Starbucks teaches customers about its coffee blends, giving characteristics and pairing ideas.

Proponents cite the unique flavors and characteristics of coffee blends that mingle better with certain dishes than others. Opponents argue that one doesn't drink coffee with each course, and that the coffee-drinking experience is distinctive and should not be forced into the norms of wine appreciation.

Like it or not, as customers continue their appreciation of coffee, they will look for ways to learn more about it. And wine pairing is a concept they relate to. Coffeehouses and the growing list of restaurant chains that are upgrading their coffee programs are in a good position to educate their customers, and at the same time sell more of this high-margin beverage.

Starbucks-owned, 540-unit Seattle's Best Coffee encourages operators to offer food pairings with coffee. For example, it recommends the Columbian blend with flavors like lemon, butter and nuts, complementing desserts like poppy-seed muffins, nut scones, sticky buns and lemon bars. And the organic French roast, which is described as bold and smoky, pairs well with toasted nuts, chocolate and caramelized sugar, complementing desserts like chocolate chip cookies, cinnamon rolls, snicker doodles and chocolate cake.

Seattle’s Best is promoting its French roast blend this winter, along with seasonal beverages.

The company also releases limited-time specials using the prominent flavors of the season. This winter it's promoting the Peppermint Mocha Trio topped with whipped cream and a sprinkle of peppermint candy; Gingerbread Latte: espresso, steamed milk and gingerbread flavors; and SleighBell Blend, which combines Latin American coffees that are medium- to full-bodied. Prices vary, but a small is about $3.50; a large, about $4.50.

The Starbucks brand makes flavor pairings easy on customers who visit its Web site. It suggests customers try its Kenya blend with a berry tart to enhance the black currant and tropical fruit flavors. And it recommends its smoky French roast with toasted nuts or roasted vegetables.

Java City, a 12-unit Sacramento, Calif.-based coffee chain, offers tasting events that include pairing the blends with food. Some restaurants have held dinners in which each course is paired with a different coffee. Chains with significant local-store marketing efforts might find such an event not only educates their customers about their coffee blends but brings in guests on a slow evening.