It’s The Little Things
Also the big things, but this is an ode to the little ones.
If you’re reading this, there’s a decent chance you’re a coffee shop frequenter. And you definitely have your “oh, that’s a nice touch” moments every few visits. I’m here to focus on those moments. The ones that brighten your day in unexpected moments.
The Tunes
This is an obvious one. Everyone knows you need a strong playlist for a coffee shop. But I need the music to fit the ambience of the room and the time of day. If I can sniff a speck of sand, there better be some Jack Johnson sprinkled into the rotation.
At this current moment, it’s 11:49am at a funky lil biker-themed coffee shop in Delray, Florida called Subculture. People are working, scrolling, chatting. The song playing is “What About Me” by The Exceptional Three. Go search that song now, close your eyes, and you’re here with me. It’s a perfect song for the situation.
I will give some credit where credit is due, even to a place I don’t necessarily enjoy. The ‘Bucks. Back in October 2020, I was on a trip to Hilton Head, South Carolina, centered around golfing. We’d have early wake ups for early tee times. Nothing was open early for a bite and a brew – except Starbucks. 416 William Hilton Pkwy, Hilton Head Island, SC 29926. I’ll never forget it. It was 6am and we’re essentially still sleeping. We walk in the door to order our grande cold brews. And all of a sudden, I hear the opening tings of “Welcome To Earth (Pollywog)” by Sturgill Simpson. I was mesmerized. We stayed for the whole song. And as soon I heard the vibe change at 2:43 of that song, I felt like I was reborn. To boot, the next morning, we walked into Aretha Franklin’s rendition of “The Weight.” I’ll be forever grateful of that Starbucks and whoever managed that playlist on those mornings in October 2020.
The Seating
Working in an unsuitable-for-working coffee shop is a rite of passage. Chairs with a total of five wood slats (four that are functional), sticky tables (from who knows what), warm air blowing (even though it’s hot outside), and a loud neighbor on the phone (even though she’s got the juicy gossip). It sucks, but we’ve all done it out of necessity.
The early days of High Frequency Coffee were built on the couches of Goodboybob Coffee Roasters in Santa Monica. It was a welcoming space with comfortable seating. Great air flow. Impeccable vibes. With the precise feel of how a cool café should feel. Not to mention, they have the best mugs and best cold foams and best chapatis. It’s also pound-for-pound my favorite coffee shop in the world. Partly because of the nostalgia I have attached to it, but mostly because it’s the perfect coffee shop for me.
The Facilities
I’ll spare you all some details on this one. But keep the seat clean, the smell fresh, the toilet paper two-ply, and the lock functional.
The Service
The baristas often make the coffee shop what it is. I enjoy a friendly barista. I like a knowledgeable barista. But I LOVE a barista who makes each customer feel special. Never rushed, never shamed, never unimportant. When I serve people coffee, I take pride in making them feel like they’re the only person that matters in the room. When this is reciprocated toward me, I cherish it.
The Cups and Such
I’ve been trending toward having my coffees “for here.” A neat mug with an accompanying saucer makes me tingle.
I focus a lot more on the to-go stuff since that’s the nature of my business, so I try to bring the best. Sturdy cups with sturdy lids and a sturdy seal between said cup and lid. Lids with a sipping and a straw option. A strong straw. Dense ice cubes. High-quality milks. A2/A2 milk if I’m using dairy and gum/seed oil/other crappy additive-free non-dairy milk.
The Menu
I appreciate when there’s evident thoughtfulness on a menu. Carefully curated for the season. With not too many or too few options. Easy to comprehend
There’s nothing more rewarding than when someone takes a look at our menu and goes “ooooh that sounds amazing.” Immediate gratification for our thoughtful efforts.
The Everything Else
I’m certainly forgetting a lot of things, but you’re certainly losing interest. I blame TikTok for rotting our brains. Maybe there will be a part II. Maybe there won’t be. Who knows if there will even be a tomorrow. Let’s hear it for existential crises!!!
