A little rant. I’m sick and tired of hospitality advertisers using the word “barista” to seem like their coffee is something special. “Barista made coffee” or something along those lines, seems to be thrown around to imply non-barista made coffee is going to be terrible.
But EVERYONE who makes coffee for the public is a barista… it isn’t a skill set, it’s a job title. From the Merriam-Webster Dictionary:
ba·ris·ta | \ bə-ˈrē-stə
Definition of barista
: a person who makes and serves coffee (such as espresso) to the public
Sure, to do the job well you have to be skilled, but saying you have a barista to do the job of making your coffee is like saying you’ll have a teacher instructing your children at school, or a doctor check you over if you are sick.
It’s the language aspect (brutalising a meaning) and terrible marketing that irritates, rather than what it means for the coffee – I am not (never have and never will be) a coffee drinker, lol. I can’t even stand the smell.
What marketing campaign is frustrating you at the moment?