I threw up a little photo on Instagram and asked people to comment below it, asking me a question and you asked a lot of questions.

You ask more than 50 questions, and I don't think America chance to answer all of them.

But I'm gonna answer some.

Andi, I think there was an interesting little theme to some of those questions which I'm gonna start with now.

So interesting question from coffee by Joe, How would you open a specialty third wave shop in a city that hasn't been introduced to it yet?

A city with coffee culture but not specialty.

This is a really good question on an intimate question.

This is a great place to open.

First and foremost, you can look at things to wait.

You can say there's no demand or you can see there's no competition, and I would definitely see the latter there.

So how would I introduce it to people? 00:00:57.290 --> 00:01:0.290 Well, I would make sure I start by speaking their language. 00:01:0.590 --> 00:01:7.960 If you just come in and start talking about specialty in a way that makes you seem very abstract and strange and confusing and difficult. 00:01:8.300 --> 00:01:13.550 Then it's gonna be hard for people who aren't used to what you do to get interested in get involved in it.

So I think the key to this is kind of two things separately.

Firstly, I would want to look at what is driving people to buy coffee in that particular city.

What are the successful cafes in that city doing?

Well, If it's not quality, what else are they doing?

Well, so try and understand a little bit of demand in the area and then, secondly, approachability that might be in how you talk about coffee.

That might be the drinks that you serve that might be considering price a little bit more carefully, though I don't think that's the thing you should worry about the most.

Could someone come in, buy a drink and leave and not really have known they were in a specialty shop?

They've just gone to a captain that they're like they got a delicious cup of coffee.

They enjoyed going there, and they want to go back.

The challenges. 00:01:58.740 --> 00:02:2.210 Every customer when you open it's really already buying coffee somewhere else. 00:02:2.270 --> 00:02:7.130 What are you gonna offer that's gonna change their life is gonna change their route to work. 00:02:7.130 --> 00:02:8.520 It's going to change how much they spend. 00:02:8.520 --> 00:02:10.590 It's gonna change me with their morning routine.

You're asking someone to make a big change.

Is switching to your business what's your value proposition?

And if it's just this coffee is more traceable.

Or if it's just this coffee is a little bit sweeter.

That may not be enough, so you can't just focus on the one thing you can't just focus on cup quality.

That has to be an overall experience that's very compelling and have the cup quality and have the coffee that you serve be a piece of that puzzle.

Zach Atkinson asks UK Cafe that specializes in pour over.

Is it too soon for this to be desirable enough to make a profit?

This is a challenging question.

What is it about four of you you think makes it particularly valuable?

Is it that it's Bruto order?

Is it that it's brewed in small batches?

Is it that it's somehow theatrical? 00:03:0.140 --> 00:03:2.230 What is it that makes this a compelling offering? 00:03:2.460 --> 00:03:7.930 If it's just a cup of coffee, then why is it better than batch brew, and frankly, often it's not. 00:03:8.030 --> 00:03:8.970 What is it about? 00:03:8.970 --> 00:03:10.920 Pour over that makes you want to do this thing.

Pour over is incredibly difficult to make profitable very quickly.

Your labor costs involved in having one person stand and brew coffee and frankly, do very little else means that you're your cup price.

Convey easily become disconnected from the experience the customer ultimately gets those eight ounces.

Let's say off delicious coffee become unnecessarily expensive by adding an enormous amount of labor to it.

If you could achieve that same Cup quality with much lower labor costs and therefore provide a more accessible price and more accessible drink to the consumer.

Why is that not a better idea? 00:03:47.340 --> 00:04:0.480 I don't think a pore over bar in the UK will ever be financially viable because I don't think the premium that we add by the labor that we add really returns on it. 00:04:0.490 --> 00:04:4.380 With an improvement in the Cup quality head, Bourgeois asks the question. 00:04:5.100 --> 00:04:12.740 In many cafes, there are a couple of choices of brood, yet there may be 5 to 10 plus bags of coffee of different copies on the shelf.

How can more choices be offered in the future?

Or is it even important, increasing choices now given in all other beverages served?

This is a great question from head, and it's absolutely right.

