Reaching Our Customers by Understanding
Them Better
Article by Diana Mnatsakanyan
Photo by Joshua Vasko
Crossing
the
Counter
IT'S NO SECRET THAT INTEREST in the
specialty-coffee industry is growing. As classics
like the cortado and flat white make a comeback on
social media, the larger market is paying attention.
Starbucks' revamped pourover kettles and updated
single-cup brewing protocols reflect the surge of
big-name, established brands that are attempting to
slow down and get crafty. Urban Outfitters across
the country are stocking up on Chemex brewers and
Toddy systems for their trend-forward clientele.
Young people with smartphones around the world
stop blogging for a moment to wonder, "If a latte is
consumed but not Instagrammed, did it ever truly
exist?" Craft coffee has reached a newer, broader,
more mainstream frontier, and with this higher
demand, the risk for misinformation and miscommu-
nication increases dramatically.
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