Cafe Sales On The Up While Coffee Sales In General Are In Decline

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The American economy is doing pretty, pretty, pretty okay right now. Or at least that’s what Bloomberg Markets is saying; I really have no idea. I know the Dow Jones did a thing and the president didn’t tweet about it but everyone thought he did because it seemed like something he would say and what even is reality anymore. And when the economy is humming, Americans are more likely to go out to cafes for their daily coffee, which is a good thing. But as Bloomberg notes, that isn’t necessarily new money coming into the coffee sector, but money that would be spent elsewhere—namely buying coffee at a grocery store—shifting to the cafes.

In 2017, total retail coffee sales is believed to have dropped from 766,000 metric tons to 764,000 and is expected to stay flat through 2022. But in that same timeframe, retail sales in coffee shops and restaurants are expected to increase 1% annually.

“The coffee industry as a whole can’t expect everyone to be growing together,” [Euromonitor International analyst Eric] Penicka said. “Coffee’s been a mainstay of American culture for hundreds of years and is not about to die. There’s going to be pockets of growth. But the flip side of that is that it will come from already existing segments.”

Bloomberg notes that this shift in coffee purchasing is likely to benefit “boutique shops such as Intelligentsia Coffee and Stumptown Coffee Roasters.”

So while we as Americans aren’t drinking more coffee, we appear to be more selective in what coffee we drink. With sales moving away from supermarket coffee—dominated by things like Folgers, Maxwell House, and other pre-ground bulk-buy coffees—and to cafes, even if those cafes are Starbucks, the shift seems to be toward specialty coffee. Sure, not all cafes are specialty and there are some coffees sold at supermarkets that would be considered “third-wave,” but nonetheless the move is toward the small and the craft, away from the six-month supply. Maybe the majority of America is starting to come around to the idea that coffee isn’t just coffee after all.

Zac Cadwalader is the news editor at Sprudge Media Network and a staff writer based in Dallas. Read more Zac Cadwalader on Sprudge.


Originally posted on Sprudge

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The Perfect Coffee Venue In Cincinnati’s Findlay Market

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deeper roots cincinnati ohio goodrich gevaart

When you first step into Deeper Roots Coffee at Cincinnati’s Findlay Market, the first thing you notice is that the space is comfortable. Like, home kitchen–level comfort. Many cafes have a delineation between barista space and customer space, like a bar between them. But at Deeper Roots, the space where customers order is more of a kitchen island than a counter and connects to a large communal table.

The effect is an extremely welcoming one, and Deeper Roots, one of the city’s best specialty coffee roasters, didn’t arrive at this design by accident.

“We’re all trying to figure out what should a coffee shop be like in Cincinnati?” says Jon Lewis, head of retail for Deeper Roots. “Because there’s a bit of a blank slate, we can make it how we want it to be and see how people respond.”

Deeper Roots’ first cafe in the Oakley neighborhood of Cincinnati wasn’t in the original plans for Director of Coffee Les Stoneham. In 2011, he started sourcing green coffee direct from La Armonia Hermosa in Guatemala and roasting them in an old dairy farm in suburban Mount Healthy strictly for wholesale business. The retail arm of the company naturally grew from a need to showcase all the coffees they had on the menu at any given time.

“We have phenomenal wholesale accounts we work with but we took a look at our offerings and realized none of them would get all of our coffees at any given time,” says Ryan Doan, head of customer relations. The cafe was a way to also showcase the way Deeper Roots would prefer the coffees be served from both a brewing and hospitality standpoint.

deeper roots cincinnati ohio goodrich gevaart

The second retail outlet opened in October 2017 and is across Race Street from Findlay Market, Ohio’s oldest public market, operating since 1855. In the market’s covered spaces, you can buy products such as vegetables, meats, spices, and many more items direct from the producers. It makes the cafe a natural fit in the neighborhood.

“The market across the street is a great example,” says Lewis. “You go to the meat guy to get your meat, your vegetables from the veggie people, and you come to the coffee people to get your coffee.”

deeper roots cincinnati ohio goodrich gevaart

The retail coffee wall in the cafe looks a lot like a cabinet you might see at your grandmother’s house—sturdy wood, old-style accents—but a clean gray paint job is the backdrop for their brand-new redesigned coffee packaging hanging out on the shelves. While looking for coffee, you may literally rub elbows with the barista behind the La Marzocco GB5. The machine is definitely double-take worthy as it is a custom-outfitted piece from Seattle’s Pantechnicon Design. Its matte black finish downplays the usual silver shine of the factory standard GB5, which lets the walnut portafilter handles and steam-wand knobs truly pop.

Pantechnicon also did the brass work on the cafe’s two Modbar pour-over modules. The design firm used a newer process called PVD plating, which makes the brass stronger than diamonds and won’t tarnish or rust over time.

deeper roots cincinnati ohio goodrich gevaart

Deeper Roots’ drip coffee is offered as a batch brew or two options for pour-overs made via the Modbar system. There’s also cold brew on tap alongside a tap for local kombucha producer Skinny Piggy. The cold case also offers local favorite Hop Water.

The comfort comes through in their signature drinks as well. Year-round specialty drinks include: Honey Bear (a latte infused with honey and cinnamon), Holy Moly (a cappuccino-size mocha with cinnamon and cayenne), and Maple Leaf (cortado-size cocktail with maple syrup and orange zest).

deeper roots cincinnati ohio goodrich gevaart

Around the same time of the opening of this shop, Deeper Roots also moved their roasting facility to a new space in the west end of the Over-the-Rhine neighborhood with ample space to grow. They are currently using 10,000 square feet for office, training, and green coffee storage in a site that totals 45,000 square feet.

The comfy factor of the Findlay Market location shines through and will make it a bedrock for the neighborhood as the area continues to grow.

Goodrich Gevaart is a writer and standup comic living in Cincinnati. See him live or buy his album


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