User:Sunny Magdaug/Sandbox

=== Evolution & Practices of Today’s American Coffee Culture ===

Our modern “coffee culture” is such a phenomenon in the US. Many social aspects of coffee can be seen in our modern-day lifestyle. The United States is absolutely the largest market for coffee by volume, followed by Germany and Japan.(1) Who would ever have guessed that the coffee culture in the United States would not have possibly existed, if it were not for Kenneth Roman, Jr., who was the president of the public relations firm Ogilvy and Mathers. He suggested that by emphasizing value, quality and image for the survival of the coffee industry would be important, because in the onset of the 1980s, the 20-29 year old generation had little interest in coffee, and preferred “soft drinks”. They associated coffee with their parents and grandparents.

The complexion of coffee consumers was changing. What made coffee worth the price was to emphasize value, quality and image. It meant having to create the type of coffee that could appeal to every person, including flavored coffees for the “soft drink generation.” The specialty coffee was born, and people began to drink coffee because it meant something to them. There was a flavor for everyone, a style for every lifestyle, to socialize over coffee and look for a boost in productivity.(2)

A simple cup of coffee brewed in household kitchens were all of a sudden replaced with a ritual of $5 lattes and other assorted fancy espresso drinks. This new evolution of coffee consumers was perfectly willing to shift and adjust their daily routines, and morning commutes to incorporate these coffee drinks into their daily lives. As a result, a cup of coffee has been redefined and integrated into our daily lives. Hundreds of coffee houses and specialty rosteries all came together traditionally beginning in the Pacific Northwest. That is how it all got started, a most remarkable and passionate modern coffee culture phenomenon in the US.(3)

Starbucks was founded 40 years ago and its roots were started in the Seattle/Pacific Northwest coffee tradition. However, to meet the demands of its customers, Starbucks changed and developed its marketing strategy to become more of a fast-food coffee drink specialist. Other examples of fast-food coffee drink specialist are McDonalds, Jack-in a-Box, Dunkin Donuts, Peats Coffee and Coffee Bean.

One of the more traditional coffeehouses in the Orange County area is Kean Coffee located in Newport Beach, and Tustin, CA. It is in the Newport Beach location where Martin Deitrich, the founder and an independent coffee operator, makes its own organic and fair trade international gourmet coffees, roasted daily on the premises. Kean Coffee is an establishment that is socially conscience and environmentally responsible to their local communities as well as on a global scale. Their espresso drinks are said to be a culinary work of art. Kean Coffee is a place that is authentically independent. It is a true community gathering place while taking coffee culture to the next level.(4)

The model for American coffee and coffeehouses, which began the modern coffee culture, originates from the Western European and Eastern Mediterranean countries beginning around the17th century. These coffeehouses were traditionally social hubs, as well as artistic and intellectual centers. American modern coffee culture includes much of these original traditions as well as now having free wireless Internet for many customers; who do business for hours, on a regular basis in these various types of coffee-serving locations. Modern coffee culture also describes the deep impact of the market penetration of coffee-serving establishments, which is used frequently in popular commercial, and business media.(5)

There is an ever popular coffee lingo that is spoken by baristas and their customers alike that best describes the menu of different coffee drinks of which some are: Espresso, a small but potent coffee served black usually in a small demitasse cup or glass; Mocha, pure espresso and real chocolate filled with steam milk and crowned with a swirl of whipped cream with a garnish of sweet chocolate powder; Coffee Latte, fresh espresso and steamed milk served in a tall glass topped off with a small amount of frothy milk to seal in the warmth; Ristretto, an extra strong variation of Espresso, using the same amount of coffee but half the quantity of water; and Cappuccino, A strong espresso drink smoothed out with equal quantities of steamed and foam milk, creating a luxurious cap which can be garnished with chocolate or cinnamon powder.(6)

Coffee Art can be any type of picture or design made on the milk foam on top of a cup of a Latte coffee. These are basic art designs, as a leaf or flower for example, are often a technique employed by baristas just before a drink is served to the customer.(7) The marketing and distribution of coffee from independent coffee businesses or interest-group organizations can target specialty groups or lifestyles of their customers. A good example is “Surfers Blend Organic Coffee,” by Java Jaws made with 100% Arabica beans from Hawaii and Indonesia. It is known as “”Two of the best coffee growing regions in the world happen to be the two most famous meccas of the surfing world.” The trademark is “Wake up and smell da surf.”™ The “Surfers Blend Organic Coffee” claims to reflect an authentic “go for it” lifestyle.(8)

The most important significance of coffee is America would come to a screeching halt, and production will decrease, which is reason enough to keep the coffee culture alive and well. (9) Coffee is the world’s most popular beverage. More than 400 billion cups are consumed each year. It is a world commodity that is second only to oil.(10)

The American cities with the best coffee culture are Seattle which ranks 46%, and New York City ranks 18%. Los Angeles and other cities rank a total of 14%.(11)