Page 46 - #57 English

Cover Story

“Most of our students come from our accounts in Melbourne. An increasing
number of general public enrollments come from around Australia and Asia. We
limit class numbers to 4 - 6, to ensure quality training for our students. Most of our
Barista Fundamentals classes are full, weeks in advance. Demand for these classes
has more than doubled over the last 5 years,“ says Simon James.
According to a research made by Square, 43% of Australians chose a latte
when it comes to ordering drinks at cafes, 20% order flat whites, 12% take
cappuccinos, 5% prefer long blacks and 4% are for espresso lovers; the remaining
16% are for other beverages. Let’s just think about it – 84% prefer coffee to
any other drink; without any doubt, we can call Australia a continent of coffee
lovers, which brings a demand for higher quality more creative coffee and,
of course, coffee education. “However, the industry has struggled to keep up
Other recommendation with this demand, so training is often conducted with large class sizes in poor
Australian Coffee facilities, and the training is kept very brief, often by trainers who have little or
School(Australia), Australian no qualification; this has also led to an expectation that training is cheap and
Coffee School (Auckland, simple, and will be provided free of charge by employers, or very cheaply at small
New Zealand) educational companies,” says Simon James.

North America

Talking about American coffee culture, first what comes to anyone’s mind
is, of course, Starbucks, no one denies that it has helped popularize coffee,
especially in new markets. But American contemporary coffee culture is more
than just Starbucks; with the rise of third wave people are more aware of coffee
North origins and what impact can bring their choice, trying to change the perception of
America coffee from ‘energy boost while working’ to ‘new unique experience’. According
to “RTD Coffee in Canada” research made by Euromonitor International, there
is a strong growth of the coffee category in Canada over the past 5-6 years due
to rising consumer demand for authentic, unique experiences from beverage
consumption, particularly among the younger generation, as well as market
development by leading brands, which made coffee retail sales jump to 23% in
volume terms and 26% in current value terms in 2016. Moreover, according to the
latest report from the 2016 NCDT, “In USA, daily consumption of espresso-based
beverages has nearly tripled since 2008; between 2008 and 2016, consumption of
gourmet coffee beverages jumped from 13% to 36% among 18-24 year old, and
from 19% to 41% for those 25-39; for espresso-based beverages alone, the jump
become 9% to 22% for the 18-24 group and 8% to 29% for those 25-39”.
As there is new consumers group, marketers need to know how to manage the
business when consumers’ demands have changed. American younger audience
have no lack of knowledge nowadays as this knowledge is easy to get with just
one click, as a result they are also more open to any innovations in the coffee
market. American Barista & Coffee School was the first company and still the
only company to focus 100% on Coffee Business and entrepreneurial training
in Portland, USA. They offer a full immersion learning environment, focused

48