I Love You But I’ve Chosen Darkness: Aldo Coffee Goes French?
Yup, it's still the 80s...
Given what we’re planning to do here (and we still aren’t divulging the details), it’s quite possible that we may reintroduce a dark roast in the near future. That’s sort of going backwards in time instead of forward and it’s certainly not very “third wavish” of us to do so, but we too get tired of beating our heads against the wall trying to get everyone to change habits. It’s just not going to happen at this time and not in this place.
The place, of course, is Pittsburgh, ”the city where the 1990s never happened”. And while we favor medium roasted coffees, we like the idea of building bridges and creating blends of medium/dark roast coffee to entice dark roast fans (Sprudge.com’s parents, for example) into trying something a bit brighter and more complex. Pretend it’s 2002, call it “Freedom Roast”, and it’ll sell like hot cakes.
Not French. We have our limits.
fwiw, we’ve sold more Kenyan this year than ever, so we’re feeling somewhat magnanimous :-)
You think that’s bad,I visited my 89 yo father yesterday and he was bragging about the new can of Maxwell House he got (in the Frig!). So from first hand experience I agree you cannot radically change someone’s coffee preference. And I think you might have something. By introducing some level of brightness and body to their cup through a blend you may be able to nudge them away from a thin cup of smoke to somthing with a complexity worthy of coffee.