There’s a new chain of coffee shops in town, which I’d normally regard as a major event: I like coffee but limit myself to one cup a day, so it’s got to be a good one.
I recently tried Harris & Hoole‘s London Bridge outpost and it’s exactly what a hip independent coffee shop should be: chalkboard menus, boho chic decor, unbrushed wood and sunny smiles. Even the server was an ideal representation of a Seattle/San Francisco hipster chick, all short hair, snakehips and big geek-glasses. (I thought she was hot, although to complete the vibe she was presumably gay, or at least bi-curious.) Perfect.
And then you taste the coffee.
It’s so bad you can taste the Tesco in it.
Yes, Harris & Hoole isn’t independent. It’s a venture by the supermarket giant, and it shows everything that’s gone wrong with Tesco in the last 3-5 years. There’s nothing wrong with a coffee shop owned by a supermarket; I shop at Tesco all the time. But I used to be a fanatical Tesco fan, and now I only go there because it’s nearby. It fell so far, so fast, so obviously that the brand just hollowed itself out.
I stopped loving Tesco about three years ago, when its boardroom cost-cutting showed up too much in the food. Today I buy the basics there, wine, maybe the odd bit of deli, but most of my £70+ weekly spend now goes to Waitrose. (Which I need to get in the car for.) Harris & Hoole illustrates why.
If you launch a coffee shop, it should really be about the coffee. That should be the single thing you concentrate on first, the one thing you don’t subject to salami-slicing on costs; there are lots of coffee shops out there, so the bean’s got to be special. Yet it’s the most characterless, bargain-basement discount filter drip I’ve ever tasted. And – sharing this with Starbuck’s – it wasn’t bloody hot. I know the marketing rationale: keep it cool and they’ll gulp it and get out, faster table-turn. Well, they succeeded: I gulped and got out. Trouble is I won’t be going back.
Oh, Tesco, you came so close. If only you’d put the resources that went into studying the Seattle scene… into the one thing that mattered.