What Is Specialty Coffee - And Why So Many Are Switching?
- Luis Barrionuevo
- Nov 7
- 3 min read
Updated: Nov 9
Learn what specialty coffee means, why more people are leaving big chains for local roasters, and how traceability and flavour set it apart.
If you’ve felt yourself drifting from big chains to your local roaster… you’re not alone.
Have you noticed your coffee habits changing?
Maybe you still grab a quick cup when you’re in a rush — but when you want to taste something real, you find yourself at a small café, asking about the beans, the farmer, the notes.
That shift has a name: specialty coffee.
"... beyond the score, specialty coffee is a mindset"
So… what exactly is “specialty”?
In simple terms, specialty coffee is coffee with a distinctive quality, measured by trained tasters on a 100-point scale. Coffees that score 80+ points—with minimal defects and standout character—are considered specialty. It’s an entire standard that covers green-bean quality, roasting, and even brewing water and extraction.
But beyond the score, specialty coffee is a mindset: care at every step—from the farm to your cup.
Why people are moving from chains to roasters
It’s not just a niche trend anymore. In the U.S., specialty has caught up with (and in some measures passed) traditional coffee consumption. One recent industry summary notes that 45% of adults had a specialty coffee yesterday, up ~80% since 2011—evidence that people are actively choosing better coffee, not just more coffee.
The National Coffee Association also reports specialty as a major growth engine within overall coffee habits.
Why the switch? A few human reasons:
1) Traceability, you can taste
When your bag says which farm (sometimes even the specific lot), it usually means the roaster can pay attention—and pay fairly. Traceability helps connect farmers with buyers, improve compensation, and build a reputation for producers who do exceptional work. You feel it in the cup, and they feel it at the origin.
2) Flavour that teaches you something
Specialty roasters often keep roast levels lighter to let a coffee’s origin speak—think citrusy Ethiopia, chocolate-nutty Brazil, floral Panama, jammy Colombia. This “listen to the bean” approach is part of what’s often called the third-wave of coffee: a movement that prioritizes quality, ethics, and distinctiveness.
3) Choice: single origin or a purposeful blend
• Single origin - one farm or cooperative. It showcases a place, like wine from a single vineyard.
• Blend - beans from multiple origins, designed to create a specific flavour profile (for example, a chocolaty-sweet espresso that’s reliable year-round). Both are valid; they just serve different goals.
4) Values that align with yours
Consumers—especially younger drinkers—are seeking transparency, better sourcing, and a more meaningful experience. That’s fuelling specialty’s long-run growth.
How to start exploring (without getting overwhelmed)
If you’re new to specialty—or you’ve dabbled and want to go deeper—try this:
• Pick one origin and taste it two ways. Example: Ethiopia as both a filter and an espresso. Note how citrus, floral, or tea-like notes change with method.
• Alternate single origin and blend. Learn the “voice of a place,” then the comfort of a dialled-in blend.
• Ask for the story. Who grew it? What variety is it? Was it washed, honey, or naturally processed? The answers will guide your palate.
• Keep one variable steady. Same grinder or brew ratio while you try different beans. You’ll taste differences faster.
Why this matters to us at The Tree
We believe coffee connects people—and that connection deepens when you can trace a cup back to real hands and real places. That’s why we roast with intention, highlight producers, and design tasting experiences that make exploring coffee simple, welcoming, and fun (not snobby).
Yes, we’ll offer blends for your daily comfort.
And yes, we’ll geek out with single-farm lots for your curiosity.
Both belong in a life with great coffee.
Where we’re heading (your invitation)
In our next few posts, we’ll break down origins like Brazil, Colombia, Ethiopia, and Guatemala—what flavours to expect, how processing changes the cup, and how to choose a coffee that fits your morning.
If you’re moving from chains towards craft, you’re not “abandoning convenience”—you’re choosing clarity: flavour, story, and impact you can actually feel.
Welcome to the specialty. Your palate’s about to have fun.
Before you go… when you fall in love with a café… is it the coffee, the people, the space, or the energy?
Drop ONE WORD in the comments that makes a café unforgettable for you.
Luis Barrionuevo is Founder & CEO of The Tree Coffee House - Roaster and Espresso Bar, based in Waterloo, ON, Canada
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