Just when you begin to think that you cannot think of another new menu item, when all the concept ideas that flutter through your creative process seem to disappoint, when you feel as though your property is archaic, your menu historic, and you staff prehistoric, look out. Here comes a new concept that is very, very old. Philz Coffee– yes that is a ‘z’ not a typo- opened three days ago in the
On Wednesday, while waiting for my three small Philharmonics five of
Philz is different. Each cup is individually ground, brewed and tended to by a coffee guy- or girl- who knows the workings of Philz. But Phil is going against the tide of the American coffee café, namely Howard and Co.’s concept of the American coffee café. There are no fu-fu drinks here. Faux malteds made with coffee and ice, are nowhere to be found. And the place smells like an old fashioned coffee house. The kind Baez, Dylan, Simon and Garfunkel used to frequent before we all ordered American coffee drinks and faux malteds using the words Venti, Grande and tall.
Phil has been in
And he is, by many accounts, a pretty bright businessman. Right off the top he saved $10,000.00 per location by ignoring the need for an espresso machine. He has four locations currently and is planning more, lots more.
According to juice bar pioneer, Layton Judd, who rode the crest of the juice bar wave in the late 90’s “Philz is a wonderful example of the constant evolving concept. Just when you think everything has been tried and developed, here comes Phil. And the guy is charging $3.00 for a cup of coffee. And, he is getting it because his product is great.”
That, my friends is the key. Keep thinking; keep the quality up, the staff trained, and the windows clean. You want people to see the new concept you struggled to create. And, suddenly you could be just like Jacob and Phil, the topic of the coffee buzz on the other coast.
That’s where the fun exists: Watching someone develop a new concept. It not only stimulates thought and creativity in us all, but allows us to set our sites on a new adventure.