Baristas deserve more

When I created Criterium, it was because I believe success in a café comes from many variables working together. Quality coffee, inviting atmosphere, reliable equipment, strong management, consistent standards, and good customer service all matter. Among these, baristas are one of the most important. They prepare drinks carefully, serve customers, and play a big role in shaping how people experience a café. As nominations for Criterium close soon, I want to share why baristas deserve your recognition and how your nomination can make a real difference for them and for the future of specialty coffee in the UAE.

In every good café I have visited here, one thing has stayed consistent. It is not the furniture, the equipment, or even the branding. It is the people behind the bar. Baristas are the ones who show up before opening to dial in espresso and prepare the station. They are the ones who keep things going during a rush. They create the environment guests return for. They make specialty coffee feel approachable or intimidating depending on how they do their jobs.

Skill matters behind the bar

Baristas do not just show up and start serving drinks. Before customers arrive, they check grinders, taste espresso shots, and adjust recipes based on changes in humidity, bean age, or roast development. They keep an eye on details most customers never see but always taste. Throughout the day, they stay focused on how the coffee changes as it sits in the hopper, as water temperature shifts, or as the café gets busier.

Good technique is about more than latte art or pulling fast shots. It is about consistency. It is about making sure every espresso tastes the way it should, that milk is textured evenly, and that brews are balanced. Baristas also need to move quickly without rushing, staying calm when the line grows. Handling pressure without letting quality slip takes time to learn. It is a skill many underestimate.

The best cafés invest in barista training because they know the quality of drinks depends on it. A café’s reputation often rests on how skilled and consistent the barista is. When a drink is not up to standard, customers rarely blame the equipment or the roaster. They remember who handed it to them.

Hospitality is not a script

Real hospitality is not about reciting a script or following rigid steps. It is about reading customers, understanding what they need, and helping them feel comfortable. Some people come in wanting to chat. Others just want to grab a coffee and leave. A good barista can tell the difference and adjust their approach.

I have watched baristas remember regulars’ names and orders. I have seen them make newcomers feel welcome by explaining menu items clearly and answering questions patiently. I have also seen how they stay professional even when customers are rude or impatient.

Baristas who provide good hospitality create a positive atmosphere. They make cafés feel warm and friendly. This makes guests more likely to come back and recommend the café to others. Hospitality helps cafés build a loyal customer base and keeps the environment positive for both customers and staff.

Baristas teach customers every day

Baristas do more than serve coffee. They help customers learn. This does not always happen in a formal class. Often it is a quick conversation about why a pour-over tastes different from an espresso or what flavors to look for in a natural-process coffee. It can also be a suggestion to try a new origin or an explanation of what makes a certain coffee special.

When baristas share knowledge in a friendly, approachable way, they make specialty coffee less intimidating. They help customers appreciate what goes into their drinks and encourage them to try new things. This education can deepen a guest’s interest in coffee and make them more confident in their choices.

Education does not just benefit customers. It also builds trust in the café and shows that staff know what they are doing. Guests are more likely to return if they feel like they learned something or had a memorable conversation.

Baristas influence café culture

The mood of a café is shaped by the team. Baristas set the tone for every shift. When they bring positive energy, it can lift everyone up. When they are stressed or negative, it can drag the whole team down. Baristas affect not just customers but other staff too.

A café with baristas who work well together and support each other usually has a better environment. This kind of team attracts like-minded people and creates consistency. Customers notice when a café feels welcoming and when staff seem happy to be there.

When baristas stay with a café long-term, they build connections with regular customers. These relationships can turn a café into a neighborhood fixture. People come back because they feel known and appreciated. This stability is one of the best ways for cafés to grow a strong customer base.

The real work behind the bar

It is easy to think baristas have a fun, easy job. But working behind the bar is physically and mentally demanding. Baristas spend hours on their feet, moving quickly, lifting heavy items like milk crates, and cleaning constantly. They need to stay focused even when orders pile up and distractions come from every direction.

They also deal with a range of customer moods. Some guests are kind and patient. Others are in a hurry or upset about things unrelated to the café. Baristas are expected to stay professional and polite no matter what. This emotional work can be draining over time, especially during busy shifts or stressful days.

Despite these challenges, many baristas keep going because they love coffee and take pride in their work. Recognizing what they go through and appreciating their dedication is important for making the industry better.

Why your nomination matters

When you nominate a barista for Criterium, you show them that their efforts are seen and valued. Many baristas spend years perfecting their craft without getting recognition beyond a tip or a few kind words. Your nomination can remind them that their work makes a difference.

Your nomination also sends a message to cafés and the wider community. It highlights that good service and skill deserve to be celebrated. It can inspire café owners to support and train their baristas better. It shows other customers that quality matters and that the person making their drink is more than just a server.

Nominations can change careers. They can give baristas new opportunities, help them build confidence, and encourage them to stay in the industry. This benefits everyone by raising standards and improving the overall coffee experience.

Questions to help you choose who to nominate

If you are not sure who to nominate, consider these questions:

• Does the barista prepare drinks with care and consistency?
• Do they make guests feel welcome, respected, and comfortable?
• Have they helped you or others learn more about coffee?
• Do they stay calm and professional under pressure?
• Do they contribute to a positive atmosphere in the café?

If someone comes to mind when you answer these, take the time to nominate them. Do not assume someone else will do it. Your nomination could be the recognition they need.

The connection between baristas and other Criterium categories

Baristas are essential not just to the Best barista category. They affect every part of the coffee experience recognized by Criterium. Great coffee shops rely on skilled baristas to keep quality high. Technicians work with baristas to maintain machines. Roasters see their coffees come to life through how baristas brew them. Educators often start as baristas, teaching guests directly at the café. Even the best online coffee experiences benefit from the stories, videos, and guides baristas create.

Recognizing baristas helps raise standards across the entire coffee community. It shows that every part of the chain, from farm to cup, depends on people who care and know what they are doing.

How the nomination and voting process works

Nominations for Criterium’s Best barista and other categories are open until Saturday, 5 July at 23.59. Anyone can nominate, whether you visit one café a year or make coffee at home every day. Once nominations close, the five baristas with the most nominations become the Top 5 shortlist. Voting on the shortlist opens on Monday, 7 July at 09.00 and continues until Saturday, 12 July at 23.59. Winners will be announced on FLTR Magazine.

This process is simple and transparent. There are no secret judges or hidden panels. The winners are decided entirely by the community. Dates, deadlines, and the voting page are shared in advance on the Criterium and FLTR websites, as well as on their Instagram pages.

Why Criterium is different

Many awards in the coffee industry are decided by insiders or influenced by marketing budgets. Criterium was created to change that. It is driven entirely by nominations and votes from customers, baristas, café owners, roasters, technicians, and educators. This makes it fairer, more open, and more representative of what the community values.

There are no fees to enter or hidden requirements to qualify. No café or individual can buy their way onto the shortlist. The only way to win is by earning the trust and support of the people who experience your work every day.

Criterium is about recognizing real excellence and encouraging everyone to keep raising the bar.

How to nominate now

Think about the baristas who have made your coffee experiences better. Maybe they work at your daily spot or at a café you visited once and still remember. Maybe they taught you something new about coffee or just made you feel welcome when you needed it most. Take a few minutes to nominate them today.

Go to the Criterium voting page and submit your nominations before Saturday, 5 July at 23.59. Share the page with friends or fellow coffee lovers and encourage them to nominate too. By voting, you help set the standards for what good coffee should feel like. You remind baristas that their work matters.

Together, we can build a coffee community that celebrates skill, kindness, and dedication – and that gives baristas the recognition they deserve. Imagine that.