The problem with forced enthusiasm in specialty coffee

The specialty coffee industry prides itself on quality, precision, and experience. From the meticulous selection of beans to the exacting science of brewing, every step is designed to elevate coffee beyond a mere beverage. But there’s another, less discussed expectation in the industry—enthusiasm. More specifically, the forced enthusiasm expected from front-of-house staff, the baristas, and servers who interact with customers daily.

This expectation is deeply ingrained in hospitality.

Coffee shop owners and managers often emphasize the importance of customer service, encouraging staff to be engaging, friendly, and upbeat—sometimes (read: most times) to an exhausting degree. The idea is that customers should always feel welcomed and uplifted. However, in the specialty coffee space, where baristas are expected to be both experts and performers, the pressure to maintain an exaggerated level of enthusiasm can be draining.

The Hospitality Industry’s Obsession with Enthusiasm

Hospitality, by nature, requires a level of customer service that makes guests feel valued. This is particularly true in coffee shops, where atmosphere is a major selling point. Many owners believe that an energetic, engaging, and cheerful staff creates a better experience and increases customer retention.

This belief is not entirely misplaced. Studies have shown that positive interactions lead to better customer experiences. However, there is a critical distinction between genuine engagement and forced enthusiasm.

Many coffee shop employees are instructed to smile constantly, greet every customer enthusiastically, and maintain high energy levels throughout their shifts. The assumption is that this level of interaction enhances the experience. But for many staff members, especially in high-pressure specialty coffee environments, this expectation leads to emotional exhaustion.

The Psychological Toll on Staff

Forced enthusiasm is a form of emotional labor—the act of managing one’s emotions to fulfill job requirements. While emotional labor is present in many professions, its intensity in the service industry is uniquely challenging. Baristas and front-of-house staff don’t just make coffee; they engage in small talk, educate customers on brewing methods, and navigate demanding orders—all while maintaining a pleasant demeanor.

Over time, this expectation can lead to burnout and dissatisfaction.

A study published in Frontiers in Psychology found that organizational support positively influences emotional labor, which in turn affects career competencies and commitment. This suggests that while emotional labor is integral to service roles, its impact can be mitigated by supportive work environments.

Research also indicates that employees who frequently suppress their emotions and engage with complaining customers are more likely to experience depression and anxiety symptoms. A study utilizing data from the Korean Working Condition Survey revealed that both male and female customer service workers who consistently suppressed their emotions had higher odds of experiencing these mental health issues compared to those who rarely did so.

In extreme cases, forced enthusiasm can contribute to mental health issues such as anxiety and depression. Employees feel as though they cannot express their authentic selves at work, leading to frustration and resentment toward both their employer and, more importantly, the customers they serve.

The Impact on Business

When baristas are overworked and emotionally drained, it reflects in their performance. Customers can sense inauthenticity—when a smile feels forced, when a greeting is robotic, or when an employee is faking enthusiasm. This creates an uncanny experience that does more harm than good.

Authenticity matters, and customers respond more positively to genuine interactions, even if they are more subdued.

Additionally, high turnover rates are a direct consequence of emotional exhaustion. When staff members leave frequently, businesses incur costs related to hiring and training new employees. Consistency is key in specialty coffee; a knowledgeable barista who has been with a shop for years brings immeasurable value compared to a rotating roster of inexperienced hires.

Beyond that, a toxic work culture driven by unrealistic emotional expectations can lead to negative word-of-mouth in the industry. Specialty coffee is a small world—if a coffee shop gains a reputation for poor staff treatment, it can deter talented baristas from wanting to work there.

Let’s pause for a second and test this theory. I want you to think of one person who you know in the specialty coffee industry today that treats staff poorly. You didn’t need a long time to come up with a name, did you? And here’s the real kicker. We were thinking about the same person. Specialty coffee is a small world.

In contrast, businesses known for respecting their employees tend to attract and retain skilled professionals who are genuinely passionate about their work.

What Coffee Shop Owners Should Do Instead

So, if forcing enthusiasm is counterproductive, how should coffee shop owners approach customer service?

Encourage Authenticity Over Exaggeration

Customers don’t need over-the-top energy; they need genuine, attentive service. Allow employees to engage in a way that feels natural to them. Some baristas may be naturally extroverted, while others may be more reserved but still provide excellent service. Authenticity fosters trust between staff and customers.

Prioritize Staff Well-being

A well-rested and mentally healthy team will naturally provide better service. Ensure that baristas have reasonable shift schedules, adequate breaks, and a work environment that does not push them to emotional exhaustion.

Create a Culture of Respect

Employees who feel respected and valued will go the extra mile—not because they are forced to, but because they want to. Recognition, fair wages, and opportunities for growth contribute to a motivated and engaged team.

Focus on Knowledge and Skill

Enthusiasm should not be a substitute for expertise. A well-trained barista who can answer questions confidently and make an exceptional cup of coffee will impress customers far more than someone who is overly cheerful but lacks knowledge.

Set Realistic Customer Expectations

Not every customer interaction needs to be high-energy. By setting the tone for a calm and welcoming atmosphere rather than a hyper-positive one, business owners can create a space where both customers and employees feel comfortable.

Good service is non-negotiable

In the specialty coffee industry, good service is non-negotiable. Customers deserve to feel welcomed and valued. However, forced enthusiasm is not the way to achieve this. Instead of pushing baristas to maintain unrealistic energy levels, coffee shop owners should foster a workplace culture that prioritizes authenticity, respect, and well-being. In doing so, they will not only improve employee satisfaction and retention but also create a more enjoyable and genuine experience for their customers.

Thank you for reading Ma’am Sir!