American intellectuals coffee know what kind of coffee shop American intellectuals is

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In 2012 of The New York Coffee Guide, there are no intellectuals.

But at the end of May this year (2013)

Intellectuals choose to open their first branch in New York City in Chelsea, the hub of the food / art / design industry. From Chelsea Market, Highline Park (High-altitude Railway Park), another famous coffee shop Blue Bottle, Cook Shop... recommended by Daisy. Wait, it's only a few blocks away!

In the early days of Chelsea, mainly meat packaging area (Meat Packing District) and biscuit baking factory (now Chelsea Market), the buildings of this period were mostly red brick walls, slate roads, and cool breezes from the Hudson River.

Originally, intellectuals only had Training Lab and education in New York. I think this is an important contribution made by the third generation of coffee in the United States. Several representative boutique coffee towns, such as Counter Culture, intellectuals, Blue Bottle, Joe, Toby' S Estate, have worked hard on coffee education. In addition to the most basic, constructing the disclosure of complete information about coffee farmers and coffee beans on the web page, these enterprises have directly expanded their organizations, set up full-scale education or training centers, designed and opened courses of different degrees of difficulty, and signed up for the coffee shop industry and the general public. This is a really great thing! Cafes shoulder the responsibility of teaching the public to attach importance to coffee knowledge, create transparent information, pursue the safety and quality of catering, and understand the source of raw materials and environmental history. It is an attitude full of enthusiasm and positive feedback to society.

Let products and services themselves do word-of-mouth marketing

Colin pointed out that the reason why brand visibility has been successfully established and expanded to other major cities in the United States in recent years is mainly due to their unique brand characteristics. He further said that when customers stand in front of the store, they can begin to feel the personality and tonality of the whole brand. From the decoration of the whole store, it can be seen that, unlike ordinary coffee chains, they deliberately do not use stylized decoration, color specifications and patterns to create the style of the whole store, because they think that coffee shops should be integrated into the style of the nearby region and culture.

In addition to the storefront, the shop assistant is one of the other elements to build a brand. After careful observation, the clerks in this store do not have uniforms or name tags, and they always interact with customers cordially and warmly, because they believe that the clerks should not be just employees in the store, but their real identities should be neighbors or partners who share good coffee with customers. Every clerk in the intellectual Cafe has received direct or indirect training for six months to a year. They have a wealth of coffee knowledge and brewing skills, and they do not have an intrusive sales promotion. On the other hand, they will take the opportunity to educate customers and provide any advice. They are not like a group of standardized shop assistants, but neighbors and friends with their own personality and soul. Not only the storefront, but also the headquarters office is in this style, employees do not need suits, simple T-Shirt and baseball caps are common attire, the atmosphere of the whole office is like a big family.

Colin stressed that although the staff culture is relaxed and unframed, the attitude towards each cup of coffee is very serious, from picking coffee beans to the whole brewing process, paying attention to watchmaking care and strict requirements. Unlike the fully automatic coffee brewers in other coffee chains, it takes an average of about five to six minutes for each employee to process each cup of coffee in the store; the appliances they use are also specially designed for brewing needs. "unlike the Starbucks buttons, I hope our customers can feel that every cup of coffee has our dedication and enthusiasm for the perfect coffee."

What intellectual cafes really care about is not the sales volume, but whether the quality of each cup of coffee can bring customers the best enjoyment. Many years ago, there was no coffee shop in the market that was really hand-brewed for customers. Strictly speaking, intellectual cafes first entered this field, so they also had certain innate advantages. In order to consolidate the high-quality style of the brand, the founder adheres to the quality of each coffee bean, from the quality control of the producing area and each farmer, to the baking screening in the factory, to the cooking methods of each clerk.

When talking about the brand marketing strategy of intellectual cafes, Colin pointed out that they do not want to spend a large budget on advertising. on the contrary, products and services themselves are the source of their annual budget increase, and over the past few years, they have relied on local word of mouth, so-called word-of-mouth marketing, and holiday promotion activities in some communities. And cooperate with well-known high-end restaurants to increase brand visibility and establish the brand image of gourmet coffee. The efforts of intellectual cafes have not been in vain. Over the years, they have won many awards related to coffee and attracted other media reports, naturally opening up the awareness of the brand.