4 Practical Ways to Teach Second Wave Consumers About Third Wave Coffee

[Editor’s note: If you have no idea what this title means, check out this infographic explaining third wave coffee.]

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The following post originally appeared on Perfect Daily Grind
Written by E. Squires and edited by T. Newton

If you’re anything like me, you’ve spent countless hours reading, researching, tasting, traveling, and diving deeper into our favorite drink. You love reading about farmers and their best practices. You spend hours perfecting your brew methods and your espresso shots.

But many, if not most, of your customers won’t be as interested in the minutiae of TDS and coffee processing methods. They simply want a shot of caffeine (plus or minus sugar). Sure, some customers will come for a quality coffee experience. A select few will even want to know everything. But these will be in the minority.

The thing about us in the Third Wave is that we’re desperate to share specialty coffee with everybody – but we can’t. Great customer service means understanding your customers and meeting them where they are, whether it’s simply a morning caffeine fix or a matter of helping them along their coffee journey in small steps.

Yet while you can’t force your customers to appreciate coffee like you do, you can open the door and allow them to walk through it. Getting the balance is hard, so we’ve come up with four practical ways to teach people about Third Wave coffee without preaching or being intimidating.

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Infographic: The Millennial Coffee Market Is V Lit

* [Ed. note: Millennial translation gifs available here]

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Millennials are really into their coffee – it’s no coincidence that BuzzFeed recently launched their own roast … sold through a personality quiz.

But not all cups are created equal.

Just like the cloud, “coffee” often means something different for the 19-35 year old demographic than it does for previous generations. In fact, Millennial behavior and attitudes are transforming the coffee market. (For starters, they really love espresso.)

But what do these changing consumption trends mean for the future of the coffee industry?

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The Best Coffee Dessert Recipes for the Holidays

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Coffee is a complex and versatile ingredient that has long been underrated in culinary circles. It adds a complex, rich flavor – plus an extra antioxidant boost.

For the best taste, use fresh grounds or brewed coffee when cooking with coffee (but to minimize waste, here are some ideas for how to use leftover coffee and grounds around the kitchen).

Check out our round-up of some of the best coffee dessert recipes for the holidays, and share your favorites in the comments below.

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