Almost every conversation you see online about coffee focuses on home coffee vs cafe. It is a very interesting and relevant topic in this time of explosive growth where tools, information, and good coffee itself abounds. Another aspect of this conversation though is less discussed and maybe even more relevant, in what ways are cafes themselves positioned to learn from what makes online educators so successful to make their own customers successful in enjoying their coffee. Today's guest is perhaps the best in the space in terms of deepening peoples fascination and enjoyment of coffee globally.

It is always an honor to welcome to the show, James Hoffmann!

James Hoffmann is the co-founder of Square Mile Coffee Roasters, a multi-award-winning coffee roasting company based in East London. He was the 2007 World Barista Champion, having won the UK Barista competition in both 2006 and 2007. He has a YouTube channel with over 2.3 million subscribers, where he makes videos about anything and everything to do with coffee. He is the author of The World Atlas of Coffee (first edition 2014, second edition 2018, third edition 2025) and the Sunday Times bestseller How to Make the Best Coffee at Home (2022).

We discuss:

• The Growing Appetite for Coffee Knowledge
• Shifting Perspectives on Coffee Education
• The Fun Side of Coffee Exploration
• Feedback and Community Engagement
• The Distinction Between Home and Cafe Coffee
• The Role of Hospitality in Coffee Experience
• The State of Coffee Innovation
• The Importance of Thoughtful Decision-Making
• Creating Unique Value in Coffee Content
• Community and Responsibility in Coffee

Links:

https://www.youtube.com/@jameshoffmann

https://www.jameshoffmann.co.uk/

www.theworldatlasofcoffee.com

Related episodes:

• 242 : A Conversation with James Hoffmann

• 404 : Education, Home Brewing, and Launching a Roastery w/ Kyle Rowsell, September Coffee
• 333: Bridging the Professional and Home Barista Gap w/ Lance Hedrick of Onyx Coffee Lab
• SHIFT BREAK! What Customers Value and How to Deliver It
• 480: Focus on What Your Customers Love

Insights into the specialty coffee industry and its challenges.

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