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What makes a good morning great? It depends on who you ask. A cute doodle from your five-year-old at breakfast. A phone call (not a text, mind you) from a childhood bestie. Green lights all the way to work (yay!) with zero congestion (double yay!). A drama-free glide through Monday at the office.
The scenarios may vary, but there’s likely ONE common denominator that makes life that much better – an age-old holistic remedy … a generational cure that beats by-the-hour couch sessions with a therapist. And what’s that? A good, robust, steaming cup of joe – or several (trust me, we don’t judge) – at least for coffee lovers everywhere.
What’s your pick-me-up? A stiff little espresso … a double-shot latte, maybe? Or perhaps it’s the good ol' house brew, the unsung hero of coffees – simple, inconspicuous, but unapologetically reliable.
And, of course, practically every city is inundated with coffee chains of all sizes claiming their piece of the insanely lucrative pie at every corner – Starbucks, Coffee Bean & Tea Leaf, Costa Coffee, ZUS Coffee, McCafe, etc.
Fact: The global coffee market is estimated at $132.13 billion in 2024, and is expected to reach $166.39 billion by 2029*.
Though preferences in brand, flavor and strength may differ, here’s the universal consensus – we all like our coffee three ways: good, quick and cheap.
Now, let’s call a spade a spade. Coffee chains may allure you with warm, spacious settings that are perfect for catch-ups among friends (think Central Perk) and co-workers, birthdays, farewell dos, casual meetings – even remote work – but they aren’t exactly priced for the average Joe and Jane on a slim budget. A Starbucks latte costs anywhere between $4.55 and $5.50 in the US (depending on location and added customization). For a daily consumer (say, a cup every morning), that adds up to about $31.50 to $38.50 a week!
Which brings me to the latest buzz in the coffee scene – Blank Street Coffee. For a brand that is relatively a new kid on the block, having only started in 2020 with a single coffee cart, the company has spread its caffeine-fuelled wings to over 40 locations around the States – pricing their lattes between $3.50 and $4 (depending on location) – and are steadily laying down roots across the Atlantic, England in particular.
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Issam Freiha and Vinay Menda – hailing from Lebanon and the UAE respectively – started Blank Street in August 2020 upon noticing that the number of shops selling specialty coffee was growing, however, most consumers still patronized places like Starbucks for their daily cups of coffee. Why? Because they were cheaper and more accessible.
Three months later, Freiha and Menda began selling coffee out of their mobile coffee cart in a Brooklyn parking lot. They had originally come to New York to study before working together at a venture capital fund while plotting world domination – one coffee at a time – through Blank Street.
A tech-investor-backed operation, Blank Street Coffee’s mission was simple yet ambitious: to create a micro-cafe that served premium coffee at budget-friendly price points, with the charm of ‘mom and pop’ coffee shops and a compelling ‘omni’ presence you couldn’t ignore.
In today’s highly competitive F&B landscape, businesses not only need to offer quality products to remain relevant and retain loyalty among customers, but cautiously navigate the new breed of politics that is social media.
The effect of social media on brands is undeniable, heavily impacting consumers through incessant ads and sales pitches disguised as “stories” and “reels” shoved down consumers’ throats on platforms like Facebook, Instagram and TikTok.
It seems as though every F&B business has ONE single goal – to claim the “No 1 Most Instagrammable” crown, alluring both existing and potential customers with ‘wow’-inducing novelty spaces and gimmicks. How often have we been seduced by a glitzy coffee house or a pimped up diner – with a mind-boggling array of items on the menu. Aesthetics? Check. Wow factor? Check. Instagrammable? Check. Customer service? Check. Food quality? A big fat NO. Will you ever patronize the particular restaurant in future? Most likely never again. In a world where “cancel culture” determines who lives and dies (so to speak), one wrong move and your dreams swiftly go up in smoke.
Now, Blank Street’s business model is simple – focused on quality offerings, affordability, quick service turnaround and brand presence at the forefront.
By focusing on compact and efficient spaces, Blank Street Coffee manages to offer premium coffee without burning a hole in the customer's pocket. A welcoming space centered around a highly-automated espresso system, each outlet is designed to provide quick service. Most are under 350 sq ft with just two employees per shift.
Blank Street uses super-automatic espresso machines by Swiss brand Eversys. These high-volume machines produce thousands of cups with minimal human intervention, ensuring consistency and efficiency. This allows Blank Street to maintain high standards even during peak hours, meaning every customer gets top-notch coffee served in record time.
Blank Street optimizes efficiency and reduces operational costs by harnessing urban spaces that are either in need of redevelopment or neglected. This approach not only lowers overheads but presents the opportunity to engage meaningfully with the community whilst bringing the brand’s quality brews closer to more people.
On top of offering incentives to preorder through its app, Blank Street also works with in-trend brands, influencers and micro-bloggers to drive social media buzz, elevating brand visibility. This also spurs growth through word-of-mouth, reinforced by an active presence on social media.Blank Street cafes act as community hubs, fostering a strong sense of belonging and connection among customers. This community-centric approach, coupled with their digital presence, ensures a loyal and engaged customer base.
At the heart of Blank Street’s innovative approach lies the use of super-automatic espresso machines by Eversys, enabling them to meet the demands of today’s discerning coffee lovers while maintaining the premium quality that sets them apart. Though the exact models are not disclosed, let's use the Eversys ShotMaster Pro as an example in this discussion (which by the way costs anywhere between $40,000 and $50,000 in the States).
