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Why Does The Crowd Prefer Dark Roasted Beans? Any Tips On Optimizing The Roasting Process?

okbutfirstcoffee

New member
Apr 7, 2022
13
1
United States
Hi, I'm just starting out in the coffee beans online market in the US and have noticed that the majority of visitors prefer the dark roast pack over the others. What is this trend? I thought people are crazy about caffeine levels and thus came to the conclusion that our light-medium roasted beans would go off the shelves.

In addition, do you guys have any tips on the coffee beans roasting process that one should keep in mind and implement? Are there any tricks that could make the product better?

Feel free to check out my website. I have explained the coffee products in detail. I guess everything checks out but if there's anything that could help the business bloom, please share.

Thank you...
 

Musicphan

Well-known member
May 11, 2014
1,615
38
Kansas City
I can't explain the dark roast crazy either... if I took mine off my offering they would linch me :) I think its people are used to over-roasted Commerical coffee and they are used to that flavor profile. I try and explain that richness in coffee comes from the origin as well as roast level.

Regarding roasting... check out Scott Rao's book as well as Rob Hoos. Both excellent books.
 

topher

Super Moderator
Staff member
Aug 14, 2003
3,823
33
Boca Raton
I asked in a previous post. Do you roast? If you do what roaster are you using and what size? Did you ever find out if you had a central American coffee or was that a misprint?
 

Lais Rassi

New member
Aug 8, 2022
1
0
Bangladesh
Dark roasted beans are often preferred by the crowd because they have a richer flavor and a sweeter aftertaste. They also tend to be more complex than light roasted beans, which some people find more agreeable.
 

addertooth

Member
May 30, 2022
64
7
Arizona
They prefer it because they have been programmed to believe it is "real coffee flavor".
They have no clue about the incredible flavors available with single-origin coffees done at a lighter level of roast.
If, many of them tasted a properly roasted Geisha, or a fruity Ethiopia coffee... they would likely comment....
"it tastes strange, and is full of funny flavors".

They will then (with a smug look on their face), reach for their cup of Folger's black silk coffee, and believe there is something wrong with you.
 

Billy Banana

New member
Aug 27, 2022
12
0
EU
Most people simply just drink what they are used to, and when I was a boy lighter roasted coffee was simply not around, at least where I live. But lighter roasts are certainly getting more and more popular.

“A Change Is Gonna Come” as Sam Cooke wrote (beautiful song).
 

acidwashed

New member
Mar 23, 2011
7
0
Roast to your crowd to make money. Roast lighter to please your hardcore fans? That's what we do.
 

JeffD

Member
Jan 27, 2022
57
11
Upstate New York
I believe the crowd's preference for a dark roast is ignorance and braggadocio. There are those, I admit that after careful taste comparisons prefer dark roast, but these are not the crowd, or even the majority.
 

topher

Super Moderator
Staff member
Aug 14, 2003
3,823
33
Boca Raton
We offer 1 medium, 1 dark, 1 decaf and 2 flavors. It's funny to hear customers talk. You offer them a medium roast and it's as if you are questioning their manhood. I'm a man...RAWR! I only drink dark roast! Most people start off drinking dark and as their palate evolves they gravitate to medium to light roast. When I started in coffee in 89 I was a cigarette smoker. I only liked darker coffees when I first started, I couldn't really taste anything else. I quit over 20 years ago and thankfully my taste came back.
 

shadow745

Active member
Aug 15, 2005
1,631
16
Central North Carolina
I believe the crowd's preference for a dark roast is ignorance and braggadocio. There are those, I admit that after careful taste comparisons prefer dark roast, but these are not the crowd, or even the majority.
Taste is subjective and varies among us all. To claim a preference is based on ignorance is a bit much. I've been involved in specialty coffee for quite some time now and have tried all sorts of coffees along the way. Tons of blends, single origins at various roast levels. Started home roasting as I grew tired of the fad most artisan roasters were taking with lighter underdevelopment. Too light and you end up with a bit much on acidity, fruit fwd, etc. regardless of machine, burr type, technique used. I'll gladly take darker anything over lighter as it works for my palate and expectation. My roast preference is full city as that gives some roast notes while maintaining inherent coffee traits. It all comes down to what each of us likes and I know for a fact what I find to meet my expectations/experience and make it happen every day with no disappointment whatsoever.
 
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