Exquisite hand flushing fashion blue bottle killed Starbucks in a second

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San Francisco is the city of coffee, and boutique coffee from San Francisco has led the trend in recent years. Among them, the most well-known coffee is famous for its exquisite coffee-making craftsmanship, from San Francisco red to Asian blue bottle coffee (Blue Bottle Coffee).

"Blue bottle Coffee", which appeared in 2002, has become more and more popular among Americans in recent years.

Photo: Blue Bottle Coffee

From roadside stalls to Asian "blue bottles" to rewrite coffee culture

In recent years, many Americans are tired of the second wave of coffee, represented by Starbucks, the ─ coffee chain. Coffee lovers abandon the Italian coffee machine and choose cups of fine coffee brewed by hand, which is the third wave of coffee culture nowadays.

The third wave of "boutique coffee" rose after 2000, paying attention to the way coffee beans are planted, picked, roasted and made. Coffee lovers can use different brewing methods according to their own taste to release the unique flavor of coffee beans incisively and vividly.

San Francisco was promoted to the ancestor of hand-made boutique coffee, and "Blue bottle" became synonymous with San Francisco coffee.

In the Blue bottle Coffee in New York, the clerk is making several cups of hand-brewed coffee.

Photo: Saaleha Bamjee

Blue Bottle Blue bottle was founded in 2002, and the coffee bean roasting plant is located in Oakland on the other side of San Francisco Bay. Founder James Freeman baked high-quality coffee beans from a single origin in a slow-working way, insisting on baking six ounces of coffee beans and delivering them to customers' homes within 48 hours, allowing them to taste the best coffee.

Where does the idea of "Blue bottle" come from? It turned out that Freeman, the founder, was determined to start a business with the famous Blue bottle Cafe (The blue bottle coffee house) in Vienna in 1683, focusing on coffee-making processes and different blending processes.

In addition to selling coffee beans, Freeman began selling coffee at the San Francisco Farmers' Market in 2004, the first of which is located next to the ferry building in the bay. The mild, mellow, well-scented coffee kept the queue flowing.

Now Blue bottle Coffee has also expanded its territory to the Asian market. The picture shows the opening of Blue bottle Coffee on its first day in Tokyo in 2016.

Photo: Blue Bottle Coffee

In 2005, Freeman finally opened the first garage-converted coffee shop in Hayes Valley, San Francisco, with no seats except for a bench at the door. At this time, Blue bottle has become some popularity, and many customers have become loyal fans of Blue bottle.

Blue Bottle has opened stores in San Francisco, Los Angeles and New York, and currently has 28 cafes across the United States. Although each branch is in line with the original architectural appearance, or presents a different style because of the diversified mode of operation, the concise and open space is still the main axis of interior design.

In 2014, Blue bottle finally expanded its coffee territory to Asia, opening its first overseas branch in Tokyo. The opening day was so grand that you had to wait in line for three hours to get a drink. There are currently six branches in Tokyo.

The Blue bottle Cafe offers mixed, single-origin and Italian espresso. Unlike most coffee chains, whether you order hot or cold, the coffee here is made cup by cup, cup by cup.

The picture shows Philz Coffee's mint coffee. Sprinkle a few peppermint leaves on the coffee mixed by the shop owner to make the whole cup of coffee full of mint aroma, which is a must-order signature product in the store.

Photo: Joel Gillman

The United States is full of boutique coffee style, Big Brother Starbucks is under pressure.

Although the blue bottle is famous, San Francisco, the birthplace of the third wave of boutique coffee in the United States, has many competitors, and boutique cafes with unique taste can be seen everywhere. Widely acclaimed include: Four Barrel, Ritual, Sightglass and Philz Coffee.

It is worth mentioning that Four Bar rel not only tastes good coffee, but the coffee shop in Mission has been rated as one of the most beautiful cafes in the world. Its charm can be seen from the tourists who often drag their suitcases to drink coffee in the shop.

In addition, the popular Philz Coffee is refreshing. There is no mocha or latte in the store, and the founder mixes different boutique coffee beans to create a variety of coffee drinks. Mint iced coffee is a must.

Philz Coffee already has 37 stores in San Francisco, Los Angeles and Washington, more than blue bottle coffee. Each cup of coffee here will be prepared according to the customer's personal preference, no matter to add milk, soy milk or sugar, not satisfied with the adjustment on the spot.

In the face of the emergence of many hand coffee shops, how to deal with Starbucks, which is characterized by standard coffee, is the problem they have to face.

Photo: jpellgen

In the face of a wave of "boutique coffee", coffee giant "Starbucks" seems to feel the pressure. Many customers are tired of standard coffee, coupled with rising prices, more and more consumers are dissatisfied with Starbucks' self-righteous boss style, saying they will drink Starbucks "without a better choice".

Starbucks, which entered Italy this year, has about 20, 6000 stores in 75 countries around the world. The original plan to expand 10, 2000 stores around the world within five years has been suspended due to changes in coffee culture. Under the influence of boutique coffee culture, Starbucks announced that it will set up a coffee roaster, develop 1000 boutique coffee shops, and set up boutique coffee bars in existing stores to seize the third wave of coffee culture market.