Latte Lovers Line Up for Lessons

"Customers Are Paying to Trade Places With the Barista. Latte classes are the hottest thing to come from the coffee bar. Many artisanal coffee operations have gone from being coffee shops to full-​fledged coffee educators. Upscale coffee shops are opening their barista training up to the general public, teaching the finer points of brewing, crafting and tasting coffee," Robert Klara wrote in AdWeek.

"From Seattle's Caffe Vita, San Diego's Bird Rock Coffee, and New York brands including Toby's Estate, Birch Coffee and modcup, upscale coffee shops are opening their barista training up to the general public, teaching the finer points of brewing, crafting and tasting coffee," Klara reported.

Classes like "Coffee Appreciation," "Intro to Espresso Theory," and "The Home Barista" are picking up steam among coffee klatsches. The benefits to these coffee shop owners include the chance to sell more proprietary blends, filling seats during off-​hours, increased word-​of-​mouth marketing, and not to mention, increased revenue from class fees.

"Toby's Estate Coffee's co-​owner Amber Jacobsen has even found that her Brew School, as it's known, acts as a pipeline for recruiting employees‰ÛÓno small feat considering the perennial problem of labor in the restaurant industry. "Absolutely we've found new employees," she told AdWeek. "All the time people say, 'I love your coffee and want to work for you.'"

"For other retailers, barista classes function as a differentiator in the marketplace‰ÛÓa means of demonstrating that a brand's attention to quality is genuine," Klara wrote.

"Because discriminating consumers, especially millennials, look to such 'third-​wave' coffee brands to elevate and refine the quality of the entire category, operators contend that offering barista classes has even become just the kind of thing their customers have come to expect, like pastries and free wireless Internet service in stores."

Help your local coffee shops elevate their brands and offerings by introducing them to these discerning coffee shop customers with AudienceSCAN data. 9% of Americans frequent coffee shops at least 4 times a week! And 30.5% of them are in the coveted millennial age bracket. They are 72% more likely than average to be urban dwellers. These coffee shop customers are 30% more likely than average consumers to blog and write, so chances are, they'll be documenting their coffee class experiences for your advertisers.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.