SF Coffee Culture Study

8/9/2019 SF Coffee Culture Study

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San Franciscocoffee culture study

Summers Indy Project

Nisara Ki t t isangvara


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Dear Readers,

Our lives go by fast, and sometimes its so fast that we dont even realize ourthinking 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 cityis 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 Ive

done and what is next. After three years of living here, I realize I have become

a big fan of coffee.

Coffeehmmm. There is something more than the brown water with caffeine.

There is aesthetic and status attached to what youre 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 doingan 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


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contentObjectiveMethodologyCoffee shop profile Generalist Starbucks Coffee

Peets Coffee & Tea

Coffee Bean and Tea Leafs

Specialist Blue Bott le Coffee Company

Ritual Coffee RoastersFour Barrel Coffee

Summary

Opportunity An example: Trouble Coffee Co.

Pay off

San Francisco Coffee Culture Terminology


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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


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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.

M

ethadology


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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, & brownTables & 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. Its really about human connection.

-Howard Schultz-CEO of Starbucks Coffee


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brand environment


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consumer snap-shot


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a thoughtThis is a place that fulfills the consumers coffee experience

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

summary Starbucks coffee is a national chain that is available on everystreet corner trying to fulfill community coffee experiences, as well as create engaging environment.

Its a nice comfy stop every corner of the street.

-Consumer-


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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 Peets. We call it roaster-to-cup freshness.

-Peets Barista-


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brand environment

h


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consumer snap-shot


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a thoughtPeets 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 Peets Coffee & Tea originated in bay area whichconcentrates on a cup of coffee not environment. They focus on giving customersconsistently great coffee.

Peets is the Nieman Marcus for coffee.

Dont dress for less. -consumer-


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We believe in our healthy coffee that is going to delight everyones heart.

-Cheryl, Coffee Bean & Tea Leaf barista-

Three stores in San Francisco

Features; Coffee BeansExpresso 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 accessCoffee / Tea making equipment

Mugs

Thermo Bottles

b d i t


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brand environment

consumer snap shot


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consumer snap-shot


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a thoughtCoffee 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 basedcoffee chain. With a menu catered more to consumers who like sweet coffee, they tendto attract a less coffee focused coffee consumer.

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

Customers response to:

3 words that describe Coffee Bean & Tea leaf


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M a pof local SF Coffee brands


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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


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brand environment

consumer snap-shot


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consumer snap shot


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a thought Blue Bottle Coffee Company is bringing back the old schoolstyle 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 oldway of living, thinking and

drinking. -Consumer review on yelp.com-


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Three stores in San Francisco

Feature; Coffee beansEspresso drinks

Vegan pastry

Decoration; Big space for work & hang outSufficient outlets for every table.

Modern Music

Foreign Bank Note landmark

Wood based furniture + warm tone

Offers Coffee equipmentSweet Tooth;monthly recommendation for the coffee beans origin.

Coffee subscriptionroasters pick, roasters reserve,seasonal espresso, sweet tooth espresso.

Late night hour

T-shirts

Tote bags

Mugs

They are adventurous, outraged and real andthat is delivered in their coffee.

-37 male customer-

brand environment


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brand environment

consumer snap-shot


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consumer snap shot


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a thought Ritual Coffee Roaster is a bold coffee shop with an honestexpression 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.

Im drawn to their bean, like a crackhead.-David B, 28 male consumer-

O t i S F i


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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 accessCoffee equipment

Mugs

brand environment


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consumer snap-shot


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p


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

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


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summaryGeneralist coffee isalways going to be here.

Local specialist coffee ishappening around communities

relat ionship wi th their coffee.


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opportunity

Local coffee brewers can start sharing

their beans in local establishment.

Coffee lovers are tired with the laptop zombiewho 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 with communi ty...physically.

An e ample


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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 thecity as well. (Blue Bottle Coffee Co.

does that too!)

An example:

brand behavior example


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San Francisco coffee culture


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Baggy - a taste characteristic of coffee stored too long in burlap bags, causing the coffee beans toacquire 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 oraroma, but some Central American and Yemeni coffees have a distinct chocolaty aromaand 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, isespresso under layer of velvety milk froth.

Earthy - The aroma characteristic of fresh earth, wet soil, or raw potatoes. While not necessarilynegative characteristic, earthiness may be caused by molds during the processing ofharvested coffee cherries. Earthy notes, for example, are commonly found in semi-dryprocessed 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, orsprinkles.

Mellow - Balanced and mild, without strong tastes or aftertaste. Medium roasted, low grown (lessthan 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


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Dark Roast - Coffee roasted to a dark brown to almost black color. Dark roasted coffee is typically morepungent 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 packagedin 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 thebeans are very oily and almost black. French Roasted coffee is generally light bodied witha pungent roasty flavor. The variety of coffee bean used to make a French Roast is rarelymentioned, 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 isdarker than a French roast and visa versa.

Second Crack - The second of two distinctly different periods of cracking sounds during roasting when thecoffee beans are giving off their own heat and expanding suddenly. The first crack beginsat bean probe temperatures near 400 degrees Fahrenheit, making a sound similar topopcorn, and then diminishes, and sometimes stops momentarily, before start of the second crack. Second crack begins around 440 to 450 degrees Fahrenheit, as measured byroaster 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 coffee will be burnt and may catch fire.

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

Payoff


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Its been so much fun working on this project. Im not only knowing

more about coffee status but also striking with its dynamic relationship

between cofee and communitys 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


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Special Thank to:Rachel Coady, project instructor & strategic planner

Starbucks Coffee Company

Peets 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

SF Coffee Culture Study

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