How Blank Street Coffee roasted the competition

In a landscape dominated by coffee giants, Blank Street Coffee went from zero to hero in just a couple of years.

Rethinking the coffee shop model

When Blank Street Coffee launched in 2020, the coffee industry was saturated with established names like Starbucks and Costa. However, founders Vinay Menda and Issam Freiha identified a gap: the need for high-quality coffee that was both affordable and convenient. 

So, how to achieve this?

Keep the footprint small and the throughput high. Oh, and buy decent coffee beans.

From cart to contender

Blank Street's first coffee shop was actually a coffee cart, nestled in the garden of a Brooklyn diner. But as they expanded and ambitions grew, the stores stayed small.

By keeping the space lean and focusing more on quality coffee on the go, they happened upon an alternative model to the big chains. One that allowed more focus on the quality of bean (85-87 on the Q-Grade in case you’re interested) and the rates they pay their baristas.

This model also allowed for rapid scalability, with the brand expanding to over 80 locations across the US and UK within a few years. 

Tech-enabled convenience

Embracing technology was central to Blank Street's operations. They developed a user-friendly mobile app that allowed customers to pre-order and pay for their drinks, minimising wait times and enhancing the overall customer experience. 

Another big tech investment in convenience was the Swiss automated espresso machines called an Eversys Machine. Not only does this add efficiency to the coffee-making process, it does so without compromising on flavour, and it gives staff a little more time to focus on their customers.

When challenged on the flavour point previously, Freiha was quick to point out that several Michelin-star restaurants are using these machines now. 

Listening to the modern customer

Recognising their customers’ thirst for more, Blank Street launched its Regulars subscription programme. This taps into the customer’s enjoyment of ‘rituals’ associated with daily coffee drinking. 

In fact, with their all-in, $22 subscription, customers get free drinks, inc cold brew (a favourite with the BSC crowd) every 2hrs, with a cap at 14 drinks/week. They also get a further 20% off on food, merch, coffee beans, etc.

As co-founder Vinay Menda stated:

“Our goal has always been to create an experience that meets the needs of today’s customers.”

A brand with a difference

While their competitors' brands and stores have become a bland staple of every homogeneous high street, Blank Street has created something a little different. A light green frontage that really pops, and big windows that together create an airy and inviting space. It’s coffee for the insta generation.

And it’s hard to imagine a rival brand carrying off Macha candles and nail varnish in their range of merch.

Strategic collaborations and community engagement

Understanding the influence of digital culture, Blank Street engaged in collaborations with popular brands and influencers, such as sunscreen brand Supergoop, Emma Chamberlain's coffee and Kendall Jenner's 818 Tequila. These partnerships, often in the guise of pop-ups and takeovers at Blank Street stores, not only amplified their brand visibility but also resonated with a younger, influencer audience.

In a Forbes interview, Menda states that they

“...really want to be known as this neighbourhood hyperlocal marketplace that elevates local brands we discover and enjoy.”

This reflects both the pop-ups and the collabs with local food brands they stock in-store.

Navigating criticisms and staying authentic

Despite their success, Blank Street faced criticisms, with some accusing them of being a tech company masquerading as a local coffee shop and others bemoaning the venture capital that streamed in early on from the likes of Left Lane Capital, General Catalyst, and Tiger Global, to power their rapid expansion. 

However, the founders remain committed to their vision of providing accessible, high-quality coffee experiences.

Menda encapsulates the vision when he states, ‘We started scaling from the very beginning’.

Conclusion

Blank Street Coffee's meteoric rise underscores the importance of innovation, adaptability, and a deep understanding of consumer needs. 

By challenging traditional models and embracing a tech-forward approach, they've carved out a unique space in a crowded market, setting new standards for what a modern coffee experience can be.​