I heard an advertisement on the radio recently that Jack in the Box would be serving Arabica coffee. Their press release titled, “Jack Goes for the Bold,” claims this new premium coffee “… blends coffeehouse quality with fast-food value and convenience,” and features a European roast of 100% Arabica beans. It goes on to say that consumers are more knowledgeable about coffee and have higher expectations.

I don’t propose to dispute assertions in advertisements or press releases by Jack in the Box or any one else. But I do believe that many people are not as knowledgable about coffee as they would like to be and rely on buzz words, such as “coffeehouse quality,” “bold,” and “Arabica,” when making decisions about what kind of coffee to drink.

What constitutes a ”bold” or ”coffeehouse quality” coffee? And why Arabica beans — as opposed to what else? I’ll explore the answers to these questions in future posts.

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