Stop Doing
Loss aversionStop ordering your coffee like this, it's killing the flavor.
Stop adding sugar to bad coffee. Fix the beans instead.
Stop storing your beans in the fridge, it kills the taste.
Curiosity Gap
CuriosityThe thing baristas notice about your order, and never say.
The one setting every barista changes before opening.
What the roast date on your bag really tells you.
Numbered List
Clarity5 drinks on our menu that aren't on the menu.
4 coffee orders baristas secretly love making.
3 cheap upgrades that make home coffee taste like ours.
Shocking Stat
Disbelief90% of people brew this coffee completely wrong at home.
Most home grinders turn half your beans into dust.
Coffee loses most of its aroma 15 minutes after grinding.
Bold Claim
ConfidenceThis is the only coffee order worth your money.
The only thing you need for better coffee is a scale.
One change to your milk makes every latte taste better.
Before / After
ProofWhat switching to fresh beans for 7 days actually did.
What a month of weighing my coffee actually changed.
Our latte art on day 1 vs day 100.
Unpopular Opinion
DebateUnpopular opinion: your expensive machine is the problem.
Unpopular opinion: oat milk ruins good espresso.
Unpopular opinion: you don't need latte art to make great coffee.
If You…
IdentificationIf your home coffee tastes bitter, this is for you.
If coffee makes you jittery, try this before you quit.
If your latte tastes like hot milk, read this.
Open Question
Open loopWhy does your coffee taste better at the cafe than at home?
Why does the same bag of beans taste different every week?
Why is your cold brew so bitter?
Costly Lesson
TrustI wasted $400 on gadgets, one $15 tool fixed my coffee.
I opened a cafe and copied Starbucks. Huge mistake.
We threw out 20 kg of beans before learning this.
Warning Signs
Self-protection3 signs your beans are stale (and ruining every cup).
4 signs your cafe uses old espresso beans.
3 signs your milk is overheated (and why it tastes flat).
Easy Way
Effort-savingCafe-quality coffee at home, without an espresso machine.
Silky milk foam at home without a steam wand.
Great iced coffee without watering it down.
Myth Buster
RevelationThe truth about dark roast, it's not stronger.
The truth about crema, it doesn't mean good coffee.
The truth about arabica, 100% doesn't mean premium.
Steal This
GenerositySteal our exact recipe for cold brew at home.
Steal our house syrup recipe, it costs pennies to make.
Steal our barista's ratio for the perfect flat white.
POV
ImmersionPOV: you found your new favorite morning spot.
POV: the barista remembers your order without asking.
POV: it's raining and you got the window seat.
How I
ProofHow I cut my morning coffee cost in half.
How I learned to taste coffee like a pro in a month.
How we doubled morning sales without a new menu.
X vs Y
DecisionEspresso vs filter, which actually has more caffeine?
Latte vs flat white, what's actually the difference?
Light roast vs dark roast, which has more flavor?
Save This
Future-valueSave this before your next coffee order.
Save this before you buy your next bag of beans.
Save this before you buy a coffee machine.
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