Coffee chain decides less is really more
This Friday, Chicago's very own Intelligentsia Coffee will stop serving up its 20-ounce coffee and espresso after discovering that the largest size beverage wasn't delivering great Joe to the last drop.
"By the time you get to the last of the drink . . . the coffee's breaking down chemically, and you're getting some of the less favorable flavors," said Intelligentsia founder Doug Zell, 65.
(Scott Stewart/Sun-Times)
Indeed, once it cools down, it just doesn't taste as crisp.
"I think ideally for coffee between 8 and 12 ounces is great. The coffee will be the right temperature when you finish it, and it will taste great," Zell said.
So come Friday, you'll have your choice of 8-, 12- and 16-ounce drinks.
And while its three Chicago locations and Los Angeles cafe will do away with the 20-ounce servings, Zell says that the roughly 900 outlets that serve up his Joe will be encouraged to serve the smaller portions.
You could say that Zell's move is part of today's small-plate culture, or as others might say: right-size portions.
"I think what we're doing is what we're seeing in better food. It's not gigantic portions. Does anyone need a 64-ounce soda? Do you need a pound burger or do you get a really good burger that's the right size? Or a steak? Or a piece of fish? It doesn't have to be big ... to be good."
Fine, fine, but what about those of us who like to linger over a pot of coffee and a few newspapers at home on Sundays?
Ideally, home-brewed coffee is made in thermally jacketed coffee makers that keep it the appropriate temperature. Zell also suggests making coffee six cups at a time and to keep this in mind: 20 minutes after it's brewed, coffee does start to break down.
"It doesn't last forever. It's best to drink it shortly after brewing."
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