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Delighted or Diluted? The Power of “Espresso Content”
The dangers of appealing to the masses…
What does coffee have to do with being a creator?
When I was in undergrad, we only had Starbucks on campus. It was convenient and reasonably affordable. But it’s not high-quality, and it’s not tasty (unless you like a splash of coffee with your quart of syrup, whipped cream, and caramel drizzle).
So when a new coffee truck set up shop across campus claiming to have superior espresso-based beverages, I bolted straight to their window.
Delighted by Excellence
The owner said he was from Australia (Australia apparently has a thriving espresso/coffee culture because of Italian immigrants back in the day). So when he moved to the US, he wanted to introduce Americans to Aussie-style coffee.
Every drink on the menu was espresso-based and highlighted the actual flavor of the coffee beans.
It felt like for the first time in my life, I was experiencing the true depth of what coffee could be.
They had minimal syrups and no “basic white girl” drinks. Everything was a variation of espresso and milk.
Everyone knew the owner by name, knew his story of coming to the US from Australia, and…
