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Archived Posts from this Category
A project of husband & wife team Lauren Crabbe (former Blue Bottle lead barista) and mixologist Michael McCrory, the couple followed the well-travelled “free money” route of Kickstarter to open this this neighborhood café and roastery in March 2014.
It’s located in a corner shop with a small storefront but long interior that extends well back to their converted 5-lb Probat LE5 roaster. In front as you enter, there’s communal seating at a larger wooden table just behind their large glass windows overlooking the street corner. There are also a few stool seats along the long wall beneath wide white shelving of retail coffee merchandising, across from the service counter.
Overall, the store can only handle a limited number of simultaneous customers: it feels deceptively large, but large swaths of the floorspace are dedicated to the service counter. But of the few seats available inside, almost none of them laptop zombies — which helps create more of a communal feel for the space.
The highlight of the service counter is the impressive three-group, manual Kees van der Westen Mirage Idrocompresso Triplette espresso machine secured from Blue Bottle’s SFMOMA location (since under much reconstruction). They use Mazzer and Astoria grinders, and for their espresso they pulled shots of their Short Strand blend: a combination of washed Ethiopia Yirgacheffe and natural Brazil from Daterra Farms (sourced as greens via InterAmerican). Michael was roasting some of the Daterra Brazil at the time of our visit, noting its lack of “peanut” character typical of its brethren.
They pull shots with a mottled medium brown crema of good thickness. It comes with a pungent aroma and possesses a fruity brightness with sharp acidity, but yet it’s backed up with a solid body from its Brazilian base. It’s a vibrant and lively shot, which is quite excellent even if it’s lacking a little balance. Served in hand-fashioned ceramic cups created by SF-based Douglas Dowers and served on a wooden plank with a glass of mineral water on the side.
It’s a seriously solid espresso, and its enjoyed within an authentic experience that seems delightfully ignorant of many of the new coffee shop trends and expectations from the more fashionable parts of the city.
In fact, it wasn’t until we tallied up our scores after the fact that we noted our ratings tied it for the best espresso shot in San Francisco. It’s an excellent shot, but it definitely warrants a revisit to ensure consistency. Or at least I need to ensure I wasn’t just in a giddy coffee mood at the time.
Today’s Stanford Daily published an article on the Stanford Coffee Symposium that we held this past weekend: Stanford Continuing Studies hosts coffee symposium | Stanford Daily. In addition to the featured speakers mentioned in our earlier post, the event showcased espresso drinks and coffees meticulously prepared by Mr. Espresso, Barefoot Coffee Roasters, Centro Agroecológico del Café A.C. (CAFECOL, from Mexico), Coupa Café, and Café Venetia — plus an overall event coffee service provided by Peet’s Coffee & Tea.
Exclusively for the event, Richard Sandlin of Fair Trade USA (and the Bay Area Coffee Community) and Stephen Vick, green coffee buyer for Blue Bottle Coffee, jointly developed a custom coffee evaluation session where some 200 students tasted three very different coffees from different regions — each personally sourced by Stephen and prepared by Blue Bottle baristas. Richard and Stephen encouraged the students to identify & associate flavor descriptors for each coffee and compare their tasting experiences with those of their own.
I was pleasantly surprised that the Stanford University team transformed the classic, 1938-built Stanford Graduate School of Education building, with its modest power & water supply, into something that could support an event of this size: with modern espresso machines and a demanding cupping-like event with three different hand-crafted coffees served simultaneously to some 70 people in three shifts.
Although I was mostly busy helping to keep things running smoothly behind the scenes, I still managed to learn quite a bit about coffee history, the coffee genome, the impacts of coffee on labor and certification practices in Latin America, and how to measure biodiversity and its effects on coffee production. That said, my favorite event logistics non-sequitur of the day had to be: “I found out that the golf cart wasn’t stolen.”
A big thanks to everyone who helped pull off a educational, fun, and highly caffeinated celebration of coffee that also increased our mindful appreciation of it.
Long before there was Coffee Bar, Mr. Espresso continually wrestled with the “last mile” of retail coffee delivery. All their quality efforts sourcing, roasting, and blending coffee could be undone by poor storage, an inexperienced barista, or a poorly maintained espresso machine. By opening Coffee Bar, Mr. Espresso could take more direct control of that last mile and better showcase their coffee.
