In this issue:

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In this issue: Coffee - avoiding
awful cappuccino
Chocolate - the
simple steps to success
Coffee - Latte Art
Competition -
win a latte art DVD! NOVEMBER 2005 A new magazine to promote and encourage best practice in all beverages What this is all about... In the Cup is published by the Beverage Service Association as a
forum for exchanging and encouraging best practice in the beverage
industry. This magazine is intended for every single person, whether manager,
proprietor or staff, who is involved in serving a drink, in the cup, to a
consumer. There are big tricks, and there are little tricks. And no caterer knows
them all, and no manager can pass all of them on to the staff. So
this magazine exists to pass on that information to everyone who
needs to know it. You may not agree with all of them - you may say to your team, 'no, I
think it's best to do it this way'. That doesn't matter - it's
encouraging best-practice debate among the team which makes a
company work. There is a body of evidence, mainly from a massive hotel chain
which worked on this a couple of years ago , that shows a team
which is enthused by being part of a strategy discussion can work
wonders - because knowing more about what they're serving means
they form a better rapport with the customer, and that means a
politer customer... ... and more tips! The BSA was formed nine years ago with the objective of raising
quality standards across coffee, tea, chocolate, milk, juice, water,
etc. The market has changed considerably over those past nine
years and our customers have become more aware of what they are
drinking. It's not uncommon for someone to walk past three or four
shops to find the one that gives that 'just right' beverage. Not only
do they want that beverage, they know it has to be just right for them
to go back. Quality comes from well-trained staff, good, clean, well-maintained
equipment, a high quality product, and good presentation. In The
Cup is the BSA's 'best-practice ' magazine that will help those in the
beverage industry by exchanging tips, presentation ideas, recipes,
etc. This magazine has been made possible by the support of certain
visionary supporters and patrons:
Bravilor - patron of coffee-brewing equipment
Brita - patron of water filtration
Fracino - patron of espresso equipment
Gala - patron of branded coffee
Lincoln & York - patron of private-label coffee Bravilor - bean-to-cup equipment Please use this magazine creatively
in your work with your business
and your staff - it is just the first of
many helpful initiatives from the
BSA, which we intend tobe useful
to you. 2 ... and whats in this issue is published by the Beverage Service Association, Hartfield Place, 40-44 High street Northwood Middlesex HA6 1BN Tel:01923 848 392 Fax:01923 848391 info@beverageserviceassociation.com www.beverageserviceassociation.com How good are your cappuccinos - are you absolutely, thoroughly, perfectly sure they are up to standard? Have a look at what the experts say - and compare it to a really bad example, on page 4. Theres a good way to make chocolate - and a lot of bad ways! Make sure that your team know the secrets of chocolate - page 6. And - Learn latte art and win a DVD, page 8 Now try this - some saleable cafe recipes begin on page 10 Executive Director,
Beverage Service Association Our front cover shows Malcolm Buckenham concentrating on his lemon juice -see page 10 3 So who has all the good ideas...? A very senior manager once said that 'management does not have a God-given right to all the best ideas'. Wise words, says the Beverage Service Association, which is why it is working so hard to promote the idea of best- practice in beverages spreading throughout any catering organisation. But how many managers in the hospitality industry actually put in place some scheme
with which they can draw on the good ideas
of staff working in their cafes, or hotels or
restaurants? Amazingly few. And yet, how many good ideas do you think come up from the great
British workforce every year? According to IdeasUK, which is the national association set up to encourage
suggestion schemes in the workplace, its
members last year received 120,000
suggestions from their employees. Those put
into effect saved an estimated

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