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Dissertation (1.448Mb) Milk revolution and the homogeneous New Zealand coffee market Guo Jingsi 2020 Faculty of Culture and Society A dissertation submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Hospitality Supervisor Dr. Lindsay Neill i Abstract It is unsurprising that, as an enjoyable and social beverage, coffee has generated a coffee culture in Aotearoa New Zealand. Part of coffee’s enjoyment and culture is the range of milk types available for milk-based coffees. That range has grown in recent years. A2 Milk is a recent addition to that offering. The A2 Milk Company has experienced exceptional growth. However, my own experience as a coffee consumer in Auckland, Aotearoa New Zealand, has revealed that A2 Milk is not a milk that is commonly offered in many of the city’s cafés. Consequently, my research explores that lack and barista perceptions of A2 Milk within my research at The Coffee Club in Auckland’s Onehunga. As a franchise outlet, The Coffee Club constitutes a representative sample of a wider cohort, the 60 Coffee Clubs spread throughout Aotearoa New Zealand. While my research reinforces much of the knowledge about coffee culture in Aotearoa New Zealand, my emphasis on the influence of A2 Milk within that culture has revealed some interesting new insights. As my five professional barista participants at the Coffee Club revealed, rather than taking a proactive approach to A2 Milk, they were ‘waiting’ for one of two occurrences before considering the offering of A2 Milk. Those considerations included a ‘push’ from the A2 Milk Company that promoted A2 Milk within coffee culture. Additionally, my participants were waiting for their customers to ask for A2 Milk as a prompt to offering it. Given my observation that coffee menus in Auckland are homogenous, my baristas not promoting the distinction of A2 Milk constitutes a missed opportunity within a highly competitive café marketplace. The embrace of A2 Milk might enhance the artisanal skills of baristas and create an (albeit temporary) point of difference in Kiwi café and coffee culture. Additionally, and despite the positive reputation of New Zealand’s coffee culture, my research suggests that Kiwi coffee culture is conservative. That conservatism lacks the enthusiasm and technologies of global coffee culture. Consequently, my exploration of A2 Milk, as a point of difference within Kiwi coffee culture, is timely. ii Acknowledgements The completion of my dissertation not only represents the end of my postgraduate study at AUT University, but also reflects the help that I have received from others in order to complete my Master of International Hospitality Management qualification. First, I would like to thank my supervisor, Dr. Lindsay Neill. Dr Neill guided me through each stage of my dissertation. He continually gave me constructive advice and suggestions based on his professional knowledge. Dr Neill, I thank you. Secondly, I would like to thank my five participants, Mr. Patrick, Ms. Amanda, Ms. Elsa, Mr. Frank and Mr. Harrison. Their time and effort in participating in my interviews provided me with the valuable information that cornerstones this work. In that way, my participants have directly contributed to café culture recognition and future development in Aotearoa New Zealand. I thank you all. Finally, I must thank my wonderful family and friends who always encouraged and supported me throughout this learning journey. iii Table of Contents Abstract ............................................................................................................................. ii Acknowledgements .......................................................................................................... iii Table of Contents ............................................................................................................. iv List of Figures ................................................................................................................. vii List of Tables................................................................................................................... vii Attestation of Authorship ............................................................................................... viii CHAPTER ONE: Introducing My Research and its Context ........................................... 1 1.1 Introduction ............................................................................................................. 1 1.2 Research Questions ................................................................................................. 1 1.2.1 Rationale for the Research ............................................................................... 2 1.3 Understanding Culture ............................................................................................ 2 1.4 Coffee Culture ......................................................................................................... 5 1.5 Introducing Globalisation and Coffee ..................................................................... 7 1.6 Coffee: A Homogenised Product ............................................................................ 8 1.7 The Espresso Machine: A Tool for Standardisation ............................................. 10 1.8 Baristas: A Key Component of Coffee Culture .................................................... 11 1.9 Milk and Milk Alternatives ................................................................................... 12 1.10 A2 Milk ............................................................................................................... 14 1.11 Dissertation Structure .......................................................................................... 16 CHAPTER TWO: Theoretical and Conceptual Framework ........................................... 18 2.1 Chapter Overview ................................................................................................. 18 2.2 Theoretical Framework ......................................................................................... 18 2.2.1 Ontology and Epistemology ........................................................................... 19 2.2.2 Social Construction of Reality Thesis ............................................................ 19 2.2.3 Symbolic Interactionism ................................................................................ 20 2.2.4 Woodward’s (2007) Material Culture ............................................................ 21 CHAPTER THREE: Literature Review ......................................................................... 22 3.1 Introduction to Literature Review ......................................................................... 22 3.2 Coffee: A Brief History ......................................................................................... 22 3.3 Coffee Culture ....................................................................................................... 26 3.4 New Zealand: A Coffee, Café History .................................................................. 29 iv CHAPTER FOUR: Methodology ................................................................................... 35 4.1 Introducing Methodology and Method ................................................................. 35 4.2 Qualitative Description ......................................................................................... 35 4.3 Thematic Analysis ................................................................................................. 36 4.4 In-depth Interviews ............................................................................................... 37 4.5 Finding and Securing Participants ........................................................................ 38 4.7 Ethics in Research ................................................................................................. 40 CHAPTER FIVE: Findings ............................................................................................ 41 5.1 Overview of Findings ............................................................................................ 41 5.2 Coffee and its Culture in New Zealand ................................................................. 42 5.3 Barista Skills: The Four Ms and More .................................................................. 45 5.4 Hierarchies of Milk ............................................................................................... 47 5.5 Participant Views on A2 Milk .............................................................................. 48 5.6 Summary ............................................................................................................... 50 CHAPTER SIX: Discussion and Conclusion ................................................................. 52 6.1 Revisiting My Research: Topic and Questions ..................................................... 52 6.2 Discussing My Theoretical and Conceptual Frameworks .................................... 53 6.2.1 Ontology and Epistemology ........................................................................... 53 6.2.2 The Social Construction of Reality Thesis (Berger & Luckmann, 1966). ..... 53 6.2.3 Material Culture and Actancy (Woodward (2007). ....................................... 54 6.3 Discussing the Practicalities of Methodology and Method................................... 54 6.4 Discussing and Concluding My Research Findings.............................................
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