Equator Estate Coffees is another local roaster that hasn’t quite yet had the retail coffee outlet to truly show them off. This was a particularly nagging issue for us on CoffeeRatings.com, where over the years we noted their industry accolades but were continually challenged to find just one among dozens of example outlets where their roasts didn’t underwhelm us.
Equator co-founder and master roaster, Brooke McDonnell, sometimes took to the comments on our blog posts to debate the variances in personal tastes. She was right that personal tastes vary, and none are necessarily more “right” or “wrong” than others.
Sure, we’ve been known to pause over the likes of Stumptown Coffee Roasters — who while clearly in the upper echelon of coffee quality always seemed to rank in the lower end of that class. Someone certainly has to, so why not them?
But if Stumptown marked a natural statistical outcome when forced to jockey for rankings within subjective personal tastes, Equator represented nothing short of an anomaly for us. Ultimately, we had more or less come to the conclusion that our perception-of-quality disparity had less to do with our own coffee palate and more with their relatively loose controls over the supply and delivery chain at the retail end.
Opening in June 2013, Equator Coffees at Proof Lab Surf Shop represents a joint venture where the roaster finally got their own “reference quality” coffee bar. Located at one of the main divides in Mill Valley between traffic into “downtown” and traffic towards Muir Woods and the California Highway 1 beaches, this red-painted wooden shack at the head of a part-gravel parking lot beckons surfers and coffee lovers alike. It seems like an odd place for a surf shop (Proof Lab, in back): sandwiched between the Bothin Marsh and Coyote Creek with no sign of sand for miles. But the surfers (and boarders) come.
There’s a cement patio in front, enclosed from the highway by standing surfboards and a surf-board-inspired outdoor table. The rear entrance to the building has seating among white-painted metal café tables and chairs — and a surfboard table. Inside there are several small wooden café tables set against a wall of Hurley surf advertising. (With surfboards in the rear.) One wall is dedicated to retail sale of various coffees and home brewing equipment.
Using a red, two-group La Marzocco Strada machine, they pull shots with a mottled, textured crema of a medium and darker brown. It looks robust and organic, has a decent body, a full aroma, and a well-blended flavor of herbal pungency mixed with some spices, heavy cherry-like fruit (perhaps just a touch too much fruit for my tastes), and some honey-like edges. Served in white logo Espresso Parts cups with very necessary sparkling water on the side.
It’s a solid cup. It has great visual appeal and seems like it has all the ingredients for excellence. However, you might say the enigma continues a little: as good as it is, it still falls on the weaker side of excellence with still some room for improvement.
Haight Street has taken decades to emerge from its Summer of Love bender. Despite locals declaring “the Death of the Hippie” and the end of an idealized Haight-Ashbury by October 1967, runaway teens and drug addicts continued to flock to the neighborhood seeking social escape while lacking any support networks.
By the time I first visited the area in the late 1980s, the stories of wars between drug dealers, crime epidemics, and kids on LSD falling to their deaths out of Victorian windows had long since vanished. But the chronic problems of homelessness and drug addiction remained. Other than seeing live music at the I-Beam or experiencing the camp of Rock & Bowl (now Amoeba Records), this part of the neighborhood was something you generally avoided after dark.
Today, things are very different. In place of the sketchy Cala Foods (whose closing was celebrated by locals), there’s now a Whole Foods. Gentrification hasn’t scrubbed everything clean, but at least the Golden Gate Park area across the street no longer looks like a refugee camp from a condemned methadone clinic.
And located in a large, tall space adjacent to the Whole Foods parking lot — at what used to be the San Francisco Cyclery — is Flywheel Coffee Roasters, opening in April 2012. They have added to the growing coffee legitimacy of the Upper Haight by roasting their own beans — using a Portuguese Joper Roaster in the back.
The space has a sunny entrance with tall windows facing west over Stanyan St. Inside there is counter seating along the windows, simple stool seating at taller tables, and several other tables indoors. Out back there’s something of an enclosed deck that’s exposed to a little bit of the occasional outdoor breeze. Up wooden stairs is a low-ceiling space with a bit of coffee roasting supply storage.
The laptop zombie quotient is on the high side here (ah, the price of gentrification). This gives it a rather cavernous, library-like feel. They offer cold brew drippers ($4), syphon-brewed coffee ($5), Hario V60 pour-overs, and a new three-group Faema Enova for espresso drinks.
