I’ve begun a new job at a ✨cool✨ (legitimately) local coffee shop. Not my first career choice, but I’ve moved countries and I value people over money. Anyway, that’s a different story.

Why avocado toast? Because coffee is your main focus

Ex-fuckin’-actly. We prepare high-quality coffee and for a small team sourcing from farmers halfway across the world ensuring that it stays high-quality is the main focus. There are 3 bakeries within a short walking distance if you want food.

Besides that, it’s the familiarity that drives coffee shops to look like coffee shops. You wouldn’t expect a black metal album cover to look like a jazz record album for the most part unless you’re deliberately playing a trick.

That said I do enjoy it when people twist formulas, but obviously, it’s a risk for business. In my case, the cafe that I work in could be found all over Europe, but locally it remains a twist on what the locals usually do. And I think that’s where the feeling of uniqueness comes from.

The article points out a valid critique that I’ve mulled over in my own head:

Only certain types of people were encouraged to feel comfortable in the zone of AirSpace, and others were actively filtered out. It required money and a certain fluency for someone to be comfortable with the characteristic act of plunking down a laptop on one of the generic cafes’ broad tables and sitting there for hours, akin to learning the unspoken etiquette of a cocktail bar in a luxury hotel. The AirSpace cafes “are oppressive, in the sense that they are exclusive and expensive”, Gonzalez said. When whiteness and wealth are posed as the norm, a kind of force field of aesthetics and ideology keeps out anyone who does not fit the template.

And goes to interesting places recounting the history of instagrammability, the tyranny of the algorithm and the experiences of the owners of the coffeeshops. Overall a good read.