YouSaid · the spoken record

James Hoffman

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15
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2024-04-19
most recent
2024-04-19
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1
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podcast

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  1. “Know what I mean? Like nothing makes sense, but people feel very tied to this idea that the price is set by the chains. And I think that's changed now, and people are more comfortable charging above that. But for a long time, people were terrified to charge more than the chains, even if the product was noticeably better and a real frustration for me. And that's why I'm always going to bat for independence, because it's not like you're going to spend more. You can get a better product by someone who cares deeply about it. And I think there's a risk in going to an independent if you're traveling. The model's built on, I know where to queue, who to talk to, where to stand after I place an order, what kind of food I can get there. It's very safe. If I dropped you in Moscow and told you to get coffee, you'd go to a chain because you know how it works and you'd get it done. Independence feel like a risk, but the reward, I think, is often there for sure. And there's more independence than they're better than ever now.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  2. “Really? It always blew my mind for years and years I would work with loads of essentially startup coffee shop owners. And their mindset would be, oh, I need to be the same kind of price as Starbucks or maybe a little bit more. And they're like, what do you possibly think that you have the same kind of supply chain that they do that you're going to make? And they make great margins. You're not buying 20 million paper cups a week or”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  3. “But I think the chains. The brand experience may be different, but at the root there's not a huge variance in the coffee experience.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  4. “I don't think they taste particularly different to each other in a big way. I think the independence stood out a long way. From the others, right? It was clearly different. It has a lot more flavor and character going on, which is good, which is what I like about coffee.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  5. “Before I get into That's kind of weird. It's a little bit vegetably to me, if I'm honest. It's not my favorite. Again, it's within the world of coffee roasting, it's dark hair. It's not as dark as this one. Yeah, I like it probably less than this one here, so I'd probably be back to like a four again.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  6. “I like to slurp usually do a little aeration, but down a microphone it's brutal. Okay So that's probably the darkest roast of all of them. I would say it doesn't taste like the raw materials are particularly bad, and so I can have a guess at who that's from. But it is definitely a darker roast, so more bitterness, again, quite full. So, you know, my gut says that's a sort of Starbucks style thing to me.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  7. “Yeah, and that's in part going to be how it's made, in part how it's roasted, in part where it's from. Price-wise, I wouldn't expect it to be much more than the McDonald's, if I'm honest, that that tastes, again, like Yeah, like a reasonably commercial grade coffee. I wouldn't say it tastes bad. Roast a little Yeah, it's another kind of Yeah, three four three, actually. This is something about earthiness that I don't enjoy in coffee. Some people really like earthy flavors, I really don't, and that's just a preference thing.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  8. “For me it's more akin to number one than anything else. Again, it's a darker roast. It's got a bit more body to it. It feels a bit fuller, a bit richer, a bit earthy at the same time for me”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  9. “These things I'd like to change about it, so like six seven somewhere there. But it has, I think, better raw materials in it that does appeal to me.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  10. “Gover Now, this want to be a little bit more divisive for a lot of people because they've got a little bit more acidity in it. It's like a little bit of microscope with salmonus almost. Like it's a little ziggy tasting. Generally, acidity is associated with quality and coffee, which is a real sticking point for a lot of people. It's down to the fact that when you grow coffee, the higher you grow it, the slower it grows, the sweeter it will ultimately be, but you do get more acidity in higher grown coffees. Some people don't want that in their coffee. They really don't want sour coffee. So that tastes like it's got better raw materials in there for me than this one. Roast a little bit lighter, bruise a little bit better. I'd like it to be a less kind of sour thing. It's a little bit old, obviously. It sat around for a while. But I would say, for me, it's a better cup than this one. It's got a little characteristic to it. Like it tastes of something that's a little bit fruity in there.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  11. “I think that's kind of fact. I probably should be fair and call it a 4 out of 10 because I've tasted way worse than that.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  12. “That's to me a pretty standard kind of commercial coffee taste. There's not a lot going on there, relatively high in bitterness to me. That's a fairly bitter cup of coffee. And that's becoming, I would say, mostly from roast. And if something's good or bad, it can be bad because it wasn't made that well that day. It could be bad because it was not great raw materials. And finding why is sometimes tricky. I wouldn't say it's particularly expensive, cup of coffee.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  13. “There's a good hack if you ever want to break apart how something like Coca-Cola smells. If you take a component smell of Coca-Cola like lime, right? Because Coke just tastes Coke to people, but it's actually lime, neroli, cinnamon, orange, nutmeg. And if you smell a bunch of cinnamon and then smell coke, it smells weird because you've deleted cinnamon from Coca-Cola's aroma profile. And you can do that with, say, lime and smell. And it's like, whoa. I've thrown the balance out by kind of deleting that and suppressing that. It's a dull, but fun kind of trick. The interesting thing.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  14. “Yeah, totally does. We are, it's why dogs sniff really fast. You're looking for change. Your sense of smell works quite well on change. And so, yes, you will get what's called suppression if you smell the same kind of smells over and over. They become less and less intense. It's why people end up wearing too much of the same perfume they've worn for 20 years because they can't literally can't smell it anymore. We can. They can't.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT

  15. “Yeah. So one of the things I can assess pretty quickly is how darkly the coffee's been roasted when you have, the longer you leave coffee in a roasting machine, the darker the color of the beans will be. And for a long time, I think people associated darker roasts with better coffee. Oilier beans looked kind of fancier. Whereas it swung the other way and lighter roasts now are considered better or more expensive because they kind of preserve more of the inherent qualities of the raw materials. So these are all reasonably dark roasts just from smell. So I can kind of the smells I'm coming off there are more in the kind of heavier, not burnt smells, some of them actually smell a little bit burnt and kind of harsh, but nothing's particularly fruity or floral smelling so it's just for me I kind of gauge of where things are going to be so there's going to be an expectation with that of bitterness.”

    2024-04-19 · The Diary of a CEO · Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman · IDENTIFIED FROM THE TRANSCRIPT