Caribou: "We don't like to punish our decaf customers."

I had the chance last week to chat with Brett Struwe, fellow Roasters Guild member and Director of Coffee Operations at Caribou Coffee Co. The topic was Caribou's relatively unique and ground-breaking move 5 years ago to upcharge $.1o for a cup of decaf coffee. It says it plain as day on each menu board. Decaf whole bean bags get an upcharge of $1.00.

I asked Brett why. He answered that there was a strategic decision made at the time that they would upgrade the quality of their decaf offering. To them, that meant serving only water-process decaf and toll-decaffeinating green coffee they sourced from trusted vendors (i.e. instead of buying "off the shelf" decaf from a decaffeinator). To cover the costs of this quality upgrade, they had to charge more. A standard "upcharge" per cup and per pound seemed simplest. "Seems to be working, or we wouldn't be doing it, " Brett said.

He commented further on how they are dedicated at Caribou to offering a certain level of quality, even if it means they lose a percentage of the market. Then he made the comment that was so perfect I had to ask if I could quote him in my blog, "we don't like to punish our decaf customers."

Thanks Brett and the crew at Caribou!

Are decaf coffee drinkers tired of limited choice?

Dear Fellow Decaf Drinkers:
Is anyone else tired of walking into an inviting cafe only to find that their choice for a decaf coffee will be limited to one "house" option and that the folks behind the counter have no idea what the origin is. "It's a blend," they typically state.

The limited choice is just my pet peeve, I guess. The real issue is, do I get a coffee that tastes great? Since I'm what they call a "dual drinker", I know that the "regular" crowd can please their palatte whether they're craving a dark roasted Indonesian or a light and citrusy Ethiopian. And, that "house coffee", if it's regular and at a place that calls itself a "cafe", has a reasonable chance of tasting OK. Not so for a decaf drinker! Too often I'm reminded that we are an after-thought, a necessary evil to many cafe-owners.

Especially that cafe with the green, round label. NO decaf served after the morning rush! How absurd! Can we not think of alternatives like offering only SPECIALTY coffee drinks -- like the made to order espresso drinks or pour-over coffee?

The root of this problem -- cafe owners who just aren't thinking about their after-thoughts.

~ Ruth Ann