In my last time in downtown Santa Cruz before I left for the summer I noticed that a new coffee shop is coming to downtown. I had never heard of "Bad Ass Coffee" before, but they advertised an all Hawaiian coffee lineup. Just what that second-wave town needs, another gimmicky second-wave coffeeshop. I didn't really look into Bad Ass Coffee until today when I noticed a job posting from Badass on the Viva Barista website.
Apparently the only qualification you need to work at Bad Ass Santa Cruz is the ability to create latte art. Granted, that's not such an easy thing to do, but why focus on latte art as the prime qualifier above other vital barista skills? How many people do you expect to apply to your coffee place that can pour latte art? Why would a third-wave barista apply to your schticky, gimmicky coffee franchise?
I took a look at Bad Ass Coffee's company website. It's a franchise. Read: corporate supply chain as a barrier to freshness. Take a look at this:
"We serve American-grown, Hawaiian coffee from Moloka'i, Kauai, Maui and of course our 100% Kona. Our distinctive Hawaiian Signiture blend (10% Hawaiian coffee and beans from around the world), our unique signature espresso drinks, and other related food and beverage items. Along with our liquid coffee business, we also offer our fine line of branded gourmet beans in retail bags. Our stores also carry an extremely unique line of retail merchandise including custom branded mugs, hats, T-shirts, chocolates, macadamia nuts and much more. All are graciously offered in an extraordinary tropical atmosphere that whispers Hawaii. Our distinctive vivid look, combined with our absolute commitment by every franchise to maintain the highest degree of customer service, cleanliness and excellence in products and service, make our stores extremely desirable in any location."
Hawaiian atmosphere? Branded merchandise? Folks, this is the Islands Burgers of coffee.
In the "Our Brand" section of the webpage:
"Ever since the launch of our first Bad Ass Coffee Company™ store, we’ve dedicated ourselves to establishing our company as a strong and distinctive brand within the gourmet coffee marketplace. We continue our efforts to increase our brand and visibility in a number of unique ways. First and foremost is our company’s dedication and commitment to offering a high-quality product and unmatched customer service . This really makes us stand out from the rest. Second, it’s our specific “nitch” market in the coffee service industry and the fact that we specialize in American-grown, 100% Kona and other Hawaiian coffee products. Third, is our eye-catching name, which is unmistakable and unforgettable. Add to that our distinctive mascots, Jack & Slack. We are continually developing and incorporating a consistent style guide for all of our stores, individual branded products and merchandise. Fourth, is our impeccable marketing, which incorporates our branded image in a variety of new and unusual ways. This is embodied in all of our advertising and promotions at the local, regional and national levels. Fifth and finally, it’s our outstanding and consistently remarkable store interior designs that create a fun, stimulating and relaxing atmosphere in which to enjoy our delicious Kona coffee. All this combines to make our brand clearly identifiable and highly desirable."
Why am I so irritated by this? Schtick 'n' gimmick - not only in atmosphere, marketing, and merchandising, but in the coffee itself. It's a joke and Santa Cruz is still dying for a third-wave shop.