Nathan Diehl

So i am reading a book Emily got me for Christmas, Pour Your Heart into It by Howard Schultz. Schultz is the Chairman and chief global strategist of Starbucks. he is the guy who made it what it is today.

So this entry is a brief history of starbucks. When it was founded, it sold nothing but dark roasted, whole-bean coffee and coffeemaking accessories. They did not make coffee. They did not sell espresso. They only sold the beans and the coffemakers to properly make a good cup of coffee. (And no, a perculator does not count as good coffee–sorry.)

It was not until Schultz when to Milan, Italy to a coffeemaker conference that he noticed an espresso bar (or two or three) every block. They were everywhere. This is where Schultz first had a ‘cafe latte’ (coffee milk.) He noticed the baristas were not just making coffee, they were ‘performing.’

That is the start of the coffeehouse as we know it today in America. Starbucks brought it to America. I didn’t know that.

My parents told me they went to coffeehouses when they were my age–Schultz says those were nothing more than glorified diners serving weak, robusta coffee.

There will be more coffee posts to come, i think…

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