General Studies Lounge

Guidelines for Espresso Preparation, Production, Presentation and Enjoyment

My name is Brody Berg. I am from Seattle. I love coffee. I really mean that.

Seattle nights are long and dark. Combined with the fall rain, and onset of the endless bleak winter, the city generates a sort of gravitational pull leading its citizens toward coffee. I indulged by spending several years there drinking some of America’s finest espresso. By "espresso" I mean either straight shots or espresso added to other liquids to form drinks like mochas or lattes. Espresso based drinks are well represented in Seattle. However, like the bored guard at the Louvre with nothing to see, Seattleites grow benumbed by the dazzling espresso around them. Seeking to refresh my appreciation, I headed out to explore the world.
On leaving Seattle I searched for espresso internationally. I found great espresso in places like Iceland, Belgium, France, Italy, Kenya, New York City and more. Each espresso experience had key elements which I outline below.

First, the shop must prepare itself to serve great espresso:

Preparation:

• Obtain excellent beans from a reputable roaster, selected for espresso use
• Undergo precise training on exactly how to prepare your espresso beans
• Constantly monitor your espresso machine for proper function

At the same time, the person wishing to enjoy the drink, must also prepare

• Cleanse your palette

The shop must then adhere to some crucial basics in espresso production

Production:

• Freshly prepare each espresso shot
  • Corollary: Never serve espresso you made "a minute ago"
  • Serve the espresso as it came from the machine
  • Corollary: Never serve espresso with adulteration of any kind

Presentation:

• Shop:
  • Offer an elegant espresso setting
    • Corollary: Never serve espresso in paper products
    • Corollary: For the love of all that is holy, do not serve espresso in a large paper cup
    • Corollary: Serving espresso in a paper cup with a lid implies there is no proper place to immediately enjoy the espresso and deprives the customer the chance to sample the intoxicating aroma of your beverage
    • Corollary: There is no such thing as a "to go" espresso
  • Deliver the espresso with only a modest amount of splash in the interior
    • Corollary: Do not serve espresso which has sloshed over the edge
      Present your espresso in cups that have handles (seriously)
  • Guarantee the branding of the setting (if any) matches the actual beans used

Enjoyment:

• Shop:
  • Provide a bar, small tables or side-bars
  • Never offer table service or an extended menu
    • Exception: Your establishment is a restaurant offering after dinner drinks
  • Delivery is appreciated when customers may sit
  • Provide a well stocked and immaculate dressing bar
  • Include plentiful amounts of iced water and clean cups
  • Well-timed delivery of a small glass of water after the espresso has been enjoyed is always appreciated
• Drinker
  • Take your time
  • Observe the crema
  • Feel the heat of the espresso within the cup
  • Enjoy the aroma
  • Drink the espresso in no more than one or two sips
  • Take another round of the aroma of the empty cup
  • Place your excellent espresso in an honored spot on the table and appreciate it's contribution to your day

Barista's and the 4th wall: Don't introduce yourself, we aren't friends. Your name doesn't make this espresso more delicious, your awesome talent does. So just smile, make your smoking hot espresso and place it on the bar. Then I'll take the espresso, there will be no names, no contact - only you doing your job and me having your wonderful product.

If you have questions, comments or a suggestion of a café meeting these requirements that is not on this list, contact Brody Berg