Promoting Grinders

[lilmeh]

Being a member across different social media, forums, etc. the question of "what coffee machine can I get for under $XXX" is really getting on my nerves, because my default answer is, get a grinder first (usually costing said $XXX in the first place).
So my question is, how do we promote the use of grinders?

It seems that all the consumers at cafes sees these days is the flashy silver of the coffee machines and they think that's it.
Why doesn't anyone try to educate the masses?

I mean, when people buy a car, they obviously know it needs wheels but everyone also knows it has a petrol tank, a water tank etc.
It just befuddles me that no one would think for a second that they can't just use a coffee machine and it'll work - how did it even come to this state?

[noidle22]

Because the majority of the population just feel the need for a caffeine hit and they don't care how they get it or what it tastes like.

If a coffee machine looks good in their house and matches their 65" TV and top of the line Dyson vacuum cleaner, among other things, then they will buy it.

We promote the importance of the coffee grinder by promoting the importance of coffee as an art and as a treat for ourselves rather than a meaningless routine.

[AlastairMcG]

hi people, this is my first official forum post here after lots of browsing. I thought I would post as this topic was hot on my list this morning.....

I am awaiting my new HX machine delivery (long story), but have already received my new grinder, an old model Cunill Tranquilo. I used it for the first time this morning with my old machine, Breville BES860 (grinder built in on the side). I was impressed that after a quick dial in on the grinder and slightly less brew pressure than I would have preferred, I got good flavours similar to the Breville grinder on this machine but definitely more intense and vivid. Also, the crema visually had darker and oilier tones to it. However, that was after fresh beans and one shot. Some coffee appreciating guys at my work were sceptical when I said. I said it would be due to grind consistency.

I was never fully sold on the grinder being such a massive step up in the upgrade department (from decent domestic to commercial style) compared to the coffee machine, but with some more trials I think I could be...... Doesn't mean I won't be excited about the new HX machine when I finally get it!!

[flynnaus]

I am awaiting my new HX machine delivery (long story), but have already received my new grinder, an old model Cunill Tranquilo.

Congratulation and yes four years is a long time lurking. I have never owned/used the Cunill Tranquilo but have often heard praise. How are the blades?

I'm sure your coffee enjoyment will be raised several notches once you get your HX. Keep us tuned.

[AlastairMcG]

Thanks, the blades are good as I picked one up still new in box never opened. Right price and specs are good, but definitely more industrial design to it than the Italian grinders and more plastic used.

[lilmeh]

If a coffee machine looks good in their house and matches their 65" TV and top of the line Dyson vacuum cleaner, among other things, then they will buy it.

Um, and a grinder doesn't look good?

[thisistimowen]

Um, and a grinder doesn't look good?

I actually think the Dyson vacuum cleaner is out dated... Robot vacuum cleaner on the other hand..... [emoji1] so is this a thread on grinder suggestions?

[noidle22]

I actually think the Dyson vacuum cleaner is out dated... Robot vacuum cleaner on the other hand..... [emoji1] so is this a thread on grinder suggestions?

Dyson are overpriced and overrated. That being said, they still are a great vacuum. They also break down fairly often which keeps me in business haha. They also hold their value extremely well.
Dyson succeeded as a result of great marketing and being the first to actively promote a solution to a problem that people didn't really know that they had, i.e. bagged vacuum cleaners.
A good bagged vacuum though will still be more powerful than any Dyson and that's a fact.

Um, and a grinder doesn't look good?

Yes, a lot of grinders do look good but a lot of them don't either. The Breville Smart Grinder looks pretty neat but the Sunbeam equivalents (aside from the EM0500 which looks alright) don't really please the eye.

Seeing as the Smart Grinder or the EM0480/EM0500 are basically the consumers only options (when they're at the retailer with their wallets out) for a grinder that doesn't say "spice and nut grinder" on the box then it's not surprising that more aren't sold.

They also don't sell because the underlying knowledge of coffee is not there. The consumer thinks, why do I need to buy this $200 thing when I can just buy packets of the coffee already ground for a couple of dollars at the supermarket? If the shop assistant knew their stuff (I'm sure many do but probably more don't than do) then selling the grinder might be easier.

We come to this topic with a solid knowledge of how coffee works. The average joe at the shops does not have this.

[shortblackman]

Coffee is sold pre - ground.

A grinder is another appliance to keep on the bench,

and if you told me (well, not me personally) I should spend the same on it as the coffee machine I'd think "get out of it!"

