This person must adjust the machines, change dull grinder burrs, taste and praise good results and correct bad habits before they work their way into the company culture. In my opinion, the best form of the espresso business is if the macchinesti is the owner. And, as I have stated, the owner must be present on a daily basis in order to inject his or her love for the coffee. If the owner begins to be consumed with other aspects of the business, marketing, etc., the espresso quality will deteriorate very rapidly. The beauty of an espresso business that makes a fine cup of coffee is that the customers are your best marketing tool.
Word of mouth is king when it comes to the coffee business.
People just love to brag up their favorite coffee place and bring in friends to try it out for themselves. Everything flows from the coffee. In this way your ability to produce a great cup improves over time. Staff culture evolves slowly in an organization. The interesting thing to me is that the people that make up your staff will, over time, intuitively hone in on your true priorities.