The ‘Cool’ of Coffee

In search of this answer, I visited one of the nation-crazed Rituals Coffee House. Approaching the well designed and furbished counter to place an order of ‘coffee’, a layout so systematically designed where I am allured to indulge in one of adjacent pastries, I gaze in wonder at the set of choices lit above me.

I take a closer look at this expansive menu and begin to wonder what I got myself into. Segmented on the menu by barista bar, java bar, chai teas and flavored teas, iced chillers and health smoothies to name a few, I realised that there is much more to ‘coffee’ than I thought. After deciding on a “Grande Vanilla Latte Hot” as the peppy young woman behind the counter recommended, I take a moment to reflect on my surroundings.

Yes folks, that’s right and it should come as no surprise, Rituals is taking TT by storm. Geared as the premiere coffee house on the island, after spending minutes waiting for my latte, I realise that Rituals does more than just serve high quality coffee. In fact, it is with this sprawling establishment that a new culture has begun to emerge within TT. This new culture bridges savvy business folks, young students, trendy professionals and the working class man together. However the execs over at Pizza Boys, the parent company of Rituals, make certain to stay away from doping the brand as something of exclusive. “At Rituals, we believe in diversity and freedom of expression which is promoted through our products, services and ambience” states marketing manager Suzette Baptiste. Indeed, as I linger around the relatively small sized yet comfortably cozy seating area, there is most definitely an energy that circulates. From table to table, conversations range from business proposals to friendly chats, from deep discussions to lovers whispers while the serene tone of some contemporary music hits the air waves.

While there is no real competition of coffee houses in TT, Rituals takes no backseat in its business strategy. Call the chain anything but ordinary when it comes to its continuous product offering and menu expansion. When the first Rituals opened its doors in Glencoe in 2003, it offered a staple list of coffees, teas and espresso drinks in hot and iced version. Three years later, the menu is so comprehensive with a plethora of espresso and tea flavours as well as offering a wide selection of pastries and sandwiches that makes this a true family establishment: total Pizza Boys style!

Health freaks need not worry as Rituals is committed to ensuring that their menu offers a wide selection of low-carbohydrate, organic and supplement drinks that can accommodate their active and hearty lifestyles. Additionally, some pastries offered are fat-free and the food menu provides customers with an extensive choice of bagels to gourmet panini sandwiches and bistro soups to savour. “Thus, you don’t have to break your diet or regret your every trip to Rituals,” adds Baptiste.

At the same time, how can one ignore the stigma of coffee where in fact such a commodity has historically been seen as dangerous and unhealthy? Then how is it that Rituals is getting away with promoting such a lifestyle? Health authorities and professionals in Trinidad and around the world have given us reason to challenge coffee’s bad reputation. According to Better Homes and Gardens Magazine, coffee intake has successfully been proven to reduce a myriad of diseases whereby reducing ones risk of attaining colon cancer, skin cancer and Parkinson’s disease, preventing the development kidney stones and in some cases gallstones. Further-more, Rituals stands firm behind its premium gourmet offerings ensuring us that their coffee beans are from Lavazza, a 100 percent specialty high-quality Arabica grade which are milder and contain less caffeine than the generic coffee beans typical to Trinidad.

Additionally, the wide range of teas offered is also beneficial to ones health hence the reason that it is the most consumed beverage in the world after water. No matter the flavour, all teas posses a high quantity of polyphenols, the antioxidant property found in fruits and vegetables. Studies indicate that tea helps to fight many different types of cancer, lower cholesterol and cut high blood pressure.

Additionally, tea is proven to be a great source of relaxation and inner calming. This is good news to us Trinbagonians whom are always on the go and suffer from high-stress.

In just over three years of existence, it is remarkable to see how far the Rituals brand has grown. Rituals products are distinct from the standard market offering of fast food and deli stores and have become a household name for premium coffee, light foods and desserts in the country. Take a stroll through the many malls, bustling streets, the airport and business atriums across TT to see people saunter in tow with their Rituals cups — cups they clench so dearly. As Baptiste put it, “We are not just a trend but a way of life. Look around and see it for yourself.”

Undeniably coffee houses are a way of life in the USA, Canada, UK and Italy where everywhere you turn there is a chain coffee counter with dozens of caffeine nipping patrons. One must ask is Trinidad going to become another mass marketed and generic industry with respect to cafes? From a glance it may seem that such is the case taking into account just the sheer number of Rituals stores located throughout Trinidad and in Tobago.

However, one very fundamental observation is the distinction of Rituals from location to location which each cafe adopts to suit its adjacent market. From sprawling seating areas and caf? lounges to tiny kiosks and express drive thru stores, each Rituals has its own personality and flair that makes the chain so personalised. In fact, the high level of cleanliness and superb customer service is as consistent as the daily house brew. “We make the issue of sanitation and quality in the store a top priority for all our operations” declares Jearlean John, Pizza Boys Group CEO. Judging from my experience, I must agree.

As more Rituals doors continue to emerge throughout TT, there is no doubt of the boost in the nation’s quality of life with increased convenience and customer satisfaction. As Trinidad and Tobago is becoming increasingly industrial and economically progressive, we see glimpses of a more developed market especially with Rituals on the scene. We look forward to the epic expansion of this exciting coffee house chain. In the mean time, watch out Starbucks because there is a new bean sprouting and its 100 percent Trini to the Bone.