What's With Fresh and Easy

The coffee shop is the center of all education, politics and sometimes the latest news on the cultural front. In this case, news on the business front is breaking. Fresh and Easy Markets is doing some major renovations to their local store here in Las Vegas. I asked the store manager what kind of changes were being made and how this will affect their present offerings.

As many of you know, Fresh and Easy boasts of a large selection of organic, fresh, farmer-type products. You can cruise their isles and find items that the healthy conscious are looking for. This has been their brand from the very beginning of their existence. Now it looks like they are venturing into a totally different direction

The location I visited not only is gutting their central area where 6 foot double wide food racks would stand, to be replaced by a "7-11" type of self-serve area but they are also pairing back their current inventories to what can only be described as finding what sells and chucking the rest.

For the sake of this article, we'll focus on the cafe area. This "7-11 self-serve area will have press pot coffee decanters, Kambucha on a fountain dispenser, smoothies, Free Wi-fi all the things that, you guessed it, an Espresso Bar would have, less the fresh coffee, barista and quality products. The seating area (in this particular store) would be around 500sf. The aim of the cafe area is to entice the road weary business person, who always goes to a Fresh and Easy during the day, to spend some quality time there.

I got to tell you. When I see a food market change their business plan and venture into other areas, it is a message that shouts loud and clear. "We're sinking and are looking for anything that will work". 

Now no one is going to begrudge Fresh and Easy for doing what they must to make a buck. The problem I have is they are proliferating a "drink any ole crap" mentality among the public. When large franchise stores turn into nothing more than glorified "7-11" and then call themselves cafe's, that's where I draw the line.

The Next Big Step

Ok. So we finally did it yall. Our little coffee company has become a REAL Coffee Company. We are finally roasting our own beans, brewing and selling them exclusively at our shop!!!

After months of haggling and looking for money, we were able to purchase our own small roaster, that we call Sheila and begin to profile, test and compare until we came up with a line of coffees that we believe not only says Avery's Coffee but also is something that the people in our area enjoy.

Roasting your own coffee has its own set of issues. You have the beans, the profiling, the method, the countless hours of figuring out what your machine will and will not due. I got to tell ya, if you would have asked me 10 years ago, would I believe that I would be a Master Roaster (I use that term loosely) in my own coffee business, I would have told you, not in my wildest dreams.

Coming to the final step of cutting the apron strings from our former roaster. And we do really appreciate their help, was the biggest move I've ever made. The feeling of knowing that from here on out, everything is YOUR PRODUCT and a reflection of YOU is some heady stuff. This last week we officially became 100% Avery's Coffee.

Being 100% is truly a scary place to be. In the past, all I had to do is make a phone call and miraculously a 5lbs. bag of product would come. I would complain about the roast not being exactly what I wanted, or that I wanted it to be medium rather than a dark roast but the responsibility for the quality of the bean was on someone else's shoulders. I could always say, "Yeah, we're working on getting something new."

Well now, the only person I can fire is me.

So here is to the next level of our business and adventure into the world of coffee. Roasters beware. I have a 5kg machine that has a lot of years ahead of it...

How Does Your Cappuccino Stack Up?

Recently we had a dear couple come into the shop. They were fresh off of the plane in their new home city, Las Vegas. As a matter of fact, it was hard to understand them because of their heavy Italian accent.

They ordered a couple of small cappuccinos, which I promptly reached for the paper cups that I usually would use for takeout orders. Then I asked them if they would prefer to dine-in. Reaching for the porcelain cups over our espresso machine, they sighed a sound of joy and relief that we would not be barbarians and dare to serve an excellent cup of espresso in such a primitive thing as a paper cup.

Frothing the milk and then setting it aside, we passed small talk of their 10 days in the US., getting their drivers license and of course now looking for work. I pulled their double espresso shots for two and then delicately served up a medium dry cappuccino for him and then for her.

Their eyes grew wider as I placed the cups and saucer before them. "Wow, she said, the whip is just like we have at home!" Had I hit a homerun or was she just being nice? (We all make the drink on a daily basis but rarely is it judged by an Italian straight off the boat) The proof would be in the drinking.

Not only did they finish the drinks but they never attempted to add the ubiquitous  sugar, cinnamon or cream. They just drank and nodded, drank and nodded. And with a final slurp, it was done.