They pull shots with a mottled medium brown crema of some coagulated thickness. It tastes of cloves and other, deeper herbal pungency without much spice nor tobacco: it’s actually a rather narrow, limited flavor profile with little roundedness. This perhaps reflects their usual choice of single origin coffees from Colombia, Kenya, Ethiopia, etc. Served in black Espresso Parts cups with a short glass of mineral water on the side.
It may be far from the better espresso shots in town. However, that a decent coffee house serving decent coffee could exist here was difficult to imagine 25 years ago. At least that much is progress, and we always have a soft spot for truly independent cafés.
This original Stanza Coffee location opened in April 2012 with the explicit purpose of showcasing coffee roasted from outside the Bay Area. As such, it’s unfortunately another example of a coffee shop that has defined itself in the negative: i.e., not by what it does and what it stands for, but rather its identity is wrapped up in what it does not do.
We’re big believers that the best coffee shops — or the best of anything, really — simply chart their own course instead of reacting to what others are doing. Defining your own identity as a foil against what others are up to unwittingly puts your own business strategy into your competitors’ hands. That’s driving from your rear-view mirror.
But if anything, that we now have coffee bars specializing in exclusively imported coffee is a healthy sign for local roasters.
Formerly the confectioner, Coco-luxes Haight Street Boutique, this is a small space along Haight St. with dark raspberry walls, dark wood, beat-up upholstered black chairs, and tables in front converted from the tops of barrels. Further back past the short service counter is an almost diner-like lunch counter where laptop zombies crouch over electrical outlets, sucking much of the life out of the place.
Using a white, two-group La Marzocco FB/80 at the bar, they pulled shots of Intelligentsia’s Black Cat that came with a very even, medium brown crema. While it smelled like it could have been an undetonated brightness bomb, it pleasantly (and not surprisingly) was not: a softer Black Cat flavor of some mild spices and some herbalness in a rounded balance. They serve it with a short glass of still water on the side of their white notNeutral cups.
Despite its good qualities, it is far from the more flavorful and best espresso shots in town. With a mission to showcase roasts from outside the area, they modestly live up to the task but do not take it over the line of excellence. It’s hard to say if the results would be significantly better if they focused more on themselves and looked over their shoulders a little less.
That said, we continually wish we could conveniently sample more coffees roasted outside of the area. We’ve been fans of the multi-roaster concept for years — from Ma’velous through the defunct likes of Café Organica. Hopefully Stanza Coffee will continue to fine-tune their operations to better showcase these imports.
This coffee shop opening in Sept. 2013 received an almost inordinate amount of fanfare. It still gets some of it. One of the latest examples being the New York Times Travel section with a recent piece by their former coffee scribe, Oliver Strand.
Andrew Barnett (of Ecco Caffè fame — now Intelligentsia SF — and currently the Good Food Awards and Cup of Excellence judging) established the coffee side of the operations, starting with his own micro-batch coffee roasts. So there’s some definite reason to get excited about that.
But here’s where things get convoluted. Grafted onto this perfectly good coffee bar is GreenSalads.org. Overlooking the folly of naming your brick & mortar business after your electronic address (e.g., “1800 Flowers? But I only need a dozen.”), they serve salads that read like a checklist of 2013′s most trendy and overdone ingredients: kale, quinoa, Brussels sprouts. Is a cauliflower salad in the cards for 2014? It’s honestly hard to tell if the menu here is meant as a self-parody of SF salad menus or not.
But wait — that’s not all. Also grafted onto this place is Lt. Waffle, offering sweet and savory Brussels-style waffles. One even garnered local 7×7 cover press as the #1 item of their “The Big Eat 2014″ list of 100 things we absolutely must eat before we die. (I know I’m holding off on including that DNR in my advanced health care directive until I eat one.) The salad and waffle offerings come courtesy of Anthony Myint, who partnered up with Mr. Barnett while he was a regular customer at Mr. Myint’s Mission Chinese Food.
We may be established fans of Mr. Myint’s Commonwealth and certainly of Mr. Barnett’s coffee. But the resulting café is a bit of a Kickstarter Frankenstein: an odd fusion of waffles, salad, and coffee with the feel of a schizophrenic food consignment shop.
Even so, that hasn’t deterred SF foodies any. Ever since the 2008 economic meltdown, the restaurant world has been downsizing their menu ambitions while simultaneously upsizing their revenue-per-plate on lunch fare for the common man. Out are top-dollar amuse-bouches, tasting menus, and culinary foams. In are glorified comfort foods: pimped out burgers, pizza, grilled cheese, and salads offered at twice the price we used to pay, and demonstrating less than half of the culinary creativity pre-2008.
