Back in 2005 we wrote about Zagat’s attempt to put together a regional coffee survey based on their famed user review methods. An acquisition by Google and eight years later, that was the last anyone had ever heard of it. Until now.
Zagat has since published their first ever coffee survey. This coincides with their recent hot and heavy lust for improved search engine rankings, with Zagat spewing out a steady stream of coffee-themed blog posts brandishing inane, list-driven, come-on titles such as, “The 10 Most Annoying Coffee Trends” or the wholly derivative/regurgitative “What Your Coffee Drink Says About You.” (Kill me now, please.)
Zagat titled their 2013 study Caffeine Buzz: Hottest Coffee Shops Around the Country, and yet much of its content left us wondering if they’ve been sitting on this data for eight years. For example, just examine the 2013 Zagat reviews for San Francisco.
They list Blue Bottle Coffee among their nine Bay Area selections — but none of the other “usual suspects”. However, they chose to include the ever-underwhelming, Starbucks-slinging Carmel Bakery in the coffee wasteland of Carmel-by-the-Sea. They mention Napa’s traditional but surprisingly good Model Bakery — but ignoring that a Ritual Coffee is around the corner and making no mention of how Model Bakery is one of the few places in the entire Bay Area to offer Caffé Vita coffee. (And for those of you in L.A., good luck finding Handsome Coffee or Portola Coffee Lab, let alone the countless barista award winners from Intelligentsia.)
Unfortunately, despite the SF Gate‘s notion that Zagat has finally caught on to the coffee zeitgeist, we see no evidence that Zagat has given coffee any more serious thought than they did back in 2005. The Zagat survey’s baked-goods-leaning, ambiance-heavy, and coffee-oblivious reviews of the few places that do make their short list only prove that.
The new Google-owned Zagat seems to believe that its future lies in a daily stream of bubblegum blog posts about local coffee. But since Zagat loyalists expect some sort of review guide to anchor things, Zagat exhumed their 8-year-old research and quickly threw it up on the Web.
2 Comments »