Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman

[0] Did you know that the DariVosio now has its own channel exclusively on Samsung TV Plus?

[1] And I'm excited to say that we've partnered with Samsung TV to bring this to life, and the channel is available in the UK, the Netherlands, Germany and Austria.

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[5] final right now.

[6] We have five different cups of coffee here from five different supplies.

[7] You're smelling them.

[8] When you're smelling them, is there anything you're noticing just from smelling them?

[9] Yeah.

[10] Like, so one of the things I can assess pretty quickly is how darkly the coffee's been roasted.

[11] When you have, the longer you leave coffee in a roasting machine, the darker the colour of the beans will be.

[12] And for a long time, I think people associated darker roast with better coffee, oily beans looked kind of fancier, whereas it's swung the other way and lighter roasts now are considered better or more expensive because they kind of preserve more of the inherent qualities of the raw materials so these are all reasonably dark roasts just from smell so I can kind of the smells I'm coming off there are more in the kind of heavier not burnt smells well some of them actually smell a little bit burnt and kind of harsh but nothing's particularly fruity or floral smelling so it's just for me a kind of gauge of where things are going to be so there's going to be an expectation with that of bitterness in perfume shops They give us sometimes coffee beans to smell to kind of try and wash out our nasal senses, I guess.

[13] Does that work?

[14] Yeah, it totally does.

[15] We are, it's why dogs sniff really fast, that you're looking for change.

[16] Your sense of smell works quite well on change.

[17] And so, yes, you will get what's called suppression.

[18] If you smell the same kind of smiles over and over, they become less and less intense.

[19] It's why people end up wearing too much of the same perfume they've worn for 20 years, because they can't literally can't smell it anymore.

[20] We can.

[21] They can't.

[22] And it's also evidenced when you go for a. run and then because you can smell yourself, you have to ask your friend if you smell.

[23] So you get, Dave, do I stink?

[24] Yeah, yeah, yeah.

[25] Because your brain, your nose, I guess, is habituated to though.

[26] There's a good hack.

[27] If you ever want to break apart how it like something like Coca -Cola smells, if you take a component smell of Coca -Cola, like lime, right?

[28] Because Coke just tastes Coke to people, but it's actually Lyme, Noroli, cinnamon, orange, nutmeg.

[29] And if you smell a bunch of cinnamon and then smell Coke, it smells weird because you've deleted cinnamon from Coca -Cola's flip, like, aroma profile.

[30] can do that with say lime and smell and it's like, whoa, I've thrown the balance out by kind of deleting that and suppressing that.

[31] It's a dull but fun kind of trick.

[32] The interesting thing with talking about Coca -Cola there is, I remember those Coke and Pepsi studies from back in the day where people would rate Pepsi as tasting better unless they had it in a Coke can.

[33] So when they could see the brand of the Coca -Cola, they rated it better.

[34] But when they could see it in a plastic cup, they rated Pepsi better.

[35] And I wonder here as well, because you don't know what these coffees are.

[36] You don't know what brands they are.

[37] Neither do I. Yeah.

[38] Um, what the results are going to be.

[39] So coffee number one.

[40] Yes.

[41] Have a taste and a smell.

[42] So that's a, to me, a pretty standard kind of commercial coffee taste.

[43] It's not a lot going on that relatively high in bitterness to me. So that's a fairly bitter cup of coffee.

[44] Um, and that's coming, I would say, mostly from roast.

[45] And if something's good or bad, it can be bad because it wasn't made that raw materials.

[46] And finding why is sometimes tricky.

[47] I wouldn't say it's particularly expensive cup of coffee.

[48] No, it didn't taste it.

[49] Petrol station coffee.

[50] You can say that.

[51] I like that.

[52] You can say, yeah, I'm going to just lead you into saying terrible things, and I'll say nothing.

[53] Yeah, yeah.

[54] It tasted like it came out of like a vending machine or something to me. Yeah, I'd be surprised if that was expensive.

[55] I'd be a little bit outraged if that was expensive.

[56] What would you rate that one out of five?

[57] Let's do ten.

[58] For me and what coffee can be, I'd say that's like a two.

[59] I would say that was a five out of ten.

[60] Yeah, I think it's kind of fair.

[61] I probably should be fair and call it a four out of ten because I've tasted way worse than that.

[62] Okay.

[63] Let's go for number two.

[64] Now, this want to be a little bit more divisive for a lot of people because it's got a little bit more acidity in it.

[65] It's like a little bit of, what's a bit of my describe is sourness almost.

[66] Like it's a little zingy tasting.

[67] Generally, acidity is associated with quality in coffee, which is a real sticking point for a lot of people.

[68] It's down to the fact that would you grow coffee, the higher you grow it, the slower it grows, the sweeter it will ultimately be, but you do get more acidity in higher grown coffees.

[69] Some people don't want that in their coffee.

[70] They really don't want sour coffee.

[71] So that tastes like it's got better raw materials in there for me than this one.

[72] Roast a little bit lighter, bruise a little bit better.

[73] I'd like it to be a less kind of sour thing.

[74] It's a little bit old, obviously.

[75] It's sat around for a while.

