And that’s a bit scary.
I’m well aware of “The Switch.”
Not the Jennifer Aniston/Jason Bateman rom-com. Not the one that controls the lights. Not the theoretical one that the Patrick Mahomes hits every time the playoffs roll around. And not the one Drake rapped about in Nonstop. And CERTAINLY not the one Will Smith rapped about (though undoubtedly a banger).
The brisk air. Chilly mornings. Cool breeze. Fireplace crackling. Cold floors. Cuddled under a blanket watching “The Switch,” starring Jennifer Aniston and Jason Bateman.
A hot beverage. In a brown-stained mug. The one that your mom got for you seven Decembers ago from the Hallmark Store. Steam fogging up your glasses. The nutmeg and cloves tickling your nose. The warm liquid singing your lips. Cascading down the esophagus. Settling into a gentle simmer in your belly.
That incredible feeling? The Switch. That’s what I’m scared of.
I really do get it. I used to be an iced in the summer, hot in the winter kind of guy.
But now? I have a cold brew on tap at our house that tastes better than any other cup of coffee I’ve tasted, regardless of temperature. So yeah, I’m gonna drink that shit year-round. Because it simply tastes better.
I can go into a lot more statistical detail, both supporting and hurting the outlook of the cold coffee world. A large percent of the adult population still only drinks hot. But there’s a growing number who are switching to iced. And the younger population is predominantly iced. And Gen Z are often doing research to find coffee cart caterers. But Millennials are the ones booking these carts. And the Boomers have final sign-off on said budget.
Alas, I digress.
These ping-pong in my head all day long. Fun, right?
Anyways, here’s how I position our coffee catering cart:
The Pitch:
Temperature
When you go to a restaurant, the server always brings water. That water? Almost always served over ice. And if not over ice, it’s certainly chilled. You’re not going out to eat and being greeted with a hot cup of water.
That would be stupid.
Miss me with that “I don’t drink iced in the winter.” Because you do. We’re just switching up the liquid.
Speed
I am speed.
Our tap cart can serve twice the amount of people that an espresso cart can. We’ve comfortably served over 100 people per hour. We serve cold brew, iced lattes, iced matcha lattes. Everything an espresso cart can do, in half the time. Only thing that changes is the temperature.
Flexibility
Since we don’t need electricity, we can function in any room at any time. Just a little bit of square footage, and you have a functioning café in your space.
Vibes
Objectively, subjectively, and factually, we’re a good time. Boost the morale. Bring us in.
Seasonality
Our cold foams rotate. We have a pumpkin pecan cold foam debuting next week. And stay tuned for candy apple and campfire s’mores. They all go crazy.
Premium
The cart looks elite. For those of you who respect wood, this cart is for you. It can be dressed up or down, just like your favorite winter sweater.
Taste
You have not tasted a cold brew like High Frequency cold brew. I promise that. Our product is superior. Your team will be wowed. I’ll put my entire reputation on that.
The Smiles
It’s truly intoxicating to see people’s faces when they try our cold brew for the first time. It’s a compilation of joy, shock, and intrigue.
Bonus points happen when they take a sip as they’re walking away, stop in their tracks, take a look at the coffee, take a look at us, and mouth drops.
That happens roughly once per event. I wish I could bottle the feeling I get when I see that reaction.
It’s like hitting your approach shot to 3 feet on the 18th hole after a long round. It’s enough to keep us coming back day after day.
The Verdict:
Just because it’s cold outside doesn’t mean your coffee can’t be cold too.
You’d never bat an eye at cold water in your Owala.
A cup of hot soup in the summer sometimes does the trick.
And no one actually eats cold soup, right? Gazpacho is gross.
Here’s to a long winter of hot soup, Miami Dolphins losses, re-runs of “The Switch” (did I mention it features Jennifer Aniston and Jason Bateman?), and cold cups of High Frequency Coffee.
Cheers.
