![]() Alfred's cups are fashion accessories for the stylish customers who post their outfits with coffee in hand. Not since Starbucks' hey-day has a cup of coffee been an icon in its own right. Its Instagram account - designed for tea and coffee connoisseurs with a feed of oat milk iced lattes, canned cold brews, and frothy green matcha - has more than 145,000 followers.Īlfred mixes up a variety of specialty drinks, from lattes to matcha tea. 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. Visit Business Insider's homepage for more stories.Zad shared how Alfred sped up its direct-to-consumer program, released a mobile app, and launched a coffee subscription service during quarantine.The brand is best known by its motto, “but first, coffee” and its Instagram account, designed for tea and coffee connoisseurs.Josh Zad, the founder and CEO of the “Instagrammable” coffee shop Alfred, is one of the entrepreneurs behind this at-home coffee boom.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.Account icon An icon in the shape of a person's head and shoulders.
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