If SF diners proved financially apprehensive about splashing out for a new BMW, they’ve proven more than happy to spend almost as much on a tricked out Honda Civic. The fetishized $4 toast was only a matter of time.
But enough about salads and waffles. While good, we’ll leave those details to Mr. Strand’s quoted restaurant review. The coffee side of the house has its act in order even if it doesn’t quite “wow” for the area. It’s a small corner space with virtually only outdoor sidewalk seating along San Carlos. Inside the wide windows open out to the street and there’s a tiny bench for two.
Using a three-group La Marzocco Linea namesake and Mazzer grinders, they pull shots of espresso with an even medium brown crema and a potent aroma. It’s two-sips short and has a moderate body with a flavor profile of some spice and a slightly bright fruity edge. Served in red Heath cups for espresso (white for caps), Illy spoons, and sparkling water on the side.
Things get a little more unusual when milk is involved. Their macchiato has a dense and creamy milkiness that borders on cappuccino territory, despite its diminutive size. It comes with a latte-art heart. We do like the fact that Linea ruffles some coffee fad feathers in not offering any drip coffee options at the small bar here.
I’ve had a long, strange history with academics. Before succumbing to the dark side of money-plundering dot-com entrepreneurs, I worked in scientific research labs at The Johns Hopkins University and at Stanford University. It was also a joint graduate PhD program in bioengineering at UC Berkeley/UCSF, with a focus on neuroscience, that first brought me out to the SF Bay Area some 25 years ago.
Thus the idea of academia is something I know well, albeit with ambivalent feelings. For me, there’s always been an inherent conflict between the practicality of “real world” grounding and the legitimate need to follow intellectual pursuits to advance any field of interest — whether that be neuroscience or coffee — even at the risk of building ivory towers.
That people in the coffee industry today swear by using measuring scales, monitor things like total dissolved solids (TDS), and continually experiment with this pressure control or that pre-infusion time are all baby-step examples of the need for an academic approach — the building of a more comprehensive coffee science, as it were.
And yet while you can earn a PhD in Coffee Science from the University of Trieste (Italy) studying the scientific papers of Ernesto Illy, in America you can’t even earn so much as a bachelor’s degree in the field. So it’s with encouragement that we read yesterday’s announcement: UC Davis establishes center for coffee science study center; possible major to follow – Our Region – The Sacramento Bee.
If you don’t know UC Davis, they are an amazing ag (and veterinary) school. As just a personal example, a fellow Chicago native and husband of a lifelong close friend of the family, Chris Carpenter, moved from Chicago to Napa years ago to earn a masters in Horticulture from the viticulture and enology (i.e., wine) department at UC Davis. He’s now earning 100-point scores as a winemaker and recently served four years as chairman of the board for Slow Food USA. If you can judge an academic program based on the success of its graduates, and you should, UC Davis is no slouch when it comes to food and drink.
UC Davis just formally announced their Coffee Center and their first Coffee Center Research Conference, which will take place this coming Tuesday, March 11. All initial steps, but definitely promising steps in the right direction. Unlike their world-famous viticulture program, for example, the question still remains whether such an ambitious scientific initiative can truly thrive so far from origin for an ag school — rather than in a place like Kona, Hawaii. Greenhouse coffee can only go so far in vitro.
Much of their conference agenda, like their Coffee Center, seems focused on the microbiology of coffee. However, there are also talks on coffee genetics and sensory evaluation — the latter naturally tapping into the university’s expertise on the subject in the wine world.
Coincidentally, a little over a week from now the 2014 TED Conference will take place in Vancouver, and there promises to be continued servicing of TED attendees by various luminaries of the professional coffee world. Recall that an invitation from TED is what inspired the now-defunct Coffee Common.
TED fashions itself as a sort of intellectual gathering of big minds and big ideas for the betterment of the world. Sounds great for the academic and scientific advancement of good coffee, right? But if you thought I’d be a fan of TED, you could not be more wrong.
Fortunately I was able to attend a past TED conference on the tab of an ambitious dot-com entrepreneur rather than having to fork over the $7,500 hazing price myself. (I.e., “Your hedge fund must be this large to ride this attraction.”) TED has done an amazing job of marketing and self-promotion, and I felt I should have every reason to support TED and its aims on the surface. But I found the TED event and organization to be intellectually shallow and ethically dishonest.
