When Ryan Mason opened Roast in February 2004, it was the only coffee shop on or around UW-Milwaukee’s campus. Two years later, an independent coffee shop opened on the east side of campus and soon after, one corporate coffee shop followed to the west. That’s when it got interesting…The corporate coffee shop closed after 18 months of business and the independent followed a year later. For a campus of 30,000+ students, only one independent coffee shop remains: Roast Coffee Company.

One doesn’t get into the coffee business to remain static. Coffee is an agricultural product that constantly needs attention, patience, and time. Techniques improve, methods evolve, and coffee becomes better. Through constant renovations to the space and several changes later, one thing remains the same: The La Marzocco Linea that occupies the space on the bar when Roast opened.

La Marzocco has been an icon in the coffee industry since Starbuck’s early expansion in the 1990s. The best cafes though out the world have La Marzocco espresso machines on the bar. To this day, it continues to be the steadfast workhorse of the coffee industry.

For many people, the Linea holds a great deal of nostalgia – it may have been the first espresso machine they learned to prepare espresso on, or it was the first machine they purchased, or they have incredible stories about the Linea’s ability to deliver in the highest-volume situations. The Linea Love campaign invites the specialty coffee community to share their fondest memories, and what the Linea means to them.

Here’s Roast’s story: Linea Love-Roast Coffee Company

We hope you enjoy it as much as we did making it!

From his website:

The Art of Daniel Fleming and everything that goes with it. All art for sale. Commissions welcome. Direct inquiries to dflemingartdesign@gmail.com. See marioncart.tumblr.com for more work.

We can all agree that there is difference between good coffee and bad coffee. ‘Good’ coffee follows the rules of proper extraction.  Extraction, you may ask?  Yes, extraction is the transfer of flavors from solid to liquid form.  The roasted coffee bean is a solid structure.  We grind into smaller particles and pour water through a filtering mechanism to create coffee as we know it.  During this process, there is a chemical reaction that occurs when water is added to the ground coffee.  If you have bitter coffee, something is happening in this process.

There is a science to brewing coffee.  We call this the essential elements to proper brewing.  Proper brewing is the function of amount of coffee-to-water used, grind, and the three T’s (temperature, turbulence, and time).  Control those three elements and you can make some pretty stellar coffee.

The industry standard for coffee-to-water ratio is 50 to 65 grams of coffee per 1 liter of water.  This ratio determines the concentration, or strength, of the coffee.  Our goal is to have 1-1.5% dissolved coffee solids.  It helps to convert this ratio into something you can use.  I like to use ounces instead of liters because it’s more widely used in the US.   So one liter of water is roughly 34 ounces.  The ratio would then become 50 to 65 grams/34oz of water.

We now have a formula we can use to determine the proper coffee-to-water ratio. To make it easier, I think about the amount of coffee I’d like to make and work backwards to find the grams of coffee to use.  Through taste tests, Roast determined that 59 grams of coffee to 34 ounces of water is the ideal taste preference for the coffee we use.  If you divide 59 by 34 ounces of water, you get a conversion multiplier of 1.74.  Use that multiplier to find the grams of coffee to use.  For instance, if you wanted to make 14oz of coffee, you would multiply 14 x 1.74 to get about 24.4 grams of coffee.  Pretty simple, right?

Everyone needs a coffee-to-water ratio starting point.  Pick a number from 50 to 65 that you would like to use.  Remember, this is just a starting point.  You can tweak the ratio as you determine the proper taste for the coffee you use.  If you choose your ratio to be 50 grams / 34 oz of water, your multiplier would be 1.48 (50g/34oz=1.48).  If you were to use 14oz of water, you would need 20.7 grams of coffee.  If you choose a ratio at the higher end of the range, your concentration, or strength, will increase.  More coffee to water ratio equals stronger coffee!

Now that you have a coffee-to-water ratio, we can focus on the second element to proper brewing: the grind.  The most effective way to control the bitterness and astringency in coffee is through the grind.  The grinder is the key to extraction.  Extraction, in the industry, is known as solubles yield. The yield is the amount of solubles you take from the coffee.  Coffee only has between 27 and 30% solubles you can dissolve in water.  Our goal is to extract 18-22% yield.  Fewer than 18% and we are not getting enough yield from the coffee, which is the same as wasting coffee.  Over 22% is where the unpleasant flavors emerge and you’ve taken too much from the coffee.

