San Francisco coffee culture study

Summer’s Indy Project

Nisara Ki t t isangvara

Dear Readers, Our lives go by fast, and sometimes it’s so fast that we don’t even realize our thinking or appreciate surroundings. We are keeping up our best doing multitasking and surviving in a multidimensional world. But we are not robots, and sometimes we need the pace to slow down. The perfect place?...A coffee shop.

I am a kind of person who is workaholic but still keep my life in balance. Life in a city is very busy. Mid day I always find myself in a coffee shop and drinking coffee.It not only keeps me awake but also gives me a time to pause and think of what I’ve done and what is next. After three years of living here, I realize I have become a big fan of coffee.

Coffee…hmmm. There is something more than the brown water with caffeine. There is aesthetic and status attached to what you’re drinking. A cup of coffee can tell so many things about a person, behavior, and lifestyle.

As a benefit of living in San Francisco; a serious coffee drinkers city, I am doing an independent project San Francisco coffee culture for my summer school. As an account planner who is curious in new coffee behaviors, I do hope that you enjoy my work. Best, Nisara Kittisangvara

contentObjective

Methodology

Coffee shop profile Generalist Starbucks Coffee Peet’s Coffee & Tea Coffee Bean and Tea Leafs

Specialist Blue Bott le Coffee Company Ritual Coffee Roasters Four Barrel Coffee

Summary

Opportunity An example: Trouble Coffee Co.

Pay off

San Francisco Coffee Culture Terminology

Coffee is one thing that can hold me off from relentless schedule; perhaps it does the same with many others too! This is a project for me to improve relevant planner skills; researching, analyzing, strategizing, and symphonizing to understand the coffee industry, culture, behavior, trend and its tomorrow, in San Francisco.

objective

Background coffee industry study; Desk research, articles, and books

Consumer research; Customer and manager interviews in each location.

Environment study; Spend time in each location during various parts of the day.

Met

hado

logy

67 stores in San Francisco

Features; Coffee Beans, Espresso drinks Frappucino (Ice blended drinks) Tazo tea Bottled Juice Ethos (water bottle) Food; cold sandwich, pastry, salad, fruits.

Decoration; Cozy color palette; green, black, & brown Tables & chairs for work station Couch & bench for relaxation Offers; Music Selections Book Corner Coffee making equipment Coffee Beans Mugs Wi-fi partnership with AT&T

“It starts with the promise of a perfectly made beverage, but our

work goes far beyond that. It’s really about human connection.”

-Howard Schultz- CEO of Starbucks Coffee

brand environment

consumer snap-shot

a thought This is a place that fulfills the consumer’s coffee experience

in all five senses; coffee taste, aroma, comfy space, and entertainment.

summary Starbucks coffee is a national chain that is available on every

street corner trying to fulfill community coffee experiences, as well as create engaging environment.

“It’s a nice comfy stop every corner of the street.” -Consumer-

10 stores in San Francisco

Features; Dark Roasted Flavored Coffee, Freddo (iced blended drinks) Hand selected Tea Pastry Bottled Beverage

Decoration; Dark tone color represents sophistication. Small Tables & chairs for hanging out

Offers; Coffee making equipments Coffee Beans Mugs T-shirts

“We take freshness seriously. It is only by same day roasting so we can be sure that you enjoy the distinctive deep-roated flavor of Peet’s. We call it ‘roaster-to-cup’ freshness.” -Peet’s Barista-

10 stores in San Francisco

Features; Dark Roasted Flavored Coffee, Freddo (iced blended drinks) Hand selected Tea Pastry Bottled Beverage

Decoration; Dark tone color represents sophistication. Small Tables & chairs for hanging out

Offers; Coffee making equipments Coffee Beans Mugs T-shirts

brand environment

consumer snap-shot

a thought Peet’s Coffee & Tea is a coffee chain from bay area

and for the mature and sophisticated coffee and tea drinkers. They understand

the nature of coffee lovers that appreciate the craftsmanship of their beverages.

summary Peet’s Coffee & Tea originated in bay area which

concentrates on a cup of coffee not environment. They focus on giving customers

consistently great coffee.

“Peet’s is the Nieman Marcus for coffee. Don’t dress for less.”

-consumer-

“We believe in our healthy coffee that is going to delight everyone’s heart.”