Nassim Nicholas Taleb, famed author of The Black Swan, once famously called TED a “monstrosity that turns scientists and thinkers into low-level entertainers, like circus performers.” Part of that is the event’s general preference for infotainment over substance, as exemplified in its famous 18-minute videos that run like infographics set to moving pictures — optimized for people who prefer to be entertained rather than informed.
More objectionable to me were many of the event attendees themselves. They seemed fixated more on asserting or reaffirming their own special status in the world by the company they keep — or, perhaps as Mr. Taleb would put it, by those circus performers they invite to entertain them. Imagine The Great Gatsby, but with ostentatious material wealth replaced by grand displays of intellectual vanity.
The professionals of the coffee world are some amazing, impassioned, bright people capable of making their own brave decisions of free will. Yet I cannot help but feel that TED has cynically invited many of them merely to exploit for a premium event coffee service, helping the world of TED to maintain their personal façade of elitism in the process. I wish the best for the attending coffee pros and only hope they come out unscathed, unlike myself.
Much closer to home, about a year ago Stanford University Professor of Biology, Virginia Walbott, approached me to help co-organize a Stanford Coffee Symposium to be held in the spring of 2014. Prof. Walbott organized a similar, highly successful event for chocolate in May of 2011, tapping into both the university (Depts. of Biology, Latin American Studies, Economics, etc.) and industry (Scharffen Berger, Monique’s Chocolates, etc.).
Our goal for the event is to balance some higher-minded academics with a practical, consumer-friendly grounding in what makes coffee enjoyable and fun. (Read: check your self-congratulatory intellectual elitism at the door!) To be held Saturday, May 3 at the Cubberley Building of the Stanford Graduate School of Education, Stanford Continuing Studies just published its course catalog entry last week:
WSP 172 – Coffee: From Tree to Beans to Brew and Everything in Between
Registration is now open at $195 per student with a deadline of April 26. The featured speakers and topics thus far are as follows:
In addition to the planned talks there will be various Bay Area coffee vendors and an interactive tasting session. My current challenge? Following a location visit last Tuesday, I’m now working with the university to get sufficient power into the 1938 building to run sufficient numbers of espresso machines and grinders.
That said, I’m genuinely excited about the event and hope many of you will be too.
Surprisingly, Epicurious had yet to make a notable entry in the obligatory culinary-magazine-rates-national-coffee-shops department. But that all changed this week with the rather ambitious title of “America’s 25 Best Coffee Shops — The ultimate guide to the best coffee shops across the United States”: America’s Best Coffee Shops | Epicurious.com.
We do have to give them an iota of credit. Unlike most of their ilk, they cover coffee without a brand name that suggests an exclusive concern for food, eating, meals, or anything else at the expense of beverages as some kind of frivolous, second-class diversion. But then they did have to ruin it a little by filing the article under their “Where to Eat Around the Globe” category. Facepalm indeed.
Writer Colleen Clark also falls for many of the usual suspects among coffee house article tropes. Like a rapper with mad rhyming skillz just this side of 2 Chainz, she employed several examples of the journalistically lazy caffeine riff and liberally used the trite words “java” or “joe” as substitutes for “coffee”. Imagine if writers playfully used the term “alcoholics” when talking about wine lovers they way they effusively use “caffeine junkies” whenever talking about coffee lovers. Double standard, anyone?
Then there’s the tiresome barista-as-sommelier analogy. She also made several references to the rather dated topic of regional coffee “scenes”: the concept where which urban metropolis you’re in determines whether you can access quality coffee or not is becoming rapidly irrelevant if not already extinct. Now that even the world’s last holdout for terrible coffee — Paris, France — has worthy and redeemable coffee shops, there are no more “coffee cities” anymore than there are wine or tea cities.
All these negatives aside, the article is actually a rather decent assessment of great coffee shops — given Epicurious‘ magazine peers. (Even Forbes tried to get in on the act of reviewing the nation’s best coffee shops.) It might suggest that “it’s hard to separate the real-deal java joints from the flash-in-the-pan trendsters” — a problem that we honestly never knew needed solving. But they at least drew a line in the sand, laying down some of their criteria by which some coffee shops should or should not be included in their list:
So we’ve combed the country for the coffee shops that combine craft with hospitality, for inviting spaces that spark creativity, and for roasters who know how to make your morning brew tell a story. These are our picks for the USA’s top 25 coffee shops.