We now know we are shooting for an 18-22% yield from the coffee and the grind will help us get there.  A finer grind will extract more yield than a course grind.  A course grind will decrease contact time with the coffee and eliminate the bitter and astringent tastes.  All well and good, but how do we determine the percent yield?  At this point, we need a tool to measure the TDS of the coffee.

TDS is Total Dissolved Solids.  This gives us a measurement for the amount of yield we took from the coffee.  TDS meters range in price from $15 to hundreds of dollars.  A simple pocket sized TDS meter with a temperature reader is all you need for your measurement.

Start by brewing the coffee, using the current grind setting, with the coffee-to-water ratio you chose above.  Take a sample and put it in a small container with an air-tight lid.  Let the sample cool to room temperature, or about 20 degrees Celsius.  Take a reading with your TDS meter.  What does it say?  This number represents the strength in solubles concentration.

Use the coffee brewing control chart and find out where your number falls on the left hand side of the chart.  Follow that line to where it your coffee-to-water ratio line intersects. If you are not in the optimal brewing area, you’ll need to adjust your grind setting.  If you are low, this is to say you are under extracting your coffee and will need to adjust your grind finer to get more goodness from the ground coffee.  If your number is high, you are over extracting your coffee and will need to adjust the grind courser.  Adjust your grind setting until you are in the optimal brewing area.

The last three pieces to the coffee-brewing puzzle are Temperature, Turbulence, and Time.  Each of these elements has an effect on the end coffee taste.

Brewing temperature is crucial because it is directly related to the extraction of the coffee. The ideal brewing temperature is between 195-205 degrees Fahrenheit throughout the brew cycle.  Lower water temperatures result in under extraction because water that is cold or warm doesn’t extract the flavor from the coffee properly.  Temperature that is too high over extracts the coffee with the end result of astringent or bitter coffee.  Optimal brew temperature will give the coffee acidity, aroma, flavor complexity, and body.

Turbulence is the agitation caused by the water passing through the coffee bed.  Turbulence causes coffee particles to separate, allowing a uniform flow of water through and around the coffee particles for proper extraction.

Time is the last element to proper brewing.  Time starts when water touches the coffee grounds and ends when brew goes from stream to drip. There is a collation between the effects of time on taste.  The longer the time, the more bitterness is extracted from the coffee.  Longer brew times depleted the good flavors and introduce the bad flavors.  Short brew cycles don’t extract enough flavor from the coffee.  The harmony is the balance between the time it takes the coffee to extract 18-22% yield.

We’ve spent a lot of time focusing on the science behind proper brewing and how to brew an optimal cup of coffee.  One thing we must remember is coffee is 98.5-99% water.  Without water that is clean, clear, good tasting, and is free of odors, it will ultimately affect the taste in the cup.   Use good, clean water and you will brew better coffee.

Now that you know the essential elements to proper brewing, you can work on your coffee-to-water ratio recipe.  You’ve picked a ratio as a starting point, now test different ratio to see if you can improve your coffee.  Remember, there is a relationship between brewing fundamentals and the effects in the cup.

If you’re coffee tastes bitter, you now have the tools and techniques to improve the quality of your coffee.  By focusing on the essential element to proper brewing, you should never brew bitter coffee again.

Reference: SCAE Gold Cup Training: Filter Brewing for Brewmaster’s

2011 was a mixed year for Roast. We accomplished a lot of work, but we suffered our first down year in seven years of operations.

2011 began with the lighting installation from the UW-M architecture department. A graduate level class approached Roast about designing, building, and installing a lighting project in the café. Armed with a budget, they got to work. In the end, what they created dramatically improved the aesthetics of the café! Not to mention, the installation created international buzz. Pictures appeared in architecture trade journals. Professors arrived from famed schools to critique the installation. In all aspects, it was a home run.

The installation set the stage for the café remodel. We reworked the condiment table, seating area, and added the orange ‘L’s on the back wall. Jeremiah updated our logo and we began the Roast rebranding.

