At the heart of most cafes, the value created for customers extends far beyond the cost or quality of the coffee itself. It’s not merely (and, for many customers, not even primarily) the skill in brewing that defines the value of a cafe. Instead, it's the creation of a warm, inviting space (from rent and lighting to heating), the convenience factors (such as location, speed of service, and quality), and—perhaps most importantly—the knowledge, care, and genuine warmth of the team that is the true added value and product offered. This is hospitality.

Hospitality, at its core, is the art of welcoming and caring for others as if they were in our own homes. In classical terms, hospitality, or xenia, was a fundamental social code in ancient Greece reflecting an ethos of generosity, care, and respect for guests. Greek culture, for instance, treated hospitality not only as a courtesy but as a moral and sacred duty; Zeus himself was considered the protector of guests and travelers, emphasizing the divine responsibility to provide for one’s guests.

Hospitality meant recognizing the needs of guests—perhaps even before they recognized them themselves—and setting the scene to create the best possible experience. In modern cafes, this concept translates to getting all the details right and placing the guest experience at the center of every interaction, even amidst the demands of a busy environment.

This kind of dedication is rigorous and multifaceted. It requires a delicate balance: meeting the high standards of quality in every cup, crafting an exceptional product, and delivering it with precision. Yet the true value off what we do is realized when these elements are coupled with a thoughtful attentiveness to each guest’s unique experience.

The idea of "heads-up hospitality" embraces this classical spirit but adds a modern awareness. To deliver the highest level of guest satisfaction, while preparing drinks, baristas must look up from their tasks, make eye contact, and acknowledge each guest—whether they’re at the till, near the pass, or simply visible from behind the counter. In essence, this is a hospitality of presence and mindfulness. The barista and business that consistently acknowledge each guest with warmth become memorable, sparking empathy, loyalty, and engagement from customers. Beyond the immediate value of these moments, a truly "heads-up" barista subtly orchestrates the customer flow, aligning the pace of service with the pace of each guest, calming the environment, and creating the space for high-quality drinks and a relaxed, enjoyable experience.

As an ambassador for Eversys, my support isn’t solely due to the technology’s ability to ensure highly consistent and exceptional extraction of different coffees, or its capacity to deliver better milk texture than many seasoned baristas. My support stems from its potential to empower baristas, allowing them to focus on areas where they can truly add and create value—for customers and for the business.

By leveraging these tools alongside our craft and emotional intelligence, we shape our guests’ experience in ways that deepen their appreciation for the products and stories that define the coffee industry. This blend of skill, attentiveness, and hospitality enables us to connect guests not only to the coffee but also to the people and the passion behind it, nurturing lasting connections.

Dale Harris,

World Barista Champion 2017