You walk into a cafe that generally have way more coffees on retail than they will be offering you to drink.

So how do you necessarily connect what you're drinking with what you want to buy, or how do you understand what it is that you're buying?

First and foremost, I think cafes need to be a little bit more thoughtful about what they're offering.

There are a spectrum of experiences that should be reflected on their brewed coffee menu as well as in their retail war.

And I think connecting those two things could be and should be done a lot better.

I think what a row so it comes down to is that we probably need to be doing a better job in how we merchandise bags of retail coffee.

We need to do a better job of communicating what it is, the customers buying on how it meets their particular needs, and I would argue we don't know enough about what's driving consumers to take the bags that they pick on the kind of experiences that they're looking for.

I think this huge opportunities for learning to do retail better, that Greek fella asks.

The customer walks into your coffee shop, especially one, and asks you what sets you apart from the other regular places where he drinks coffee.

What do you answer?

How do you communicate what you do to someone who's not familiar and not really interested in specialty coffee or whatsoever again?

This comes back to something I touched on earlier, which is, you know, how we get people engaged with our coffee shop businesses.

And frankly, if it's not gonna be about the coffee on the menu, then we have to look at everything else there.

I don't believe a great Catholic and get away with Just being about great coffee has to be about great design as to be about great aesthetic. 00:05:58.750 --> 00:06:4.470 It has to be about great experience that has to be thoughtful from start to finish on. 00:06:4.470 --> 00:06:14.450 If someone walks in and gets all the way up to the register all the way up to ordering and they have a worked out something is different or something is compelling or something is unique about your business.

Then you still have a lot of work to do and actually talking to them about coffee or anything else.

You've already lost the game before this point.

They need to understand that this isn't a Starbucks.

This isn't a typical run of the mill space.

How are we communicating now?

For a long time, I've used the example of restaurants.

When you walk into a restaurant, you've got a pretty good idea of whether or not you can ask for catch up with your food on that.

Be acceptable.

Nice white linen tablecloths.

Great flat.

Where beautiful stemware.

That's gonna be a different kind of experience to somewhere where you're gonna bust your own tray cafes All look, in many ways, very, very, very similar the way that you walk in the way that you order, the way that you are greeted the way that you wait for a drink before you leave the way that in some cases you are expected to clean up after yourself. 00:06:58.810 --> 00:07:0.630 All of this stuff sends a message. 00:07:0.640 --> 00:07:4.490 If you want to send a different message, you've gotta understand those touchpoints better. 00:07:4.900 --> 00:07:7.200 Finally, I guess that there has to be a conversation. 00:07:7.210 --> 00:07:17.210 You can't find something that resonates with a consumer without asking them a little bit about what's important to them, to just tell them What's important to you is a one sided monologue.

It's not a dialogue.

You would need to talk to a coffee drinker to understand what drives them to choose the coffee they choose, why they go to the places they go to give some context to your answer.

So that's the other thing.

You need to have a conversation.

A few quick ones Go pull Cat asked.

If I have any plants, release a ho, bring Beginner's guide.

No, not at this time.

It looks like Boris the Hustler doing some interesting stuff with education, I would recommend checking out.

I'll put a link in the description.

Down below League B, Davis asks.

When you're not drinking coffee, what do you enjoy?

Drinking one.

Cocktails really enjoy the cocktails.

Me and my friends make Walton.

I enjoy drinking them in bars.

I think cocktails in cocktail bars often suck.

I love wine, particularly natural wines, though I hate funky, badly made natural wines are like well made wines with low interventions and Thirdly, in terms of beer, I've gotten to be like a boring old man, and I really love interesting beers, but I have really almost no interest in anything above 56% alcohol.

I just like lower alcohol beers.

I enjoy drinking them more.

And so those are the kind of three things I'm interested in the world of alcohol and booze.

T There's a company in the UK called postcard tease who just Tim sources Amazing tea.

And every time I go, I just have the best tea experience.

If you come to London, please go on drink tea there.

I'm scared to learn too much about T, though I can't I can't cope with going down another rabbit hole and Tony Ramana I have that answers your question to camera thin drink asked the question.

When will we see a domestic filter brew with Maura adjustable features like precise temperature control or flow rate brew time?

