If you find yourself on a walk in Shibuya or Harajuku, and are heading the Cat Street in Japan, there is no way you will not notice The Roastery by Nozy Coffee. This is a spot that catches the eyes of everyone passing by the corner.
Nozy Coffee’s philosophy is simple: Single Origin. This means using one type of coffee bean from one place when making coffee. Nozy Coffee serves coffee as it is, and let people enjoy it. Its simplistic approach carves a niche for their brand. In Japan hot coffee usually means “blend coffee.” The word blend is equal to the word coffee. Naturally today, it is uncommon for an average coffee drinker to think about what beans are in that blend.
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Nozy coffee offers a rotating cast of single-origin coffees. The customer can choose from the two beans when they order their drink. This process plus the giving of a few tasting notes about the choices help the customer become more engaged in their coffee. This engagement makes the experience fun for them. It also creates an interest in coffee in general.
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The Roastery is cool and modern from the outside, yet still inviting. The alfresco seating is made of dark wood and mostly occupied by customers with international fashion sense. The interior is darkly lit with a touch of industrial style. The counter together with the crew’s workplace is the center point of the cafe. I call it an island of coffee equipment, and baristas work purposefully within this central counter to serve the excited curious customers.
The Roastery is located on Cat Street, an area more famous for fashion than restaurants. But there is a reason for this setup. Nozy Coffee wants to introduce its good coffee to as many people as possible. Having The Roastery by Nozy Coffee in that location with high foot traffic, they opened themselves to serving more people, rather than just coffee lovers. The aim is to expand the world of Nozy Coffee.
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The Roastery’s menu is a simple one with three options: Espresso, Americano, and Cafe Latte. After that, the customer has two choices of single-origin beans. No fuzz. Simplistic. The menu is designed to be easily understood, to allow people to enjoy coffee as coffee, and to spark customer’s curiosity about coffee. They are in the coffee trade, so they want to sell coffee. Syrups and added flavors didn’t make it on the menu either. People of Nozy Coffee have nothing against those things, but it takes away from the raw and genuine coffee experience. How about you? How do you make your coffee?
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