Boutique coffee shop has become the "third wave" in the history of coffee.
In the SoMa area of San Francisco, the newly developed old warehouse block is home to many stylish modern office buildings. In a coffee shop called Sightglass Coffee, employees of the nearby IT company are sitting around a large table for a meeting. The containers containing coffee beans next to the coffee roaster are stacked into hills and are about to be sent to the famous IT companies near Adobe and Dropbox.
Sightglass devotes itself to the purchase, baking and brewing of coffee beans, and coffee with a unique sour taste using shallow roasted beans has become the shop's signature. It is hand-made by baristas with a wealth of knowledge of coffee, and the price per cup ranges from $3.50 to $5.50. Although the price is slightly higher than that of an ordinary coffee shop, there are sometimes long queues in front of the shop. The shop is crowded with tourists at the weekend.
San Francisco is indispensable when talking about American coffee culture. There are many bean bakers on the other side of Oakland Warehouse Street. It is said that espresso (Espresso) and Caff è Latte (latte) have become increasingly popular in the United States since the suburbs of San Francisco. In addition to Sightglass, there are also "Blue Bottle Coffee", "Ritual Coffee Roasters" and "Four Barrel Coffee" that have entered the Japanese market.
Blue bottle Cafe plans to operate a chain of stores around the world. Ritual, Four Barrel and Sightglass will strengthen their store operations and wholesale operations in San Francisco.
Most of the customers who patronize these coffee shops are employees of IT enterprises, and those who invest in them are also IT enterprises. Blue bottle Cafe is said to have received financing of about 4.7 billion yen, all from Google's investment company. The co-founder of Twitter became an investor in Sightglass.
"applications for capital injection are received almost every day," says Jeremy Tooker Touck, founder of Four Barrel. "there is still a lot of room for improvement in the quality of coffee in the United States," said Trish Rothgeb, a senior bean baker. Investors predict that new business type's coffee market still has a lot of room for growth.
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In order to occupy a favorable position in the coffee industry-how should coffee companies put new products into the market?
(1) to determine the appropriate launch time, coffee enterprises should choose the best time to launch new products, especially seasonal products without delay or delay. In the case that competitors will launch new products similar to those of enterprises, they can not only enter the market first to establish consumers' awareness and preference for brands, but also delay entry, so as to save advertising costs and understand the opposite of market demand.
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Five types of coffee, five stories.
In the early 1900s, an eager engineer living near Naples, Italy, was impatient with the long time it took to brew coffee, so he came up with a way to shorten the time by brewing coffee at high temperature and high pressure, thus inventing the world's only Italian coffee rapid conditioning, Espresso.
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