Am I some kind of a masochist? No, I drink it because coffee is still the main social component of our society. When you want to take a break from work or entice a new acquaintance, you will often say “would you like to go for a cup of coffee?”
“I was taken by the power that savoring a simple cup of coffee can have to connect people and create community.” – Howard Schultz
My main objection to coffee in America is the amount routinely served to each customer. Annoyingly, the cup is always full to the brim. In the US, people quaff cheap coffee by gallons, but it was never meant to be that way. Coffee originated I believe in Ethiopia, and it was used by poor goatherders as a stimulant. It was consumed strong and in small quantities (like coca leaves in Peru) to sustain the herders throughout the day.
And it is still that way in Europe and many other countries around the world. In America, unfortunately, many things are judged by their size. The bigger, the better, right? A resounding no!
Tasty dishes are always better appreciated in small quantities. You would not (unless you are an oaf) stuff yourself with caviar or foie gras, would you? If I indulge in a cup of coffee, I want it served three-quarters full in a small porcelain cup. I want to drink it slowly in small gulps, between gaps in the conversation, and it should last me for at least two hours.
Good coffee can also be appreciated after a meal with a “digestif”.“An alcoholic beverage served after a meal, to aid digestion. When served after a coffee course, it may be called pousse-café.”
Some of my favorite digestives are, Cointreau, Grand Marnier, Cognac, or Armagnac, always absorbed of course in small amounts and small containers.
In America, coffee is more a lubricant than a treat, and it is a crying shame. In Europe, you will find many “cafés” with a great variety of coffees and delicacies, while in the US you have cheap coffee joints with tasteless coffee and stale pastries.
The secret of success is to find a need and fill it. If you want to make it in America, open a classy “café” serving odorant brews (in small porcelain cups) and an assortment of fresh pastries, and the world will be your oyster.
Alain