There is one.

Now I'm kind of testing it at home. 00:08:58.490 --> 00:09:3.530 It is from revel or SAGES, that precision brewer, you have you know, one degree. 00:09:3.530 --> 00:09:7.600 See increments control tons of variation on brew time on bloom time. 00:09:7.910 --> 00:09:10.150 I will probably do a review of that in the future.

I am really enjoying that particular brewer, Archie Boles asked.

Whatever happened to the podcasts?

The gym seven podcast in a slightly different format will be coming back.

So if you are subscribe to the gym seven podcast from Way, way, way back in the day, you get an update, I hope in the next month, if you're not subscribed, there's a link in the description down below.

Hey, also asked if there's any new books in the works.

In terms of the Alice, everyone hopes to get a second edition.

I have obviously slowly been working on that.

There's no release date for that or anything like that.

But that's actually something I would like to get to.

That would be a big success in a kind of milestone for me.

Aside from that, no other books, I hope in the short term writing is always harder than I think it is.

I would also just like to devote more time to writing from my block again, as well as devote more time to this. 00:10:0.110 --> 00:10:3.050 A few different people have asked about recommended reading lists. 00:10:3.060 --> 00:10:7.340 I did write a big, long block post on this swastika linked to it down below. 00:10:7.340 --> 00:10:13.210 It's the kind of beginner's guide on a bunch of great resource is on books and all that kind of stuff.

The tricky question, Don Caballero asks, What do you think about sending samples or free coffee to coffee shops that are already working with other roasters?

And they have not asked for them?

Some European specialty roasters of becoming bigger.

It is not unusual to see their products being sent to any new coffee shop that has an INSTAGRAM account.

Is it okay?

We're all playing in the same market?

Or is it the sea market tactic that goes against micro local roasters?

More than one person asked A question like this inevitably were growing industry.

And so you're never gonna have competition.

As more and more roasted enter the market.

You know, more and more people are fighting for market share, and this is really the heart of it. 00:10:56.410 --> 00:11:2.940 I've always believed that the goal here is to grow the market, not slice it ever thinner as new entrance come in. 00:11:2.940 --> 00:11:5.270 Inevitably, there are gonna win a piece of the existing market. 00:11:5.270 --> 00:11:11.550 And so if we don't grow the whole thing, then really, we're all gonna struggle over or gonna suffer.

So I've believed that for a row stuff the goal is really to to kind of bring new cafes into specialty rather than just a fight tit for tat between other roasters for the good accounts out there, because what I'm interested in really is longevity and relationships.

You will be able to invest more into a cafe with more support, more education, potentially helping them out with more equipment.

More coffee, if you feel is gonna be a return there.

Blankets.

Sending out samples is pretty short term thinking to me.

You might win an account on price.

You could lose it on price again in the future.

You might win account by being the hot new thing, and you'll lose it again when someone else is the hot new thing.

I believe it's really about creating relationships and growing the market. 00:11:57.260 --> 00:12:5.600 We have to to get Maur Cafe serving great coffee rather than just squabble over this small amount in any city that are doing a great job. 00:12:5.940 --> 00:12:10.540 That's how long term sustainability happens and to finish.

The ever lovely Colin Harmon asked the question Have you ever flown your drone around the nervous seminary factory?

Yes, Colin.

Yes, I have you with that.

A little while ago, you and I went to Italy.

We want to spend some time at the factory.

On some product testing on the new building was almost done and I thought, I fly my drone and I think what you really want me to do is sure this bit of footage.

So you go, Colin, you with.

I wouldn't I would never put on the Internet.

Right?

That's today's Q and A thank you for asking questions. 00:12:54.450 --> 00:13:0.480 If I didn't get to your question, it may be because I want to dedicate an entire video to that topic in the future. 00:13:0.670 --> 00:13:5.680 There were some amazing questions in there that I didn't get a chance to get to do. 00:13:5.680 --> 00:13:7.110 Follow me on Instagram for the chance. 00:13:7.120 --> 00:13:11.570 If you want to ask another question the future, I really do another Q and A focused on there in the future.

Thank you so much for watching.