The Schomer Approach To Customer Service

The Schomer Approach To Customer Service

Coffee has a very unique service model, particularly in the length and frequency of transactions. Baristas usually get around 15 seconds to three minutes of interaction time with each customer, but if they’re a regular one might see them most of the days they’re alive. In total, a working barista interacts with between 100 and 600 customers a day. Based on these general facts, there are a lot of tricks that I believe we can use to maximize our quality of service and minimize the toll that providing that service can take. For me, one of the most effective tricks is greeting every customer with “Hi”, then a pause, then, “What can I get you?” instead of greeting them with “Hi, how are you?” – small stuff, but important, and not something I can even remotely take credit for.

I learned this approach to greeting working at Espresso Vivace, where it is spelled out as a cornerstone of David Schomer’s service philosophy in a 2004 memo titled “Professional Barista — Mission, Style and Artistry.” This memo is included in the first-day packet for each new hire at Vivace. and was written by Mr. Schomer himself:

This business is based on regular customers. And if your concept is gourmet, the customer is possessed of enough sensitivity to appreciate the difference in your espresso. A sensitive person may not want a lot of personal conversation every day before coffee so I teach my staff to try to stay away from leading questions such as how ‘ya doing today? (Whadda ya’ mean how am I doin’ today? I am doin’ without my coffee that’s how.) Focus the encounter right away on the customers needs, “what can I get ‘ya?” Or “coffee time?”, or “how can I help you‘?”, keep it simple and welcoming to be approachable every day.

Espresso Vivace easily has the most loyal regulars of any specialty coffee business I’ve seen, and I think this approach to greeting has been key to keeping people coming back for 20+ years. The key idea is not that you don’t ask customers how they’re doing, it’s that you learn to read your customers and don’t force a meaningless interaction on them. When you say “how are you doing?” most of the time a customer will just respond with a quick and easy “good”, no matter how they’re actually doing. This is especially true of the regular customer you see every day — engaging in meaningless social pleasantries can come to feel like a burden. It also becomes a huge burden for you when you have to repeat these fake pleasantries 100 to 600 times a shift.

I find it crucial to pause after saying “hi”, since that gives space for the customer who wants to engage in pleasantries to start them off by saying “how are you?” By using this approach for new customers, I’m able to give (what I hope to be) welcoming and approachable service that avoids feeling overly burdensome. That pause also gives you a learning tool where you can observe how much interaction that customer wants. As a rando off the street grows into a regular, you’ll organically develop a more nuanced sense of when they want to be greeted with a “Hi, how are you?” born out of a genuine relationship you have with them. Sometimes your daily customers aren’t interested in talking, and just want to be greeted with “the usual?” This is a sacred interaction, something that only status as a cafe regular can bestow on the customer – in those moments you are giving them joint ownership over the space you share with them, and all that comes with it, including the right to be grumpy before their morning coffee.

I learned this stuff by working with David Schomer and his second-in-command, the late (and greatly missed) Brian Fairbrother. It’s my pleasure to pass this info off to you, and my Sprudgey overlords will be opening up the comments to this piece in case folks want to dialogue past 140 characters on Twitter.

Alex Bersnon (@alexbernson) is a professional barista and staff writer for A partial snapshot of his service resume includes time spent at Espresso Vivace, Joe NYC, Oddfellows, Vandaag (RIP), and Espwesso, a student-run cafe he managed and co-founded while at Wesleyan University. Mr. Bernson is currently on bar at Sweetleaf.



  1. Ellinore P.

    24 June

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  2. Rebecca Montalvo

    23 October

    I read the article this post is based off of a while ago, and it changed the way I do things as a professional barista. Thanks for posting this! See ya Sprudge folks in the morning! ( At 1871 that is.)

  3. Michael Butterworth

    23 October

    I think this approach is very insightful, but it doesn’t take into account regional differences. In Southern cities, particularly smaller ones, it might be taken as rude to jump to business too quickly.

  4. patrick burns

    23 October

    i love the refocus on customer service.

    james hoffman had a great side comment at the nordic barista cup this year in a q&a about “how to make a viable career in coffee”

    he was stating that not everyone who is in the coffee industry should be a barista. some personalities are better suited for other roles. someone posed the question about how being a barista is how 99% of us get in the coffee world. can you train all baristas to be better with customers? he shared that he has baristas internally asked themselves three questions with every person they encounter.

    1. good mood/bad mood
    2. talkative/quiet
    3. interested/not interested

    it’s super simple and very effective. reading our customers and being genuine in our interaction is key to retaining regulars and winning new customers.

  5. Alex Bernson

    23 October


    I like your point about the opportunities we have to extend our service past the in person interaction, from messaging to physical service, and I think that there are many ways that we as an industry can improve on that. And I definitely agree that retail and other industries can give us pointers on that.

    However I do stand by my contention that coffee has a unique service model. You’re right in that we are not the only industry with a short in person interaction, but I think what makes us unique–and what presents many challenges–is that though we have a short in-person interaction, we also (can) have a very high degree of intimacy with our customers because of the heavily regular focused nature of the business. I doubt that even the most “regular” of retail customers visit a store more than once a week, and places like restaurants or bars have a much longer service interaction (spanning hours sometimes) where they can develop the high degrees of intimacy. Though even with restaurants and bars potentially having a high degree of intimacy, I don’t think that they usually occupy as ritualized, important and frequent a part of their customers lives as great cafes can.

    I think the trick I wrote about is so effective because it deftly addresses the combination of short service time and high/varied levels of intimacy in the (American…) cafe service model.

  6. Joseph

    23 October

    I like the views on customer service – great tactics there for bridging certain gaps. However, I wouldn’t say that coffee has a unique service model.

    Certainly the in person interaction time with a customer is short, and that gives your baristas little time to provide a positive experience – but this isn’t much different from other retail industries.

    Also consider that just because your barista has X amount of time to communicate the cafe’s experience doesn’t mean that service begins or ends there – you can certainly extend your cafe experience into all arms of marketing (both before and after customers visit the cafe). You can create situations where your customers that come in are already prepped and familiar with who you are, why you are, what you have, and why they want it – this would actually serve to heighten the effects of an approach where your goal is to simply say ‘hi, what can I get for you?’

    I guess what I’m saying is that your ‘interaction time’ doesn’t need to be as short, nor does it need to start or end in person (though it typically does).

  7. Daniel Lodewyk

    23 October

    This was a good read. Thank you Alex.

  8. Flex

    23 October

    Spanx for that.


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