Gourmet Retailer Magazine Personnel Trainer 2008 - (Page 14) FRENCH PRESSES he French press coffeemaker has become one of the most popular methods of brewing coffee in the world. This brewing method is a remarkably simple way to make rich, flavorful coffee or tea. Once your customers experience a cup of French press coffee, it will be hard for them to go back to any other type of brewer. l Why is a French press a great way to brew? There are four key ingredients to a good cup of coffee. The first is freshly roasted, freshly ground coffee. The second is the water’s temperature — it should be just off a boil — around 192° to 204° F. Third, the surface area contact of the water to the coffee. And finally, contact time. Very few brewing processes can achieve all four of these. But a French press does. First explain to your customers that in order to brew the best cup of coffee, they should buy their favorite coffee. Then deliver the right water temperature to the French press. Remember, the hotter the water, the better the flavor extraction. French presses provide the most surface area contact of any method, allowing the water to completely surround the bean, extracting all the essential oils that give the coffee its body and structure. Timing is important to complete the extraction for a French press — it should be four minutes. T Historical Highlights • The first-known patent for a coffeemaker based on the manual filtering system was submitted in 1933; however, it wasn’t until 1958 — when that patent was put to use — that the Melior coffeemaker came onto the market. • In the 1960s, the Melior coffeemaker became a cult object for a way of drinking coffee, with gourmet restaurants in Europe serving coffee in it. • In the early ’70s, French presses with modern, contemporary designs incorporated new materials and quickly gained wide acceptance for their design and reasonable price. l Is it difficult to use a French press? A French press is one of the easiest coffee brewers to use. For best results, start with coarsely ground coffee. Roasters recommend that for best results use seven grams (approximately one rounded tablespoon) per four-ounce cup. You can recommend that your customer start with this amount and then adjust to taste. Next, add the hot water to a level no higher than the top of the frame’s band. Stir the coffee grinds, replace the lid and let stand for four minutes. To complete the process, push the plunger down slowly, firmly and evenly with the spout pointed away from you. Once customers become accustomed to using a French press, they will not only find it fun, but also an elegant, theatrical way to make coffee, especially when they’re entertaining. Because French presses don’t require power, you can brew and serve right at the table. l What are the advantages of a French press over other methods? It allows you to brew smaller quantities. French presses are available in a variety of sizes from three- to 12-cup. In the world of French press coffee, a cup is measured as four ounces. So a three-cup French press will service one person whereas an eight-cup French press will yield about one liter (34 ounces) and serve two to three people. A French press allows you to brew the amount of coffee that you need. You can also use multiple French presses so that you can have decaf and regular at the same time, or even have multiple French presses for different flavor profiles. Another advantage is that there is no paper involved in the brewing process, so there is no soaking up of the essential oils. This means there is no loss of the flavor profile that was intended by the roaster. l What are all the components I need? To get started, you’ll need to select the size that best suits your needs complemented by a hot water delivery method — stovetop or electric kettle. The best way to grind coffee is with a burr grinder, but a cost-effective alternative is the blade grinder. You might also want to include a rubber spatula, thermal carafe, coffee cups and high-quality coffee in the array. l Is coffee in a French press stronger than drip coffee? No, a French press makes a full-bodied, flavorful and balanced cup of coffee. The strength is driven by the quality of coffee used and the level of roast. l How do I keep the coffee warm longer? Most coffees should be brewed and consumed within 30 minutes, so it’s best to brew only the amount of coffee you wish to consume. A French press will keep coffee warm for this recommended period. If you want to keep your coffee hotter longer, you can use a cozy or wrap it in a dish towel or transfer it to a thermal carafe. l What features should I look for in a French press? Quality and design. Choose a French press made with highquality materials that has a design that complements your home or lifestyle. There are designs from very modern to traditional. Some presses are made from metal and others from plastic. You can even choose lifestyle coffee presses, such as polycarbonate (unbreakable) presses for traveling or camping, and French press commuter mugs so you can brew on the run. You can even choose several different designs and use the one that complements your current mood or table setting. l Are French presses difficult to clean? No, cleaning is a snap. Simply scoop coffee with a rubber spatula (an add-on sale) and place the French press in the dishwasher. 54 The Gourmet Retailer Magazine | February 2008
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