My WBC Winning Routine: Analysis, Tips, Tricks & Stories

Note: I discuss using tobacco as an ingredient. It is important that you treat it with great care, as it is a potential health risk to your guests...

Watching back my performance from 2007 and sharing some of the ideas behind it, some tips for competing that I think are valuable, and also laughing at my hair.

There's some copyright restricted music in there, and if people want i can post the list of tracks used as my music. Let me know in the comments!

Links:

[joejoebeefcraft]

"Always make sure to pack extra glassware"
Ok James, I'll make sure to pack extra glassware when I compete for the world barista championships.

[yourfamilydocter]

this has to be is the single most niche video i've ever watched

[dlldll]

This is how I speak serving a Nespresso to my crew.

[BenHelmsCreative]

James: I kept telling them to “enjoy” it but that kind of thing doesn’t work.

Also James: The judges didn’t remember much of my performance, only that they “enjoyed” it.

😂

[Ramash]

He looked like he was 15 back then yet he still had the same deep voice. The mystery of his aging process truly is something.

[CAOP]

I wanna see an anime adaption of the World Barista Championship with James Hoffmann as the protagonist

[nerdsomnia]

Won't remember the content of this video in a few years, but will definitely remember enjoying it.

[sanamsingh]

My biggest fear in life is having to make James Hoffman a cup of coffee

[BruceVChiarelli]

Holy crap, that was you! I remember taking a translation test back in 2010. The text was a set of unpublished tasting notes from one of the judges, in Hungarian, to be back-translated into English. I still remember it as one of the most interesting, unusual texts I've ever read (especially as a technical translator with no culinary background).

I've been watching your videos for months now, and I just now put two and two together.

[xiutie]

I- I didn’t even know he used to compete.. I thought he just REALLY liked coffee.. I have even more respect for this guy now!

[confusedwhale]

All the judges really remembered was that they "enjoyed" it...

I guess your imprinting worked.

[jrequejo]

I find it amazing that so many of James' followers, including myself, had no idea that he was a world barista champion. Despite not knowing this, we have all enjoyed the way James approaches his reviews, recommendations, etc in a consistent manner, trusting him based on his know-how rather than being biased by his paper credentials. This is for me like passing a "blind test" of coffee enjoyment.

[loquatmuncher]

There are a lot of nuggets of info in this that are applicable to situations outside of barista comps.

1. know the rules and how to bend them
2. know your audience's expectations and how to pleasantly subvert them
3. commonplace themes or ingredients can be creative if used properly
4. people remember how you made them feel more than anything else
5. let your character shine through. People like it when you're unapologetically yourself.
6. word choice can set the mood for your audience and prime them for a better experience
7. things usually don't go the way you plan. Keep calm and roll with the punches.
8. have a plan B. Come with spare parts.
9. Have empathy for your audience. Put yourself in their shoes.
10. too much caffeine makes nervousness worse.
11. If you train with a handicap or under sub optimal conditions, you'll do well on game day.

[LeoLerena]

"People compete without reading every single rule, and I think that's insane!"
Love his proffesionalism and dedication to his trade.

[EBBskNorge]

James was on that single estate buzz way before everyone else.. a true barista hipster

[CrocodileJock]

A master class in communication, both in the competition, and the commentary. It's never entirely what you say to people, it's the way you make them feel!

[pedrotrilla]

Mr. Hoffman, I enjoyed this presentation as well as the one I saw in Bern during the 2006 WBC. I was the national champion for Puerto Rico at the time. Thank you for your dedication and inspiration. I saw Jose Arreola in the background. We are with him this weekend in PR for the National CIGS and the National Latte Art Championships.

[shaolinotter]

"Practice making mistakes" is great advice for any sort of competition.

[johnelder]

"The rules have changed ..." Yes, it seems like your antics broke the competition so badly they had to come up with new rules!!! ;-) I loved the story. Thanks!

[Macca-]

I don't even drink coffee, how have I watched about ten of this gentleman's videos today?