American intellectual Coffee what kind of cafe is American intellectual

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In The New York Coffee Guide 2012, intellectuals were still missing, but at the end of May 2013, intellectuals chose Chelsea, a food/art/design industry hub in New York, to open their first store in New York. Distance to Chelsea Market, Highline Park, Blue Bottle, Cook Shop Wait, just a few blocks away!

The early days of Chelsea were dominated by the Meat Packing District and the biscuit baking factory (now Chelsea Market), with red brick walls, flagstone roads, and cool breezes from the Hudson River.

Originally, intellectuals in New York only had Training Lab, education, which I think is an important contribution made by the third wave of coffee generation in America. A few representative boutique coffee centers, such as Counter Culture, intellectuals, Blue Bottle, Joe, Toby's Estate, have worked hard on coffee education. In addition to the most basic, they have built complete information on coffee farmers and coffee beans on their websites. These enterprises have directly expanded their organizations, set up full-scale education or training centers, designed and opened courses of different difficulty levels, and enrolled coffee shops and the general public. It's a really great thing! Coffee houses are responsible for educating the public about coffee knowledge, creating transparent information, pursuing safety and quality of food and beverage, understanding the origin of raw materials and environmental history, and are full of enthusiasm and positive attitude towards society.

In addition to storefronts, shop assistants are another brand-building element. On closer inspection, the shop assistants do not have uniforms and name brands, and their interaction with customers is always warm and friendly, because they believe that the shop assistants should not only be employees in the store, but their real identity 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 one year. They have rich coffee knowledge and brewing skills. They do not have intrusive sales promotion. Instead, they 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 personalities and souls. Not only the storefront, but also the headquarters office presents such a style. Employees don't need to wear suits, simple T-shirts and baseball caps are common attire, and the atmosphere of the whole office is like a big family.

Colin stressed that although the staff culture is relaxed and unframed, the attitude requirements for each cup of coffee are very serious, from picking coffee beans to the whole brewing process, paying attention to watch-like care and strict requirements. Unlike other coffee chain fully automatic coffee brewing machines, each employee in the store takes an average of about 5 to 6 minutes to process each cup of coffee; the equipment they use is also specially designed for brewing needs,"unlike Starbucks a few buttons, I hope our customers can feel, every cup of coffee has our dedication and passion for perfect coffee."

What the intellectual cafe really cares about is not the sales volume, but whether the quality of each cup of coffee can bring the highest level of enjoyment to customers. Many years ago, there were no coffee shops on the market that really cooked by hand for customers. Strictly speaking, intellectual coffee shops first entered this field, so they also had certain inherent advantages. In order to consolidate the brand's high-quality style, the founders adhere to the quality of each coffee bean, from the origin and quality control of each farmer, to the roasting and screening in the factory, to the brewing method of each clerk, every link is very important.

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, instead, the products and services themselves are the source of their annual budget increase, and over the years, they rely on local word of mouth, so-called word-of-mouth marketing, and some community holiday promotion activities, and cooperation with famous fine restaurants to increase brand visibility and establish the brand image of gourmet coffee. The efforts of the intellectual cafe have not been in vain. Over the years, they have won many coffee-related awards and attracted other media reports, which naturally opened up the brand's popularity.

In brief: Qianjie is a coffee research center, happy to share knowledge about coffee with everyone, we share it without reservation only to let more friends fall in love with coffee, and there will be 3 low discount coffee activities every month, because Qianjie wants to let more friends drink the best coffee at the lowest price, which is also the purpose of Qianjie for 6 years!

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