When asked what kind of coffee they like, most Americans will say: "a dark, rich, hearty roast". But actually, only 25-27% want that. Most prefer weak, milky coffee. Judgement is clouded by aspiration, peer pressure and marketing messages.
Interesting piece on the psychology of restaurant menu design. Â
As an aside, I'm a decently smart guy who at a young age was singled out for advanced classes because of my great-for-my-age vocabulary…and yet I can never remember how to spell "restaurant"!
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Restaurant menu psychology: tricks to make us order more
From wine-appropriate music to authentic-sounding foreign names, restaurateurs have many ways to persuade diners into ordering high-profit meals
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I actually do prefer a bolder roast. (Also, I have to say the word "restaurant" in my head with a wildly emphasized and incorrectly pronounced middle syllable in order to spell it correctly the first time.)
I like a German roast (http://crazyaboutcoffee.net/german-roasted-aldi-brand/), with lots of milk and sugar. Perfect for "Kaffee & Kuchen".
Columbian, Sumatran, Brazilian, Costa Rican… dark roast… black.