San Francisco

coffee culture study

Summer’s Indy Project

Nisara Kittisangvara
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
Objective
content
Methodology
Coffee shop profile Generalist
Starbucks Coffee
Peet’s Coffee & Tea
Coffee Bean and Tea Leafs
Specialist
Blue Bottle 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
Methadology
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.
 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.

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

-Consumer-

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.
 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-
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.

“Peet’s is the Nieman Marcus for coffee.

Don’t dress for less.”
-consumer-

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.
 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

“We believe in our healthy coffee that is going to delight everyone’s heart.”
-Cheryl, Coffee Bean & Tea Leaf barista-
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.

“Sunshine, sweets, simple!”

-Christine, 27 female-

Customer’s response to:

3 words that describe Coffee Bean & Tea leaf

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.
Map
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.

“They revive the good old

way of living, thinking and
drinking.”
-Consumer review on yelp.com-

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.
 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.

“I’m drawn to their “bean”, like a crackhead.”

-David B, 28 male consumer-

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.
 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

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

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

“The most legit coffee shop, ever.”

-Will L., 26 male customer-

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.
summary

Generalist coffee is
always going to be here.

Local specialist coffee is

happening around communities
relationship with their coffee.
“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 with community...physically.”

opportunity
An example:

is served in Trouble Coffee Company

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

“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-

brand behavior example
San Francisco coffee culture
terminology
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.
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.
Payoff
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.
 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