
One day when I was in high school, I found myself staring down the very-wide-open sweater of a very pretty girl named Jane, when I realized that I couldn't be the only one to behold such an awesome sight. Sure enough, I turned around and saw the most amusingly contorted and dumbfounded faces looking right past me, with gazes locked tightly on Jane's bra and all that it beheld. Ever since then, I've been fascinated as much at people's reactions to interesting stimuli, than at the stimuli themselves... if not more so.
So instead of a blog post about this week's big story, a blog post about the blog posts about the story.
The coffee-blogosphere's (and online discussion forum) response to this week's big news about Starbucks' acquisition of Coffee Equipment Company, the makes of the Clover 1s coffee brewer, has been really interesting. I've had a lot of stuff going on in my own life these past couple of weeks, much of it not very pleasant... so this story was a welcome diversion. So please excuse me if I come across as a bit full-of-myself here, but I've had a few random thoughts about this:
Starbucks and CoEqCo: we're talking about effing PEOPLE. Zander Nosler is a good guy, and a nice one. He is a flesh-and-blood human being. Howard Schultz is a man, who by all accounts, is a very smart and personable one. For coffee professionals to sit around and trash, insult, and otherwise besmirch these people for the pure joy of typing bullshit online flies in the face of everything that good coffee people stand for. Coffee, at least for me, is really about bringing people together. Act like it's bringing us together... and not just when it's easy.
"It's all about the coffee." I understand that the Clover brewer was marketed to help engage the customers in the varieties of coffee that she or he offered. However, to say "it's all about the coffee" is ridiculous. I've seen at least 100 cups of Clover-brewed coffee sold at coffeeshops, and at least 75-80% of the time, the transaction and service includes the word "Clover" in it, very often with a whole explanation about the machine and what it does. If shops with Clovers were truly "all about the coffee," then you wouldn't ever mention the brewer, other than to say all your coffees are brewed by-the-cup. The Clover is a great machine. It's okay to celebrate the machine as part of the process. "It's all about the coffee" is, in most cases that it's used, just a line.
There's been a healthy dose of backlash, particularly from folks who don't have Clovers in their shops. "Sell out" and other such insults have been lobbed. This is totally ridiculous. CoEqCo is no more "selling out" than you are when you charge money for coffee drinks. I hate to say this, but one of the most common problems with many baristas is that we seem to forget that this is an industry... a business. It's great that we're passionate, but passion without discipline (or in our case, professionalism), has as much real significance as a 12-year-old girl's hysteria over
Zac Efron.
About the Clover itself: I've had my own thoughts about the brewer, which I've generally kept to myself. For me, the most compelling aspect of the brewer was always the "fresh-by-the-cup" attribute, and the fact that you could brew pretty much any coffee that you had this way. However, the thing that always bothered me about the Clover was just how touchy the brewer was. "Good cups" and "bad cups." Practiced stirring motions would determine success or failure of that particular cup. It's certainly nothing that good training and practice wouldn't be able to overcome, but it seemed like an almost arbitrarily elevated degree-of-difficulty, with its main value being saving 2-3 minutes of water-grind contact time. That said, a great Clover cup was a great cup any way you slice it!
Finally, one of the most interesting debates that I've come across in the industry involves the question of, "How would specialty coffee in the U.S. and around the world be different if NOT for Starbucks?" Personally, I think that Starbucks' impact is undeniable, and more significant than most admit, much less realize.
Similarly, I think that the Clover brewer's impact in the industry won't be felt for years, when we'll be peering around our manual-pour-brew-bars and syphon-bars and quick-service french press menus and asking ourselves, "How would high-end by-the-cup coffee service be different if NOT for Clover?"
There are more coffeebars out there who don't have Clovers, than who do. That said, Clover's biggest impact won't be the brewer itself, but the way that it inspired and challenged everyone without (and sometimes with) a Clover to capture what Clover does well... but in creative and alternative ways.
Cheers to Zander, Randy, and the whole CoEqCo crew. In the story of specialty coffee, your place in history is secure... and I can't wait to see what you guys come up with next!