Yesterday, I shared an article from the New York Times travel blog on Facebook that mentioned the plans of Paris-based international hotel chain Le Méridien to hire and train 100 new Master Baristas. These new baristas are meant to be at the center of the hotel lobby’s concierge services, encouraging social interaction and offering recommendations for things to do around town.
During the company’s research for the new strategy, they found that an incredible 78% of 7000 people surveyed would rather give up alcohol, social media or sex with their partners for a year than forfeit their coffee—now that’s true love. I got in touch with a Le Méridien representative for more details on the new program and its potential.
The new program is being led by the expertise of Fritz Storm, the 2002 World Barista Champion and trainer of several high placing World Barista competitors—including Fabrizio Ramirez who finished 2nd and Miki Suzuki who finished 4th in the 2012 WBC. The new program will complement 100 locations where the lobbies have been transformed into hubs that provide a more coffee shop-like atmosphere.
The disappointing part of all this is that Le Méridien has partnered with Illy to provide the program’s coffee. If the focus was truly on elevating the coffee experience as well as creating a more personal interaction about the city where each hotel is located, it would have been great if they worked with local or regional roasters. Instead they’ll be providing a bland coffee that many other hotels (and grocery stores) already offer.
It seems like the company has put a lot of money and energy into this program—and Fritz has a track record of training talented baristas—but in the end, the company seems to have chosen a safe route that will most likely go unnoticed by many.
[photos via Le Méridien]