This beats most of the random nonsense we’ve seen in past magazine lists of this type. Even if some of these criteria are precisely the sort of fluff that frustrated us as distractions from a focus on the actual coffee as far back as 2003: telling stories, named architects, hospitality, etc.
So that you don’t have to turn 25 pages of ads on the Epicurious Web site, we’ve summarized their list here in one place as something useful (and as listed in no particular order):
Risks of the No Coffee Left Behind Act aside, this is a solid list. We will be the first to admit that it is over-represented by San Francisco. But most curiously, although it does well to call out a few smaller independents such as Daylight Mind and Barista Parlor, this list is heavily represented by chains. For a Top 25 list, it’s actually cheating a bit as it actually represents a total of 85 coffee shops.
Has quality coffee in the U.S. reached a tipping point where the independents have come to be outnumbered by the chains? That’s hard to say just yet, but you can’t argue with the quality represented here.
Without question, this gran caffè is a city institution. It’s long been considered a gathering place for intellectuals, thinkers, poets, foreigners and locals alike. Opening in 1860 as Il Gran Caffè, it started as a Parisian-styled singing café — or café-chantant — before adopting its current name in 1870. It is rightfully recognized among I Locali Storici d’Italia — an association dedicated to recognizing and helping to preserve some of the historically significant establishments in Italy.
Some of this café’s great historical connections include where Edoardo Scarfoglio and Matilde Serao launched the daily paper Il Corriere di Roma in the 1880s (they later went on to establish Il Mattino in 1891), where Gabriele D’Annunzio penned the Neapolitan classic “‘A Vucchella” in 1919 (here’s a version by Enrico Caruso, famed 1906 SF earthquake survivor), and where Jean-Paul Sartre, Oscar Wilde, Ernest Hemingway, Benedetto Croce, and the aforementioned Giovanni Agnelli each came to sit, think, talk, and maybe even write at some time or other.
Outside there are often crowds of tourists gathering for tours of the Napoli underground. There’s outdoor seating in front under parasols against Piazza Trieste e Trento, which very much feels like the heart of the city given nearby Piazza del Plebescito, Palazzo Reale, and the San Carlo theater.
Inside, there are many rooms of slightly fading glory: stucco, marble, grande chandeliers, ornate detailing, frescoes and paintings by some of Napoli’s great artists of the 19th century, antique woodwork. The place feels almost Torinese in its classic style and sophistication. There are books on coffee making from 1836 for sale. And many of the interior rooms feel like capelle — small chapels as if in a cathedral — dedicated to the art of pastries, gelato, a grand tea salon, etc. Some of these grand rooms were cut off as part of a separate bank established under Facist rule in 1938, but in 2001 they were reunited with the main café.
The often brusque baristi here can be older veterans, but there are some newer faces in the lot. Together they might linger longer on the orders of the locals regulars while speeding up for the tourists. They will preheat their ornate, Gambrinus-detailed MPAN cups, pulling shots from their manual four-group lever La San Marco machine with a striped dark and medium brown crema.
It’s a solid effort with Caffè Moreno coffee: a pungent Napoli-friendly flavor that just edges shy of a tobacco edge. A mere €1 at the bar. The 2014 Gambero Rosso Bar d’Italia rated them two tazzine and two chicchi, which dropped them one chicco in their coffee rating from the 2013 edition (i.e., they were previously rated the maximum of three).
Like many places in Napoli, they have their own specialty drink: the Caffè Gambrinus, consisting of espresso, cacao powder, milk foam, whipping cream, and chocolate sprinkles.
Read the review of Gran Caffè Grambrinus in Napoli, Italy.
News like this tends to elicit a mixture of validation (i.e., “Good coffee is serious business!”) and a little envy (i.e., “My business makes great coffee, so where’s my $25 million?”). So why Blue Bottle?
To read some of the explanations out there, it’s an investment in “slow coffee” or “craft coffee” (the latter term we avoid for potential confusion with “Kraft coffee” — aka, Maxwell House). We read about their “brand cache” and their “commitment to freshness” — which aren’t exactly unique.
Like any business, Blue Bottle also has it’s problems and flaws — over-extension beyond the reach of their quality controls being one big example (e.g., see our recent review of Fraîche.) But Blue Bottle is doing a number of things right, and we’re surprised that some of them aren’t being reported.
