The Future of Coffee Storytelling in an Unstable World

There’s a certain type of person in specialty coffee who cares less about chasing trophies and more about understanding people. Łukasz Gałęcki is one of them. While many conversations in coffee revolve around brewing techniques, competition stages, and rare varieties, Łukasz has spent years focusing on something quieter: the human stories behind the industry.

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Originally from Poland and now based in Madrid, Łukasz works in Community & Customer Experience at Comandante and is also the editor of Barista Stories at European Coffee Trip, where he has interviewed hundreds of coffee professionals across Europe. Through his writing and conversations, he has become known for highlighting the people, emotions, and realities that often exist beyond the polished surface of specialty coffee.

In this conversation with Hudes Magazine, Łukasz reflects on storytelling, burnout, coffee culture in Europe and Asia, and why he believes the future of specialty coffee depends not only on technical skill, but also on humanity.

What first pulled you into coffee, was it taste, community, or something more personal?

I guess it was the mystery of the craft. It was after I tasted my first filter coffee in Istanbul and then a manual brew in Ankara. I got completely hooked by the idea of extracting different flavours from beans than just the classic “coffee taste”. I was still finishing my biotechnology engineering studies back then, and specialty coffee felt like a place to be discovered, studied, and appreciated.

Do you remember the moment coffee stopped being just a drink and became a craft for you?

Well, that was exactly around that time. I remember it became not only a craft for me, but also an amazing source of storytelling and fascinating people. Back then, I met Nihan Aytar, owner of Rispetto Cafe in Ankara. Since she is a food scientist, we clicked immediately, but her unique approach to hospitality is the thing that compelled me. Not much time after, I moved from my hometown in Lodz, Poland, to the capital, Warsaw, and started to work as a barista.

How did your journey evolve from brewing into storytelling?

To be honest, storytelling was always there, probably even before my coffee adventure started. My student colleagues were always laughing that I could talk about procurement or taxes in a compelling and thrilling way. I just always had to find the right angle and fascinating person to relate to.

I started to write café guides for European Coffee Trip already 10 years ago. Then I had a break for a few years since I was a head barista and trainer in a coffee company in Warsaw. Though even then, I used to tell stories during cuppings, workshops, and presentations.

I reconnected with ECT 4 years ago, and since then, I have been the author of Barista Stories that get published weekly. I am super proud and honoured to have already interviewed almost 200 amazing coffee professionals from Europe.

As an editor at Barista Stories, how do you define a “good coffee story” today?

I genuinely believe everyone has, at some point, a fascinating story; the only question is if it is the right moment/chapter to write about it. I love to interview people before they grow big, win national and world championships, or have established cafés.

For me, it is important to change the community around you and to have the right attitude. Chasing titles and achievements is not what I am looking for, but rather how you want to grow yourself and the community around you.

What do you think most coffee storytellers misunderstand or overlook?

I am first and foremost happy we have coffee storytellers, since it is still a craft often misunderstood and not appreciated all along the coffee supply chain.

From your perspective in Madrid, how is the European coffee scene evolving right now?

I feel that in a lot of places in Europe, and especially here in Madrid, many people have forgotten about the tough and tragic lessons we learned during the pandemic. There are still so many people who open cafés and roasteries without any know-how, thinking it is such an easy business.

Also, many completely neglect the core principle of having a well-paid, appreciated, and motivated team. That is why so many young baristas waste precious months in cafés that close faster than they open. They burn out and leave the coffee industry.

I think in Europe, we are slowly approaching the moment when the bubble will burst. I wouldn’t mind having fewer specialty cafés and roasters, but having all of them fully staffed with appreciated, driven, and passionate professionals.

Do you see differences in how coffee stories are told between Europe and other regions, such as Asia?

Oh yes. In Asia, I see that stories are mostly told about champions, who very quickly become like pop stars in the industry. The only problem is that it puts a ridiculous amount of pressure on these champions to always perform, show up, win again, and innovate.

Europe seems a bit more chill, but also here, working in coffee is often treated like a chapter before “real adult life”.

How important is local culture in shaping a barista’s identity today?

I think it really depends on the place. London, Madrid, Lisbon, and Paris are cities where the local culture is rather shaped by the amazing diversity of communities.

But I can imagine that in more homogeneous societies, the local culture might very much shape the style of hospitality and skills. For example, every Balkan barista I know can dial in a decaf espresso in a matter of seconds, since drinking decaf has been part of the culture for decades. And I cannot say that about my barista friends from big Western European capitals.

How has your understanding of taste and sensory experience changed over the years?

It is very funny. I think we all start in the industry super excited to taste everything, then we all have a snobbish phase when we have our favourites and always try to taste expensive/rare coffees whenever we can, while completely neglecting the “regular” ones.

I am now at the point where I have tried so many coffees in my life that I don’t get excited just by particular varieties, roasters, or producers. I drink everything, strive for no judgement, and love to be surprised.

Just recently, I tried a Peruvian coffee branded by Jhon Jimenez, the National Cup Tasters Champion, and it blew my mind because it was so juicy and floral. Not at all like the sweet, chocolate-forward coffees from Peru I am used to.

It is important for me to always keep the feeling that even though I have tried so many different coffees, there is still an infinity to discover and taste.

Do you think technical brewing skills or storytelling has more impact in today’s coffee industry?

I think both of them have to go hand in hand. Technical skills alone don’t make guests come back and don’t form a community.

A great barista needs to understand the coffee supply chain, its history, and appreciate all the people who contribute to the beans he’s using. Only then can he engage with guests and make them fascinated.

Is coffee storytelling becoming too romanticized?

Maybe, maybe not. But I don’t see that as a problem. We live in crazy, unstable times, so why not romanticise our lives a bit? :)

What is one uncomfortable truth about the coffee industry that deserves more attention?

We, as an industry, try to be so different from the corporate world or other professions, but we don’t have HR systems, clearly identified career paths, workplace boundaries, nor systems that motivate, inspire, and most importantly, take care of mental health and prevent burnout.

Where do you see coffee storytelling heading in the next 5–10 years?

It is a tough one. Seeing what is happening in the world, I really don’t know. I just hope it will still exist and will still be done by humans and not AI.

What role do independent media play in shaping that future?

What is even independent media?

The last couple of years have shown us that we need to be very aware of what we are watching, who we are listening to, and protect our own points of view, sources of truth, and what we believe in.

Because all media are dependent on who funds them — that is the unfortunate truth. We can only do our best to stay informed in the best way we can. (Hudes Magazine)