As a coffee shop owner, you've invested in a professional espresso machine, a stylish decor, and a well-trained staff. But all these elements won't produce the perfect cup of coffee if the roast doesn't suit your customers' tastes or your brewing methods. Many customers are directly affected by the roast choice, which impacts their satisfaction and loyalty to the coffee shop.
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Roasting in specialty coffee isn't just about the color of the bean. It's the stage where the flavors develop and the customer experience is defined. Roasting transforms coffee beans into something new, with a flavor and texture completely different from their original state. Choosing the wrong roast can lead to an unbalanced taste, frequent complaints, and decreased customer loyalty. Choosing the right roast, however, is a real investment in product quality and the success of your coffee shop, providing you with a premium product and a truly exceptional customer experience.
What is roasting and why is it important?
Roasting coffee beans is more than just a step in the journey of coffee beans from the farm to your cup; it is the process by which green coffee beans are transformed into flavorful brown coffee.
During the roasting of coffee beans, their chemical and physical properties change, and new flavor profiles emerge, ranging from sweetness and bitterness to fruity or chocolatey notes. The roasting temperature plays a crucial role in these transformations, as different temperatures influence the development of color, aroma, and flavor.
Choosing the right roast level is not just a matter of taste, but a decision that directly affects the final coffee experience with the roast level you choose.
Different roasting levels can be selected to obtain a variety of flavors and experiences in a cup of coffee.
Basic roasting types for coffee beans
Light Roast
It brings out the original flavors of coffee beans and retains natural acidity and fruitiness. Suitable for filter coffee makers like the V60 and Chemex, it's a favorite among specialty coffee lovers.
Medium Roast
It offers a balance of sweetness, acidity, and bitterness. Ideal for everyday espresso and black coffee, it's considered the most suitable for a wide audience.
Dark Roast
It gives off strong flavors like dark chocolate and nuts, with a higher bitterness. It's suitable for milk-based drinks like lattes and cappuccinos.
The effect of roasting on coffee flavor
The flavor of coffee varies depending on the roast level, as roasting significantly impacts the final taste. Many factors and methods influence the flavor and quality of coffee during the roasting process. Light roasts preserve acidity and highlight fruity notes, medium roasts provide a balanced flavor, and dark roasts bring out richer flavors and reduce acidity. Experimenting with different roast levels of the same type of bean will help you determine the best roast for your customers.
How do you choose the most suitable roast for your cafe?
The choice depends on several factors: the type of beverage, customer tastes, specific customer requirements or preferences, the brewing method, and even the nature of the local market. A café targeting young people and specialty coffee enthusiasts might prefer a lighter roast, while a more traditional café might be more successful with a darker roast. When trying different roasts, a minimum quantity of coffee is often required for an order or sample, such as 5 kg or the minimum sample quantity available from the supplier.
Invest in the flavor that represents your identity
The roast you offer isn't just a matter of personal taste; it's a message that reflects your café's identity and the quality of your products. Does your clientele prefer light, fruity flavors? Or a rich, chocolatey taste? Understanding your customers' preferences and offering coffee that resonates with them is the first step to building genuine loyalty. Successful cafés don't leave roasting to chance; they experiment, test, and select the type that sells every day.
Let us help you choose the perfect roast
At Mard Roastery , we don't just sell you a finished product and leave. We work with you every step of the way to understand your target audience and choose the perfect roast for your brand identity. We offer a variety of roast levels to suit the diverse tastes of the Saudi market, and we send you customized samples so you can try them and decide with confidence. Don't waste your time on random decisions—let's get started together.
Try our samples now or contact a roasting expert at Mard for personalized recommendations for your project.
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