The barista is a key figure in the industry. Acting as the “face” of specialty coffee in cafés around the world, they help inform consumers about the supply chain, why coffee freshness is so important, how to get the best results with different brewing methods, and much more. In turn, the wider industry benefits enormously.

But the role of the barista hasn’t always been so revered. For years, due to lack of investment and formal training, many considered working in a coffee shop to be a stopgap job rather than a viable career option. 

Thankfully, attitudes have since changed. In specialty coffee in particular, long-term career opportunities are well within reach – as long as baristas receive support from their employers to keep building on their skills.                                                        

Tanya Nanetti, co-founder of Coffee Insurrection and Barista Hustle coach, tells me why skill development is integral to barista career success.

You may also like our article on how coffee shops can manage barista and staff shortages.

Why baristas were historically undervalued in the coffee industry

Baristas are considered irreplaceable in specialty coffee, but this wasn’t always the case. Historically, their role was downplayed and didn’t receive as much recognition as it deserved.

“Before the advent of specialty, coffee was a commercial product that didn’t require any real knowledge to prepare and serve it,” says Tanya Nanetti. She is a co-founder of Coffee Insurrection – a platform dedicated to celebrating and uplifting the international specialty coffee community, including baristas and roasters. “As a result, baristas were operators of coffee machines rather than skilled professionals.”

This unfair perception was reinforced by the fact that baristas often received little to no investment from their employers. Not only did this make them feel less valued than their industry counterparts, it also substantiated the belief that their work required less experience and skill.

As a result of fewer opportunities, it was difficult for baristas to progress in their career, and can still be today. Moreover, the cost of living in many major cities is often much higher than the average barista salary, which can make it even more challenging for them to invest in training courses and skill development. For example, a 2024 cost of living index found that the average US household spends US $5,111 per month (or US $61,334 per year) on general expenses, with the average monthly rent for a two-bedroom apartment in the country totalling US $1,154.

As of January 2024, Indeed estimates that the average US barista earns US $15.22 per hour (or US $35,591 annually), plus around US $20 in tips per day. 

“Even those with excellent resumes and well-developed skill sets are often paid just above minimum wage in their country,” Tanya explains. “This is one of many reasons behind high staff turnover rates in coffee shops around the world.”

How the role of the barista has changed

Perceptions of the barista role began to shift once third wave coffee consumption started to grow in the early 2000s.

“As specialty coffee culture began to spread in different markets, with it came the idea that coffee was a product that required knowledge and care to prepare to high standards,” Tanya says. “It was during this time that the concept of the ‘professional barista’ became what it is today.”

Many now consider preparing specialty coffee as both an art and an exact science. Baristas must know how to dial in espresso, pour latte art, and brew pour over – all of which requires precision, consistency, and a certain level of creativity.

In turn, more coffee shop operators have recognised the need for highly-skilled staff who have solid coffee knowledge and excellent customer service skills. Baristas now need to have a thorough understanding of different processing methods and origins, and effectively communicate this information to consumers. In some cases, customers may also want to know about the producer and co-operative that grew the coffee, so it’s often the barista’s job to share these details.

As they are the main point of contact for many consumers, baristas also play a critical role in upholding the brand and reputation of a coffee shop. Moreover, they also represent the producers, traders, roasters, and other actors involved in the supply chain – meaning they hold more responsibility than ever before.

Essential barista skills to kickstart a coffee career

Tanya explains that any new barista should have an understanding of the basic skills that most hospitality jobs require. These include:

• Food and beverage safety
• First In First Out (or FIFO) inventory management
• Retail skills, such as teamwork and customer service
• Cash handling

Technical coffee preparation skills are also crucial, although most of these are acquired over time in a café setting. Baristas should also be comfortable using different brewing methods and commercial equipment like grinders, espresso machines, and cold brew systems. Similarly, Tanya emphasises that proper equipment maintenance – including disassembling grinders and cleaning espresso machines – is important.

A number of soft skills are also crucial to the job role. The most successful baristas are patient, communicative, and professional. Moreover, having a strong work ethic, attention to detail, and a desire to learn will encourage further career development.

Tanya also highlights how important it is to adapt to new, unexpected, or challenging situations.

“Proper stress management is one of the most important soft skills a barista should have,” she explains. “I have seen even great baristas panic under stress, which creates confusion and adds strain to the rest of their team.”

How baristas can build on their skills

“It’s essential for a barista of any skill level to keep practising and attend training courses,” Tanya says. “As with many other jobs, you never stop learning – even when you become a head barista or trainer.”

Like in any job role, baristas must be willing to develop their skills if they want to establish a career in the coffee industry. But receiving ongoing investment and support from employers can still be difficult.

“In an ideal world, one of a coffee shop operator’s main goals would be to hire a team of qualified baristas, which is why owners should regularly provide access to training courses, classes, and workshops,” Tanya explains. “Unfortunately, at least in my experience, this doesn’t happen often, so many baristas have to find their own learning resources.”

There are several accredited barista training courses available in the industry, but most come with a significant price tag that some may not be able to afford. As alternatives, a number of free resources are available online, as well as low-cost in-person workshops and classes.

Engaging with local coffee professionals and businesses is also an effective way for baristas to further their careers. Networking with like-minded and driven people in the industry can encourage knowledge sharing and even open up potential job opportunities.

Considering different career paths for baristas

There are many different directions that baristas can take when considering new career opportunities. One avenue is to explore other jobs within a coffee shop setting.

“Experienced baristas may aspire to become store managers, trainers, or a head of coffee,” Tanya explains. These roles provide insight into wider coffee shop operations and higher-level responsibilities, such as budgeting, managing staff, menu planning, and marketing.

Finding new job postings can be daunting. Dedicated coffee job boards like PDG Jobs can make the process easier. The platform includes listings from some of the most well-known companies in the specialty coffee industry and is regularly updated with a variety of job opportunities for baristas, roasters, and more.

Looking beyond a coffee shop

Outside of cafés, baristas can put their skills to use in a number of other ways. Ultimately, their next career step depends on their personal long-term goals and interests.

The barista-to-roaster route is common, however, it may not always be the most logical. For some, deciding to forge an independent coffee career might be more worthwhile.

Hosting educational classes can bolster a barista’s presence in the wider coffee community, diversify their income, and present more opportunities to take part in high-level competitions. In turn, baristas can better establish themselves in the global coffee sector, and maybe open their own coffee shop or educational facility.

It’s also been impossible to ignore the recent rise in the number of coffee “influencers”. Notable industry professionals can attract a large number of followers on social media platforms like Instagram, YouTube, and TikTok – and can essentially brand and market themselves as coffee experts on a much larger platform.

Platforms like PDG Jobs can be useful tools for baristas to find coffee jobs outside of the café space. They host job listings across the supply chain, including quality control, Q grader, and green coffee buyer.

Developing a career in specialty coffee has never been more viable. If baristas want to progress in their roles, building on soft and hard skills is essential.

But at the same time, employers need to be willing to invest in their staff, otherwise they may face a number of barriers to successful career development. Without this, it’s impossible for baristas to grow in their job roles – and the wider industry loses out.

Looking for new positions in the coffee industry? Check out PDG Jobs here.

Photo credits: Tanya Nanetti

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