Ok, this is a particularly sad one -- one that may even make it to become the #1 poster boy in my…read moreupcoming business lecture tour and book.
Coffee.
So many people define themselves as experts. Sadly, many of those same people will walk in and say things like, "Gosh, I'm tired, could you make me a double espresso?", clearly assuming that stronger taste automatically means more caffeine.
My wife and I simply like a good coffee in the morning. Which leads to the obvious question: what do we define as "good coffee"?
For us, it helps us get into the day, tastes pleasant, and does not leave a bitter note. We are absolutely not coffee experts and can discuss coffee, at best, at what we Germans would call "Thekenniveau" -- bar-counter level.
I do understand, however, that it may make a difference whether beans were roasted weeks or even months ago somewhere remote, then shipped and stored, or whether they were roasted locally and recently.
So we asked ChatGPT, and one of the recommendations was REGENT Coffee in our neighborhood.
We went.
Our directive was very clear: we explained that we knew little to nothing about coffee, which was precisely why we had come in and were looking for advice.
The lady helping us started with: "Well, it all comes down to the settings of your coffee machine when you pour your espresso."
I responded that we are not really espresso drinkers -- we drink Americano.
She gave us "the look" and explained that an Americano is espresso with more water.
The information: fair enough.
The way it was communicated: not ideal if your goal is to win me as a customer.
From there, the conversation did not really lead anywhere.
We were asked questions such as whether we preferred nutty or fruity coffee. That may be a perfectly reasonable question for someone who already knows what those terms mean in practical taste terms.
But we had just told her that we did not.
That was the entire reason we were there.
We were not looking to prove our coffee knowledge. We were looking for someone who had the expertise to guide us.
In the end, we bought an Americano.
It was served so hot that my wife burned her mouth in the car, and it took almost the entire 45-minute drive to Santa Monica before it had reached what we considered a comfortable drinking temperature.
It cost $5. And we did not even particularly like it.
Would I go again? No.
Would I recommend REGENT based on this experience? No.
What makes this particularly disappointing is that this was a tremendous lost opportunity to turn us into long-term customers.
We like expert advice.
We drive to Farmers Markets to buy fresh produce knowing full well that we may pay 200% more for something that is perhaps only 15% better. But we can taste the difference, and that makes it worthwhile to us.
Coffee could have been exactly the same.
If I specialized in coffee, I would make it incredibly easy for people like us to enter that world.
I would offer tastings.
I would explain, in simple language, what "nutty", "fruity", "chocolatey", "bright", "smooth" or "low acidity" actually mean in the cup.
I might offer a short class on how to set up a home coffee machine properly.
Maybe even machine-specific sessions. Maybe in the shop. Maybe at the customer's home. Because there are customers walking through the door saying, quite literally:
"We know very little. We want advice. We are willing to spend money."
And even better from a business perspective:
Not just money once.
Continuous money.
Imagine if the conversation had instead started with:
"I totally understand where you are coming from. Coffee can become unnecessarily complicated very quickly. Since you mostly drink Americano and want something smooth rather than bitter, let me give you two small tastes so you can understand the difference. Then I'll recommend one bean to start with."
We would almost certainly have bought a bag.
Possibly two.
And if we had liked them, we might have bought beans there for years.
Instead, they sold us one tiny cup for $5 over the counter, while the payment screen suggested an 18-25% tip.
And two potentially very loyal customers walked out frustrated.
That, to me, is the real business lesson here.
It is not about whether REGENT makes good or bad coffee. Taste is subjective. It is about recognizing the customer who is standing right in front of you. Especially when that customer is effectively saying:
"Please teach me how to spend more money with you."
And then making sure you do not send them home without doing exactly that.
Small caffeine footnote: espresso is more concentrated in caffeine per ounce, but a normal serving of drip coffee usually contains more total caffeine than a single espresso because the serving is much larger. Stronger taste does not automatically mean more caffeine.