"We'll be back, they said." "We love your cappuccino." I nearly became emotional. It takes an native Italian to acknowledge that our American attempt at a cappuccino is sufficient. I will forever be humbled and encouraged. Now the question, "How your cappuccino stack up to the Italian Way?"

I’ll have the Dark Roast Alex…

In the short amount of time that I’ve spent as an avid coffee drinker to now as a shop owner my level of interest in the beloved beverage has grown more and more. Each and every day there are more articles being written about, around and for the love of coffee.

There has been one area of confusion that most coffee-philes will agree upon. What the heck to call the different roasting levels of coffee. You can travel from Spain to Peru and each country has its own name for the level and necessity of roasting.

In some countries, like Italy a darker version of roast is totally acceptable, while here in the USA we like our coffee a little less dark. Either way knowing before buying is always helpful.

I’ve listed below the different levels of roast to help you next time you decide to by that rich deep espresso blend but were expecting a light roast.

Within the four color categories, you are likely to find common roasts as listed below. But it is a good idea to ask before you buy.  There can be a world of difference between roasts!

Light Roasts

Light brown in color. This roast is generally preferred for milder coffee varieties. There will be no oil on the surface of these beans, because they are not roasted long enough for the oils to break through to the surface

·         Light City

·         Half City

·         Cinnamon

·         New England

Medium Roasts

Medium brown in color with a stronger flavor,  and a non-oily surface. This roast is often referred to as the American roast because it is generally preferred in the United States.

·         City

·         American

·         Breakfast

Medium—Dark Roasts

Rich, dark color with some oil on the surface and with a slight bittersweet aftertaste

·         Full City

Dark Roasts

Shiny black beans with a oily surface and a pronounced bitterness. The darker the roast, the less acidity will be found in the coffee beverage.  Dark roast coffees run from slightly dark to charred and the names are often used interchangeably which can be very confusing.  Be sure to check your beans before you buy them!

·         High

·         Continental

·         New Orleans

·         European

·         Espresso

·         Viennese

·         Italian

·         French

Sherman Ray

Editor

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The Visitor from Colombe

If any of you are fans of the hit Travel Channel series "Dangerous Grounds" then you will be interested in this latest event that happened over at one of our local shops on Wednesday. Dangerous Grounds is a show about Todd, the owner of La Colombe and a coffee saucier. That means he is well versed in the art of cupping and identifying the different varieties and flavors of coffee.

In his last show, which aired on Tuesday night, Todd was searching out a very rare coffee from the high mountains in Guatemala.  The story is great but since this is a blog I won't be able to relate all of the twists turns and near death situations that Todd and "Hollywood", his cameraman got into to before securing the rare bean from the La Perla Plantation. What a great show.

Fast-forward to Wednesday morning, I your humble editor, was serving the first customer of the day, a slightly build, well-spoken Frenchman with an appetite for a single shot of espresso.

You can always tell a coffee-phile because they usually will only order a single shot of espresso to start off their conversations. It's our way of testing the waters of sorts, before  wading  into the deep.

After trading pleasantries my visitor, Nicolas, asked me about who I purchased my coffee from. I told him that we work with a local roaster but that as fate would have it, we had just ordered our own roasting machine that morning. He was ecstatic for our business.

I then asked him, "And you, what do you do for a living?" He said "Oh I am a coffee roaster too." Really!!! Now, I have been trying to get a bead on all of the coffee roasters in the Las Vegas area. I only know of 3. How could it be that I missed this one? As a matter of fact, I had just confirmed that there were only a handful of roasters the day before when I was speaking with Stefanie Frank of Frankly Good Coffee.

So who could this interloper be who claimed that yes he too was a local roaster! "Well, what is the name of your company? I asked. "La Colombe", he answered. Gafaugh!!!...are you kidding me. I all but called him a liar. "You don't really work for La Colombe. I was just watching Todd on TV last night", I said. "Yeah, Todd is my boss, he replied.

I was flabbergasted. How could this be. How fortunate could I be that the first customer I served would be a 20 year veteran of the trade and part of the La Colombe dynasty. We laughed and spoke of such heady things like...well coffee of course and how Las Vegas really needed to experience a renaissance in coffee culture as much of the civilized world had already experienced and now enjoys.

