I walked into a coffeeshop that was recently rebranded. It had a new name, new furniture, new people, a whole new vibe. I did not have high hopes. I never do when I walk into a new spot. Because, in my experience, new coffeeshops in Dubai prioritise style over substance.

I’m not sure why, but I decided to ask the barista what he would recommend I have. He seemed pleasantly surprised by the question. Like a runner being given his first pair of really good running shoes. He asked me to give him some time to finish the order he was busy with. I could tell he was excited.

A couple of minutes later he asked me to join him at the end of the bar. Where it would be quiet enough for him and I to talk. I felt like he was about to share a secret with me. But first he had questions. My name. How long I’ve been in Dubai. What kind of flavor notes I enjoy. Then he leaned in and asked me a question that in my many years of drinking coffee I’ve never been asked.

Would I mind if he and I shared a pourover?

He seemed genuinely relieved when I agreed. He told me they had just received a coffee he was dying to try. We could both try it for the first time. While we sipped we compared notes. By the time he poured the last of the coffee from that V60, I knew two things: I had just found a new favorite coffee, and I had just made a new friend.

Junior Romero was born in Maracaibo, Venezuela. He’s been working in coffee since 2014. In every role you can imagine. He even baked bread at some point. But it’s the roles he had in coffee education that fulfilled him the most. He came to Dubai in 2022.

Life kept getting in the way of us meeting again. I would, of course, regularly see him at the coffeeshop. But we never had the chance to sit down for a catch up when he wasn’t on the clock. Until recently.

BRIX Café had recently opened. Nestled in Jumeirah Fishing Harbour, it the latest project from The Lab Holding, the group that brought us 3Fils. Chef Carmen Rueda Hernandez’s menu features all-day breakfasts and exquisite pastries. It was the perfect spot for Junior and I to meet. 

And what a great meeting it was. We talked about many things over perfectly scrambled eggs while caffeinating ourselves from a coffee menu Junior had a hand in curating.

But it was his view on training in the specialty coffee industry that gave me the most food for thought. All of the programs available today ignore the development of the most important ability a good barista needs: soft skills.

He proposed that the role of a barista extends far beyond just brewing an excellent cup of coffee. It should be a blend of technical proficiency and a mastery in interpersonal interaction. However, despite the importance of these skills, soft skills training remains a largely overlooked aspect of barista education. 

The state of Certified Barista Training Courses today

Barista certification courses are designed to provide individuals with the knowledge and skills necessary to excel in the coffee industry. The programs available in the industry today cover a range of topics from the origin and processing of coffee beans to the mechanics of espresso-making and customer service techniques.

Despite their comprehensive coverage, the cost of these certifications can be a significant barrier. These courses can range from several hundred to over a thousand dollars, making them inaccessible for many baristas whose earnings often hover around minimum wage. This price disparity highlights an industry-wide issue where the cost of advanced training can outweigh the financial benefits, particularly when considering the average barista’s salary.

The Overlooked Aspect of Soft Skills in Barista Training

While these courses excel in technical training, they consistently fall short in one critical area: soft skills. Soft skills refer to the personal attributes that enable someone to interact effectively and harmoniously with other people. In the context of a coffee shop, these skills are just as vital as the ability to pull the perfect espresso shot.

Junior passionately pointed out that while baristas can learn about coffee varieties or master the precise techniques of milk steaming, their training often skips over the skills needed to manage interactions and create a welcoming environment. This neglect can lead to a workforce well-versed in the mechanics of coffee making but ill-prepared for the realities of customer service and team communication.

Why Soft Skills Matter for Baristas

Soft skills encompass a range of competencies:

  • Communication Skills: Essential for explaining menu details, understanding customer needs, and ensuring orders are accurately fulfilled.
  • Emotional Intelligence: Allows baristas to read the emotional state of their customers, enhancing service and engagement.
  • Adaptability: Coffee shops are high-energy environments where demand can spike unexpectedly. Being adaptable enables baristas to handle such fluctuations smoothly.
  • Problem-solving: When issues arise, whether with a dissatisfied customer or a malfunctioning espresso machine, problem-solving skills ensure that solutions are prompt and effective.
  • Teamwork: A coffee shop operates smoothly when everyone works cohesively, from managing queues to sharing cleaning duties.

Essential Soft Skills for Baristas

As Junior passionately articulated during our meeting, training programs should integrate the following soft skills into their curricula to fully equip baristas for their roles:

  • Effective Communication: The ability to convey information clearly and listen actively.
  • Empathy: Understanding and sharing the feelings of others, crucial for customer service.
  • Resilience: Staying calm and responsive under pressure, especially during busy hours.
  • Team Collaboration: Working well with others to ensure efficient operations.
  • Customer Orientation: Prioritizing the satisfaction and needs of customers.

Integrating these skills into barista training programs will not only enhance the quality of service provided but also contribute to a more fulfilling and efficient workplace environment. By addressing the gap in soft skills training, the coffee industry can better prepare its professionals not just to make excellent coffee but to excel in all aspects of their roles, ensuring every customer leaves with a smile.

What do you think? Does the industry need to upgrade their training to include soft skills?

Junior has taken a hiatus from the specialty coffee industry to focus on his passion for content creation. I’ve seen his work. He’s made the right decision. The specialty coffee industry’s loss is the content creation industry’s gain. If you’re looking for a content creator, you won’t do much better than Junior. You can reach him via his instagram.