How most roasters sell coffee to consumers is broken and outright wrong. This is rooted in an old industry problem we’ve long lamented here, which is approaching customers from an inside-out approach instead of an outside-in one. Past examples of this discussed here on this blog include coffee cuppings for layman consumers; we’ve gotten into long, drag-out debates on this topic with the likes of Peter Giuliano — co-owner and Director of Coffee at Counter Culture Coffee and Director of Symposium at the SCAA.
But it is symbolic of the coffee industry’s chronic inability to adopt a consumer-centric approach. Rather than think about how coffee is experienced by consumers, many coffee purveyors first try to shoehorn consumers into the perspective of industry insiders. Thus most coffee people today sell as if only to other coffee people — not to consumers.
Blue Bottle, on the other hand, exhibits one of the better examples of a coffee company that’s trying to fix that. One way to clearly see this is on their Web site. Last year, Blue Bottle sat down with the Google Ventures design team and an agency in Montreal to rethink their Web site. What they found is that most retail coffee Web sites emphasize things like a coffee’s origin — stuff that’s of great relevance to how people in the industry think about coffee but is often a meaningless descriptor to a consumer. That’s not how consumers buy coffee.
They discovered that primarily selling a coffee under the “Kenya” designation is a little like the early days of selling personal computers, where PC dealers emphasized things like processor clock speeds, memory cache sizes, and PCI slots. All of which made great sense to the way industry insiders thought about computers but were just gibberish to most layman consumers. Today’s ubiquitous Apple retail stores are successful, in part, because Apple addresses consumer needs without weighing it down with superfluous industry insider gibberish.
This could explain some of the popularity of Philz Coffee‘s Harry-Potter-like alchemy: the nonsensical labels on their coffee blends (e.g., “Ambrosia Coffee of God” or “Silken Splendor”) might be at least as meaningful to consumers as calling something “Kenya Nyeri Gatomboya AA”.
If you look at Blue Bottle’s Web site redesign, notice how it leads with the things that are most meaningful to consumers: how they brew their coffee and what devices they might have at home to brew it. Their Web site also emphasizes consumer brewing guides to complement this cause.
I’m not the only one who has either avoided or abandoned the long lines at Blue Bottle Coffee in San Francisco’s touristy Ferry Building Marketplace location. But some may be surprised that these lines aren’t entirely by accident.
Another smart thing Blue Bottle does (and they’re far from the only ones) is apply queuing psychology at such a publicly visible location to influence perceived demand and value — or what FastCompany last year called “The Wisdom of the Cronut.”
The painful morning wait for cronuts is likely to be contributing to the product’s popularity. The fact that people are waiting signals to others that they too should be in on the trend.
–FastCompany, “The Wisdom of the Cronut: Why Long Lines Are Worth The Wait”
What’s worse than a line that’s too long? A line that’s too short. We’re talking some Disneyland mental mojo here.
Think of all the tourists walking by in the Ferry Building, saying, “Do you see that line? That must be some pretty good coffee!” Or even the revenue-per-customer-transaction winner of, “If we’re going to wait in line this long, we may as well also pick up a Blue Bottle hoodie, a Hario Buono kettle, and a coffee subscription.”
On the subject of coffee subscriptions and how they’ve reportedly reached “trendy” status finally, Blue Bottle has been at it for quite a while. We may not get the point of adding another middleman for the brief window consumers play the field before settling down more with their favorite coffee purveyors. But we do like the longer-term prospects of buying direct from the roasters you do come to enjoy, which suits Blue Bottle extremely well.
For Blue Bottle, coffee subscriptions have become where they make most of their money. Although revenue-per-customer is higher with prepared retail coffee beverages, so are the underlying costs. Because when you drink that latte, the main ingredient — and biggest contributor to the price of the beverage — is labor costs. For selling coffee subscriptions as a bean & leaf shop, the additional costs are little more than drop shipping.
This has transformed how Blue Bottle approaches coffee sales, as most coffee businesses still sell to consumers like most other real-estate-based point-of-sale businesses. Thus at tourist-friendly locations such as the Ferry Building, Blue Bottle is no longer suggesting that visitors take home a freshly roasted 12-ounce pack. Rather, they suggest that they sign up for a running coffee subscription shipped regularly to their home.
And when it comes to venture capitalists who are most familiar with funding software companies, investing in a subscription business gets them very excited. After all, virtually every software business has spent the past decade trying to shift consumers from retail purchases to subscription models.