Unlike traditional machines that require constant barista attention and adjustments, the ShotMaster Pro makes the brewing process fast and precise.
The ShotMaster Pro uses advanced automation to consistently deliver high-quality espresso. Its automated settings remove the variability and human error found in manual machines, ensuring every cup meets Blank Street's high standards.
Traditional machines involve time-consuming steps like grinding and tamping. The ShotMaster Pro speeds up this process with automated grinding, dosing and extraction, significantly cutting wait times. It can produce 700 espressos per hour, eight at a time, allowing faster service even during peak hours.
With self-cleaning features and less need for manual intervention, the ShotMaster Pro reduces downtime and maintenance costs. This leads to fewer service interruptions and more consistent availability of premium coffee.
The ShotMaster Pro is designed to handle high volumes, supporting Blank Street Coffee's growth without losing speed or quality. It can easily scale with increasing demand, ensuring excellent coffee quality as the customer base grows.
Apart from its robust functionalities and efficiency, super-automatic espresso machines such as the Eversys ShotMaster Pro offers significant cost-saving benefits for Blank Street Coffee.
Traditional espresso machines often require skilled baristas to manage the brewing process, from grinding and tamping to extraction; this reliance on skilled personnel leads to higher labor costs, including expenses related to recruitment, training and wages. The ShotMaster Pro automates these tasks, reducing the need for extensive manual labor. Instead, it allows staff to focus on other value-added activities such as customer engagement. This translates to reduced labor and training costs.
With its precise control over-dosing and extraction, the ShotMaster Pro minimizes wastage of coffee grounds and ingredients. In contrast, traditional machines can lead to inconsistencies and over-extraction, which results in the need for more coffee to achieve the desired taste. The ShotMaster Pro’s accuracy ensures that every shot is optimized, reducing overall ingredient costs.
While traditional machines often require more frequent and costly maintenance due to wear and tear, the ShotMaster Pro’s self-cleaning and low-maintenance design decrease the frequency and cost of servicing and repairs, reducing long-term maintenance expenses.
Through the use of super-automatic espresso machines, Blank Street is not only able to consistently deliver their promise of top-quality coffee and significantly reduced wait times, but also achieve notable cost savings. This efficient and economical approach supports their overall business strategy, contributing to their success in a competitive market.
The ability to serve more customers in less time is a key advantage for Blank Street. Traditional machines often struggle to keep up with high volumes due to the manual nature of the brewing process, leading to bottlenecks during peak hours and, consequently, longer wait times. This limits the number of customers served and impacts overall revenue.
In contrast, the ShotMaster Pro’s high-speed brewing capabilities and automated processes enable Blank Street to handle a larger volume of orders swiftly and efficiently. By serving more customers within the same time frame, they rake in more sales and enhance customer satisfaction.
Traditional espresso machines often require extensive counter space due to their size and the need for separate components like grinders, tampers and accessories. This can be a challenge in smaller cafés with limited space.
Meanwhile, super-automatic machines like the ShotMaster Pro are designed to optimize space, which is particularly advantageous for small café setups like Blank Street. The machine’s all-in-one, compact design provides for better utilization of available space, enabling cafes to maximize their operational area and create a setup that is more organized and aesthetically pleasing.
To date, Blank Street Coffee has raised over $90 million in venture capital from high-profile investors and firms, including General Catalyst and Tiger Global. This enormous backing has been instrumental in Blank Street’s explosive expansion since its launch in 2020.
Today, it has a broad presence spanning multiple locations in New York City (38 outlets), Boston (5) and Washington DC (3). Their expansion strategy in the US focuses on urban areas where their compact and efficient café model can truly thrive.
In the summer of 2022, Blank Street launched its first British outlet in London, followed by 30 more around the city, as well as 5 in Manchester at the time of writing. The brand’s approach in the UK mirrors its US strategy, focusing on high-foot-traffic areas – many of which are adjacent to train stations – and blending seamlessly into thriving urban environments.
Though the debate over which is superior – soulful, human-made coffee or that produced by an automated “production line” – may continue until kingdom come, Blank Street’s rise to fame and success cannot and should not be mindlessly dismissed.
By blending high-quality coffee with innovative technology, they’ve transformed the traditional café experience, resonating with both the coffee purist and the Gen-Z demographic that flocks to unconventional non-coffee specialty flavors like a moth to a flame.
Through the brand’s strategic use of super-automatic machines, they slash wait times and optimize operational efficiency – delivering excellence in a cup to every paying customer.
In a world where social media dictates trends and customer expectations are higher than ever, Blank Street Coffee edges out the competition by integrating automation with a strong digital presence, paving the way for rapid expansions that are both impressive and inspiring.
As they continue to expand their reach, Blank Street Coffee’s success story just goes to show how strokes of innovation can shake up even the most saturated markets – a powerful reminder that staying ahead means blending tradition with technology, and serving it up fast.
Credits:
Case Study Source
This case study was inspired by Chintankumar Maisuria’s original work titled "How Blank Street Coffee Cracked the Code to Disrupt Coffee Landscape”. Thank you for sharing your research and insights!
Other sources
* www.mordorintelligence.com/industry-reports/coffee-market
https://www.bkmag.com/50-most-fascinating-2022/vinay-menda-issam-freiha/
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