It's a no- brainer for a non believer.

we're talking caffevangelism here... And I'm interested.

[chokkidog]

Well, one things for sure.... we seem to know more about our machines than our grinders.

Blades? Really?

[stephan]

most of the people are not very educated about coffee so they do not understand the importance of coffee grinders. They just want a quick fix

[lilmeh]

They just want a quick fix

Surely they will realise as soon as they taste it that it's similar to instant coffee? Or does fancy milk mask it that much to the masses?

[lilmeh]

so is this a thread on grinder suggestions?

No - it's a thread on:
a) Why do people not know you need to grind coffee (and therefore have a coffee grinder) before putting it in a machine? What (as an industry and community) are we all doing wrong that is causing this miseducation?
b) How do we change and educate properly? Suggestions?

[TOK]

I honestly dont think anyone is doing anything wrong. It is simply a lack of education in preparing coffee. You cant expect people to know stuff about stuff they dont know anything about

The point being, since WW2, most people in this country have been on instant coffee. Why would they need to know anything about coffee grinders? Anything the population used to know about grinding and preparing coffee prior to that, has been lost.

That doesnt mean nothing is *being done about it*. The level of "coffee culture" in this country certainly, (as well as in some other countries) is very well advanced on where it was say 20 years ago. You cant expect these kinds of changes to happen insantly....they take time, and yes they are happening.

When I was on the floor selling coffee making equipment, anyone that came in saying they had X dollars to spend on a ..."capp-ewe-cheeno"...machine was always very nicely advised that contrary to what they thought, they actually had X dollars to spend on a coffee machine AND GRINDER, and that they would need to accommodate a suitable grinder into their budget. There would then follow the obvious discussion concerning WHY.

All good, people always left with a) the right knowledge to help them make the right decision for themselves and b) a machine and suitable grinder.

And anyone that didnt believe me, would be able to go home and look it up in the internerd, where all would be revealed and they could come back knowing they were being well educated by their very knowledgeable service provider.

Dont despair.....like the ad for hair shampoo.....it will (and is) happen(ing) !

[TampIt]

Being a member across different social media, forums, etc. the question of "what coffee machine can I get for under $XXX" is really getting on my nerves, because my default answer is, get a grinder first (usually costing said $XXX in the first place).
So my question is, how do we promote the use of grinders?

It seems that all the consumers at cafes sees these days is the flashy silver of the coffee machines and they think that's it.
Why doesn't anyone try to educate the masses?

It just befuddles me that no one would think for a second that they can't just use a coffee machine and it'll work - how did it even come to this state?

Yep. FWIW I still seem to be a minority when I state that a really good grinder* is far more important than the espresso machine. At the lower end, spending a lot more on the grinder than the machine should be commonplace.

* Whatever that means this week, I use "gen2 Vario's" but put three CS'r's in a room and get nine different answers.

When I was on the floor selling coffee making equipment, anyone that came in saying they had X dollars to spend on a ..."capp-ewe-cheeno"...machine was always very nicely advised that contrary to what they thought, they actually had X dollars to spend on a coffee machine AND GRINDER, and that they would need to accommodate a suitable grinder into their budget. There would then follow the obvious discussion concerning WHY.

All good, people always left with a) the right knowledge to help them make the right decision for themselves and b) a machine and suitable grinder.

And anyone that didnt believe me, would be able to go home and look it up in the internerd, where all would be revealed and they could come back knowing they were being well educated by their very knowledgeable service provider.

Dont despair.....like the ad for hair shampoo.....it will (and is) happen(ing) !

Good on yer TOK - it seems you are in a welcome, much needed minority on that one. Even some well regarded coffee specialist shops ignore the grinder.

I used to compare my audio system to the coffee stuff - a poor CD player or turntable means the whole system is doomed to mediocrity. Then mp3's came out and somehow people can listen to the top end distortion and smile... sigh.

A poor grinder and the coffee can never be up to much. Then a good friend told me he prefers instant to any cafe's coffee - and he works as a chef... I guess "viva la difference" is my most polite thought these days - whilst thinking of Elton John's famous quote "The public wants to buy crap, so I give it to them!".

Like some other posters, I remain fairly optimistic as the average quality of Australian "over the counter" coffee at cafes has improved massively in the last ten years, as has that of most home users. At least there is a dialogue these days.

TampIt