[76] But I would say it's a, for me, it's a better cup than this one like it's got a little it's got a little characteristic to it like it tastes of something it's a little bit fruity in there yeah it's got a part more of a personality hasn't it the aftertaste is a little bit something going on there and what do you rate that out of out of 10 in your preference these things i'd like to change about it so like six seven somewhere there like um but it has i think better raw materials in it that that does appeal to me okay i'm going to say six as well okay i can reveal that number one was McDonald's coffee that's not surprising that's kind of what I would have expected McDonald's to taste like and it was that cup of coffee cost us £1 .30 So pretty the cheapest thing here I feel like McDonald's are aiming at the kind of cheaper end okay your assessment there was probably fair you did originally give it a two out of ten I feel not bad about that but it's fine there you go so number two You talked about there being sort of a bitterness to it and an independent, like a...

[77] A little bit more acidity in this tastes, like the raw materials are of a higher quality, certainly the number one.

[78] That is an independent local coffee shop.

[79] Yep.

[80] And that cup of coffee is double the price of the McDonald's one at about £3 per cup.

[81] Let's move on to number three.

[82] Okay.

[83] Very different taste.

[84] For me, it's more akin to number one than anything else.

[85] like it's again it's a darker roast it's got a bit more body to it feels a bit fuller a bit richer bit earthy but the same time for me um it's fuller isn't it it is a little bit fuller and that first one was quite watery to me yeah and that's in part it's how it's made in part how it's roasted in part you know where it's from um price wise I wouldn't expect it to be much more than the McDonald's if I'm honest that that tastes again like a um yeah like a a reasonably commercial grade coffee I wouldn't say it tastes a bad, roast a little dark.

[86] Yeah, it's another kind of, yeah, three, four, three, actually.

[87] This is something about the, there's a sort of earthiness that I don't enjoy in coffee.

[88] So people really like earthy flavors.

[89] I really don't, and that's just a preference thing.

[90] So that is Costa coffee.

[91] Interesting, there you go.

[92] Number four.

[93] You're doing a swirling, I can see.

[94] You can do doing a real.

[95] I like to slurp usually.

[96] You did a little erration, but down a microphone, it's brutal.

[97] Okay.

[98] Okay.

[99] So that's probably the darkest roast of all of them.

[100] I would say it doesn't taste like the raw materials are particularly bad until I could have a guess at who that's from.

[101] But it is definitely a darker roast.

[102] So more bitterness.

[103] Again, quite full.

[104] So, you know, my gut says that's a sort of Starbucks style thing to me. Try the last one as well then before we reveal.

[105] Before I get into trouble.

[106] That's kind of weird.

[107] It's a little bit vegetable to me, if I'm on it.

[108] it's not it's not my favorite again it's it's within the world of coffee roasting it's darker it's not as dark as this one yeah I like it probably less than this one here so I'd probably be back to like a four again so number four yeah which was the one you gave five out of ten is Pratt is it yeah wow and number five three sorry number five yes is it yeah there you go so of the high street chains then mm -hmm The coffee that you rated highest in our taste test was Pratt.

[109] Yeah.

[110] Second was Costa.

[111] And then third was Starbucks.

[112] But I would say, from my point of view, the variance between them is surprisingly small.

[113] Yeah.

[114] They're not, I don't think they taste particularly different to each other in a big way.

[115] I think the independence stood out a long way from the others, right?

[116] It was clearly different.

[117] It has a lot more flavor and character going on, which is good, which is what, you know, I like about coffee.

[118] but um you know i think the the chains the brand experience may be different but at the root there's not a huge variance in the coffee i agree i wouldn't really i mean that there are i can taste differences but but it's not as a profound difference as the macdonald's taste and then the independent taste which was really full of personality yep and interestingly the um the price variance is the independent cost three pounds cost is three pound 20 prets three pound 20 and Starbucks is £3 .60?

[119] Really?

[120] Yeah.

[121] It always blew my mind for years and years.

[122] I would work with loads of like essentially startup coffee shop owners.

[123] And their mindset would be, oh, I need to be like the same kind of price as Starbucks or maybe a little bit more.

[124] And you're like, what are you possibly thinking that you have the same kind of supply chain that they do that you're going to make?

[125] And, you know, they make great margins.

[126] You're not buying 20 million paper cups a week.

[127] You know what I mean?

[128] like nothing makes sense.

[129] But people feel very tied to this idea that, you know, the price is set by the chains.

[130] And I think that's changed now.

[131] And people are more comfortable charging above that.

[132] But for a long time, people were terrified to charge more than the chains, even if the product was noticeably better.

[133] And, you know, a real frustration for me. And that's why I'm always going to bat for independence, because it's not like you can spend more.

[134] You can get a better product by someone who cares deeply about it.

[135] And I think there's a risk in going to an independent.

[136] traveling and, you know, Starbucks, the model is built on, I know where to queue, who to talk to, where to stand after I place an order, what kind of food I can get there.

[137] It's very safe.

[138] If I dropped you in Moscow until you get coffee, you'd go to a chain because you know how it works and you'd get it done.

[139] Independence feel like a risk, but the reward, I think, is often there for sure.

[140] And there's more independence than they're better than ever now.

[141] So, you know, I'm very pro independent coffee shops.

[142] Did you know that the Dario of a CEO now has its own channel exclusively on Samsung TV Plus, and I'm excited to say that we've partnered with Samsung TV to bring this to life, and the channel is available in the UK, the Netherlands, Germany, and Austria.

[143] Samsung TV Plus is a free streaming service available to all owners of Samsung Smart TVs and Galaxy mobiles and tablets, and along with the Dyer of a CO channel, you'll find hundreds of more channels with entertainment for everyone all for free on Samsung TV plus.

[144] So if you own a Samsung TV, tune in now and watch the Dyer of a CEO channel right now.