Data-Driven Coffee Excellence: How EATX and Encounter Coffee Roasters Elevate Quality

The pursuit of quality in specialty coffee is a never-ending journey—one that demands precision, consistency, and innovation. EATX, a Dubai-based hospitality group, embraces this philosophy by integrating data-driven insights into its coffee operations. With 22 cafes under 10 brands, EATX partners with Encounter Coffee Roasters to ensure each cup meets the highest standards. Through advanced tools and meticulous data collection, they set a benchmark for quality in the region’s specialty coffee scene.

The Role of Data in Coffee Excellence

At Encounter Coffee Roasters, consistency is key. Led by Pratama Rakhmatullah, Head of Coffee, the team recognizes that achieving great coffee isn’t just about high-quality beans—it’s about controlling every variable that influences extraction. To achieve this, they focus on moisture levels, water activity, roast color, and extraction percentages—critical factors that determine flavor, balance, and mouthfeel.

Why is data so crucial? Because coffee preparation involves multiple dynamic elements, and without a structured approach, adjustments become guesswork. By leveraging advanced tracking tools like the Difluid R2 refractometer, EATX’s coffee department ensures precision in every shot.

Understanding the Extraction Report

A recent extraction percentage and TDS (Total Dissolved Solids) analysis was conducted across EATX’s venues. The study focused on espresso strength and extraction efficiency, identifying key factors affecting consistency:

• Machine features
• Grinder calibration
• Basket size
• Coffee freshness
• Water mineral content

Using Voyager House Blend as a controlled baseline, data was gathered across all 20 EATX venues. The findings revealed that mouthfeel and sweetness perception fluctuate based on extraction range, highlighting the importance of precise calibration in daily operations.

The chart below illustrates extraction percentage trends and TDS variations across different locations. Several key observations stand out:

• Some venues show lower extraction percentages, which may indicate under-extraction due to factors like grind size inconsistency or improper tamping pressure.
• Higher TDS percentages correlate with increased body and richness, reinforcing the importance of grinder calibration and water quality.
• Certain locations exhibit a more stable extraction range, suggesting that consistent equipment maintenance and training play a critical role in quality control.

This data allows the team to pinpoint locations that require adjustments in grinding, dosing, and water filtration, ensuring every cup served maintains optimal taste and balance.

Challenges & Competitive Edge

Not all coffee businesses dedicate resources to data collection and quality control—a gap that EATX sees as an opportunity. While some rely on intuition, EATX leverages technology to ensure consistency and flavor optimization.

This commitment to data-driven decision-making provides a strategic advantage, ensuring that customers receive the best possible coffee experience. By paying close attention to extraction trends, equipment efficiency, and water quality, Encounter Coffee Roasters continues to set new standards in the industry.

Looking Ahead

This study is just the beginning. Moving forward, Encounter Coffee Roasters will:

• Optimize grinder calibration and water filtration per venue
• Refine extraction parameters based on customer feedback
• Compare results with SCA-recommended extraction levels for benchmarking

By combining science, technology, and sensory expertise, EATX and Encounter Coffee Roasters reinforce their commitment to quality, innovation, and customer satisfaction.

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