One of the biggest points that I see baristas and other coffee professionals make that I always enjoy arguing is that “taste is not subjective”. This is a difficult topic to talk about because it brings up a seemingly never-ending and very philosophical debate. But in most cases, even if there was a definitive answer to whether or not taste is subjective, it shouldn’t matter, because anyone should be able to drink whatever they like without being made fun of or looked down upon.

We as baristas, roasters, and coffee professionals ride a fine line of trying to be informative and helpful while not seeming elitist, demeaning, or egotistical to customers. As a barista, one of my favorite parts of the job is sharing knowledge with people and sharing my passion. Unfortunately, this is very difficult to do without sounding like a dick. I already have the tortoiseshell glasses, stereotypical tattoos, and coffee addiction, so most people already assume that I am pissed off that they are even in my shop. If a customer comes into your shop and asks for an iced caramel macchiato and you correct them and tell them what a “traditional macchiato” is, chances are is that they won’t be back in your shop, and truthfully, most people just don’t care and it makes you sound stuck up and elitist. What you can and should do is talk to your regulars or frequenting customers and offer to make them a drink you think they might like and if they don’t like it offer them something else. Doing this gives them a chance to expand their horizons in coffee and taste and allows you as a barista or coffee professional to share your wealth of coffee knowledge when it’s well-received. Even if you don’t want to share your coffee knowledge, and you find that many of your customers don’t care either, why should you care?

1. You work in the service industry

2. Your wages rely heavily on tips – being nicer to customers = better tips

3. You work in the service industry

4. Your job will only be as enjoyable as the interactions you create between you and your customers.

Be careful not to confuse my explanation of taste for quality, as I do believe there are some subjective measures for quality. If this were not true, instant coffee would be the same price as the shade-grown, freshly roasted, micro-lot of Geisha. But taste is a very personal thing; it’s a personal preference and our palates are similar to our personality. So next time the middle-aged woman in a fur coat from Aspen (no-offense if you’re reading this) orders her iced caramel macchiato with skim milk, don’t get annoyed or frustrated, just live and let live.