Specialty coffee is always looking for new ways to elevate the customer experience. In recent years, more and more cafés have invested in automated brewing equipment so that staff can spend more time engaging with consumers, and improve beverage quality at the same time.
Automatic pour over brewers and milk foamers have certainly become popular, however, the role of the barista is indispensable in specialty coffee. Acting as the “face” of the supply chain to the customer, they have to balance the art and science of making coffee, as well as educating guests about how coffee is grown and processed.
But what if coffee shops were to heighten customer service and place the entire experience in the hands of trusted baristas? Here is where omakase could help transform specialty coffee.
To learn more, I spoke to Eiichi Kunitomo, founder of Koffee Mameya Kakeru, and Mikael Jasin, 2024 World Barista Champion and founder of Omakafe.
You may also like our article on whether tasting flights are the best way to experience coffee.
How omakase has elevated the restaurant industry
Although the term may not be widely known around the world, “omakase” is a commonly used phrase in Japanese restaurants when ordering food, especially sushi. In English, omakase directly translates to “I leave it up to you” – meaning guests allow the chef to choose dishes for them.
The concept draws inspiration from three elements of Japanese cuisine and hospitality:
- Omotenashi – a tenant of Japanese hospitality designed to surpass guests’ expectations
- Kaiseki – a highly-ritualised and elevated multi course dining experience
- Kodawari – the pursuit of perfection and attention to detail
Seasonality, quality ingredients, and simple preparation are essential parts of omakase. As part of the experience, chefs typically serve lighter and more traditional plates first. Customers often sit at the kitchen counter to interact face-to-face with the chef, who guides them through the dining experience and gauges their reaction to the food served.
Depending on responses from the guests, dishes may become more adventurous and interesting throughout – culminating in a truly unique dining experience. In recent years, omakase-style restaurants have been established in countries outside of Japan, with many of them serving sushi and traditional Japanese cuisine.
But what about coffee?
Japanese specialty coffee culture is incredibly sophisticated, so it’s no surprise that a small but growing number of the country’s cafés offer omakase-style experiences.
Blue Bottle Studio in Kyoto is one of the most notable examples, with other locations also in Hong Kong, Los Angeles, and Seoul. The eight-course tasting menu showcases the roaster’s selection of limited-edition and high-quality coffees, including Gesha and Wush Wush. Guests are also served drinks made from coffee leaves, flowers, and cherries, as well as two complementary desserts which pair with different flavour profiles.
Eiichi Kunitomo is the founder of Koffee Mameya Kakeru – a coffee shop in Kiyosumi-Shirakawa known as Tokyo’s “coffee neighbourhood”.
“’Kakeru’ means ‘multiplication’ in Japanese,” he says. “It means that we as baristas must create new value by combining different aspects of the coffee shop experience, and showcase our skills and knowledge through extraction. Just like enjoying a chef’s cooking at a fine dining restaurant, customers can take part in an extraordinary coffee experience while learning more about where it comes from.”
Eiichi tells me Koffee Mameya Kakeru offers seasonal, signature, and coffee cocktail omakase courses. Each one comes with a sweet or small savoury dish which complements the drinks, and a designated barista prepares and guides guests through the beverages served.
“Baristas have a responsibility to tell the story behind the coffee, but until now, there has been a limit as to how traditional coffee shops can do this,” he adds. “Omakase-style experience allows baristas to serve customers like they are judges at competitions.”
Elevating the customer experience
In an omakase-style dining service, the guest is always the focal point. Although the customer has to put their trust in the chef to serve excellent food, the chef also needs to pay close attention to how each guest reacts to certain dishes. Essentially, there is a symbiotic relationship between the two to offer a more intimate and refined experience.
“Japanese hospitality is heavily influenced by tea rituals and ceremonies, which have also impacted omakase dining experiences,” Eiichi says. “Similar to sushi restaurants, omakase also includes face-to-face interactions with the chef or barista so that customers can see everything that happens in the kitchen or behind the bar.
“This artisanal and craftsmanship-style of hospitality builds trust with guests, and aligns with the values and ethos of specialty coffee,” he adds.
Mikael Jasin is the founder of Omakafe in Indonesia – whose name is heavily inspired by the omakase concept. He emphasises that the decision to provide more personal and elevated service is to offer customers an experience that many have never had.
“We don’t want to add ‘noise’ to the specialty coffee scene,” he tells me. “We want to be a source of inspiration and do something different, which is why we chose this style of service.
“There are five options on the menu and it rotates every three months or so based on the different seasons,” he adds. “Customers can also tour our fermentation room and the prep kitchen.”
Café design is equally important
Ambience is an essential part of omakase, which means the design and atmosphere of the space has a huge impact on the overall experience. Many restaurants and coffee shops reserve only a small number of seats so that chefs and baristas can focus as much of their attention on guests as possible.
Eiichi believes that interior design also impacts how the guests perceive their coffee.
“Carefully-curated design enhances the quality of the coffee and the hard work of the baristas,” he tells me. “We also considered the differences between exterior and interior design so that stepping into the store opens up a completely different world.”
He explains that he worked closely with Koffee Mameya Kakeru’s art director Tomohiro Kato and architect Yosuke Hayashi to design a minimalist yet visually-striking U-shaped coffee bar where customers can sit to interact with the baristas.
But there are limitations to omakase in coffee shops
Given that omakase is a more intimate experience, it usually attracts a certain type of customer that is looking for a more formal and revered dining service.
“We usually serve coffee enthusiasts and foodies, many of whom don’t normally go to specialty coffee shops, but want to experience coffee in new ways,” Eiichi says. “Although you don’t need to have specific coffee knowledge to visit Koffee Mameya Kakeru, we ask that guests reserve seats in advance.”
Mikael, on the other hand, says Omakafe has brought in a more diverse range of customers.
“When we first opened we thought we would only serve nerdy coffee connoisseurs or baristas,” he says. “Most of our customers enjoy food and want to try different things, but they wouldn’t describe themselves as coffee or wine drinkers.”
At the same time, we need to acknowledge that choice is important for many consumers, and omakase is essentially a trust exercise that comes with a higher price tag. Guests need to feel comfortable and assured that baristas will choose high-quality coffee that suits their taste preferences, which requires years of expertise and skill.
Accounting for business and customer needs
To integrate omakase in their operations, coffee shops would have to invest in extensive training so that both staff and customers are comfortable with the more intimate and knowledgeable style of service. Naturally, this isn’t a realistic option for many.
Meanwhile, for some customers, the experience may be intimidating, or they may simply prefer to order exactly what they want. Ultimately, the decision to offer a personal dining experience is a careful one to consider.
Specialty coffee is always on the lookout for new ways to elevate the consumer experience, and omakase could raise the bar even higher. For some cafés, a fine dining coffee concept could offer a new way to engage with customers.
However, it’s clear that this model won’t work for every coffee business. Operators need to consider their own needs, as well as what their customers are looking for.
Enjoyed this? Then read our article on how aeration can improve coffee flavour.
Photo credits: Koffee Mameya Kakeru, Omakafe
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