10
Defining What You Stand For
At the end of our two-year “listening tour” of the West Coast café scene, Dwight, Scott, and I could begin to conjure up a picture of what we wanted to create. It was like a collage of our favorite features—the kind of thing you might create on Pinterest today. We loved the thick-cut sandwiches from Café Intermezzo. The artisan breads from Terra. The smell of the Honeybear Cafe. We had to take what we had learned about the powerful trends that were playing out in consumer society—the pushback against commodification, the drive toward specialty and craft, and the widespread desire for community—and create from them a totally new customer experience that would land us in the path of the food industry’s future.
But ...
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