Overall, the economy suffered and overall sales were down in the café. In order to grow, Roast went mobile. We built the Roast Coffee Kiosk and traveled to outdoor events and festivals to serve coffee and espresso drinks. We connected with Harley-Davidson and traveled to West Virginia, Milwaukee, and Arkansas for dealer shows. We traveled to Janesville, WI to a National Water Ski Show Tournament. It was a year of intensity to developing a mobile set-up, but we were able to secure some big events that helped break way to a profitable new venture.

We also launched Roast Coffee Catering. Roast Coffee Catering is a full service espresso bar catering company. This was an offshoot of Roast Coffee Kiosk. We took our mobile expertise indoors to focus on weddings, corporate events, holiday partied, and fundraisers. Our official launch was in Madison at the Overture Center this past November where it became a smashing success.

Most recently, Roast took more steps to tighten the brand. During the week of Christmas to New Years, we installed much-needed café lighting over each table. We painted a lot of the interior and repositioned the menu boards. We moved the bakery to a new spot and dedicated an area for coffee-by-the-pound. We also moved the pour-over bar to a new area. It was a big job in a short window of time, but we accomplished a lot because of the help of some amazing people.

If you haven’t noticed, Roast built and installed new outdoor signs. They are located on both the Locust and Maryland side of the building. One more sign needs to be built for the back of the building. Maybe we’ll get an electrician to put some lights on the signs. Pretty fancy, don’t you think?

Looking ahead to 2012, we are making some changes operationally. Roast made the commitment to add more staff members during the morning rush. We are shortening our hours to 6:30am-6pm Monday-Friday and 8pm-6pm Saturday and Sunday.

Most exciting, we are elevating our coffee program in the café. We are implementing Guest Coffee & Espresso from roasters around the country. This will follow a similar model to our rotating art program where we will have a guest roaster for each month. This will give our customers a way to experience different coffees roasted by the top roasters around the country. Every roaster has a stylistic interpretation of the coffee. Much like wine, coffee has many different characterizes that are reveled when coffees are paired side by side.

Roast will be the only café in Milwaukee to implement this type of program! It’s exciting and fresh. It’s just one more way Roast is differentiating itself from the other cafés .

So come check us out if you haven’t lately! We will be excited to serve you some great coffee!

You’re an ideal candidate if…

…you currently work or have worked in a coffee shop.  You love the interaction with customers, creating relationships, and talking all things coffee

…You have a high level of energy.  You get excited for the opportunity to ensure that every customer will be blown away with our coffee

…You have a strong willingness to learn and quickly adapt to change

…You are able to perform under pressure and thrive in fast-paced environments.  You are efficient and never show your cage is rattled

Job Requirements:

You MUST have a vehicle that is reliable and has a hitch

You must be able to work on the weekends and long hours

You must have barista experience

First event will take place on June 18^th.  You will be trained the Roast way to make drinks prior to the first event.  Pay is dependent on experience and you will be reimbursed for mileage.

If you believe you are the person that fits this description, please email your resume with the subject line ‘Hitched Barista’ to ryan (at) roastcoffeecompany (dot) com.  You will not be considered if you email does not contain this subject line.

UWM Center for Urban Initiatives and Research
Relevant Instruction for Successful Employment
UWM Department of Recruitment & Outreach
UWM Student Affairs
Pull Start Diesel Trivia Team
City Year Milwaukee Teacher Appreciation
MPS Hartford University School for Urban Exploration
UWM Mortar Board
UWM Engineering Without Borders
American Institute of Architectural Students

We are always willing to help your organization out. If your organization is in need of a donation, drop us a letter and we’ll see what we can do.

M-F 6:30am-9:00pm
Sat-Sun 8:00am-9:00pm

Have a good first day of school

DOUBLE PUNCH JANUARY TOO!
Also, hours from Jan. 3rd – Jan. 23rd will be as follows:
Mon-Thurs: 6:30am-8pm
Fri: 6:30am-5pm
Sat-Sun: 8am-5pm

Just until UW-Milwaukee gets school started up again for the spring semester. Hope to see you all soon and often!

Dec. 23rd 6:30am-5pm
Dec. 24th-Jan. 2nd - CLOSED FOR REMODELING

Jan. 3rd – 6:30am  Reopen!

Come check us out after the new year to experience the new look of Roast! Be ready to be amazed.