-conscious consumers. They’re said to contain more iron per gram than spinach, more fiber per gram than whole-grain flour, more antioxidants per gram than a pomegranate, and more protein per gram than kale.Perhaps as a result, cascara is going mainstream. Starbucks launched a limited-time cascara latte this year. Trader Joe’s has its own coffee flour, and Seattle Chocolates markets a dark-chocolate truffle bar with cascara and roasted cocoa nibs.
So while coffee is really not the next new thing anymore, it’s obvious that we haven’t yet exhausted its capabilities. I have confidence and expect that we’ll still be talking about new coffee drinks and new uses of it many years from now.
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