FLTR

FLTR is an online magazine about the coffee.

06/09/2025

Most café owners underestimate the power of the menu. It is not just a list of drinks. It decides what customers order, how much they spend, and how they see your brand.

Too many choices slow people down. Confusing words push them away. Poor structure hides the drinks you most want to sell.

A strong menu does the opposite. It guides decisions, builds trust, and even makes higher prices feel right.

I break down how to design a menu that converts. Based on consumer psychology.

Link in bio.

03/09/2025

Coffee shops love to display their trophies. Customers hardly notice them. Hospitality is what they value.

But for staff, trophies matter. They prove that a business invests in people. They build pride and loyalty. They remind teams that they are part of something worth fighting for.

I wrote about why trophies matter for the team, not the customer.

Link in bio.

02/09/2025

Recently, a new café in Dubai paid a record price to buy the world’s most expensive coffee. I loved the audacity. What a way to announce your arrival in a very crowded market. It didn’t go unnoticed. It made headlines. Headlines and comments I enjoyed reading. Still do. Watching people reveal their true selves.

But, the reality is, most coffee shops will never have the budget to make that kind of statement. And the truth is, they don’t need to.

Link in bio.

30/08/2025

Tasting notes are not for roasters. They are for the people who buy coffee.

The words on a bag must describe what’s in the cup, but they must do it in a language the buyer can connect with. When they don’t, labels confuse, exclude, and break trust.

Our latest article explains how to fix this.

Link in bio.

27/08/2025

I wrote about how SEO and ads are a hamster wheel. Then I kept running on it anyway. That ends now. I am stepping off and going back to FLTR Paper, where each week I share what actually matters in coffee.

Link in bio.

26/08/2025

The Home Barista Show is back.

On 13 September, Archers Coffee Roastery in Sharjah will host a pourover-focused edition of the show. Every cup will be brewed by hand.

The first show in Dubai sold out completely. Just 100 tickets are available this time, and they will go fast.

The complete article and the tickets are at the link in bio.

23/08/2025

The Home Barista Show now has a permanent home online. Our new website is live. This is where you will find tickets, updates, sponsors, and stories. It is the hub for everything we are building for home brewers.

Explore it now through the link in bio.

22/08/2025

Thank you .

21/08/2025

People don’t come to coffee shops to be taught. They come to feel seen, understood, and guided. When cafés put themselves at the center, they lose sight of who really matters.

Read the full article on FLTR Magazine. Link in bio.

19/08/2025

Most coffee businesses are spending hard-earned money on platforms that don’t care if they succeed or fail. Ads, SEO, and social media drain budgets and attention but rarely build lasting loyalty.

There is one channel that does. The kind of channel that coffee businesses ignore until it’s too late.

Read the full article now on FLTR Magazine. Link in bio.

18/08/2025

The Brewista Artisan Gooseneck Kettle has been named the official pour over kettle of The Home Barista Show 2025.

The next edition of the show will focus entirely on pour over brewing, because it is the method that combines craft, learning, and accessibility. Pour over coffee depends on precision in both temperature and flow. Even the smallest change can alter clarity and balance in the cup.

That is why the Brewista Artisan, trusted by champions for its accuracy and reliability, has been chosen to take center stage.

We explain why this decision matters and what it says about the future of home brewing in our latest feature.

Read the full article now at the link in bio.

16/08/2025

Baristas set the tone of every café. They shape the experience, protect quality, and keep customers coming back. Supporting them is not just the right thing to do, it is good for business.

From hiring for potential, to respecting life outside of work, to recognizing effort in ways that matter, the way you treat your baristas defines the strength of your café.

We wrote a guide on how to get the best out of your baristas by creating an environment where they want to stay, grow, and give their best every day.

Read the full article now on FLTR Magazine. Link in bio

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