The brand is best known by its motto, "but first, coffee" which glows in neon letters on its shop walls and is printed across cup sleeves. He opened his first location on Melrose Place, in Los Angeles in 2013 and has since expanded to nine more shops in Greater Los Angeles, four in Tokyo, and one in Austin. Josh Zad, the founder and CEO of the self-proclaimed "Instagrammable" coffee shop Alfred, is one of the entrepreneurs behind this at-home coffee boom. Payment processor Square reported three in four coffee sellers continued operations during shelter-in-place orders and saw a 109% increase in subscription coffee sales from March to April. Specialty coffee shops have seen a boom in at-home orders, delivery, and subscriptions during the pandemic and it indicates a larger transformation of the industry. When people couldn't visit their local coffee shops during quarantine, they learned to brew their own "cup of joe" at home. ![]()
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