-Cheryl, Coffee Bean & Tea Leaf barista-

Three stores in San Francisco

Features; Coffee Beans Expresso Drink Flavored caf-beverage Iced Blend Coffee Bean & Tea Leafs tea Bottled Juice Vanilla & Chocolate Powder Food; pastry

Decoration; Bright tone color represents delightful feeling. Small tables & chairs for hanging out

Offers; Free wi-fi access Coffee / Tea making equipment Mugs Thermo Bottles

brand environment

consumer snap-shot

a thought Coffee Bean & Tea Leaf is the tourist coffee shop with

flavorful espresso drinks. They offer great flavorful espresso drink in a light and fun

environment.

summary Coffee Bean & Tea Leaf is southern California based

coffee chain. With a menu catered more to consumers who like sweet coffee, they tend

to attract a less coffee focused coffee consumer.

“Sunshine, sweets, simple!” -Christine, 27 female-

Customer’s response to: 3 words that describe Coffee Bean & Tea leaf

M a p

of local SF Coffee brands

Four stores and a kiosk in San Francisco

Feature; Coffee Beans

Espresso Drinks

Food which utiliaes only the finest local,

Organic and sustainable ingredients.

Decoration; High tables, high stools, & high ceiling

Cold colored furnitures

Uniformed employees:

Black long sleeve shirt and black trouser.

Sustainable system: metal silverware

Offers; Coffee equipment

Organic tote bag

Mugs

“We roast coffee on vintage gear, put it in compostable bags, and still get it to our customers within 48 hrs.

We roast great coffee on two coasts, we make great drinks, we clean up after ourselves, we bake cookies,

we type up invoices, we get change at the bank, we say please and thank you. We offer the elderly and

pregnant our seats on the bus and brush and floss daily. We look forward to seeing you soon.”

-Blue Bottle Coffee Company web site-

brand environment

consumer snap-shot

a thought Blue Bottle Coffee Company is bringing back the old school

style of enjoying good coffee. Putting importance and effort in each cup, as well as the

sustainable decisions they make as a company.

summary Blue Bottle coffee is a growing small network of cafes,

wholesale partners, an espresso cart, a coffee kiosk, and some vintage coffee roasters,

who vowed to their commitment of offering great coffee to everyone who asks for it, and

as a result has created a loyal brand fan club.

“They revive the good old way of living, thinking and drinking.” -Consumer review on yelp.com-

Three stores in San Francisco

Feature; Coffee beans Espresso drinks Vegan pastry

Decoration; Big space for work & hang out Sufficient outlets for every table. Modern Music Foreign Bank Note landmark Wood based furniture + warm tone

Offers Coffee equipment Sweet Tooth; monthly recommendation for the coffee bean’s origin.

Coffee subscription roasters’ pick, roasters’ reserve, seasonal espresso, sweet tooth espresso.

Late night hour T-shirts Tote bags Mugs

“They are adventurous, outraged and real and

that is delivered in their coffee.” -37 male customer-

brand environment

consumer snap-shot

a thought Ritual Coffee Roaster is a bold coffee shop with an honest

expression of who they are and what they are thirsty for. They go on journeys to get perfect

coffee beans and bring them back to the community.

summary Ritual Coffee Roasters is a local bay area shop that of-

fers strong espresso drinks. They are a local coffee ambassador, in that they go all over

the world to get the best coffee beans and bring them to SF. They appeal to coffee drink-

ers who appreciate flavors from around the world, served in a local environment.

“I’m drawn to their “bean”, like a crackhead.” -David B, 28 male consumer-

“They serve it simple, dark, rich, and aromatic,

as coffee should be.” -Sam, 32 male customer-

One store in San Francisco

Features; Coffee Beans

Espresso Drinks

Pastry; Dynamyte Donut

Decoration; Cozy & modern decoration

Small tables & chairs for work & hanging out

Factory like decoration; hunting deer wall,

wooden roof, high ceiling, big reception area

Offers; Free wi-fi access

Coffee equipment

Mugs

brand environment

consumer snap-shot

a thought Four Barrel Coffee are coffee brewers right in the middle of SF. They roast, brew, and serve coffee to SF locals who just want to hang out and enjoy a basic espresso beverage.

summary Four Barrel Coffee is a true SF roaster. They are still just

about their coffee. Bringing back a simple, good cup of coffee to the city. They appeal to

people who just want an honest cup of coffee.

“The most legit coffee shop, ever.” -Will L., 26 male customer-

summary Generalist coffee is always going to be here.

Local specialist coffee is happening around communities relat ionship wi th their coffee.

opportunity

“Local coffee brewers can start sharing their beans in local establishment.”

“Coffee lovers are tired with the laptop zombie who thinks coffee shop is a library or work space. Coffee shops are coming back to basic of being a place where coffee lovers get a cup of great coffee and check in wi th community...physical ly.”

“Our goal is to change the way people think about coffee. Whether that means learning more about the small farmer and his family or understanding the difference between an espresso grind or press pot grind, we want our customers to think of coffee as more than just a bag on the shelf.”

