Training Philosophy

QUALITY SERVICE: Serving a Premium Product

Making good coffee is complicated. Often, people think it’s as easy as making toast. . This isn’t the case with coffee, but don’t fret, this is exciting news. We live in a fast-paced environment, where products and services are demanding our attention 24/7, and the food and beverage industry is no exception. Differentiating our product offerings and how they are served is the key to standing out and earning repeat business. That’s what we’re here to help you do.

Having a team of baristas and service staff that understand the products they serve, can communicate these products to their customers and then deliver on that promise, is the definition of outstanding service. What we aim to do is offer our trainees a platform in which they are gaining the knowledge and understanding to deliver this kind of service.

BECOME A STUDENT: Gaining Knowledge & Experience

Knowledge is power. The more knowledge and guided experience you and your team have, the better coffee you will be able to serve. There is a lot to know about making good coffee, our team is here to help you and show you where to start. There are some industry standards which are important to maintain, and we will not compromise on these in our courses. When you understand the reasoning behind these standards they will become your mantra too. Our training team will break these skills and ideas down to digestible pieces to make them easy for trainees to put into practice coffee after coffee.

COMMUNICATION: Asking, Talking and Delivering on Your Promise

Customer service is all about understanding, communication and solving our customer’s problems. As an industry, we have to make the coffee we serve as accessible to our customers as possible. This starts with communication. Being able to talk to our customers, find out what they need from us and deliver a product which meets those needs is an absolute must for those of us looking to offer premium products. 

Our courses aim to give trainees the ability to ask their customers the right questions to understand their needs and deliver a coffee experience that meets those expectations.


Nothing beats learning by doing. We have a very limited class size and provide access to many an espresso machine and brewing gadget so that each trainee receives ample time using and abusing the equipment they need to learn. We can’t stress enough the importance of using the knowledge and experience you gain in our classes and putting it into practice at your café or at home. Learning doesn’t finish when the course finishes, this is where it starts! Practice makes perfect. The more you can practice, the better you will become and, the closer you will be to mastering the force.