Most customers are not educated in coffee and may have no interest in what goes into their daily cuppa, but can be introduced through subtle visual points indicating better quality of coffee being served. The most important aspect of a Single Origin coffee is its traceability, where the coffee is sourced from i.e. is it a single producer or a co-operative, region or specific country or more specifically what lot or paddock the coffee was grown on, or if its a micro lot, what type of varietal and from what specific farm.
Running a specialty grade single origin has more advantages than you might think. It creates a point of interest, a talking point, and even an education aspect . This generally improves customer retention as you become the powerhouse of knowledge base around coffee and customers respect that, generally coming back for more coffee (and knowledge). Another advantage of stocking a pure origin bean is the point of difference from your competition. This gives your customer more choice... who doesn't like choice these days. Showcasing a weekly single origin gives the impression you are ever changing and like to keep things interesting.
For the customer, a single origin coffee may reveal the difference in flavors, nuances and characteristics. By educating a customer's pallet they gain the ability to pick aspects and traits specific to regions and origins.
For more information and education on coffee tasting why not sign up here to our tasting session at Numero Uno HQ. They are conducted at the end of each month starting in October.