The specialty coffee industry is growing and, as a result, there is an accelerated interest in modulating roast profiles to present customers with new and diverse sensory experiences. The present study investigates the chemical and sensory effects of subtle variations in the ‘development time’ phase of the coffee roasting process. Four roast profiles were studied through sensory descriptive analysis (DA), gas chromatography–mass spectrometry (GC–MS), and nuclear magnetic resonance (NMR). Multivariate analysis showed clear separation of DA, GC–MS, and NMR data. A prolonged development time facilitated a statistically significant shift in the chemical and sensory profile of the coffee. The findings suggest that a short development time increases the fruity, sweet and acidic characteristics of the coffee, whereas a longer development time shifts the balance towards a more roasty, nutty, and bitter profile. The results provide evidence that supports the effect of subtle roast profile modulations. This lays a strong foundation for the inclusion of development time as a critical control parameter in the certification system of the Specialty Coffee Association, quality control, and product development strategies.