-De La Paz web site-

is served in Trouble Coffee Company and they distribute beans around the city as well. (Blue Bottle Coffee Co. does that too!)

An example:

brand behavior example

Baggy - a taste characteristic of coffee stored too long in burlap bags, causing the coffee beans to acquire a straw-like coffee bag flavor. Also used to describe light roasted coffee with mildewy qualities.

Body - The physical mouth feel and texture of a coffee. Full bodied coffees have a strong, creamy, and pleasant, mouth feel. A coffees body (light, medium, or full) is its thickness due to the amount of dissolved and suspended solids and oils extracted from the coffee grounds, and may range from thin and watery to thick and creamy.

Chocolaty - The taste or aroma of chocolate. Coffees rarely have a very strong chocolaty flavor or aroma, but some Central American and Yemeni coffees have a distinct chocolaty aroma and a slightly bitter-sweet chocolaty taste.

Clean - Flavorful, but without any pungent or unusual flavors.

Dry - An espresso drink with frothed milk only and no hot milk. A dry cappuccino, for example, is espresso under layer of velvety milk froth.

Earthy - The aroma characteristic of fresh earth, wet soil, or raw potatoes. While not necessarily negative characteristic, earthiness may be caused by molds during the processing of harvested coffee cherries. Earthy notes, for example, are commonly found in semi-dry processed coffees from Indonesia.

Latte Art - Creative designs made on the surface of an espresso drink. Latte art may be made by skillfully pouring milk through espresso, or with the aid of toothpicks, chocolate syrup, or sprinkles.

Mellow - Balanced and mild, without strong tastes or aftertaste. Medium roasted, low grown (less than 4000 feet) Arabicas, for example, generally have a mellow flavor.

No Fun - A decaf coffee, or latte.

Wet - A wet Cappuccino is a regular Cappuccino, including the 1/3 steamed milk.

San Francisco coffee culture

terminology

Dark Roast - Coffee roasted to a dark brown to almost black color. Dark roasted coffee is typically more pungent and less acidy than medium or light roasted coffee. Maximum aroma and flavor, is generally found at the lighter end of the dark range. At the darkest end of the dark range, coffee has lost all of its acidity and has a distinctly burnt flavor.

Green Coffee - Unroasted coffee beans. Green coffee has gone through a multitude of processes from the time the coffee cherries are harvested to when the raw and dried “coffee beans” are packaged in burlap sacks ready for export. Also used to describe insufficiently roasted coffee.

French Roast - The darkest of palatable roasts, a French Roast continues well into “second crack” until the beans are very oily and almost black. French Roasted coffee is generally light bodied with a pungent roasty flavor. The variety of coffee bean used to make a French Roast is rarely mentioned, since the varietal taste distinctions are replaced by mostly carbony flavors.

Italian Roast - Dark roasted coffee with a very dark brown color and oily surface. There is disagreement regarding the labeling of very dark roast styles, with some asserting that an Italian roast is darker than a French roast and visa versa.

Second Crack - The second of two distinctly different periods of cracking sounds during roasting when the coffee beans are giving off their own heat and expanding suddenly. The first crack begins at bean probe temperatures near 400 degrees Fahrenheit, making a sound similar to popcorn, and then diminishes, and sometimes stops momentarily, before start of the sec ond crack. Second crack begins around 440 to 450 degrees Fahrenheit, as measured by roaster bean probe. The darkest of palatable roasts (Dark French) is attained at the peak of Second Crack. If the roast is allowed to continue to completion of second crack, the cof fee will be burnt and may catch fire.

Single Origin - Single OriginUnblended coffee from a single country, growing region, or plantation. Some times called straight coffee.

It’s been so much fun working on this project. I’m not only knowing more about coffee status but also striking with its dynamic relationship between cofee and community’s aesthetic. The relationship in this coffee culture have made me understood in one of the most important element of a brand; Loyalty.

Coffee loyalty is the one that leads other brand elements; behavior, location, decoration, and quality. It tightly engages with human on emotional level so the more I dig into it, the more I get to understand coffee lover community characters.

Working in this project gives me a well blend of quality planner skills; research, analysis, background, culture, and consumers study. And these elements stay awake as long as the coffee culture stay caffeinated.

Payoff

Special Thank to:

Rachel Coady, project instructor & strategic planner

Starbucks Coffee Company

Peet’s Coffee & Tea Company and baristas

Coffee Bean & Tea Leaf and baristas

Blue Bottle Coffee Company and baristas

Ritual Coffee Roasters and baristas

Four Barrel Coffee and baristas

Da La Paz Coffee company

Trouble Coffee Co and baristas

and

All readers