Why don't people who love coffee want to make it themselves? These are the most common answers to that question, which we've debunked for you.
"I have no coffee skills."
There are some things that not everyone was meant to do. For example, only a few of us were built to be ballerinas or gifted with an ear for crafting music. But we all have a capacity for stretching in several universal ways. If we applied this 'unskilled' excuse to all areas of life, we wouldn't attempt to do many of the things we do. There would be no bicycles, no driver's licenses, no home gardens or lawns, and no healthy relationships.
Compared with the rest of these examples, making coffee is ridiculously simple. You don't have to be a world-class coffee taster or a seasoned coffee professional to know how (and understand why) to follow a few basic steps. In this age of information, there are so many online resources to showcase and explain coffee craft theory in very plain terms. Or, simply inquire at your local roastery.
"The tools I need are too costly."
A rudimentary manual coffee brewing setup can be attained for about the cost of 20 to 25 cups of coffee. That is only about a month's worth of visits to your local shop. It is very wise to get a bigger view of what you are spending on convenience and call habits into question. Daily beverage patronage is neither ideal for a roaster's profitability or your pocketbook.
Every roastery longs for more whole bean customers and fewer beverage customers. This is at once the most ideal margin for them in terms of labor and equipment cost and it is also how you will save profound amounts of cash. It is a classic 'no-brainer.'
"I don't have time to make my own coffee."
Once your skills are honed a bit (allow for a couple weeks of trial and error), you will be producing craft level coffee in around seven to nine minutes, even with a manual grinder. If you sum the amount of time taken to commute to your shop, wait in line, and wait for your beverage to be crafted you will find yourself approaching a substantial fraction of an hour. Feel free to test this with your own watch. It will blow your mind.
"I want to be served."
There is nothing wrong with service as part of a commercial experience. Service is an indispensable aspect of any human craft, on one level or another. However, the truly noble and sustainable side of service is in paying another to do that which you cannot. A master chef will be able to do miraculous things with their ingredients and tools. A master roaster will take raw coffee and a $60,000 roaster to produce something that would be rather difficult to accomplish at home (so far!).
When we pay another to do something we simply don't want to do and not what we cannot do, we begin to distort our humanity and theirs. Commerce should be an exponent of craft first and convenience second. We were born with hands which were intended to be used in concert with our passion and intellect. Dissecting this triad and offering only one piece of it in exchange for a few dollars is a travesty and should be discouraged wherever possible. Asking a roaster to make your coffee beverage for you every day is a bit like asking a chef to come out of her kitchen, pick up a fork, and feed you.
Remember this fact—if you love consuming coffee, you will love crafting it as well. Don't let these common assumptions keep you from a greater enjoyment of an excellent thing. You deserve to have the best possible coffee experience. No excuses!