Chapter 02 Filter bench economics Northside sample, winter roast cycle
Roast Ledger

Filter drinkers are buying the farmer, not the format.

Morning cup mix by counter note

Share of cups, 7:00-10:30
n = 18,420 orders
Bar chart showing named filter lots leading morning cup mix Named filter lot accounts for 42.8 percent, ahead of house espresso at 28.4 percent and other categories. 50% 40% 30% 20% 10% 42.8% named lot 28.4% house espresso 17.2% milk batch 10.6% decaf 5.8% guest espresso 3.1% other