What is meant by Third Wave Coffee?
Use of the term We are now in the third wave of coffee connoisseurship, where beans are sourced from farms instead of countries, roasting is about bringing out rather than incinerating the unique characteristics of each bean, and the flavor is clean and hard and pure. Third Wave Coffee prices its products based on the quality, craftsmanship, and customization of its coffee. It uses premium pricing, value-added pricing, and loyalty rewards.For every three Starbucks outlets, one Third Wave Coffee is luring their customers away with cheaper pricing for a brilliant cup of coffee. The startup is also present in Delhi, Gurugram, Noida, Mumbai, Pune, Chandigarh, Hyderabad, and Coonoor.Founded by Sushant Goel, Anirudh Sharma and Ayush Bathwal in 2016, Third Wave Coffee currently has over 100 stores across 8 cities in India. Recently, the company raised $35 million in Series C funding from Creaegis and existing investor WestBridge Capital.Third-wave coffee is associated with the concept of specialty coffee, referring either to specialty grades of green (raw and unroasted) coffee beans (distinct from commercial grade coffee), or specialty coffee beverages of high quality and craft.
What is the difference between 1st, 2nd, and 3rd wave coffee?
Wave (1800s): Coffee becomes a commodity, its consumption grows exponentially. Wave(1970): American coffee giant Starbucks transforms coffee culture. Wave(2000s): Coffee starts being purchased based on its production origin and its methods of production. Anirudh Sharma, Ayush Bathwal, and Sushant Goel founded Third Wave Coffee in 2016, starting out as a specialty coffee shop in Bengaluru, South India.About Sushant In 2017, Sushant co-founded Third Wave Coffee with his old friend from boarding school, starting in a small shop in Koramangala in Bengaluru. The quick serve coffee chain now has over 80 outlets in 8 cities, with plans to expand.Third Wave Coffee is an Indian brand that was founded by Sushant Goel, Ayush Bathwal, and Anirudh Sharma in Bengaluru. However, none of them had a background to run a coffee chain, but it was their passion for the brew that made them take the risk and take the brand where it is today.The name Third Wave Coffee takes its inspiration from the Third Wave Movement that began in the US during the 1990s. It was a movement that changed how coffee was brewed by focusing on high-quality and single-origin beans.Third Wave is a major competitor of Blue Tokai. In March 2024, Third Wave appointed former KFC India head Rajat Luthra as its CEO while expanding its retail footprint.
Why is Third Wave Coffee expensive?
Third wave coffee prices its products based on the quality, craftsmanship, and customization of its coffee. It uses premium pricing, value-added pricing, and loyalty rewards. second wave coffee emerged in the united states in the 1960s and 1970s, and was marked by a focus on specialty coffee and the introduction of espresso-based drinks. second wave coffee was characterized by the growth of chain coffee shops, and the popularization of drinks like the latte and cappuccino.The Second Wave of Coffee We generally attribute the rise of second wave coffee to brands like Starbucks and Caribou Coffee that revolutionized cafe culture in the United States.The name Third Wave Coffee takes its inspiration from the Third Wave Movement that began in the US during the 1990s. It was a movement that changed how coffee was brewed by focusing on high-quality and single-origin beans.Price. There’s no denying that third wave coffee is usually more expensive than second wave coffee. But the higher price tag reflects not only the work that has gone into the process but the overall taste and experience you get.
Is Third Wave Coffee an Indian brand?
Third Wave Coffee is an Indian brand that was founded by Sushant Goel, Ayush Bathwal, and Anirudh Sharma in Bengaluru. However, none of them had a background to run a coffee chain, but it was their passion for the brew that made them take the risk and take the brand where it is today. Introduction to Third Wave Coffee’s Customer Demographics Our customer base primarily consists of: Coffee Connoisseurs: These are individuals who have a deep appreciation for the art and science of coffee brewing. They are willing to invest in high-quality beans and equipment to achieve the perfect cup of coffee.Founded by Sushant Goel, Anirudh Sharma and Ayush Bathwal in 2016, Third Wave Coffee currently has over 100 stores across 8 cities in India. Recently, the company raised $35 million in Series C funding from Creaegis and existing investor WestBridge Capital.Third Wave Coffee expands through a franchising model, where approved franchisees purchase franchising rights by paying an initial fee along with ongoing royalties, which are calculated as a percentage of their sales.