He told me to encouraged the people who are putting their collective heads together to create a coffee culture here in the City of Lights. When he left he said that when he returned that he would share some of the Guatemalan beans secured by Todd.

Truly we are on the right track. We had a visit by the Man from Colombe.

Sherman Ray
Editor
LVCCM

A Barista Is...

Well not much to talk about as far as anything happening in Las Vegas. The same ole same ole I guess. Sambalatte opened their latest shop the week before and other than a couple of shops having their usual 50% off Mocha Mondays, Poetry Nights and Creative nights at Grouchy John’s, there isn’t much to talk about.

 This weeks article will focus on the star of each and every coffee shop in existence. They were once thought of as seers but nowadays they are relegated to being the mentors, psychologists and sages of each local. We of course are speaking about the Barista.

The Barista has taken on many forms throughout the ages, part town crier to mixer of all things espresso. Their positions in most parts of the world are well respected. In Europe, specifically in Italy the Barista is a position that is occupied by men and women of age 48 years on average. They are highly respected and because coffee is held in such high esteem in these countries, the barista is also a respected and high paying profession. 

What a Barista Is...

A Barista is a professional sommelier of coffee drinks much like a wine sommelier. Their educational level is equal to that of a Masters Degree student. Their level of competence is likened to that of a doctor. Really good ones not only can help you choose the right drink but know how the coffee is roasted, processed and prepared for every drink. 

More importantly, they are your best friend and the most important person you may ever know. 

Let’s say you’ve had a long day at the office. The boss has been particularly crappy to you this week. The dog took a crap on your favorite tie but you didn’t notice it until you were already at work. Then to top it all off, that project you have been betting on being finalized in a couple of weeks, is due tomorrow, the same time that you plan of going away for your 25^th wedding anniversary.

On your way home to break the bad news to your honey, you stop by your favorite coffee shop expecting a doppio espresso with a biscotti. You know you have to go home afterwards and tell the Mrs the bad news and get straight to work. It will be an all nighter.

There is that familiar face behind the counter, smartly dressed, pony-tailed and tats all over his arms. He takes your order, hands back your change and with a wink and smile goes to work at his espresso station. A few minutes later, there it is, Your order. 

Now let me ask you. Do you want to chance your last bit of sanity on a fool or a professional? Yes, your barista is a professional. Not only is the doppio excellente but he threw in an extra shot because he instinctively knew, only an extra shot would get you over the hump. You’d trust this guy with your kids on Sunday and your wife on a Friday. He is your best friend, your Barista.

What a Barista is Not….

Some chump, air-headed teenager who can’t get a better job, or an out of work actor. Your barista isn’t a chatty chick with a predilection to play store, nor is your barista a lacky who likes to be abused by snobby housewives. 

Nay a barista is to be revered from their rooter to their tooter. When you need someone to pick you up in the morning or talk you off the ledge in the evening, they will be there. Their artistry with a pitcher full of frothed milk, a whipped can of cream or fluted steam pot make them a formitable foe to any depressing moment they come upon. So the next time you have an opportunity to talk to your local barista, give them a wink and a nod, tip them generously and thank them for being the most important person in your life.

This Week. A Look Back

As espresso bar owners we do all we can to attract people from all of the city to come in and enjoy our gourmet specialty coffees. Some get out on the street corners and spin and twirl, while others send out mailers in the hope that  their message will get out.
Well whatever the method, letting people know about our businesses is paramount to sharing the news of the wonders of gourmet coffee. The alternative is that folks will find the nearest shop in the neighborhood and take their chances on...well let's just say NOT the best product you can find.
So here are a few snapshots of the ways that local shop owners in Las Vegas are using to attract more customers. Pay careful attention, there may be a shop in your area that you never heard of or may have overlooked.

Here is an inventive one by Frankly Good Coffee




Sambalatte uses a more traditional approach.



 

Here is one from our friends at Tiabi Coffee and Waffle Bar






Avery's Coffee uses graphics and savory to get the word out.





How about Sunrise Coffee





And lastly our friends at Grouchy's



Be sure and check out these and all the other Independently owned coffee shops here in Las Vegas. They have great selection of coffees, teas and friendly staffs to help you enjoy the world of Coffee.
Sherman