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There are many different forms of consumer edu- and new styles of drinks (e.g., single origin espressos,
cation, both formal and informal. Formal methods in- pour overs, etc.), with time you are making consumers
clude things like classes, workshops, seminars and more curious and inquisitive, and more open to trying
cuppings. These are typically more expensive and something outside their comfort zone. It’s a pull rather
time-consuming than informal methods, but they can than a push,” Dani comments.
be more effective in reaching a large number of people. Many specialty coffee businesses offer classes and
Informal methods include things like social media, events that teach consumers about coffee. This is a great
blogs, and articles. way to engage with potential customers and help them
understand the value of specialty coffee. Consumer
education can also help build brand loyalty and increase
customer retention. So, on the one hand there is con-
venience, something the everyday consumer wants no
matter which generation, and on the other hand is
education that offers the chance to make a difference
by supporting an industry that is sustainable, ethical,
and values-driven.
When it comes to marketing specialty coffee to
consumers, both education and convenience are key.
And while some might think that one is more important
than the other, the reality is that they are both equally
important. We need to give consumers more reasons to
choose specialty coffee and we need to rethink the way
we market it to them. That way we might be able to tip
the scales in specialty coffee’s favor.

BE INSPIRED.

BREW DIFFERENT.

the new espresso machine
helping coffee professionals to offer
a better coffee experience.
Dani Bordiniuc, creator of Brewing With Dani

Dani Bordiniuc is an experienced barista, coffee
content creator, and consultant. He is also the creator of
Brewing With Dani, an educational platform designed to
teach home baristas and coffee enthusiasts how to make
great coffee, “Based on my experience as barista and café Both education and con-
manager, sensory experiences and curiosity play a sig- @ranciliospecialty
nificant role in educating consumers, alongside approach- venience are key to mar- ranciliogroup.com
ability on the part of staff (by keeping language simple
and relatable). By slowly exposing them to new flavors keting specialty coffee.

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