Tuesday, October 30, 2012

Debenhams dumps coffee obfuscation

Via The Guardian
I'm a bit of a coffee snob, but that's about origin, and whether it's organic, shade-grown and Fairtrade. Instead, most "gourmet" coffee chains prefer to make consumers think they're getting a better cup by using Italian and fake-Italian terms on the menu.

Debenhams department store in the UK has had enough of that nonsense. After a customer survey told them that 70% found the coffee menu confusing, they dropped the continental pretentions and chose to promote a plain English version:

Via The Drum
While I have nothing against loanwords, I hate it when they're just marketing jargon. Now, let's focus on the quality of the beans, shall we?

1 comment:

  1. i just ask for a 'regular coffee'. interesting to see the reactions, and, results.