cannonfodder wrote:But the mass market still flocks to them. For many folks, that is the baseline they work from.
It'll take a while before folks start to realize that Mac and Dunkin are starting to make comparable drinks for cheaper, and it'll take the SCAA (and the BGA) solving the, "What's a cappuccino" problem so they can start to differentiate the 'real' coffee house from the fast-food equivalent. Standardization, certification, and strict enforcement will make the specialty coffee provider stand out from the background noise and start to put them in the forefront as something different and special.
The comfort zone that you speak of (that baseline that allows them to order the same thing they've memorized in their home store, or across town, or across the country) is one of the things that the mass market looks for. If the BGA logo or the smoking cup of the SCAA can begin to identify that comfort zone for them, with the addition of a higher quality, they'll flock there next.
BGA baristi and SCAA members will have to work together to make that happen, but I'm seeing way too much "my way" in the coffee world at the moment to believe that they'll be able to grab the brass ring before the ride stops. There aren't going to be that many more go-rounds.
Home baristi could play a small part in this by agreeing what is what, and describing things in a range or a set parameter, and continuing to get that rumour circulated until it pervades the coffee community. It'll have the additional side benefit of being able to ask for a cappuccino in any decent coffee house across the nation (and next, THE WORLD!) and get the same thing as far as the milk/espresso ratio and prep goes.