Spotted in an espresso bar that has unfortunately shuttered. This message of this neon sign seems to push for a philosophy of coffee drinking that has been a hallmark of the third wave coffee movement since it first began: “Let’s taste our coffee.” Seems obvious enough. But anyone who sits in a cafe for any significant amount of time to observe what consumers are ordering can plainly see that the philosophy seems to have remained one for purists.
Is this something that should still be pushed? Or is it something that has now passed in the interest of supporting a broader consumer base? Your thoughts would greatly be appreciated.